Comments

  1. Pol Navarro says:

    IT and Marketing heads?

  2. Salil Ravindran says:

    Brett,

    Upto some extent banks have started looking at contextual marketing and cross sale within their own secured site, aided by good content management and real time decisioning solutions.

    Looking at Europe’s generally conservative approach to disruptive technologies in transactional e-banking – and lots of Tier1s seem to be on IT transformational path more than their counterparts in North America – contextual triggers outside of the authenticated domain on third party sites seems difficult in 2-3 years.

    • bank2book says:

      Salil,

      To some extent I agree, but I still see organizational challenges. For example, who manages “offers” behind the login? This is relegated to a ‘CRM’ function, but there’s still not enough marketing thought, for example, put into the analytics and crafting of sales messages in this space.

      BK

  3. Brett,

    You said “The problem with these two separate views of the world, is that it no longer makes sense for the customer. 90% of daily traffic to most bank website goes to the login button, so conceivably your most attractive targets (i.e. existing customers) are ignoring all of the marketing spend on nice sales messages, flashy graphics and landing pages, and they’re going straight through to the tasks they want to complete behind the login. Behind the login, most banks adopt a quite sterile marketing environment, with very limited sales communications, largely focusing on execution.”

    Great point. The technology to engage customers behind the login is not new. The technology providers were stuck in the two tier world you described. The major technology providers need to rapidly close the gap.

    With no research to back this up, I agree with you. I think the average business or consumer just wants one main “screen” to engage with their finances. That screen, however, can be anything from smartphone to tablet, laptop, TV App, Facebook App, desktop computer, etc Basically, whatever screen is convenient at the time a person is ready to engage with their finances.

    Challenging yes. Doable in the next year or so….I hope so.

    @dmgerbino

  4. Misty Albrecht says:

    As a marketing v.p., I think it would be great if we could integrate the two and target people with pre-approved offers. As a consumer, I don’t want to have my information monitored that closely – it is too close to an invasion of privacy for my comfort. How do you balance the two?

    • bank2book says:

      Misty,

      That’s where the customer relationship dashboard comes in – configuring the relationship from a customer perspective in terms of what information you are open to having monitored, and how the bank is allowed to use it or contact you…

      BK

  5. Totally spot on Brett – as ever. Soon the ecommerce marketplace will be within what we now know as social media and it’s not going to be enough for a bank to be siloed behind a security wall somewhere else. IF the banks don’t move with their customers into this space, the likes of facebook will start providing what we can’t. They’ve started now. Here are my “4 Cs” for surviving as an internet bank in the next 5 years: Context; connections; conversations and… conversions. ;-)

  6. Sarah S says:

    this is my first time here and I just wanted to stop by to say Hello All.

  7. Nick See says:

    the reason why currently there are 2 platforms is because banks want to ensure that for the transactional stuff, the page loads are fast and crisp. that’s why they opt to keep the transactional pages “lean and mean” as possible.

    • bank2book says:

      Nick,

      I completely and wholeheartedly disagree. WIth current broadband capability this is an argument better left to the dial-up days. Rich content is a fact of life, and when customers log-in they expect personalized service and it behooves the bank to focus on smart revenue in the secure site. The fact is, limiting the platform behind the login just to transactional capability shows a complete lack of understanding of the revenue capability of online and customer behavior.

      BK

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