Architecting Your Customers’
On-line Experience
Portals, Kiosks, Vendors, Usability, Security - Factors that matter
Lessons from the financial services industry in the past decade
By
Dhrubo K Sircar
CIO United Dominion Realty Inc.
DIO Global Financial Services – Wachovia Corp (1995 – 2007)

Customer Experience Transition 2
1995 2008
People – CSRs People CSRs
People were the vehicle Kiosks - Internet Portals
Microfiche
Web pages
Paper Printout
Personalized data
Telephone calls
Smart Call Centers/VRUs
Human speed
Internet Speed…your wait is
Choice-Magazines, Bill-
boards
Choice is King - Multiple-
Days to Fulfillment channels/common functions
5/12/2008 Immediate Fulfillment

3
2010 and Beyond
Choice
Increased use of Portals – Google, Why is Yahoo in play, Search Engine wars…
Mobile Apps – Non Tethered computing and experience
Speed
Few banner ads and surveys
Value Creation– “Moving beyond price to understanding needs and tailoring solutions”
Multiple Channels – Web, Bricks & Mortar, Call Centers
Beyond E-mail to a focused phone calls
Viral Messaging -FaceBook, Youtube…The new word of mouth
5/12/2008

4
2010 and Beyond … continued
Security and Privacy – Guard it or go out of business
Demand and supply trump everything but don’t ignore ease of use - usability
3-5 steps to complete a transaction
Easy to read
Where am I – Context – Kill those pop-ups, Accordion Model
Get rid of busyness & clutter
Eat your cooking, Drive your cars, Use your portals
Vendors are not your friends – Interoperability is a dirty word… they don’t want you to
be free, they want control – You will have to preserve your flexibility of action
We are still social beings – People with the right tools will win the day
No whining – It has always been hard – industrial revolution to the internet revolution
5/12/2008

5
Dialogue – Q & A
5/12/2008