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For eBusiness & Channel Strategy Professionals

What Morgan Stanley Smith Barney Must Do Now

The Combined Firm Needs Better Electronic Channels For Advisors And Clients And Needs To Abandon The "House Brand" Financial Supermarket Model

January 30, 2009

By Bill Doyle with Peter Wannemacher, Courtney Tincher

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Why Read This Report

To succeed with today's investors, Morgan Stanley Smith Barney will need more than an advisor army; it must do a better job for clients. Today's clients — and their advisors — need better electronic channels than either firm offers today. And the new institution will need to do a better job of demonstrating that it has its clients' best interests at heart. That means abandoning the "house brand" supermarket model that characterized the wirehouses for years.
Tags: Brand & Product Web Sites, Customer Experience Management, Direct Marketing, eCommerce, Financial Services, Financial Services Technologies, Interactive Marketing Strategy and Process, Investments, Online Financial Products & Services
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