When a consumer opens an account at a bank, a clock immediately starts ticking toward the loss of profits for that consumer from poor cross-selling. A good time to cross-sell is right at the point when a customer opens an online account, a Forrester report concludes. But most banks have yet to develop the ability to do this, the report's authors note.
"The next step for banks is onboarding, because the cross-sales opportunity is great early in the relationship," says Peter Wannemacher, a digital banking analyst at Forrester. "The first 30 days to three months is the opportunity to deepen relationships and sell more to a client."
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