Every day, more and more credit and debit card transactions take place without a customer ever touching their card. From Venmo to Apple Pay, bigtech and fintech players are launching services that erode banks’ interface with customers, making it harder than ever for financial institutions to build and maintain brand loyalty.
What’s the next big thing in context-as-a-service?
In our blogs, our digital engagement professionals explore new ideas and analyze the trends that are shaping our industry.
Usage is generally the stage of the cardholder lifecycle where the bank recoups acquisition costs and generates the most revenue. When a customer is fully onboarded and credit card usage is happening on a regular basis, banks enjoy steady revenue, especially if the customer has set profitable primary-card habits as discussed in my last post on activation and 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.
Customers expect every activity to be as frictionless as searching on Google or buying those new sunglasses on Amazon — and their expectations extend to financial services. Innovation within the industry teaches customers to expect hyper-personalized experiences with insights, recommendations and offers tailored specifically to them.
When we talk about business disruption, it’s all too easy for the overused and entirely vague nature of the term to turn what should be important conversations about change into a string of empty buzzwords amounting to counterproductive discourse. “Reimagined” airport lounges that just have new carpets, “disruptive” Instagram-first chinos with no perceivable difference —
On October 10th, we hosted the 2nd annual Flybits Airshow. This year’s show took place in New York and attracted an audience of senior level executives and experts in financial services. Whereas the 2018 Airshow, which took place in Toronto, focused on how AI was making headway across a number of sectors like insurance, wealth…