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The future of online banking &
insurance services
Sim D'Hertefelt,
12 December 2001
Full version in Dutch & French
English summary
The future of large banking and insurance
corporations depends on their ability to convince customers
to use their automated online channels. In order to invent successful
online services for the future, one needs to understand what
motivates people to use online channels. Before defining future
online services in terms of functionalities one should think
about the customer values that drive people to use online services.
Our research into customer values of banking and insurance customers
shows a gap between what customers really need and what banking
and insurance companies currently offer. There is a first-mover
opportunity for the bank or insurance company that can bridge
this gap with their online services. The article describes the
practical implications for online services of 7 customer values
that we identified during our customer research: trust and confidence,
avoiding problems, being at ease and not being bothered, being
in control, flexibility, personal service and ease-of-use.
Read more about Sim's current activities: Copywriting by Kwintessens | Information architecture by Kwintessens (in Dutch)
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