July 30, 2008

The Online Tools And Functionality European Investors Want

And The Tools eBusiness Executives Need To Prioritize

by Alyson Clarke

with Benjamin Ensor, Lauriane Camus

Executive Summary (This is a document excerpt)

Online investment functionality like portfolio trackers, stock selection, and retirement planning tools equip investors with the support they need to make investment decisions themselves. To help eBusiness executives decide what investment tools to spend their money on, we surveyed European online investors to find out what tools and functionality they consider important and what they actually use. The results show that the demand for many online tools far exceeds current use. In particular, the number of online investors wanting online customer service functionality is 2.5 times more than the number of investors actually using it. If eBusiness executives want customers to use the Web, they need to improve the usability of existing online tools, build more extensive customer service functionality, and promote the benefits of their more advanced investment tools.

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