Digital personal finance company SoFi is committed to helping its members get their money right, so when the lender discovered that users were abandoning its online loan application process in high numbers – in as many as 28,000 sessions each year – its executives knew they needed to act decisively to uncover the problem. They turned to customer journey analytics and journey mapping to understand where and why the issue was occurring, and in doing so, identified and resolved a technical error that could lead to as much as $9 million in lost revenue annually.
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