Abstract
Overview
Weblogs (“blogs”) are quickly becoming an integral part of online
communication, and banks need to respond by creating blogs on their primary or
specific line of business Web sites to address consumer needs. Brand
management, customer-centricity and proactive advocacy for customers'
immediate financial needs can be facilitated through a blog, at relatively
little cost to the financial institution. This report provides detailed
consumer data regarding preferences for FI blog content, likelihood of usage,
and the influence that information obtained through blogs has on the customer
relationship. This data is supplemented by extensive interviews with
executives who have implemented blogs successfully on their sites, and vendors
providing unstructured data analysis services, enabling FIs to utilize blogs
for more effective CRM.
Primary Questions
- Why do FIs need to create blogs on their Web sites now?
- What benefits to FIs and consumers do blogs foster?
- How can an FI use a blog to effectively promote its brand?
- What information would provide the most value to consumers through a blog?
- What are best practices for implementing an FI blog?
- How should FIs address the risks (e.g., privacy, time, negative comments)
of blogging?
View Cart
