Financial Services Firms Open Up About Customer Acquisition Costs

To find out overall costs and customer acquisition costs of various banking products across channels, Forrester recently surveyed 24 members of our eBusiness, Channel And Product Management Research Panel from financial services firms. Results from our survey show that in 2008, overall corporate spending on customer-facing online presences is increasing by 13% from 2007 to 2008, with the bulk of that spending going toward secure (versus public) sites. Panelists also report that for every product we ask about, the online channel is the lowest-cost channel for acquiring customers — and credit cards are the cheapest product to sell online.