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The MBNA credit card Corporation is the world’s
largest independent creditcard lender. MBNA credit card
also provides retail deposit, consumer loan and insurance
products.
To provide their services to the highest of standards
it demands a single-minded commitment to Customer satisfaction.
Meeting this commitment requires excellent standards,
good people, and constant attention to the importance
of each Customer. It means having an attitude.
Introduced in 1986, their precepts express their attitude
and guide every business decision they make. The more
than 28,000 people that work for them are dedicated to
providing their Customers with the finest products backed
by top-quality service. They hire people who like people—and
their Customers notice.
In both the United States and Europe they are a recognised
industry leader in the affinity creditcard market with
endorsements from more than 5,100 membership organisations,
corporations, sports teams, and financial institutions
worldwide. There are nearly 900 such organisations in
Europe including AOL UK, the World Wide Fund for Nature
UK, and Irish Permanent IRL.
They employ an integrated marketing approach that combines
direct mail, telemarketing, event, and other marketing
techniques, with sophisticated modelling and segmentation
strategies designed to add accounts in a cost-effective
manner. In the past five years, their new account totals
have set the pace in the global creditcard industry and
represents nearly one-third of the industry’s growth
since 1997.
Today in Europe, they have more than £8 billion
in outstanding loans, and much of their growth has been
generated through their marketing expertise rather than
through merger or acquisition.
While they specialise in making loans to individuals
through credit cards they also offers a host of additional
consumer products that can generate revenue for their
endorsing organisations or reinforce their relationships
with their constituents.
These include a variety of travel services and insurance
products; and a variety of fixed-payment, fixed-term loan
products with customised payment options. Their growth
has been driven by a focus on a strategic plan that can
be summarised in nine words: Success is getting the right
Customers and keeping them.
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