做好“随时随地”的承诺.doc

Making good on the "anytime, anywhere" promise
(Meleis, Sherie. ABA Banking , (4):36-38)
How some banks keep their web experience fresh and flexible, pushed by mobile developments
On a recent blustery, winter afternoon two staffers of nearly $160 million assets Legence Bank based in Eldorado, Ill., chatted on the phone with ABABJ about its fresh looking website. It makes use of a rotating center banner that features its Smart Business Checking, a charity oriented, third party checking brand called Kasasa, a Boomerang Bucks reward program, and a trade publication cover article trumpeting its can-do approach to making smart hires and motivating staff.
This was enough formation to sink a landing page of old, but with Flash and similar technologies, all of the messaging streamed along, staying long enough in the visual field only to tantalize. (Each product page features a "Tell me more" email generator or "Apply Now" link to generate leads or applications.) When it searched for a partner to help update the site in 2007, Legence was interested in making the site look modern while signaling the bank's "with-it-ness." Transactions needed to be kept intuitive. Designed in 2008 by Austin based First ROI, the Legence site now eeds on those terms, notes miskey, senior marketing munications counsel.
"If there's an opportunity to provide a useful service, we want to make it happen," she said. Wayne Garret, vice-president of IT chimed" in: "We're always on the hunt for good vendors to partner with to do more with the channel."
Big-bank sites not always better
Thanks to a face-off among vendors to improve product offerings as an extension of their core processing services, the old divide between big bank munity bank capability is closing. Of the consolidated base of vendors that remain, channel products are munity bank needs.
Take Farmers State Bank of Munith, Mich. Laurie Goodlock, director of marketing-certified financial services at the $62 million munity bank,