Why Read This
The Web plays a central role in the lives of today's financial consumers. Consumers use this channel as the primary method of servicing their accounts and researching financial products for purchase. A financial provider has more ongoing "touches" with its customers through the Web than through any other channel. As a result of this central role, the Web also has an opportunity to play a key role in the execution of successful cross-selling strategies. eBusiness managers must encourage their teams to move beyond the basics in order to take advantage of next-generation cross-selling techniques on both the public and secured Web sites.