Bank of America Pitches Mortgage Refi Upon Logout

image It’s been awhile since I wrote about a logoff marketing offer (note 1) as they all start to look the same after a while. But after signing out of my Bank of America credit card account today, I noticed its eye-catching graphic promoting mortgage refi (first screenshot below).

But as usual, I was underwhelmed with what followed after the first click. I was taken to a generic lead-capture screen so I could get a call back (second screenshot). There were no chat or online options.

The form didn’t even pre-fill my state or that I was interested in a refi. And it was a dead end. No links, product info, rates, or incentives. I could submit the form to receive a call-back or dial myself right now. (Granted, the bank may have determined from testing that this approach yields the most ROI, but it sure doesn’t work for me.)

It all seems so 1990s. I’ve had a BofA credit card for 20 years, business and personal. They know more about me than my wife does. It’s surprising it doesn’t use at least a sliver of this data to personalize the pitch and/or streamline my request for more info.

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Bank of America logoff screen promoting mortgage refinance (6 Sep 2012)

image


Blank refi landing page
(link)

image
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Note:
1. For more information and examples of login/logoff marketing, see our Online Banking Report: Selling Behind the Password (April 2009). 

Everbank Takes Gold in Change Sciences Ranking of Small Biz Banking Online Sales, BB&T is Runner-up

Small Biz Banking Ranking from Change SciencesI’ve had a consumer account at Everbank since shortly after it launched in 1998. And I’ve continued to be a fan, both of the bank, and of its co-founder and product-guru Rob Foregger’s subsequent work at Personal Capital and others. But I hadn’t realized that Everbank excelled on the small biz side.

Change Sciences, which quantifies and compares bank user experience in various verticals, ranked Everbank #1 in its just-published report (subscription) on online sales of small-business banking services.

As you can see from the methodology below, Change Sciences is looking at the discovery and sales process for small biz banking, not the actual online banking experience itself.

Everbank took first by a solid 3-point margin over runner-up BB&T. Most of the big banks were bunched just below BB&T. PNC Bank and US Bank were just a point lower and BofA was just two points lower. SunTrust and Wells also finished four points under BB&T.

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Everbank offers an extensive menu of business benefits via mouseover dropdown menu (6 Aug 2012)

image

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Note: Change Sciences methodology (from its website)

Each site is evaluated (via desktop browser) against a series of criteria by a Change Sciences analyst. The analyst reviews pages and screens that are part of a critical user task. As the tasks are evaluated, the analyst does three things:
• Looks for predefined user-experience characteristics and features.
• Evaluates the page for ease of use or usability, and applies heuristics accordingly.
• Looks for unexpected enhancements, which we call pleasant surprises.

Tasks evaluated:
• Getting a first impression
• Learning about the bank’s approach to its small-business customers
• Finding out about checking and lending products
• Learning about online banking
• Getting to apply options

Mobile Marketing: Leveraging the iPhone App Update Process

image As customers have adopted ever-more convenient delivery methods, the customer communications process has changed dramatically. Each channel has its own ways of communicating with customers:

  • Branch/mail: Signage, statement inserts, chance conversations in line, direct sales pitches
  • Phone: On-hold messages, prompts on the phone tree, direct sales pitches
  • Online: Email, interstitials, display ads, website content, popups, online chat
  • Mobile: Similar to online plus notifications, text messages and app updates (see below)

In the mobile channel, the process for updating native apps provides a unique marketing opportunity that is virtually without cost and guaranteed to be read by a large portion of your mobile customers (previous post). App publishers have a screen of free real estate to explain the benefits of the new feature(s).

I’ve read thousands of these update descriptions and there is huge variety of approaches. Some publishers take maximum advantage of the “free publicity” to engage their customers (see Yelp below), pump up the new features (see USAA), and seek additional feedback (see Redfin, SimplyUs examples).

Other publishers don’t pay enough attention to readability (Wells, Bank of America, US Bank examples, see note 1) or just put the minimum effort into a bulleted list (E*Trade). 

Bottom line: Each time you push out a new update, use it as an opportunity to educate users and reinforce your mobile brand.

