VP, Research and Customer Experience Selected for Research Showcase at BAI Retail Delivery

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Expert Usability Professional Presents Improving User Efficiency to Increase Online Account Openings to Senior Banking Executives

We wanted to uncover the impact of efficiency on the customer experience with 13 of the top financial institutions’ online checking account applications

Each year, the BAI Retail Delivery inspires and reinvigorates senior banking executives to identify and create new revenue opportunities that will generate purposeful and valuable exchanges with consumers. This year one particular presenter at the new BAI Research Showcase will do just that. Metrics Marketing Group, an analytics-driven database and interactive services firm, explored the power of efficiency testing to understand the impact on the customer experience and consequently Vice President of Research and Customer Experience, Cathleen Zapata, was chosen as one of the elite group of presenters.

Cathleen Zapata will present, “Improving User Efficiency to Increase Online Account Openings” to retail bankers who are interested in learning about how the amount of time customers spend to complete a task on an online account application can have a direct impact on their bottom line. In addition, Zapata will discuss supplementary user research methods that can help banks increase conversions and the overall customer experience which help uncover new revenue opportunities.

“We wanted to uncover the impact of efficiency on the customer experience with 13 of the top financial institutions’ online checking account applications,” explained Zapata. “Participants attending the show will be surprised to learn that many of these financial institutions are missing-out on several conversion opportunities.”

The efficiency study was calculated using CogTool, a software product developed by Dr. Bonnie John’s lab at the Human Computer Interaction Institute of Carnegie Mellon University. CogTool evaluates a design with a predictive human performance model to predict the time it takes for an expert to complete a task – in this case, to open a checking account online.

The presentation will take place on Thursday, October 21, 2010 from 10:30am-10:50am CST on the Innovation Stage in the BAI Pavilion at Retail Delivery, which will take place at the Mandalay Bay in Las Vegas, Nevada. Copies of the research paper can also be found in the BAI Pavilion Resources Library during the show. To learn more about Zapata’s presentation and the company’s other proprietary marketing solutions, visit Metrics Marketing Group at booth 631 in the expo hall.

For more than 30 years, BAI Retail Delivery has anticipated and presented countless banking innovations, new technologies and groundbreaking strategic insights. With more than 200 exhibitors and thousands of senior-level decision makers in attendance, it is the industry’s premier event for the best thinking, research and solutions that will drive immediate impact in retail banking.

About Cathleen Zapata
Cathleen Zapata is President of the Northeast Ohio chapter of the Usability Professionals’ Association, one of the most trusted organizations in the field of usability with over 2500 members worldwide. She has over 15 years experience in quantitative and qualitative research, specializing in Web site Usability. Her background includes a wealth of experience in usability testing, heuristic evaluations, user research and conversion enhancement strategies. Cathy has contributed to the Usability Book of Knowledge, regularly teaches on topics of Web Usability at local, national and international colleges, conferences, and events, and has worked with numerous Fortune 500 companies on their user research and Web site optimization needs.

About Metrics Marketing
Based in Cleveland, Metrics Marketing offers comprehensive analytics-driven database and interactive marketing by providing the following services: automated/triggered marketing systems, marketing database development and hosting, email strategy and deployment, predictive modeling, segmentation analysis, search marketing, creative services, website design, development and hosting, web usability, web analytics, user research, traditional market research and Customer Relationship Management (CRM) strategy consulting. Metrics Marketing Group is located at 905 Corporate Way in Westlake, Ohio. Additional information can be found at http://www.metricsmarketing.com.

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