For eBusiness & Channel Strategy Professionals

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	July 20, 2009 Driving Sales On Banks' Secure Sites — Global Best Practices by Vanessa Niemeyer, Ph.D. with Benjamin Ensor, Alexander Hesse, Courtney Tincher	Average: 8  (6 ratings)

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Executive Summary

Many retail banking eBusiness executives have realized that the secure online banking Web site is a good place to sell products to existing customers. To do so, eBusiness managers have to overcome a series of organizational and technical obstacles. Executives can't simply transfer sales tactics from the public site to the secure site. Instead, they need a more targeted approach. Several banks across the globe, however, have begun to solve these problems, and they serve as good examples for secure site sales — like addressing customers with individualized product offers, integrating product content and advice tools into the secure site, and offering easy application processes. Banking eBusiness executives who want to drive product sales through the secure site should take a step-by-step approach.

TABLE OF CONTENTS

• The Secure Site Has Become An Increasingly Important Sales Channel
• Banks Need To Overcome Obstacles To Drive Secure Site Sales
• Secure Site Sales Has To Follow Certain Principles
• Effective Secure Sales Sites Support The Customer Journey

RECOMMENDATIONS

• Follow An Evolutionary Approach
• Supplemental Material
• Related Research Documents

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