Case Study: Bank of Americas Free Bill Payment Campaign

April 9, 2003

Abstract

San Francisco, CA, USA April 9, 2003

Case Study: Bank of America's Free Bill Payment Campaign

Case study demonstrates the dramatic effect of online bill payment on customer profitability.

In a new case study, Bank of America痴 Free Bill Payment Campaign, Celent looks at how Bank of America built the business case for offering bill payment service for free and making it the focal point of its online banking service.

The report examines the steps Bank of America took that lead up this event: the strategic alliance with vendor Checkfree, the profitability time series it conducted over a two and a half year period, and the marketing campaign it conducted to promote the service.

"By

analyzing over 300,000 customers over a two and a half year period and using sample groups to control for over 40 variables Bank of America built the business case which is at the core of the success of the free bill payment campaign" said Alex Brutin, retail banking analyst at Celent and author of the report.

"The decision to trade its own bill payment platform and services for Checkfree痴 bill payment solution proved another important step by enabling Bank of America to support the huge growth it experienced once the marketing campaign got under way" says Brutin. The report provides a detailed insight in to how Bank of America was able to double the number of active users to two million in less than a year, far outpacing its competitors.

A is available online.

of Celent Communications' Retail Banking research service can download the report electronically by clicking on the icon to the left.  Non-members should contact info@celent.com for more information.

        

Send mail to info@celent.com with questions or comments about this Web site.

Celent is a research and advisory firm dedicated to helping financial institutions formulate comprehensive business and technology strategies. Celent publishes reports identifying trends and best practices in financial services technology and conducts consulting engagements for financial institutions looking to use technology to enhance existing business processes or launch new business strategies. With a team of internationally based analysts, Celent is uniquely positioned to offer strategic advice and market insights on a global basis. Celent is a member of the Oliver Wyman Group, which is a wholly-owned operating unit of Marsh & McLennan Companies [NYSE: MMC].

Media Contacts

North America
Michele Pace
mpace@celent.com
Tel: +1 212 345 1366

Europe (London)
Chris Williams
cwilliams@celent.com
Tel: +44 (0)782 448 3336

Asia (Tokyo)
Yumi Nagaoka
ynagaoka@celent.com
Tel.: +81 3 3500 3023

Table of Contents

 

Paris, France April 9, 2003

Case Study: Bank of America

Return to report Abstract

 

EXECUTIVE SUMMARY 3
INTRODUCTION 4
VENDOR SELECTION 5
BUILDING THE BUSINESS CASE 8
MARKETING PARTNERS 11
CAMPAIGN RESULTS 13
CONCLUSION 16

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