August 7, 2006
How Consumers Buy Banking Products
Mortgage Buyers Prefer Different Channels For Different Activities
with Bruce D. Temkin, Peter Hult
Executive Summary (This is a document excerpt)
US and Canadian online research and application activity continued to increase in 2005. Consumers in the online sales process prefer to use a mix of channels as they move from researching to applying, then to fulfilling their product choice. Financial firms need to first dissect overall sales processes, then understand consumers' preferred channels for each step of the process. Armed with this information, channels can be best aligned to meet consumer's sales expectations.
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We analyzed data from Forrester's NACTAS 2006 Benchmark Survey. In addition, we analyzed results from a survey of mortgage applicants co-developed with Compete. Related Research Documents
June 7, 2006, Best Practices
February 2, 2006, Trends
May 17, 2005, Trends |
Online Research And Application Behavior Continues To Increase
The Internet Is Preferred For Learning, Not ApplyingFind Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents. |
Original air date: Tuesday, June 30, 2009
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