Introduction

Serving Retail Customers Online
Société Générale’s (SG’s) retail banking site was designed to provide consumers access to detailed product information, and a suite of intuitive financial service applications for personal loans, checking accounts, mortgages, and home equity loan products.

In an effort to improve the service to its customers, SG continued to add online applications. However, these additions did little to improve application completion rates. Looking back, Gwenaëlle Evenot, Senior Web Marketer, admits, “We needed help. We tried to market, sell and service our customers
online as best we could, but we were essentially flying blind.”