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iPhone App Update Examples

Good
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Yelp reinforces its playful brand with        USAA is more matter of fact, but  
enthusiastic and humorous copy                   does a good job highlighting new
announcing its v.6.0.                                           features in its v.4.9.

image     image

Redfin released a minor bug fix in             SimplyUs gets right to its bullet
v.3.3.2 but includes its email address        list of features, with just enough
to report any issues.                                           info to explain the v.1.0.17 update.
Nice touch!                                                            Plus email and Twitter handle.

image     image

Need work
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Wells does an OK job, but the first               Similarly, Bank of America has an
bullet reads like something lifted from        acceptable message for its v.3.3.351. 
project checklist. And the second                  But the copy is a little confusing and
is too long-winded. Plus, a floating             has an asterisked point floating mid-page.                       “Bug fixes” hovers at  the bottom                        
of its v.2.1 update.

image     image

US Bank’s v. 1.6.8 message is                    E*Trade’s 2.6 update sounds like it
confusing. Something about being             has a bunch of new features, but
asked to accept a quick update, but 
         it did nothing but list them with
no specifics on why or what has                no explanations.
changed.

image    image

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Note:
1. These examples were all taken from updates I downloaded today. They are not necessarily indicative of every update from these companies. At major releases (such as Yelp’s v6.0), most publishers will step up the copy-writing quality.

Card-Linked Offers in the Wild: Bank of America, Capital One and Fifth Third

We are starting to see more card-linked offers (aka merchant-funded rewards) in the wild:

  • imageBank of America: Consultant and former bank exec Tom Noyes showed off his BofA offers, BankAmeriDeals powered by Cardlytics, on his FinVentures blog earlier this week.
  • Capital One: For the past four weeks, I’ve been receiving FreeMonee offers from Capital One (see screenshot below).
  • Fifth Third Bank: I don’t know how long it’s been there (the service was announced in late Feb), but today I noticed that Fifth Third has a link up on its homepage to Prewards, the edo Interactive-powered rewards programs.

Bottom line: Card-linked rewards are great for consumers and banks, and hopefully they will prove to be equally valuable for the merchants who pay for the whole thing. If so, it could usher in a whole new era of ad-supported banking (note 1). In the meantime, it makes for awesome Finovate demos (note 2).

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Fifth Third homepage features Prewards under "Personal | Bank" navigation (8 June 2012)

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Prewards landing page (link)

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Capital One weekly email with five new offers (1 June 2012)
Note: Offers are typically good for 2 weeks after email received.

image

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Notes:
1. We wrote about merchant-funded rewards in our Online Banking Report (Feb. 2011, subscription).
2. We covered the the best new products at FinovateSpring 2012 in our most recent Online Banking Report (May 2012, subscription).

Marketing: Bank of America Offers $25 to Reactivate Visa Card

imageLast fall, my primary personal credit card from Bank of America was compromised, and I was issued a new one. While I was waiting for the new card to arrive, I got in the habit of using another bank’s card. When the replacement card arrived, I stuffed it in a drawer, unactivated and still stuck to the mailer, forgetting I’d ever received it.

Fast forward six months, and I get an email this morning from Bank of America, offering $25 if I spend just $250 on the moth-balled card before June 30 (screenshot below). Coincidently, I’d just run across the forgotten card while doing a little preliminary tax prep. 

The offer requires activation, a smart move that avoids paying out $25 to someone who never even noticed the offer. And I was pleasantly surprised that I had to do nothing more than click the Activate Now button in the email. Within a few seconds I was greeted with a confirmation delivered through a BofA webpage (second screenshot; see update below).

Bottom line: It worked. I’ve got the BofA card back in my wallet, and I’ll be using it tomorrow. And as I’m sure the bank knows, they are likely to make the $25 back within a month or two, assuming I resume my previous charging behavior. Well done, BofA card marketing dept. 

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Bank of America email offering $25 cash back to reactivate my credit card (3 April 2012)

  email from Bank of America offering $25 cash back

The one-click activation process* took us to this screen on the BofA website

Bank of America confirmation screen after offer acceptance

*Update 4 April (in response to comment): Although I didn’t test it, it looked as though the single click activated the offer only. I still had to phone BofA using the usual process to activate the card. It would have been nice to have been able to do both through the Activate button. 

