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ANCHOR LEAD IN:
ARE YOU IN THE MARKET FOR A HOME EQUITY LINE OF CREDIT? OR MAYBE YOU NEED
A DIFFERENT TYPE OF BANK LOAN
IT USED TO BE YOU HAD TO GO TO THE BANK, SIT AROUND TO WAIT FOR SOMEONE TO
SEE YOU AND THEN FIND OUT WHAT THE RATES WERE.
BUT CHANGE IS ON THE WAY. BANKS ARE TRYING TO CHAT YOU BACK UP THESE DAYS...AND
IT'S ALL IN THE NAME OF BUSINESS...HERE'S ___WITH A HEADS UP.
TRACK ONE Length:
07
VIVIAN YIP DOES A LOT OF HER FINANCES ONLINE...BUT THE FIRST TIME SHE SAW
A POP-UP WINDOW FROM HER BANK, SHE DIDN'T KNOW WHAT TO MAKE OF IT...
SOT:
NO KEY (too short)
"I believed it was a joke."
TRACK TWO Length:
16
IT'S NO JOKE, LOTS OF BANKS AND FINANCIAL ORGANIZATIONS ARE GETTING INTO THE
POP-UP PARADE...
IF YOU'RE INTERESTED IN A PRODUCT...LIKE A HOME EQUITY LOAN... ALL YOU HAVE
TO DO IS CLICK ON THAT TOPIC AND THEY'RE ALL TALK
...LITERALLY. THAT'S WHEN AN ONLINE CHAT BOX WILL APPEAR.
SOT:
KEY @: 31 Vivian Yip, Banks online
"There's text that's saying: Hi, I'm a specialist, can I help you out
with this product today..."
TRACK THREE Length:
:04
EXPERTS SAY THIS FRIENDLY CHAT IS ALL ABOUT GETTING YOU TO BUY SOMETHING.
SOT:
KEY @::36 Brad Strothkamp, Senior Analyst, Forrester Research
"There's been a real shift from trying to get consumers to access their
accounts online to getting them to purchase more products."
TRACK FOUR Length:
:09
STROTHKAMP SAYS FINANCIAL ORGANIZATIONS ARE BETTING THAT CHAT WILL REALLY
PAY OFF. MOST MAJOR BANKS PLAN TO OFFER AT LEAST BASIC CHAT BY THE END OF
THE YEAR.
SOT:
NO KEY
"In the last 18 months we've seen tremendous growth and you're seeing
it at a lot of different sites..."
TRACK FIVE Length:
:07
AND THAT'S GOOD NEWS AND BAD NEWS.
VIVIAN YIP SAYS SHE DOESN'T MIND BEING APPROACHED. BUT NOT ALL THE CHATTERS
HAVE DONE THEIR HOMEWORK.
SOT:
NO KEY
"One of my major dislikes is that when they can't answer my question,
it wastes my time and patience."
ANCHOR TAG:
CHAT MIGHT BE A CONVENIENT WAY TO GET ANSWERS, BUT EXPERTS SAY, YOU SHOULD
ALWAYS SHOP AROUND FOR RATES AND BETTER OFFERS BEFORE MAKING A DECISION.
MEANWHILE, STROTHKAMP SAYS CHAT IS STILL EVOLVING, AND NOT ALL CHAT WINDOWS
POP UP AUTOMATICALLY. SOME ORGANIZATIONS OFFER A 'CLICK TO CHAT' MODEL...AND
OTHERS HAVE A 'CLICK TO CALL' STRATEGY, WHERE SITE VISITORS CAN ENTER A GOOD
TIME FOR A REPRESENTATIVE TO CALL THEM ON THE PHONE IF THEY'D PREFER TO 'CHAT'
IN PERSON.
SOURCE INFORMATION:
FOR CLIENT-STATION
USE ONLY
The information provided below is for client-station use only. It is provided
to help you obtain answers to any additional questions you may have and to
help you localize a story. This private contact information, including phone
numbers, addresses and email addresses, cannot be given to viewers nor posted
on your Website. It is for internal station use only. Any exceptions to this
will be clearly noted. Thank you.
Brad Strothkamp
Senior Analyst
Forrester Research
950 Tower Lane
Foster City, CA 94404
650-581-3838
bstrothkamp@forrester.com
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