How the Web site can effectively educate and sell services to customers
The company can use a blog to post valuable information to new and existing customers such as how to avoid identity theft, what to look for and not look for in a home, and other helpful shared information. This will provide a positive public profile for McBride Financial services by letting consumers know that the company cares. The blogs can also offer basic financial advice on the website and invite customers to a "no obligation" financial interview.
The web site should also include a frequently asked questions section that can filter several calls to customer service. This can be seen on many websites such as National City Mortgage (). These will act as a first line customer support questions and free agents for potential customers and applications.
Using the Web site for communication
After viewing McBride Financial Services’ website, a blog can provide valuable feedback to the company stakeholders and to new consumers interested in doing business with the company. The McBride Financial website will be the only store and first impression for potential customers. The current site lacks any eye catching graphics or layout that will grab a customer’s attention, while at the same time does not provide easy access to all the information the customer needs. A website should be thought of as a company’s online store front and be optimized to create customer interest and return customers.(Kosloff Group, 2009).
How the Web site can enhance customer service
Online chat sessions with one of our representatives can allow for customer service over the Internet. Another idea to enhance customer service is implementing a customer feedback section. By allowing honest and public feedback from current customers, potential customers can see if McBride is right for them. This feedback can include a star rating system for particular loans. This will give current customers a chance to grade their service and mortgage with a rating from one star, being low, to five stars, being the highest rating. This information can be helpful, grouped with application or education information.
Internet security issues
The team would suggest contracting out work for securing the website to a company with a lot of experience. This should be done before any interactions with customers happen online. There are many threats to e-commerce that can hinder a website. The new site needs to be secure from potential hackers and viruses. The first line of defense should be secure servers with controlled access. Firewalls should also be utilized to prevent unauthorized access to the servers. Since McBride Financial will be collecting sensitive customer information over the website security can be increased by having customer’s use passwords to access customer’s own information. If a customer’s information is compromised, then McBride can be held legally liable for any damages, in which case, McBride will have security parameters around sensitive data access.
How the Web site could link to partnering businesses
Another suggestion would be to have partnering business's web site open within the McBride’s website with a McBride Home page link at the top to get back to the website home page at any time. Vendor networks can be tied directly into McBride’s network for sharing information. By enhancing the direct communication between McBride and their businesses, greater and faster customer service and results can be achieved. Many different business have the option to link McBride Financial Services to their web site. Edina Reality.com and ColdWell Banker are two good examples that deliver customer Mortgage information that is helpful and what customers are looking for. Mortgage and loan financial information are key elements that customers need, as well as education information. Customers continue to return to web sites that are helpful and useful.
How the Web site could be used to generate revenue
Online financial classes for a small fee could be offered on McBride Financial web site. This will generate revenue as well as provide valuable information to consumers and enhance the company’s reputation. The primary source of revenue from the website will be from approved mortgage applications. Using the Internet to allow customers to apply for loans will speed up the process of paper forms. E-commerce also opens McBride up to a wider customer base since the Internet is not limited to a geographically location. McBride Financial also can list available homes available for sale on the internet, using MLS database that includes all houses that are for sale, based on McBride’s business locations. Financial classes and information can be grouped on the McBride Financial website under Education. Some education, such as information on selling, buying, and investor information, can be included as free available information. Having some information that is free and some with small fees, will attract a variety of customer interest, especially those more interested in just free information. Customer’s signing up on the website will be able to use privileged education information, and marketing can better understand what information to forward, to prospectus buyers, sellers, and/or investors.
Application Process
For application processing to be effective and secure, the website should have secure icons that helps create customer confidence and gives McBride all information that is needed. Social Security numbers will need to be given to McBride in order to process information securely, and a complete picture of each customer’s background, is necessary for required, complete information to process loan documents.
Homeowner only or also include Commercial properties?
Since business is spread out among different states, information needs to be grouped as such. Customer education on the real state process needs to be available that lists the entire process involved. A step approach would be useful for visually helping customers better understand the loan process. Access to listings available from state to state, and/or access to the national database, needs to be accessed fast and efficiently; however, secure as well.
Implementing Improvements
Many customers are interested in finding out quickly on how much house payment they can afford. Online tools should be available to help not only make the web site interactive but also interesting and useful. The following implementations and improvements to the McBride Financial web site, will allow for better visualibility, functionality, a dynamic presence, and allow for information to be shared and communicated effectively.
- Java scripted calculator – designed in house to be put on website hosting server
- Process for prequalification – designed in house for secure and easy submittal
- Email sign up - to be notified of new listing of houses, based on customer locations
- Interest rate information currently – website links
- Market trend – website links
- Demographics -web site link to other websites that have this information already.
- Legal entities – office locations that know the Real Estate business
- FAQ – drop down list of information added by customers and users with similar issues and problems.
Team A has come up with useful solutions to help organize McBride Financial Services. Many of the services offered by McBride need to be located and grouped on a front page, so customers are able to access that information quickly and effectively. The web site design allows for further improvement, as information is consistently changing due to technology and improvements available daily; however, placement of content is consistent and simple graphics help users guide themselves through the website. (Figure 1)
Figure 1(McBride Financial Services Web site Home Page)
Many of the web site improvements will help McBride Financial gain a broader cliental and customers. The web site improvements will improve the web site performance and overall design appreciation. The design and style can be easily changed and maintained, as all design content has used CSS technology. CSS uses different output styles, to help define the entire web site, so that many commands do not have to be duplicated. Style Sheets can save many hours of work, when it comes to updating the web site for future needs. External style sheets can be used for one or multiple web pages, for the website, and will save time in designing and updating website information.(W3Schools.com,2009).
JavaScript content has been added to the web site to enhance web user experience and to add a dynamic presence to McBride Financial. A java calculator has been added, which makes calculations, on the fly, easier and more accessible to customers and user of the McBride web site. McBride can use free accessible calculators located on various web sites; however, McBride may choose to design and develop their own version of the Mortgage Calculator, as designing this type of tool, is not overly difficult.
Conclusion
Many of the services offered by McBride need to be located and grouped on a front page, so customers are able to access that information quickly and effectively. The web site design allows for further improvement, as information is consistently
In conclusion, The design team is not sure that the original website design will be able to meet all the growing needs of the McBride's organizational needs. The website will be vital for McBride's success, in keeping operating expenses low by employing only a few brokers and a support person in each office. The website will offer opportunities for organized information and offer users the opportunity to gain a better understanding of the loan process, and other information. The entire team will depend upon the company’s website and self-serve kiosks located in the offices to educate customers about the various loans that are available and to sell those customers on getting their loan through the new website.
References
123webguru.com.(2005). Website Design. Speak if you have to. Retrieved February 15, 2009 from
Edina Reality(2009). Real Estate, Mortgage and Title Closing Experts. Retrieved February 20, 2009 from
http://www.edinarealty.com/Content/SiteMap.aspx
Kosloff Group(2009). Web Marketing Services. Shady Web Marketing and SEO Tactics.
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Sanchez M.(2000). Eight Ways to Sticky Sites. Retrieved February 16, 2009 from
National City Mortgage Website (2009). Accessed February 17, 2009.
W3schools.com(2009). Introduction to CSS. Retrieved February 21, 2009 from