A carregar...
Publicação
Barclaycard: A Go-To Brand for Payments and Lending in the Iberian Peninsula: Strategies of Portfolio Optimization in the Portuguese Market and New Customer Engagement in Spain
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.98 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The CEMS-MIM Business Project carried in partnership with Barclaycard implied the
creation of strategies to increase the customer database value, which highly depends on
consumer loyalty levels and new customer acquisition rate. In a first stage, the current
competition was assessed. Secondly, by studying consumers’ preferences through the
creation of two distinct surveys, it was possible to derive the main priorities for
Barclaycard’s product portfolio development. Generally, customers highly value immediate
benefits and financial benefits. Therefore, Barclaycard is advised to implement cashback, Email/
SMS alerts, and keep flexible repayment conditions, in order to achieve its goals.
Descrição
CEMS
Palavras-chave
Credit card product portfolio management customer loyalty New customer acquisition