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2008-06-08

ING Direct communication case study: improving eStatements

eStatements are a great proposition for companies: save money on a low-value service provided to clients that is legally required. Making eStatements more usable will reduce banks' postage costs and save customers money. Unfortunately, banks focus on revenue, not customer service or saving cost. Let's look at ING's execution




Some problems and possible fixes focus on the fact that most customers still expect paper statements and you need to make a compelling case to get buy-in. Also, since money's at stake, don't let your message get diluted:

  • Remove unrelated links: grade us, advertisement for CDs
  • Show statements on the page directly
  • Tell customers whether they have viewed a statement or not
  • When files download, save them with a filename that is useful
  • Digitally sign the statement
  • Post quarterly statements