October 6, 2009

What Europeans Expect From Financial Services Web Sites

And What eBusiness Executives Need To Do To Meet Customer Needs

This is the third document in the "Financial Buyers' Customer Journey" series

by Vanessa Niemeyer, Ph.D.

with Benjamin Ensor, Alexander Hesse, Courtney Tincher

Executive Summary (This is a document excerpt)

Consumers go to financial services Web sites with different motives — some want to access their own accounts and some intend to research or buy a specific financial product, while others are looking for a solution that fits their needs. Visitors to financial services Web sites have clear expectations about the content and functionality they want and clear preferences for how they want that information to be presented. eBusiness executives should ensure that their sites help customers achieve their goals by helping them find what they are looking for, earning their trust, and presenting complex information in an intuitive and interactive way. Meeting customers' expectations will help executives meet their own eBusiness objectives and create opportunities for the product offers and recommendations that many customers want.

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