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Card Acquisition
and Re-activation
If you have a current card-based
program, you are likely familiar with usage variances and declines.
Motivating customers to carry yet another card today requires a
value proposition that is perceived to be greater than the value on
their current card. VCMG can help you find and eliminate weaknesses
in your current program and suggest enhancements that will
revitalize the impact the program can have on your business.
If your customer audience is less than it was a year ago, then
perhaps a complete re-activation initiative is in order. The appeal
of a new card with no new benefits for the customer will fade
quickly and sink to ‘bottom of wallet’ status. Card issuers and
proprietary credit programs today must realize the shift in customer
preference related to payment programs; customers demand options and
ease of use. If your program lacks these important attributes,
customers may attempt to fulfill their demands outside of your
program.
Multi-tender loyalty, through customer affiliation of preferred
payment instruments, is quickly spreading through mainstream society
today. Customers want to receive consistent benefits from their
favorite card, but they also want companies of all types to reward
them for ALL their purchases, not just for those paid for using a
proprietary credit card. |