Out of the Inbox: Mobile Banking Marketing Messages from Wells Fargo and Bank of America

image Yesterday was mobile day in my inbox. In the span of two hours, both Wells Fargo and Bank of America hit me up with email reminders of how great their mobile services were. 

Of the two, Wells Fargo’s was the more interesting, telling me about its revamped, mobile-optimized site, <wf.com> (see first screenshot). But since I’ve been using their iPhone app for three years, I’m not sure why I’d be super-interested in its mobile site.

In fact, the message is confusing for app users. Until I reread it for this blog post, I thought the bank was touting a new and improved app, which I was looking forward to checking out.

Bank of America’s message was completely generic, saying that mobile banking is secure, convenient, and customized. And the call to action was to download its app, which I did almost four years ago, so I’m not sure why I received this message (note 1). I have also used the bank’s iPad app and Kindle app.

Bottom line: The email messages were well-designed and short, so the creative scores well. But the targeting was sub-par, especially BofA, which seemed to completely miss the mark. And while Wells Fargo’s message could have been better adapted for app users, the bank gets points for acknowledging that I use the mobile channel (note 2). 

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Wells Fargo customer email (28 March 2012, 11:37 AM Pacific)
From address: wellsfargo@wellsconnect.wellsfargo.com
Note: Account holder name blurred out.

Wells Fargo customer email

Bank of America general mobile banking customer email (28 March 2012, 1:34 PM)
From address: bankofamerica@emcom.bankofamerica.com

image

Notes:
1. A month ago I had to replace my BofA card (again!) due to fraud, so possibly this was a misguided on-boarding message.
2. The Wells Fargo message was clearly targeted to mobile users: “Thanks to suggestions from mobile users like you.”

Alt Marketing: Bank of America Helps Feeding America on Cyber Monday

image Yesterday, we looked at several financial institutions using Black Friday/Cyber Monday to promote banking products (see note 1). But it’s also a great time to focus on community outreach and charitable pursuits, a tack taken by Bank of America (note 2). 

The bank is supporting Feeding America, which leverages a small imageamount of cash into a large number of meals by tapping bulk food donors. It says that every dollar donated translates into 8 meals. Bank of America’s providing $1 million outright plus an additional $500,000 pledged in matching funds. The bank will match customer/employee donations 3 to 1 (note 3). All in all, that’s $1.75 mil to U.S. food banks which will cover nearly 15 million meals.

Bottom line: Overall, its a great effort. The bank is feeding the hungry, and more importantly, educating thousands of potential donors about the magic multiplier of the efficient food bank supply chains. It was a good choice to close out the holiday weekend. 

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Bank of America’s homepage promoted Feeding America on Cyber Monday (28 Nov 2011).

  Bank of America's homepage promoted Feeding America on Cyber Monday

Landing page (link)

 image

Cobranded donation page at FeedingAmerica.org (link)
Note: The bank’s program has generated 2,299,113 free meals as of 29 Nov at 10 PM Pacific. Twenty hours later, the number had risen by 173,000, implying $22,000 in donations.  

image
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Notes:
1. The Financial Brand has additional info on ING Direct Canada’s Cyber Monday special.
2. Of course, a little positive PR couldn’t hurt the bank either.
3. Looking at the math, I’m not sure how many customers will really see a 3-to-1 match, which means $250,000 in customer donations are eligible for a bank match. The bank has in the neighborhood of 25 million customers. If just 1% of its customers each donate a single dollar, the cap will be hit. But still, $500,000 = 4 million more meals, so I certainly can’t complain.

Notifying Card Issuers that You Are Out of the Country

image We were lucky enough to take a quick trip to Europe this summer and one of the many rituals of modern travel is convincing your card issuers not to block international transactions. The conventional wisdom is to notify issuers in advance. While not an absolute necessity, it is said to improve your odds.

The process is very straightforward. All the bank needs is your travel dates and where you are visiting. However, it is tedious over the phone due to redundant authentication requirements.

