Santos, Carlos DanielNegrão, Maria Beatriz Miranda Peres2017-05-022020-06-012015-06-02http://hdl.handle.net/10362/20590CEMSThe 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.engCredit cardproduct portfolio managementcustomer loyaltyNew customer acquisitionmaster thesis201524317