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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.
For MBNA Credit Card 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.
MBNA Credit Cards were
first 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 MBNA Credit Card
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.
MBNA Credit Card 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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