Consequently, it’s an ideal service to automate with online, or even better, mobile form. I wrote about it the last time I traveled. But this time I put a clock on the process, just to see exactly how much time was wasted, for both the consumer and bank, on the phone. 

Summary: It took about 1 minute per card to register online at Capital One and Chase. Over the phone, it took 6.5 minutes at Wells Fargo and 9.5 at U.S. Bank. No one has it in their mobile app yet (see details below).   

I realize that online travel notifications are not a high priority these days. But, it’s such a win-win service, I wish more banks offered it. However, the real end game is to build automatic location notification into mobile-banking apps. Even if customers won’t agree to being tracked 24/7, there could be a button in the app that users press to submit their GPS location whenever they land in a new city or country. 

That gives customers total control, but makes it super easy for them to communicate. And it gives you a highly  secure method of knowing your customers are in the same location as their card. 
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Capital One: Online — 2 minutes to register 2 cards (see screenshots in previous post)
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Luckily, Capital One, my go-to card abroad with no international transaction fee, has an online form to do this. It’s not easy to find, but I’d written about it before so I knew roughly where to look. The form is a little convoluted; if traveling to multiple countries, you have to keep pressing “add another destination,” but it took less than a minute to add the five countries were we passing through.

I have Capital One personal and business cards which are integrated into the same online banking platform. But unfortunately, you have to do each card separately, so total time expended, including login, was about 2 minutes.

Capital One gets extra credit for sending me an email on my scheduled departure day asking me whether I needed anything and providing their international call-center instructions. _________________________________________________________________________________

Chase Bank: Online — less than 1 minute for 2 cards (see screenshot in previous post)
__________________________________________________________________________________

I couldn’t remember whether Chase had an online option, so I logged in, didn’t see it on the right-hand column of common links. So I went to customer service and found it on the list of available tasks. The form was super-easy; I could do both of my cards at once and just free-form input the countries. Total form-completion time was under 10 seconds, but if counting login and function-search, it took just under a minute. __________________________________________________________________________________

U.S. Bank: Phone: 9.5 minutes on phone + 2 minutes searching online for 1 debit card (with 2 different account numbers)
___________________________________________________________________________________

I first checked online to see if travel notifications had been added since the last time I checked. No such luck, so about 2 minutes were wasted. Because we needed ATM access abroad, we had to have this card working, so I reluctantly called the 800 number on a Friday evening, and was told that wait times were approx 4 minutes. I think they were only half that, but it still took me a full 9.5 minutes to get my ATM cards registered. About one minute of that was spent finding my wife’s debit card, which I now know has a different number than mine.

Why the agent couldn’t handle both ATM cards from a joint account without needing the other number is beyond me, but he insisted.

Total time expended was 2 minutes online and 9.5 on the phone: 11.5 minutes total.

Extra credit goes to the U.S. Bank agent who activated my new debit card that had recently come in the mail. My old card would have expired during the trip.  
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Wells Fargo: Phone: 6.5 minutes on the phone + 2 minutes searching online for 1 card
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My wife carries a Wells card at all times, so usually she handles travel notifications. But since I was already on a roll, I took on the task. Although I didn’t recall ever seeing it, I assumed Wells would have an online option, but after a search of the site, I found that my hunch was wrong and that I’d wasted a few minutes.

I called the 800 number and was able to complete the process in about 6.5 minutes. Much of that time was spent listening to menu choices and current balance info (which I didn’t want). Had I known how to skip through the menus, it would have taken only about 3 minutes. The agent was friendly and efficient, although she twice asked if she could also activate my debit card even though I don’t have a checking account there. But I appreciate that she was trying to be thorough. ___________________________________________________________________________________

Bank of America: Phone — 2 minutes, 0 cards
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I was going to take my Bank of America card along, but after searching customer service I could not find an online form to complete, so I decided to leave it at home. Score 1 for the more online-savvy approach at its competitors.

Out of the Inbox: Bank of America’s "Irregular Credit Card Activity" Alert

image Several months ago (previous post), I wrote about Bank of America’s online fraud-warning resolution center for consumer cards, MyFraudProtection. It’s a great service, though a little hard to use.

