Channel Crossing: Guiding Customers to Web Sites

Leslie Ross, director of marketing communications at Naviant, which offers e-CD Registration, says most registration applications are data-gathering-oriented. “You’re going online to use the product anyway. By replacing the hard card, you’ve established opportunities for one-to-one communication, initiating the online relationship, introducing online customer service, and collecting data that can be used later. It’s a means to an end, a way to introduce a channel.”