The document is a report by Mapa Research on digital sales techniques used by banks across internet, mobile, and tablet banking channels to enhance customer relationships. It identifies current digital sales approaches, highlights trends, and considers innovative solutions from leading financial institutions. The report provides banks with an evaluation of their digital sales strategy and examples for developing an integrated multi-channel strategy.

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Digital Sales – Enhancing existing
customer relationships
Insight report on digital sales techniques across different
channels (internet, mobile and tablet banking)
April 2013

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Report structure:
A.Executive summary
B.Introduction
C. Brands featured
1. Market statistics, news and consumer data
2. Existing sales techniques
2.1 Internet banking
2.2 Mobile banking
2.3 Tablet banking
3. Cross channel integration
4. Case study
5. Blueprint for success
D. Conclusion
Methodology:
The research approach taken provides an objective response to the question of what is the ideal
sales strategy to take across different digital channels to enhance existing customer relationships.
In compiling this report we have drawn on market and industry news, related reports recently
produced by Mapa Research as well examples in the market. The report comprises 85 pages.
See the very latest in digital sales
techniques from around the world
Objective:
The objectives of the research were to:
• Identify current digital sales techniques and
approaches used by banks to enhance existing
customer relationships
• Highlight key trends and possible areas of
future development
• Consider market innovation and leading
solutions offered by financial institutions

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Findings
• Different digital sales techniques are used within internet
banking by different providers to enhance existing customer
relationships.
• There remains a lack of personalised product offerings within
all three channels (e.g. internet, mobile and tablet banking)
• The report also reveals that similar digital sales techniques are
used within mobile banking as internet banking.
• Sales messages are not often displayed within tablet banking
but sales conversion techniques seen in other channels are
visible. It seems the tablet channel is not yet fully developed as
a functional sales channel.
• While similar digital sales techniques are used across different
channels there remains a lack of integration.
• A single overriding strategy that considers all three channels
(e.g. internet banking, mobile and tablet banking) should
always be favoured.
Blueprint for success
1) Personalise offerings that are useful and engaging to
customers creating greater commitment between the
customer and the sales process.
2) Think about social media as part of a digital sales strategy.
3) A relevant sales experience should meet the content and
functionality needs of the consumer.
4) Exploit cross channel integration.
5) The evolution of digital channels provides banks with the
opportunity to not just sell existing services but to look to
innovate.
Objectives
The objectives of the research were to:
• Identify current digital sales techniques and approaches
used by banks to enhance existing customer relationships
• Highlight key trends and possible areas of future
development
• Consider market innovation and leading solutions offered
by financial institutions
Output
This report will allow banks to:
• Evaluate their digital sales strategy across different
channels (e.g. internet, mobile and tablet banking)
• Make comparisons with best-of-breed examples
• Develop a multi-channel sales strategy that fits within their
wider strategic objectives.
The research approach taken provides an objective
response to the question of what is the ideal sales strategy to
take across different digital channels to enhance existing
customer relationships.
Executive summaryA Sample page from report

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Internet banking
Summary of key findings from a sales strategy and customer relationship perspective:
2.1
Facilitating the sales process
• Demonstrating the advantages of services and facilitating the
stages the customer goes through within the sales journey
are important features of a successful cross channel sales
strategy. This is ably demonstrated by Monabanq.
• Lloyds TSB offers just such a capability while providing a
simpler activation of the product if accessed through the
ghost account itself. The use of pre-filled forms is also a
common technique to facilitate the sales process.
• Mimicking a retail experience is another route to facilitate the
sales process by providing familiarity. La Caixa provides a
shopping cart allowing customers browse products while BNP
Paribas adds icons denoting various financial product
categories that emulate the retail experience one might see in
an online supermarket.
Customisation of content and product delivery
• Customer customisation of sales strategy is the ultimate aim
in any sales proposition as it makes customers themselves
select the services they want to be sold. Being the ultimate
ideal of any marketing strategy it is notoriously difficult to
achieve. A number of banks have developed customisation in
their internet sales propositions. Within internet banking NAB
customers can choose to display offers that are only relevant
to them. Belfius for example offers differing themes that
include work, children and living. These themes define the
type of product pitched to its customers. Barclays takes this to
the next level by enabling customers to customise their
products. The benefit of customisation is obvious for banks
but less clear for customers. Their remains little incentive for
customers to provide such targeted sales information.
Relevant personalisation
• Personalisation within the sales process is core to successful
conversion of existing customers to up-sell or cross sell
opportunities. Relevance is key both in targeting customers
and tailoring offerings to customer demand. Nationwide
successfully leverage this attribute while providing a
streamlined process to complete any personalised sales
offerings but balance is a key factor. Being too obtrusive risks
interruption of normal digital banking activities like money
transfers.
• Bank of America brings relevance by taking the well tested
method of customer loyalty rewards and combining
personalisation; customers can select those places they wish
to receive loyalty points from using e.g. a favourite
restaurant. This innovation is taken a stage further by Citi
Bank who allow loyalty points to be shared bring a social
media angle with Facebook points sharing.
Tailored support in the sales journey
• Providing support at the key moment within a sales journey
can make the difference between a successfully converted
sales proposition and a churned customer.
• Citibank provides assistant prompts at key points in the sales
journey with statements like “can I assist you in choosing the
right account.” Natwest approaches the ideal proposition in
providing direct access to customer support as users look to
be leaving the sales journey. As a potential customer attempts
to click out of an application, possibly in frustration, the web
site provides a clickable link for direct contact with an advisor
to help complete the journey.
Sample page from report

