DNIe: Value added services VS. Pain added services

So far, most of the financial sector in Spain has used the DNIe to create “pain added “, not “value added services.”

The use of DNIe to log on to online banking is a prime example of this phenomenon. Banks are not looking to use the DNIe for business purposes, efficiency or competitiveness, but only as a public relations gimmick, just to show the government an alleged (and far from true) support of DNIe and/or beat their chests in the name of “increased security”. Bank after bank have been announcing “DNIe authentication, because competitors offer that too“, without stopping ever to think what is the real benefit this brings to their customers. Given this, what is surprising it is not that clients massively choose to continue using “user + password” instead of DNIe, but that banks are surprised about it.

If you offer the customer to login with “user + password” (prefilled by the browser), or with “DNIe + reader +PIN” and the end result is the same (access to your account), the logical thing is that your clients choose “user + password”. You are using only DNIe to offer a pain added service.

If you offer the customer to apply for financing from their home with their DNIe and then get the money immediately, or, instead, they have to print and sign the application, put in an envelope, mail it and then wait for a response, and the end result is the same in both cases (getting financed), then it is only natural that your customers choose to use DNIe. You are using DNIe to provide a value added service.

It is not a technology problem, but one having to do with the value proposition of your service. It does not take a genius or paying millions in focus groups. Just get your head and heart in the right place (your customer).

By David Blanco
Saved in: Business, eID | No comments » | 18 March 2014