Listen
to customer service—If your customer service department
routinely fields calls and e-mails about a particular financial
offering (e.g. applying for a credit card) then any online
presentation would need to specifically address these issues.
Query your customer service department for their top ten
requests, and begin your presentation development there.
Keep
it simple—An online presentation is a place to do away
with all of the jargon inherent in the financial services
industry. People are utilizing this presentation for answers—make
sure to explain your product offerings in the language of
your consumer. ‘Move money’ is a more user-friendly and
to-the-point way of saying ‘Transfer funds between accounts.’
Make
it accessible—In Juniper’s online presentation, visitors
are offered a choice: They can view an HTML format of the
presentation, or a Flash version of the presentation. Both
offer the same info; However, by offering the presentation
in two different formats, Juniper has effectively covered
potential customers with a range of computer and browser
capabilities.
Utilize
technology, but don’t go overboard—If a consumer clicks
on your ‘how to use us’ presentation, they want information.
What they don’t want are long download times. As with any
web offering, make sure that any bells and whistles you
add serve to help, rather than frustrate, your intended
audience.
Keep
it consistent—An online presentation should be consistent
with the look and feel of the financial institution it’s
explaining. This is not the time for your graphic designers
to utilize their newest Photoshop filters. Keeping the presentation
consistent with your online presence creates a level of
comfort in your consumer, who is then able to concentrate
on the information being presented, rather than wondering
if he’s still at the www.yourbank.com website.
