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	August 13, 2009 Case Study: How Commonwealth Bank Of Australia Redesigned The Secure Site For Sales by Vanessa Niemeyer, Ph.D. with Benjamin Ensor, Courtney Tincher

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Executive Summary

In the course of its "Finest Online" project, Commonwealth Bank of Australia redesigned its NetBank Internet banking service with the objectives of building an excellent customer experience and driving online sales. The bank has implemented new content and functionality to support the customer journey and integrated the new secure site sales approaches with in-person channels and the bank's multichannel customer relationship management (CRM) system. The two-year, cross-organizational project has boosted online sales, increased customer satisfaction, and improved the bank's image.

TABLE OF CONTENTS

• Three Strategic Goals Were The Drivers For Secure Site Redesign
• Commonwealth Bank's Secure Site Supports The Customer Journey
• Results: Driving Sales On The Secure Site Pays Off

WHAT IT MEANS

• Commonwealth Bank Is Planning Next Steps In Secure Site Sales
• Related Research Documents

This is an excerpt

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