Internet customer acquisition strategy at Bankinter Essay

п»їConsumer relationship management: Case study Bankinter

Remco Wezepoel

14/10/2013

Which channel (8700, alliances, e-collaborators) performs better for the financial institution, and why? And what acquision approach would you recommend to Bankinter? What activities should be used by Ana Peralta? In order to pick the right consumer buy strategy for Bankinter it is necessary to go through the profitability from the customers. It is nice to possess a lot of customers, but that is not really make sense when these kinds of customers make sure your company with losses. It is important to look at earnings of customers in the long-term. Based upon exhibit 14 in the document, it is possible to calculate the regular consumer fairness. As you can see in appendix you, the total income for new internet customers after four years for the e-collaborators route is 377. 194 and -5. 336. 149 intended for the 8700 channel. In my opinion it is not seriously useful to calculate this amount for the alliances funnel, since the article mentions these alliances had been terminated as a result of high buy costs due to promotion and advertising costs. With the amounts of customers (exhibit 7) it will be easy to calculate the average consumer equity per customer every channel. Intended for the 8700 channel this kind of average value is (-5. 336. 149/39. 643) -135 dollar per customer. Intended for the e-collaborators channel this kind of equity every customer would be (377. 194/2. 996) 125, 90 dollars. Based on these numbers, it really is clear that the e-collaborators channel performs approach better intended for the bank and therefore I would recommend the e-collaborators strategy to Bankinter. Actions which should be used by Ana Peralta are focusing on making even more customers " formalized customers”. In demonstrate 10 inside the article it is usually seen that just 24% of the clients in the e-collaboration funnel are listed. When Bankinter should focus on more within the online registration, it is possible to obtain additional detailed information about the customers. These details can be...

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