Summary
In 2008, the majority of US online adults who researched a financial product did so online, and the majority of those online researchers applied in a channel other than the Web. These cross-channel shoppers illustrate the importance of online-influenced sales in financial services. To effectively capture and manage these cross-channel shoppers, eBusiness executives should dedicate a portion of their Web strategies to tactics that include lead capture, interactive help, and cross-channel application completion.
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