Rabbit or tortoise? Rethinking customer acquisition at dravya bank

Abstract

A prominent bank in India has swiftly and consistently lost market share for a high-revenue product. It has diagnosed poor communication with customers as the underlying cause. As such, it has begun to contemplate whether to direct its resources towards analytics and digital advertising channels or to continue to improve its current advertising techniques that revolve around mass marketing initiatives and its large network of branches. The case expects participants to evaluate the costs and benefits of alternatives available to the bank and propose a comprehensive customer-acquisition strategy to address the crisis. We write the case in the form of a roleplay, which participants in class can enact to boost their interest and involvement in it. � 2018 by the Association for Information Systems.