For eBusiness & Channel Strategy Professionals

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	March 13, 2009 Using Electronic Alerts To Deepen Financial Customer Relationships Target Channel And Content Preferences To Drive Demand by Edward Kountz with Benjamin Ensor, Courtney Tincher

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Executive Summary

US financial institutions seeking to deepen relationships through improved customer communications are deploying proactive email and SMS alerts. In tight economic times, this strategy offers a way to deepen relationships with key customers by enabling marketing to customer subsegments. For example, online affluents represent highly profitable customers with substantial interest in proactive communications. To maximize uptake and best align with customer priorities, eBusiness executives must concentrate on the alerts that users find most valuable, including suspicious-transaction alerts, while positioning alerts strategically in the online environments that consumers frequent most often.

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