Consumers want a convenient, secure and familiar experience when they interact with their bank online. They also want their bank to understand that they may use multiple channels such as the branch, online, ATM, as well as the customer service center.
One of the fastest growing trends is that banks are trying to improve their websites. It’s an effort to capture stronger sales leads through a lower-cost channel and enhance the way people research products online.
As part as a digital initiative to make the online channel more customer friendly, Comerica has “taken a cue from Match.com’s playbook.”
Comerica has implemented Ignite Sales’ Recommendation Guide and Eligibility Analytics and have implemented it on their consumer site as the Account Planner. The Account Planner solicits input about the consumer’s financial situation, matches Comerica’s products to meet their needs.
“About 2,000 customers use Account Planner every month, with roughly a quarter of them asking Comerica to contact them or clicking through to the firm’s account opening process,” says Jim Weber, CMO at Comerica.
You can read more about this initiative in American Banker.
