I’ve critiqued hundreds (thousands?) of financial websites, emails, and other marketing messages. And one area that continues to be overlooked is the simple thank-you after your customer completes a transaction. I was reminded again today when testing Bank of America’s paperless statement process (see note).

After following the simple one-click form to go paperless (see first screenshot), I received a confirmation screen (second screenshot). While it was relatively well designed, the bank neglected to thank me for saving them $10+ annually by going green.

Bottom line: The overall experience was good, so the lack of a final thanks isn’t a big deal. However, all these little things add up into an overall brand impression.  

Bank of America’s simple process for switching to paperless credit card account management (24 Nov. 2010)

Confirmation screen neglects to thank customer

Note: In the next few days, we’ll have a new Online Banking Report available dealing with paperless banking: electronic statements and ebilling.