Why Read This
Financial services Web sites need online advice tools to give customers the financial advice they desperately need. If executed properly, advice tools can help firms build trust, reduce costs, improve the overall customer experience, and make advice more relevant. But many financial services companies failed to reap the rewards of previous attempts to implement these tools in the early 2000s. To get it right this time around, firms must learn from the past, understand the human advice process, and incorporate eight critical features.