【正文】 營銷團(tuán)隊需要發(fā)展強大的模式，將精確地測量每一位顧客的終身價值總 額。目前 ,例如 , 許多零售銀行在業(yè)務(wù)上重新檢查裝備，在透支和借記卡收費上打擊政府的意圖，但這種緊密的產(chǎn)品焦點往往忽略了客戶的需求及他們對經(jīng)濟(jì)壽命的期望。“這樣的趨勢來提供過時的信息，銀行的客戶對此會越來越表現(xiàn)出不耐煩，” Schwanhausser 解釋說?！白詈玫囊苿雍途W(wǎng)絡(luò)服務(wù)是能夠同時完成多個交易，這與銀行提供的所有產(chǎn)品的綜合意見的網(wǎng)頁結(jié)合。它也應(yīng)該頻道到發(fā)生。 增加復(fù)雜性是研發(fā)團(tuán)隊和設(shè)計師從不同的公共網(wǎng)站的認(rèn)證網(wǎng)站變化 ,導(dǎo)致失去在一個混雜的外觀，從營銷的角度讓人捉摸不定。 防火墻后面發(fā)生了些什么 第一銀行的網(wǎng)站需要經(jīng)常 進(jìn)行改造嗎 ? 這將是在防火墻后面，在驗證的網(wǎng)站，那里的產(chǎn)品信息和用戶呼叫按鈕安置措施往往不太理想， Ron Shevlin 指出 ，一個位于波士頓的艾特集團(tuán)的高級分析師， Shevlin 專門從事零售銀行業(yè)務(wù)的問題，包括銷售和營銷技術(shù)。 Dan Fisher 也許沒有足夠大的權(quán)利去改變， 然而他敦促銀行家下降以銀行為中心的觀點和獲得對新技術(shù)的支持 ,然而 這樣會讓他們感到很不舒服。在短短的五年時間內(nèi) ,網(wǎng)上銀行一直受網(wǎng)絡(luò)的影響 ,豐富的互聯(lián) 網(wǎng)應(yīng)用程序的崛起 ,以及其他技術(shù)進(jìn)步 ,使網(wǎng)絡(luò)體驗更接近人們從他們的計算機桌面軟件上升的期望?！拔覀冎皇情_始接入高速因特網(wǎng)服務(wù) ,而且我們需要更多的塔在這里來實現(xiàn)廣泛的移動服務(wù)了，”她說 。 “如果有一個機會能提供有用的服務(wù) ,我們想讓這樣的事情發(fā)生的 ,”她說。s customer relationship depth gauge remains stuck at less than 20% at most banks. In other words, for any given individual or household served by the bank, typically more than 80% of the financial services needs are met by petitors. Changing this ratio by even a small amount across the entire customer base can have a huge financial upside. One immediate challenge, however, is a widespread shortage of insight about the economics of customer relationships. Currently, for example, many retail banks are intent on retooling the checking business following the governmental crackdown on overdraft and debit card fees. But this tight product focus tends to ignore the bigger picture of customer needs, and the lifetime economic potential of meeting them. It is within this context that progressive banks are expanding the crosssell viewfinder. Instead of just looking at the currentyear profit potential of individual products, they are considering the full span of the customer relationship, from beginning to end. What are the top items of mutual benefit to the customer and the bank? As an example of how customer lifetime value makes a difference in decisionmaking, consider all of the recent controversy surrounding the checking account. There39。re being used not only by your customers, but also your employees. As one example of the types of services a bank might consider using internally, Fisher offers a private chat room service called that banks can use as a way to host a virtual conference with IM, , or texting options available. What goes on behind the firewall The first bank website area generally in need of some renovation? That would be behind the firewall, within the authenticated site, where placement of product information and buttons calling the user to action are often less than ideal, points out Ron Shevlin. A senior analyst with Bostonbased Aite Group, Shevlin specializes in retail banking issues, including sales and marketing technologies. The idea is to guide the customer through each step in a process .it39。s customers feel at home in the socalled remote channels, then that39。re always on the hunt for good vendors to partner with to do more with the channel. Bigbank sites not always better Thanks to a faceoff among inter vendors to improve product offerings as an extension of their core processing services, the old divide between big bank and munity bank capability is closing. Of the consolidated base of vendors that remain, channel products are meeting munity bank needs. Take Farmers State Bank of Munith, Mich. Laurie Goodlock, director of marketingcertified financial services at the $62 million assets munity bank, says, we don39。t have Flash or flashiness on our website. It wouldn39。s where she39。s about details in messaging and screen design, he says. Some banks have it do