Banks’ brand connection is absent online

With reference to your article “Bank websites need stronger connection” (MW 12 November), a common problem with many of the savings provider websites is their lack of personality and disconnect from customer aspirations. While this may not be so with TV and offline advertising, many banks fail to carry this through to their websites. These focus on deals and rates, which can make for a very cold-feeling homepage.

The way people bank today has changed. It is no longer just about rates, although this does still play a big part. Coupled with good offers, people like to deal with people and, as the first port of call for research, bank websites need to use features and tools to show they understand their customers and their aspirations.

This could be done by featuring something as simple as a budget planning tool, iPhone application or graphic such as the one used by Just Giving to illustrate sponsorship money pledged against a set target.

Tony Brennand, Sales director, Digital Marmalade

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