Day: November 8, 2019

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Rebecca Engelberg

Optimizing The Cardholder Lifecycle Part 2: Activation & Early Month On Book (EMOB)

The period after acquisition is high stakes for banks. On average, only 57% of new customers activate their cards after receiving them in the mail. That means nearly half of new cards remain unactivated and unused, with no way for banks to recoup acquisition costs. For customers who do activate, their behaviors during their first 60-90 days with the card, also known as the EMOB, sets usage patterns that will last the lifetime of the relationship, for better or for worse.

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