Bonnie Brown Quotations

With more than half (52%) of study participants indicating that online account management services were very or extremely important when selecting a new credit card, credit card companies are placing greater emphasis on the online experience. Those that can simplify the card application process and provide real value online will ultimately impact consumer choice.

This study clearly shows a significant positive impact on brand perceptions and purchase intent for luxury auto manufacturers when they master the online experience. For those who don't provide a superior online experience, they are actually damaging their brand and taking the air out of their multi-million dollar advertising campaigns.

The top three auto sites are relatively competitive with each other in terms of the online customer experience and customer conversion. However, Edmunds.com edges out its leading competitors based on strong user perceptions of its site performance. Service levels always play a role in customer perceptions, but we see a particularly heavy influence in the auto sales and information industry.

Although the online channel has not traditionally been where consumers apply for cards, credit card sites and online services do have a major impact on consumer decisions. The impact of card sites on consumer decisions and behavior is steadily increasing, and card companies need to sit up and take notice.

It turns out one of the major drivers of success is the design of the site. Some sites were beautiful to look at, but as far as usability and functionality, not very effective.

If customers can't figure out how to do something, that's a loss, but the loss is bigger than the customer's not using the site. People get frustrated and globalize it to the brand. Some sites can really hurt the brand.