The following matrix is designed to assist your business planning process. Consumer strategies are divided into three broad categories: product, general marketing (on- and off-line), and customer satisfaction/service. Each broad category is further divided into groups of tactics aimed at a common goal. Finally, every tactic is categorized as either:

·         Best Practices (column 1): Required features that every competitive financial institution should support

·         Competitive Advantage (column 2): Top-rated features that differentiate you from the competition

·         Others (column 3): Other optional features to help set you apart and/or support other company objectives

Source: Online Banking Report, 9/04
Notes: (1) Features to put you at parity with the best online banks; (2) Differentiating strategies that provide either a competitive advantage, incremental profits, or both; (3) Other optional tactics to create competitive advantage and/or support other company goals.