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Lance Jones

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This is the first set of competitive intelligence studies to examine banking Web sites from all angles. To achieve their business goals and stay competitive, banks need to ensure their sites are performing well on a technical level, customer experience or satisfaction level and in terms of incorporating industry best practices. Without detailed metrics into each of these critical areas your online service will likely fall behind the competition.

Keynote measures the customer experience because ultimately all business success is driven by the customer experience. Our studies have consistently shown a strong correlation between a positive online experience and increases in brand equity and customer acquisition and retention.

At certain banks, the senior executives really understand how important the online experience is overall for driving business. But you see differences in senior executives whose priority is on Web site service levels versus customer experience.

Bank of America is trying to move people to the idea of paperless statements. In a parallel study, we asked consumers if they received paper statements, and the majority that said 'no' were Bank of America customers.

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