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Bankinter: Internet Customer Acquisition Strategy

The document discusses Bankinter's internet customer acquisition strategies of using portals and e-collaborators. [1] Bankinter partnered with popular websites by setting up co-branded pages to acquire customers, but this portal strategy was costly due to fees paid to hosts and for promoting on their sites. [2] An e-collaborator program involved banners on websites linking to Bankinter that shared a 60% commission between new customers and collaborators, which was less costly. [3] While portals compromised service and had technical complexity, e-collaborators provided better service at lower cost and complexity and were harder for competitors to copy.

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Krishna Kumar
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885 views7 pages

Bankinter: Internet Customer Acquisition Strategy

The document discusses Bankinter's internet customer acquisition strategies of using portals and e-collaborators. [1] Bankinter partnered with popular websites by setting up co-branded pages to acquire customers, but this portal strategy was costly due to fees paid to hosts and for promoting on their sites. [2] An e-collaborator program involved banners on websites linking to Bankinter that shared a 60% commission between new customers and collaborators, which was less costly. [3] While portals compromised service and had technical complexity, e-collaborators provided better service at lower cost and complexity and were harder for competitors to copy.

Uploaded by

Krishna Kumar
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Bankinter

Internet Customer Acquisition Strategy

Section C
Gaurav dixit
Krishna kumar
Malay mondal
R ravi kumar
Sudheesh s
Portal
vs
e-collaboration
Portal Strategy

• Alliances with highly trafficked, dominant online sites


• Set up and maintained the bank’s pages within the host sites
• Bankinter was cobranded with the hosts

• Costs Incurred
• Creating and maintaining cost of Web site
• Up front annual fee to the host portals
• Fee per acquired customer through the portal
• Promotion and advertising fees

3rd January, 2011 Team Section C, CRM (A), IIM 3


Lucnow
Issues with Portal Strategy

Replicate in each portals’ site


Technical
●

●
Separate space on the server

Huge cost to pay to portals


Financial
●

●
High acquisition cost

Best possible service can not be provided to the


Customer
●

customers

Infiltrating the sites


Competitor
●

●
Copying Bankinter

3rd January, 2011 Team Section C, CRM (A), IIM 4


Lucknow
E-collaborator Program

• Banner placed on high-traffic websites linked with the


Bankinter official website

• Cost Incurred
• 60 commission to be split between each new customer and e-
collaborator

3rd January, 2011 Team Section C, CRM (A), IIM 5


Lucknow
E-collaborator Performance

3rd January, 2011 Team Section C, CRM (A), IIM 6


Lucknow
Portal vis-à-vis e-collaborator
Portal E-collaborator
• Higher cost to serve • Lower cost to serve
• Customer service • Better customer service
compromised
• More technical complexity • Relatively less technical
complexity
• Competitors were able to • Hard for competitors to
copy the portal duplicate the analysis
strength of Bankinter
• CLTV (per customer) • CLTV (per customer)
• = 1492 euro • = 1526 euro

3rd January, 2011 Team Section C, CRM (A), IIM 7


Lucknow

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