Earning the trust of Filipino consumers is a challenge that requires a nuanced and dedicated approach, especially in today’s fast-paced realm of digital financial technologies.
Starpay, a financial technology company, adeptly navigates this challenge through a blend of perseverance and personalized service.
Starpay product and marketing head Ryan Uy provided Manila Standard insights into their trust-building strategy, emphasizing the ongoing nature of this process.
He said this is a continuous trial and interaction with customers with the goal of being able to retain them even beyond the trial period.
Uy said central to their strategy is a commitment to being present and available during crucial customer interactions. Whether setting up a new service or addressing inquiries, Starpay ensures that their team is on standby.
Uy recalls numerous on-site activations in the countryside, highlighting the importance of patience and genuine care for people’s learning processes, a pivotal factor in Starpay’s ascent to 7 million users.
While others might start packing up as early as 3 p.m., Uy said Starpay employees stay to address the needs of remaining customers, underscoring their dedication.
This commitment plays a crucial role in establishing confidence among users, particularly during the educational phase.
Educating users about Starpay’s features and benefits is also a key aspect of their approach. “You have to explain all that even in a short time because they are trying you out,” Uy said.
He said this educational component becomes vital when dealing with groups of users collectively testing and verifying the platform’s reliability.
Starpay believes trust is an ongoing test. Even after regular transactions, users continue to scrutinize the platform’s responsiveness and reliability.
This perpetual scrutiny encourages continuous improvement from Starpay’s end.
He said the human touch remains a cornerstone of their strategy. Uy dismisses the idea of relying solely on artificial intelligence.
“For our operations, that will not work. If the answer is not correct, they will say are you stupid? Human interaction, whether in customer service or other aspects, remains irreplaceable,” he said.
As Starpay observes substantial growth, particularly during the pandemic-induced surge towards digital financial technologies, their commitment to personal touch and continuous improvement is evident.
“The human approach, whether it’s interacting with your product or your merchant or whoever that may be, personal touch is important. If there is no personal touch, customers can feel it immediately. That’s why they are also apprehensive in using technology,” Uy said.
Starpay’s journey to build trust is an ongoing commitment to being there for their users, educating them, and maintaining a personal connection in the digital realm.
As the financial landscape evolves, Starpay’s approach offers a compelling narrative of trust earned through dedication and personalized service.