This lesson examines the strategies financial institutions use to acquire new customers and the channels through which services are delivered.

6.1 Customer Acquisition Strategies

The Ennew and Waite textbook covers “Customer acquisition strategies and the marketing mix” as a core topic . Key strategies include:

  • Customer Acquisition: Attracting and converting new customers. The University of Warsaw syllabus covers “Structuring the sales process based on digital customer paths” .

  • The Role of Technology: Digital channels are increasingly central to acquisition. “Next-Tech marketing” includes predictive marketing, personalisation, and contextual marketing .

  • Communication with the Client: The process includes identification of needs, offer preparation, benefits-based presentation, and ways of argumentation .

6.2 Distribution Channels

Distribution is a critical element of the marketing mix. The IBSL curriculum covers “Distribution strategies and channel alternatives” . The University of Warsaw syllabus examines “Factors influencing the choice of distribution strategy, types of distribution strategies and channels,” including:

  • Types of Branches: Full-service, advisory, digital-first.

  • New Distribution Trends: Technological distribution, non-traditional branches, franchising .

  • Technology and Distribution: “Influence of robotics and automation on financial services” .

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