Executive Summary (This is a document excerpt)

Many retail banking eBusiness executives have realized that the secure online banking Web site is a good place to sell products to existing customers. To do so, eBusiness managers have to overcome a series of organizational and technical obstacles. Executives can't simply transfer sales tactics from the public site to the secure site. Instead, they need a more targeted approach. Several banks across the globe, however, have begun to solve these problems, and they serve as good examples for secure site sales — like addressing customers with individualized product offers, integrating product content and advice tools into the secure site, and offering easy application processes. Banking eBusiness executives who want to drive product sales through the secure site should take a step-by-step approach.

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