| By Jim Bruene on January 4, 2005 3:59 PM | Comments (0) |
Link: Citizens Bank.
Most banks could help their customers increase their comfort level with online banking by doing four relatively simple things:
- Greet customers by name before logging in, so that users know they have arrived at the correct site.
- Post a prominent link to an online security area.
- Post an understandable discussion of the customer's liability for unauthorized electronic withdrawals, preferable with a "guarantee" of zero liability if promptly reported.
- Provide hotline phone numbers and email addresses for reporting suspected fraud.
Citizens Bank, the U.S. division of Royal Bank of Scotland, does a good job with points 2 through 4.
A catchy homepage graphic for its "Online Fraud Prevention Center" directs users into a thorough discussion of online fraud and prevention techniques.
The bank's Online Guarantee is highlighted with a graphic image and 
a phone number and special email address, prevention@citizensbank.com are also included.
Finally, copy writing is user-friendly and links to third-party resources, such as the National Cyber Security Alliance, round out the section.
To learn more about how to promote online security and peace of mind, check out Marketing Security: The sensitive issue of publicizing security and authorization enhancements from our sister publication, the Online Banking Report.
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