Leading Web Banking Challenge is Integration, per Unisys
A study done for Unisys Corporation found that the number one challenge for financial institutions around the world when it comes to Internet banking is finding ways to integrate what happens on the web site with what happens elsewhere in the bank's operations. More than half of the banks surveyed said that this "channel integration" was a key initiative right now or in the near future.
"Banks need to look at the Internet not merely as one channel to reach customers, but as part of an integrated strategy that considers other places people interact with the bank, including the branch, call center, ATM and others," said Gary Cawthorne, managing partner of the global banking practice at Unisys. Banks need to fold what happens on the web into an overall customer strategy, he added.
For example, a second study, conducted by Unisys and the Global Futures Forum, showed that while seven of the top 10 banks in the world provide a customer contact mechanism on their sites, only four of them actually responded when a customer inquiry was launched.
Still, banks are making strides: 91 percent of the top 400 banks have an easy-to-find "contact us" mechanism on their sites compared to 34 percent in 2002, Unisys found.
Overall, the Unisys/Global Futures Forum study found that Internet banking increased 19 percent worldwide, with 80 percent of North American banks offering the services. This compares with 47 percent of top banks in Europe and 66 percent of top banks in Asia.
Copyright © 2004 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 13, No. 10, 1/04
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