Marketing banks: Target new, not loyal customers

This article describes how First National Bank (FNB), a South African bank, changed its marketing strategy from loyalty marketing to mass marketing, and in doing so achieved a 29% increase in its customer base of five years, during the financial crisis.

Marketing banks: Target new, not loyal customers

Thomas Bayne, Bernice Samuels and Byron SharpMountainview Learning, First National Bank and University of South Australia

South Africa's First National Bank used marketing science and changed its strategy to focus on gaining new customers rather than selling more products to existing customers and reaped the rewards.

This is a story of a strategy turnaround, a switch from loyalty marketing to sophisticated mass marketing, and the evidence and training that gave management both the confidence and ability to implement the new strategy.

First National Bank (FNB) has increased its customer base by 29%...

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