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With phishing reaching epidemic proportions (see chart), you need to look for ways to reinforce the authenticity of your website. Few banks have adopted one of the simplest trust building tools: greeting customers by name. This is simple to do through site registration and cookies. Online retailers have been doing this for years, it's time banks jumped on the bandwagon. Once registered, when accessing your website, either through an email link or via direct surfing, users will know they've come to the right place.
For more information on anti-phishing defenses, read OBR 102, No Phishing: Enlisting users in your battle against fake emails
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