We talked before about push to talk/ click to call.  This is the capability of your customer entering a phone conversation with the Bank, right from a web page.  Dan over at eStara pinged me with their latest white paper on the topic.  This chart struck me as useful, in determining which method to associate with what kind of customer activity. 

Click to call is moire expensive because of the synchronous engagement of people, but its more focused, because it presents the employee with the web page that the customer is on, and the customer and employee can work through the solution together.

This information provides the foundation from which financial services companies can provide the right kind of customer interaction, and increase online conversion rates without driving up CRM costs. Financial services companies can use existing, less costly customer information tools (Click to Chat, FAQs, search, email) to assist with non-transactional customer exchanges, and utilize services like Click to Call to help close complex transactions such as loan applications or new account inquiries.