Summary
We used our Digital Sales Functionality Benchmark methodology to evaluate the public websites of the five largest retail banks in the US. This benchmark covers 36 criteria across four categories aligning to the phases of the customer life cycle: discover, explore, buy, and use. US 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 online sales capabilities, identify good practices, and plan future improvements to their digital sales tactics.
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.