During the past decade, consumers' financial behavior has changed significantly, but financial firms have been slow to evolve. Financial firms face a combination of product and service commoditization and more demanding, connected customers. Financial services firms need to do better ¿ and soon ¿ because leading competitors are already starting to win and keep customers by delivering better customer experiences. Financial firms need to raise the bar on the customer experiences they provide by changing their cultures, processes, and structures.

• Why is differentiation more important now than ever?
• How can financial firms build differentiated customer experiences?
• How can firms develop the culture, process, skills, and structure needed to deliver great customer experiences?

Each attendee can schedule up to two 20-minute one-on-one sessions with the Forrester analysts of their choice, depending on availability. These meetings are consistently rated as one of the most popular features of Forrester Events.

• How do you put yourself on the side of the customer and still make money?
• How should senior management push a client-first philosophy out to front-line employees?
• Can you institutionalize superior customer experiences?

• Why most customer-focus initiatives don't result in greater customer loyalty
• How customer relationships should be measured
• How does a smart firm demonstrate to customers that it values their loyalty?

Listen to a panel of your peers discuss the challenges associated with gaining greater consumer insight through multichannel marketing. To be successful, companies need to have a more complete picture of who their consumers are, what they¿ll respond to, and how they prefer to communicate. This panel will focus on the following:

• How do you discover and track the channel preferences of your clientele and your targeted prospects?
• What are the best and worst practices pertaining to leveraging multichannel marketing to improve your customer¿s experience?

Expectations have never been higher for a fully interactive, personalized online experience. To stand out from the competition, you¿ve got to engage site visitors all the way through the customer life cycle ¿ delivering targeted online offers and content to the right individual at the right time, every time.

Join Interwoven's Guest Executive Forum and learn how our customer Wachovia Corporation increased click-through rates by more than 100%.

Interwoven's leadership in Web solutions is built on our proven success in helping businesses stay at the forefront of rapidly evolving trends. In addition to Wachovia, other financial companies that have benefited from Interwoven solutions include CIT, Morningstar, and HSBC.

The online channel represents one of the fastest-growing sales channels for financial services firms. This session chronicles National City¿s online chat program, from tactical execution and incremental results to expectations and reality.

• How, where, and why did National City implement live chat? Which products and customer segments did the company target?
• How did National City build the business case, and which KPIs resonated most with decision-makers?
• Which metrics did National City measure, and what kind of results did the chat program achieve?
• How did National City realign its call center to support chat, and what's the profile of a successful sales chat agent?
• What¿s next in the future of chat at National City?

An ATM deposit one day, a low interest credit card mailing offer the next, and a low balance text message alert 48 hours later. Financial services companies are interacting with their customers over an increasing number of channels and collecting an endless amount of data from a growing number of sources. But how are these touch points affecting key metrics such as lifetime value and loyalty ¿ and more importantly, what steps should you take once you get back to the office?

Based on the experiences of RBC Financial Group and Sapient, attendees will learn how to take action on the following topics:

• The cross-channel metrics that matter most
• How to tailor messaging and customer segmentation in real-time for better results
• The first steps towards a 360 degree customer view that evolves with changing marketing programs

• How does Wachovia routinely outscore all other top US banks on measures of customer satisfaction and customer advocacy?
• How will banks' relationships with consumers change over the next five years?
• How important is the online channel to the customer experience?

The trends in interactive marketing are clear. They point to a distinctive set of competencies financial services marketers will have to develop to provide their organizations with competitive advantage over the next three to five years:

• Interactive marketing will have to be centralized in order to provide governance on increased online spending and to eliminate huge redundancies across siloed geographic and product-service lines in financial services companies.
• The major benefit of this centralization will be far more effective budget management at the holding company level and far more effective online brand management as touchpoints ¿ from search to display to social media ¿ to get coordinated to maximize lead generation and brand awareness.
• This will require financial services companies to deploy innovative solutions to attribute value to media channels and use these attribution models to ensure optimal deployment of resources to maximize effectiveness.

This concept is called cross-media optimization ¿ or CMO ¿ and it will be the basis by which marketers will execute online media in the future. This breakfast session will provide an overview of the ramifications these trends will have on the future of interactive marketing. It will also discuss the effects on the processes, people, and technologies necessary to execute the new CMO strategy.

Contrary to popular belief, sales success in offline channels like the branch or phone does not necessarily translate into sales success in the online channel. The Web comes with a set of inherent customer expectations and rules that determine success or failure in the channel. Most financial firms have failed to understand how Web shoppers differ from the shoppers they have traditionally dealt with. This failure has led to poor customer experiences that are alienating online shoppers. This session gives attendees the knowledge and tools to thrive in the evolving world of online sales. Specifically, this session answers:

• How Web shopping expectations differ from traditional sales channels
• What leaders in Web sales know that allows them to excel
• How firms can develop a superior online sales channel

Learn how the fusion of marketing and technology is transforming the customer experience focus at Capital One, under the leadership of Robert Alexander, CIO and Head of Enterprise Customer Management Robert Alexander. In this session, you will learn:

• How an organizational alignment of marketing and technology can help drive competitive advantage
• How to overcome cultural and governance obstacles while transforming the customer experience focus
• How to integrate online servicing and selling efforts across the enterprise

Each attendee can schedule up to two 20-minute one-on-one sessions with the Forrester analysts of their choice, depending on availability. These meetings are consistently rated as one of the most popular features of Forrester Events.

• There are a significant number of forces driving financial services organizations to dramatically improve customer experience management capabilities.
• Capability imperatives to address experience management gaps are material and pervasive across the enterprise.
• The accumulated legacy of most organizations represent significant opportunities and barriers to execution that must be resolved.