MBNA Europe, the international arm of a US credit card corporation, are meticulous about selecting the right customers. A credit analyst manually reviews every application, and more than 50% are rejected. MBNA's CRM strategy targets members of clubs and organisations such as the World Wide Fund for Nature and Manchester United football club, and about 65% of customers hold affinity cards. As they are attracted by the card's affiliation with their organisation rather than by a need for credit the...

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy
1.3.1 Build customer relationships

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