Summary
eBusiness professionals at financial firms must understand not only who is already buying financial products on the Web but also who is the most likely to do so in the future. Forrester identified three segments of online financial consumers: Online Applicants, No Ways, and Potentials. Understanding who these customers are, especially their goals and concerns, is the key to getting more consumers to apply online. To be successful, eBusiness professionals should confront privacy and security concerns, communicate the benefits of applying online, and provide incentives to encourage trial.
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