Bankinter, a relatively small Spanish bank has a significant presence as an online financial services company. Paving the way to profitability over the Internet will give Bankinter main competitive advantages over larger, more established Spanish banks. Ann Peralta, director of the Internet in Bankinter, should assess whether pouring thousands of new customers from other portals are profitable for the bank. Peralta uses tools such as customer relationship management, value analysis, customer profitability and lifetime value calculations to determine the value of this cohort of new customers for the bank and, therefore, may decide on the future strategy of attracting customers. "Hide
by F. Asis Martinez-Jerez, VG Narayanan, Lisa Brem Source: Harvard Business School 19 pages. Publication Date: February 12, 2003. Prod. #: 103021-PDF-ENG
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