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For any business that engages in a structured ongoing relationship with its customers, the relationship almost always begins with the customer completing an application in order to open an account.

This form of relationship includes bank accounts, insurance policies, open accounts with suppliers and consulting, investment banking and other professional relationships. While clearly not appropriate in all cases, on-line account applications are much more common now than one or two years ago, largely because they lower your expenses while offering greater convenience to your customers.

Typical features of an on-line application process include:

• One or multi-page on-line application form.
• Customer review and edit functions (particularly for multi-page forms).
• Customized data validation.
• On-line help.
• Ability to save and return later (particularly for longer forms, and those requiring information that may not be readily available).
• On-line review, edit and approval by customer service rep.
• Ability to make payments on-line via credit card or check.
• Ability to execute binding contractual agreement, if required.
• Automated interface to in-house accounting system.
• Automated notification to customer by e-mail, and automated generation of hard copy correspondence.
• Flexible, near real time marketing statistics.

An on-line application capability is most often coupled with on-line customer self-service, which may share many of the same screens and program modules.