Financial services companies have been advised to advertise their online performance to potential customers.
A new eMarketer article cites a recommendation from Forrester Research that finance companies should publicise their efforts in the field of e-commerce.
In its Five Step action Plan to Help Banks Compete with Biller Sites for EBPP Users, the company advises that banks should highlight their free e-billing centres to customers, 40 per cent of whom were found to assume companies charged for online billing in a survey by Forrester Research.
Meanwhile, eMarketer analyst Lisa Phillips observes that higher interest rates or lower fees are the most common marketing tactics deployed by US financial services firms.
She cites comScore figures showing that more than half of people would only open an online account to receive $100 (£50), while 13 per cent claimed a 6.5 per cent interest rate on new deposits would persuade them to choose an institution.
Meanwhile, a recent study from Foviance & RXP found that e-commerce retailers need to hone their multi-channel telecoms skills.
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