Marketing-IT divide costs money



David Bicknell

Poor communication between marketing and IT is partly to blame for the poor delivery of financial services via the...



David Bicknell

Poor communication between marketing and IT is partly to blame for the poor delivery of financial services via the Internet, according to new research.

Other factors include a lack of agreement on objectives and a failure to develop a coherent Internet strategy; badly designed or non-existent processes; poor Web site design and enquiry fulfilment; and woefully inadequate supporting systems for customer management.

The survey, by Market Elan for Microsoft and e-business software house Onyx, found that 61% of companies may be failing to meet customer expectations.

Of 126 financial firms, 31% did not have a Web site or did not have a facility for submitting an electronic information request. Of those to whom a request was submitted, 26% did not reply, and a further 17% took six calendar days to reply.

The report offers the following remedies:

  • regard Internet business as mainstream business

  • work out what the Internet enables you to offer your customers

  • take an agreed vision for the Internet and crafting a blueprint including IT, people and processes to be able to deliver it

  • Read more on Business applications

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