How Barclaycard Portugal can activate and engage customers

Abstract

Barclaycard has experienced a drop in the unblock rates of the two credit cards it introduced in the market in mid-2015. Our analysis identifies the major driver for such decline to be the increase of the relative sales volume of these cards in the least effective acquisition channels, whereby misleading incentives lead to the selection of undesired customers and engagement opportunities are being disregarded. A restructuring of the incentives for both customers and salespeople, and an improved interaction with customers along their life-cycle are hence suggested, aiming at improving unblock rates, as well as card usage.