For years, Prudential Financial Services Inc. made Web content available to its customers the way many financial services providers often do-through a comprehensive but indiscriminate packaging of products, services and other miscellaneous corporate data.As Prudential executives examined their Web delivery strategy more closely, they realized that a growing number of customers demanded a Web property designed with their specific needs in mind. So last fall, the Newark, N.J.-based financial services giant embarked on a new program to deliver Web content selectively, and in a customized fashion to reflect user needs.
Prudential recognized the power of Web portals. "A portal enables us to enhance the direct relationship customers are seeking with us, and can better define the various products they own through us," says Mike Mandelbaum, CIO of e-business development for Prudential Financial Services. "If a customer does not have a mutual fund, we wouldn't display data or provide links about those types of products."
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