Trends Report

Use Needs-Based Content To Drive Banking Sales

Digital Feature Fix: Product-First Bank Sales Strategies Are Shortsighted And A Competitive Disadvantage

September 11th, 2018
Alyson Clarke, Principal Analyst
Alyson Clarke Principal Analyst
August du Pont, null
August du Pont
With contributors:
Peter Wannemacher , Benjamin Ensor , Piers Conway , Sam Bartlett

Summary

Our Forrester Industry Wave™ evaluations often reveal that banking digital sites and mobile apps are missing important content, features, or functions that help customers complete their goals. Many banks and credit unions take a needs-based approach to sales when talking to prospects in person, but most fail to do the same in digital touchpoints. This brief explains why goal-oriented content is important in driving sales, illustrates good practices from leading firms, and helps digital teams understand how to implement goal-oriented content effectively.

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