Table of Contents
INTRODUCTION
LIVING THE BRAND
I. TECHNOLOGY CHANNELS
- THE HUMBLE ATM
- MARKETING CHALLENGES FOR ATMS
- WHAT ARE BANKS OFFERING THOSE ATTENTIVE CONSUMERS?
- THE CALL CENTER
- OFFER THE UPSELL AND OFFER DDA-CENTRIC PRODUCTS
- LIVE CHAT
II. GOING WHERE THE CUSTOMERS ARE
- SOCIAL NETWORKS
- USING FACEBOOK TO SELL/CROSS-SELL
- WIDGET WEAPONS
- TWITTER
- MOBILE BANKING:
- THE INTERNET
- THE BRANCH
- DIRECT MAIL
III. THE BANKS
- WELLS FARGO
- JPMORGAN CHASE
- BANK OF AMERICA
- CAPITAL ONE
IV. KEY TRANSACTIONS
- OPENING THE NEW ACCOUNT
- LAUNCHING CROSS-SALES FROM A SINGLE PRODUCT: THE MORTGAGE
- OR THAT SINGLE PRODUCT COULD BE INSURANCE
- CONCLUSION
List of Exhibits
- Figure 1: Channels Speaking to the Retail Bank's Customer
- Figure 2: Organic Progression of Product Acquisition
- Figure 3: Banks and credit unions are slowly beginning to stake out a
presence in new media
- Figure 4: Facebook is heavily used by networking BofA current and former
employees
- Figure 5: Bank of America hasn't culled flaming posts and hasn't fully
leveraged the communications/marketing power of Facebook
- Figure 6: Wells Fargo's Facebook Page has hundreds fans and no bank added
content
- Figure 7: Citibank came onto Facebook strongly in February 2009 and then
fell silent
- Figure 8: Mobile Banking Forecast: 2007-2011
- Figure 9: Banks' Direct Mail Volume related to new account acquisitions
and customer communications are up in 2008
- Figure 10: Wells Fargo's Debt Pay Down Solution wraps the customer's total
outstanding debit into a single Wells product
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