Save or Share this Report

For Customer Experience Professionals

BBVA Makes Online Banking Customized, Aggregated, Relevant, And Social

CARS Improves Customer Experience And Supports The Bank's Growth Strategy

July 8, 2010

Primary author headshot

Authors

  • By Jonathan Browne
  • with Moira Dorsey,
  • Alexander Hesse,
  • Shelby Catino

Why Read This Report

Forrester has predicted that the next generation of online experiences will be customized, aggregated, relevant, and social (CARS). We can already see early examples of companies that are transforming their digital offerings with these attributes. At Spanish bank BBVA, a recent Web site renewal project code-named "NICE" illustrates well what CARS will mean for online financial services. The initiative puts valuable personal finance management capabilities onto the same site that customers use for banking. It allows them to aggregate information from all of their accounts and customize the way it's presented to suit their needs. BBVA spent several years developing and refining this offering as a catalyst to spur greater online engagement and as a way to win and grow customer relationships. In addition, the advanced functionality reinforces its core brand positioning. Companies wishing to create CARS experiences that succeed should conduct ethnographic research, beta test with early adopters, and then adapt for mainstream customers. Although CARS projects may seem radical and novel, they should be evaluated with down-to-earth metrics that are tied to business success.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase