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Don't Forget to Give Thanks

By Jim Bruene on November 24, 2010 3:48 PM | Comments

image 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)

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Confirmation screen neglects to thank customer

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

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