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Nationwide (UK) were promoting a personalised credit card offer via their interstitial login page. Personalised offers create a
positive customer experience, as customers feel the promotion is relevant and tailored to their specific needs. Note customers can
choose whether or not to would like to be reminded of this offer next time they login. Customers are instantly redirected to the
product application page within internet banking. Also customers are given a code in order to receive their personal offer. Continues
on the next page.
Internet banking: Interstitial login page2.1
A product promotion via interstitial login page could hinder customers
from their initial reason to login to internet banking i.e wanting to make a
transfer. Consequently, could the option be offered for customers to
remind them upon log-out?
Sample page from report

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American Express (USA) launched a mobile offer engine to boost customer spending. This service recommends merchant offers to
card members based on their spending history and location. Offers added to the card, savings made and expired coupons are
displayed within the app. To redeem an offer, users need to add the offer to an eligible American Express Card. The service is being
piloted in Los Angeles and New York City. American Express rolled out similar spending programmes linked to Facebook, Twitter
and Foursquare.
Offers displayed based on prior
spending history and location
Savings made and expired
coupons are also displayed
Membership rewards
2.2 Mobile banking: Personalised offers Sample page from report

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Société Générale (FR) uses expandable product offerings on their landing page before login. Customers click on the arrow at the
bottom of the screen, and are shown a promotion. This feature engages customers and as a result attracts attention to different
product offerings.
Special offers at the moment tab pops-up
2.3 Tablet banking: Interstitial login page Sample page from report

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Eligible products include: Kindle Fire HD tablet,
an Xbox console package, Sony cameras,
jewellery and discounted American Express
gift cards
Cross channel integration (Cont’d)3
American Express and Twitter (US) have unveiled a new program to boost spending allowing existing customers to “pay-by-tweet.”
In April 2012 allowing card members to sign up for merchant deals through Twitter. With this function American Express customers
can purchase a number of products by sending a short message via the social media site. The user must link their Twitter and
American Express accounts and complete a purchase by entering a hash tag with the offer promoted by the merchant. In addition,
customers must tweet their confirmation to American Express.
Sample page from report

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Commonwealth Bank offers personalised as well as pre-approved offers within internet banking. Shown below on the right - the ‘offers’
landing page. Shown on the left - within credit card product applications customers are informed if they have been conditionally approved
for a credit card. In addition an online exclusive offer is being promoted for all new credit cards.
Offers page - N.B. all the sales messages received within the secure
inbox are filtered and displayed within the ‘offers’ section.
4 Case study: Commonwealth Bank – integrated personalisation
Credit card product information pages – including an online exclusive
offer of $50 cash back on all new credit cards.
Sample page from report

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2012 Reports 2013 Reports
Mapa Reports on the hottest topics in Digital Banking

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About Mapa Research
Mapa specialise in digital and mobile retail
Financial Services research. We have a
global reach and are experts in our field.
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The best way to get in touch:
Edward Chatham, Managing Director
edward@maparesearch.com +44 (0)20 7727 3130
Ruth Janssen, Author
ruth@maparesearch.com +44 (0)20 7727 3130