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Guides   |   Problem-Solving for Retail and Rental: Customer Workflows and the Identity Solution

Problem-Solving for Retail and Rental: Customer Workflows and the Identity Solution

If you’ve ever needed to hire a vehicle at an airport, you’ll probably have experienced the queue to the front desk. You’ve had a long flight but you’re not leaving the airport until your paperwork has been checked just one more time! You may be there for quite a while. Fortunately things are improving. Here’s how.

In the past, the paperwork checks seemed to take rental firms a long time. Today that’s changing and customers can check-in themselves at kiosks and the time is dramatically reduced. Something has changed!


Similarly, not too many years ago, customers would have to set aside a significant part of the day in order to create a new bank account or take out a loan. Today, it can be quicker than shopping online or arranging a delivery.


Many of the checks that financial, retail or rental organizations needed to be performed to confirm that a user’s details, paperwork, photos and address are correct have been reduced down to a simple interaction with very short online entry forms or document scanners, and a simple Application Programming Interface (API) call manages all the rest. The easy-to-use cloud service from GBG analyses the information and returns the results in real-time.


GBG’s Identity Solution empowers businesses to be able to instantly verify customers and on-board them in ways that suit both the customer and the way the business operates. Existing customer-handling workflows that the business operates can remain the same but benefit from a massive speed-up with Identity Solution, or alternatively, completely new procedures can be implemented to more closely align with business needs and customer expectations.

WHAT IS A CUSTOMER WORKFLOW?
Businesses handle customer interactions in different ways. If the business requires the user’s identity and address to be verified in different stages in the customer handling process or workflow, that’s as easy as calling an Identity Solution API multiple times during that customer handling process. Additional or different information can be supplied in the API call each time, and the Identity Solution will correlate it all and provide guidance in real-time as the person is verified to the depth required for the particular business scenario.


Here are some examples typical customer interactions and workflows. A user may enter retail premises to purchase a mobile phone and provide information about themselves while the sales agent determines which phone service contract would suit the customer’s needs. The information provided by the customer could be captured into your business apps then and there. The workflow therefore may have involved an agent capturing the details directly from the customer and entering them into the business or commerce app.


As another example of a customer workflow, when purchasing a financial service, a customer may talk to pre-sales staff first and only some of the information may be available at that time. That partial information may be captured by the pre-sales staff, and then the customer is handed to a more specialist sales representative for the capture of the remaining information. In this scenario, the customer may expect to only show their passport to the specialist trained staff after some basic name and address information has been captured at the pre-sales stage.


In equipment hire or car rental scenarios, there may be an expectation by the customer that they should immediately present their driving license or other documentation early on in the customer handling process, and so the customer workflow would be different compared to the other examples above.


All of these different customer workflows and thousands of others across different industries are compatible with GBG Identity Solution.

WHY DOES IT MATTER?
With increased choice and multiple routes available to customers to meet their needs, organizations are forced to examine customer experience and develop and re-engineer their business processes to suit multiple customer requirements. The growth of online commerce has meant that workflows nowadays may involve document capture from mobile phone cameras and support from remote agents and verification over the phone. There are also new customer interaction opportunities in retail stores and options to implement pop-up stores and kiosks to support customer encounters.


GBG’s Identity Solution plays a key role in helping businesses extend their reach locally or globally, across online and physical shopping environments. In all of these scenarios, when business processes are devised as part of a customer experience workflow, Identity Solution functionality is used to build the appropriate customer encounter each time, regardless of how your services are accessed.


To take the car rental example, a customer may arrive with or without a reservation already made. The customer throughput and experience can be speeded up by providing a facility to allow them to self-scan documents, but some customers may prefer to speak to a staff-member first. Information in this scenario is captured at different points; at the web browser when the reservation is made, or at a kiosk or at the sales desk. Document scanning tools may not be available at the web browser, or the customer may have misplaced some of them by the time they reach the sales desk, or the individual may require further special handling if they have recently moved home. Identity Solution can support all of these customer choices and workflows.

REMOVING COMPLEXITY
GBG Identity Solution integrates into thousands of databases worldwide in a safe, regulation compliant manner, allowing businesses and their customers to operate in a safe, trusted way in each country the business chooses to operate in, with rapid time to market. All of that complexity is removed from the business processes through several ways.

  • Identity Solution is accessible using a greatly simplified API. Depending on business requirements the customer’s details may be verified with just a single API call. Different desired customer workflows may require information to be collected and processed in different ways or stages however, and in those scenarios the API can be called multiple times at the best locations in your application code. The application does not need to sequence API calls in any order except that which suits your business needs.
  • Pre-configurable processing and results handling. Underlying the simple-to-use API, your business requirements will determine what forms of identity can be accepted for the services you’re offering, what databases need to be checked and the amount of verification you need at different stages in the customer handling process. All of this is configured within GBG’s Identity Solution once you enable the service, and accessible by a parameter value known as a journey identifier. Once you have a journey configured in the Identity Solution, it can be invoked by passing that identifier as part of the API call. You can change the journey configuration any time as customer, regulatory or commercial conditions evolve. For instance, if your business decides that more than one document must be verified for certain transactions, then you can make it part of the journey configuration. This offloads the need for the application code to analyse API call results individually. Instead, after multiple API calls are made, the Identity Solution will automatically return a pass or fail result based on the configured journey. There is a journey builder tool for instant modification or creation of new configurations.
  • Web and Mobile Software Development Kits (SDKs). If you’re using browser or mobile tools as part of your customer workflow processes then you may prefer to use SDKs to access the Identity Solution, rather than the more granular API access, or you may choose to use both the SDKs and the API capability together as required. The SDKs take some popular workflows and provide instant access to them, saving developers the effort to create forms and handling for user data. This guide walks through example customer workflows using the API, however the workflows could equally be implemented using the SDKs.