Enhancing Loyalty With Enrolled and Unenrolled Payment Options

Personalized payment experiences weren’t something many billers used to think about much. As long as they got paid, they were happy. But the problem was that some customers weren’t happy and still aren’t today. Consumers have grown accustomed to seamless payment experiences, so it's a big turnoff when they run into a biller or business that doesn’t let them pay the way they want. 

We’re not throwing billers under the bus here. There are a lot of payment methods out there and customer engagement tactics to consider, and it’s not easy, or maybe realistic, to adopt each one as soon as they are available. But there is something all billers should be considering adopting if they’re focused on customer retention. And that is, enrolled payment solutions, with their ease of automation, and unenrolled payment options, which prioritize flexibility and control. This dual approach ensures that billers meet the varied needs of their customers. 

It’s no longer just about getting paid. It’s about letting customers pay how they want. Read on to learn why offering both options helps retain customers and build long-term loyalty.

What Are Enrolled and Unenrolled Payment Experiences?

Enrolled payments refer to recurring payments via AutoPay, where customers securely save their payment details with the biller (via ACH, credit, debit, or even digital wallets). This setup allows automatic payments to be processed on a scheduled basis, such as monthly or annually. Enrolled payments are a popular approach for consumers who don’t want to worry about missing a payment and want to save time. Common examples include subscription services, utility billing, and taxes. This method often requires customers to opt in and consent to have their payment details stored and used for future transactions.

Unenrolled payments provide an on-demand experience where customers manually enter their payment details every time they make a payment. Unlike enrolled payments, these don’t require customers to commit to a recurring schedule, making them ideal for one-time or infrequent transactions. This offers greater flexibility for consumers who prefer to maintain direct control over their payments, allowing them to decide when and how to pay. However, many on-demand solutions require customers to enter their payment details repeatedly, adding extra effort to each transaction. Instead, look for a solution that stores payment information to increase convenience while also allowing even guest payers to future-date and cancel payments.

Benefits of Flexible Payment Solutions for Businesses

Adopting a mix of enrolled and unenrolled payment models is essential for enhancing customer satisfaction and retention while driving revenue growth. Here’s how this strategy can make a tangible difference for both your customers and your bottom line:

1. Improved Customer Experience

• Adaptable solutions cater to everyone's needs, enhancing satisfaction.
• Empower customers to choose their preferred payment method.

2. Higher Retention Rates

• Balances between consistent engagement and flexibility.
• Attracts both long-term committed users and casual pay-as-you-go customers.

3. Streamlined Revenue Management

• Predictable income from enrolled customers.
• Extra revenue potential from the freedom of on-demand payers.

Best Practices for Implementing Both Options

Regardless of the payment method, ensuring simplicity and efficiency is critical. A foundational first step is to offer your customers a user-friendly payment portal for enrollment. It's essential to have these tools available and well-promoted, so customers are aware of them and know how to use them. To achieve this, create a clear communication plan that describes both payment options, explaining how they work and their respective benefits. Additionally, educate customers about the privacy and security measures you have in place to reassure them about the safety of their payment data.

The most effective way to gauge whether you’re meeting your customers’ expectations is to solicit periodic feedback from them. Remember, your enrolled and unenrolled customers have different needs, so make sure you tailor any feedback requests to each of these audiences. You’re probably not going to be able to act on every single request, but there will often be recurring themes that will help you prioritize any changes or new initiatives. In addition, it’s important to stay adaptable to evolving trends and preferences.

Offering Both Is the Way Forward

The world of bill payments has come a long way. While billers used to focus primarily on getting paid, today’s consumers expect more. They want options. A seamless payment experience isn’t the same thing for everyone. Some want an automated enrolled payments solution for convenience, while others prefer the freedom of unenrolled payments options. Offering both is essential for keeping customers happy, avoiding missed payments, and building lasting loyalty. By meeting customers where they are and offering simple, secure payment options, you show you care about what they want. 

Empower your customers with choice and flexibility in their payment solutions. Discover how KUBRA can help you deliver seamless, personalized payment experiences, prioritizing convenience and control. Whether it's enrolled or unenrolled payments, ensure customer satisfaction, retention, and loyalty with KUBRA’s billing and payment platform.