Financial services are faced with the challenge of delivering their customers with anÂ online experience that goes far beyond just a website.
At one time, the internet appeared to offer all organisations a simple proposition: emailÂ connectivity and a clickable presence in the form of a website. Today, web presence hasÂ rapidly evolved with interactive content and the ability to deliver transactionalÂ experiences â€“ or e-commerce. Migrating services online helps business reduce costs,Â while customers benefit from the convenience and autonomy of self-service.
Financial services sites are absolutely competitive. They are really trying to drive peopleÂ online. The self-service model is being taken seriously so they want to make sure theirÂ sites are available, responsive and allow users to do as many things as possible.
Though, many have shown an overall poor performance. The top reasons for failure wereÂ as follows: company websites make browsing too difficult; content missing, repeated and
poorly worded; and site search doesnâ€™t work for typical tasks.
Here are three factors for a successful online financial service site which keeps usersÂ engaged and displays great use of technology while still delivers companyâ€™s messages
clearly and effectively:
- Customer experience, which includes the impression the homepage and overallÂ design style give the customers, their satisfaction when they interact with the siteÂ and perform tasks.
- Best practices, such as ease of use, quality, availability and security – siteÂ managers must be compliant with data laws requiring them to protect customerÂ information and the integrity of customer accounts.
- Service-level, which looks at responsiveness and reliability of websites – scoresÂ them on how quickly they respond to user commands and such factors as averageÂ downtime.
Financial services must tie these three factors together – customer experience, bestÂ practices and reliability/responsiveness – to have an effective web presence. They can’t goÂ hard into one particular area and ignore the others. They have to understand what’sÂ available versus their competitors, what consumers think of their sites versus competitors’Â and how their sites are performing.