What are you selling online?

There has been a lot of activity lately with companies and services promoting merchant offers and rewards to your customers and members.  These programs are typically prearranged discount offers from national and local merchants based on membership, or they are targeted from analyzing transactions to pinpoint relevant offers and additional savings opportunities.  These offers are easy to redeem, attractive to customers, and provide a potential significant revenue source to the financial institution.

Two of the new features of these programs, and I think the most important to their success, is that they are communicated through online channels and they are easy to use/redeem.  But are we giving the same attention to targeting and promoting our own products through online channels?  As more and more customers log in rather than drive in, are you maximizing the opportunity to anticipate what they need from you, their financial institution?  And are you making it easy for them to see your offer, get more information, or apply?

The financial industry is changing in both products and delivery channels.  But we have to remember one of the basic reasons we are in business in the first place – to be consistently available to our customers/members when their life stage, or life events, drive the need for financial products and services at a fair price with great service and convenience.  As your customers take advantage of the convenient online options you have given them, you should also take advantage of this dedicated opportunity to remind them that you are ready to provide the financial products and services they need today.

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