For Customer Experience Professionals

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	August 17, 2009 Best And Worst Of Financial Services Brand Building Web Sites, 2009: Credit Card Providers by Ron Rogowski with Harley Manning, Rachel Zinser	Average: 8  (1 rating)

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Executive Summary

How good are the brand experiences offered by major credit card Web sites? To find out, we graded the sites of four top brands — American Express, Capital One, Citigroup, and Discover — on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only one site — Discover — passed both of our brand tests. To improve the brand experience, credit card providers need to use legible fonts, improve card selector tools, and differentiate based on unique brand attributes.

TABLE OF CONTENTS

• Just One Credit Card Site Passed Both Dimensions Of Our Test

RECOMMENDATIONS

• Credit Card Providers Need To Improve Both Aspects Of Brand
• Supplemental Material
• Related Research Documents

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