Likewise, BankDirect, the online banking subsidiary of Texas Capital Bancshares Inc., Dallas, has instituted a new fee structure that charges for both low balances and inactivity. BankDirect introduced fees on the lower balance accounts to cover the operating costs of those accounts, says Rose Hultgren, executive vice president. Targeting Venus On The Web Financial services providers must understand the ways in which women behave differently than men online-and tailor their Internet efforts accordingly. Before answering these questions directly, let's first consider three factors that coalesce for a contemporary female consumer and significantly impact her participation on the Internet. One of the most prominent gender differences involves how Mars and Venus relate to others.
Men relate in a more hierarchical manner, with status being pre-eminent.
A woman's propensity to connect with others explains her preference for networking and building relationships, both on a personal level and with the companies with which she does business. It also explains her willingness to ask questions when she doesn't know the answers, without fear of recrimination. And, in a scenario most of us can relate to, it explains why Venus quickly learns all there is to know about the waiter serving her table, while her male companion is more interested in getting to the point and ordering dinner. Information sharing is pre-eminent. Hierarchical barriers between and among companies and their customers have been shattered.