Trends Report

2014 Canadian Bank Digital Sales Benchmark

RBC Leads With Strong Account Comparison Tools And Online Account Opening Features

November 25th, 2014
With contributors:
Benjamin Ensor , Audrey Blumstein

Summary

We used our Digital Sales Functionality Benchmark methodology to evaluate the public websites and mobile sales efforts of the five largest retail banks in Canada. This benchmark covers 36 criteria across four categories aligning to the phases of the customer life cycle: discover, explore, buy, and use. eBusiness teams at Canadian banks offer excellent product research tools but could do more to help customers move through the purchase journey. To build on these strong foundations, digital banking teams should help customers with financial advice, cross-sell related products and services, and continue to engage customers after the application process. This report is intended to help eBusiness and channel strategy professionals benchmark their own digital sales capabilities, identify good practices, and plan future improvements to their public websites.

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