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

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.