1.) Education Based Content

At its core is an online Financial Answer Center. Accessed by customers from their bank's own website, the Center is full of simple, easy-to-understand answers on hundreds of topics. Its downloadable Quick Guides-brief, educational primers on dozens of subjects-include photos and contact information for banks' product experts.

2.) Just-in-Time Marketing

Marketing materials highlight the service, explaining how the information can help, and encouraging people to visit and request the Quick Guides. The messages are delivered through points of customer contact such as the website and branches, leveraging existing bank assets.

3.) Online Referral Training

Convenient, Web-based training and refresher courses teach frontline employees how to use the low-cost, "just-in-time" marketing pieces, Quick Guides and other tools to generate referrals and set sales appointments on a daily basis.

4.) Referral + Appointment Setting Tool

The same system features tools that expand requests for Quick Guides into immediate referrals to the appropriate salespeople. Customer facing employees can set up and confirm sales appointments in about one minute.