At that time, I showed only the online functions. The more important piece is the email alert (below). It’s a great way not only to reduce fraud, but also maintain good customer relations.

But it’s still read-only. What I’m really waiting for is a truly two-way email, or better yet, text message. That way I can simply respond to the bank’s question in a few seconds and both of us can get on with our business. 

Email alert from Bank of America: Irregular Credit Card Activity (11 Jan. 2011)

Email alert from Bank of America: Irregular Credit Card Activity 

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Note:
1. See our recent reports: Paperless Billing and Banking and Email Banking: Revitalizing the Channel.

First Look: Bank of America’s Just-Launched iPad App

image A little more than a year after the iPad launched, Bank of America finally made it their own with a native app. It appeared in the iTunes store around midnight last night and has already climbed to #42 on the list of most popular free apps across all categories (5 PM Pacific; see update below and notes 1, 2).

I took it for a spin a few minutes ago and it’s about what you’d expect for the first version. The most important functions are all there: view recent transactions, transfer funds, pay bills, find ATM/branch locations, and contact customer service. It also includes the ability to apply for a new account within the app, something that is still relatively rare (and not included in the bank’s iPhone app).

Analysis: Overall, it’s a solid, if somewhat tardy, initial effort and will be adequate for most users. However, BofA has a reputation for being an online leader, and there is nothing in the app so far that supports that brand positioning. But, then again, simply having an iPad app puts it ahead of most competitors (see list of top banking apps as of last week).

A few other notable features:

  • Users have the option to store their username, so subsequent logins can be accomplished by simply entering a password (screenshot 1)
  • Pressing anywhere on a line item in the statement brings up a small popup with additional transaction detail (screenshot 2)
  • While it won’t win any design awards, the app gets a passing grade with an overall look and feel that is consistent with other iPad apps with relatively intuitive navigation. At least it’s not simply an expanded version of its iPhone app (like the Chase iPad app)

It also disappoints in a few areas:

  • I tried to pay my credit card bill, but the iPad app doesn’t support payment via external checking account (regular online banking does)
  • It times out after 10 minutes (good), but leaves your account balances visible until you dismiss the popup (screenshot 4)
  • I was not able to access business credit card statement data (system unavailable) but was able to get personal card data
  • The squares didn’t quite fit the screen right in portrait mode (screenshot 4)

Update: At 11 PM Pacific, the BofA app has reached #22 among all free iPad apps.
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1. Initial iPad app sign in (3 May 2011)

 Bank of America iPad app login screen

2. Transaction details popup

  Bank of America iPad app transaction details

3. New account app

Bank of America iPad app: New account app

4. Time-out warning still shows account balances

image 

Notes:
1. The app still shows up as #32 in the finance category. So clearly, the top list among all apps is refreshed more often than the individual category lists.  
2. There is no mention of the app on the bank’s website as of 5 PM.
3. For more info on mobile banking, see our previous Online Banking Reports.

Homepage Hits: Bank of America Promotes Image ATMs

imageI look at banking sites a lot, and sometimes a page or promotion strikes me as a cut above the  rest. For example, today’s Bank of America promotion of its image ATMs is eye-catching and must be gathering substantial clickthroughs (more on that below). 

Technically, everything about the promotion is first-rate, from the color to the typography to the copy. But what I really like is how this positions the bank as the place for anyone who appreciates elegant technology solutions to their everyday problems. 

Bank of America personal homepage (21 April 2011, Seattle IP address, customer cookies)

Bank of America homepage (21 April 2011, Seattle IP address, customer cookies)

However, the landing page (below) leaves a lot to be desired. A video of someone using the ATM would be perfect. How about links to an FAQ for those with more questions about the technology, risks, costs, guarantees, availability and so on? And a link to the checking account signup form would seem appropriate. But at least BofA did direct people to its ATM finder (in two places). 

Landing page

image

Bottom line: This BofA effort reminds me of the advertising adage that the worst thing you can do is put out good advertising for a bad product. Before the bank put such an appealing visual on its homepage, it should have put together more content for those clicking through. It’s not bad, just a bit of a wasted opportunity.