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Home > Business/Finance > Financial Services > Electronic Transactions
Online Banking Behavior Segmentation: A Behavioral Approach to Improving Adoption
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- Overview
- Primary Questions
- Findings and Analysis
- Create Behavior-based Segments for Actionable Means to Get Consumers Online
- How can these segments be identified within a bank or credit union’s customer base?
- Which customers do these segments represent?
- Superstar Financial Managers Require Advanced, Easy-to-Use Capabilities
- Who are the Superstar Financial Managers?
- The benefits: Active, satisfied online bankers
- The challenges: High standards and high expectations for their PFI
- Locking in Superstar Financial Managers
- Online banking personal financial management for increased loyalty
- and migration to bill pay
- Account alerts motivate bank bill pay and paperless statements
- Habitual Bankers Need Personalized Service in All Channels
- Who are the Habitual Bankers?
- The benefits: Untapped potential to convert to active online bankers
- The challenges: Proactive, individualized, one-on-one interaction required
- Locking in Habitual Bankers
- Online services education across multiple channels
- Beyond online servicing to reinforcement through multiple channels
- Managing finances through alerts
- Online Averse Bankers Require Education to Allay Fraud Concerns and Move them Online
- Who are the Online Averse Bankers?
- The benefits: A willingness to interact and learn
- The challenges: Fears and misconceptions
- Locking in Online Averse Bankers
- Bringing Online Averse Bankers online through security education in multiple channels
- Using the mobile channel to demonstrate remote access value and protection
- Appendices—Additional Data about Online Banking Behavior Segments
- Methodology
- Related Research
- Table of Figures
- Figure 1: Summary of Behavior Segments Identified in the Report
- Figure 2: Motivations for Choosing a New Financial Institution
- Figure 3: Rates of Usage for Financial Banking Products
- Figure 4: Likelihood to Remain a Customer if Offered Online Banking PFM
- Figure 5: Preference for Type of Financial Alert
- Figure 6: Rates of Usage of Traditional and Electronic Channels for Banking Activities
- Figure 7: Tenure of Online Banking Usage
- Figure 8: Motivations for Switching Financial Institutions
- Figure 9: Screenshot of WaMu’s Online Banking Video Demo
- Figure 10: Screenshot of Bank of America’s Click-to-Chat Capability
- Figure 11: Opinions Regarding Paper Turn Off for Statements and Bills
- Figure 12: Motivations for Viewing Bills Online
- Figure 13: Reasons for Not Banking Online
- Figure 14: Features Valued Most in Online Banking Personal Financial Management
- Figure 15: Change in Online Behavior Given Concern about Identity Theft Threats
- Figure 16: Screenshot of JPMorgan Chases’ Security Center
- Figure 17: Rates of Behavior Changes since Beginning to Use Online Banking
- Figure 18: Rating of FI Performance in Protecting Consumers Who Bank Online
- Figure 19: Preference for Viewing and Paying Bills Online
- Figure 20: Opinions Regarding Paper Turn Off
- Figure 21: Rates of Online and Offline Receipt of Statements and Bills
- Figure 22: Change in Online Behavior Given Identity Theft Related Threats
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