Guest Column | May 3, 2013

Payment Technologies: Getting Executives And Consumers On The Same Page

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By Lorena Harris, VP Corporate Marketing, Vantiv

As part of her role as VP Marketing for Vantiv, Lorena directs the Vantiv Insights research on consumer experience with payments.  Working with Mercator, she leads the design and development of all the research-based educational materials provided on Vantiv.com/research.

Knowing what customers want and delivering it is a fundamental rule in business. But when it comes to today’s evolving payment technologies, there are a number of “disconnects” between the attitudes of banking executives and those of their customers. And those disconnects may be putting banks out of step with consumer expectations.

That is one of the core findings of research into the views of consumers and financial institution executives conducted by Mercator Advisory Group and Vantiv. In essence, the research found, consumers are often more enthusiastic than executives about new payment technologies.

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