ABSTRACT
This chapter reviews the operational support and risk management skills required to support the types of card product and marketing strategies are every bit as critical to success as the payment card products themselves. Beyond the initial communications opportunities issuers enjoy when a new account is developed, marketing to existing accounts over time should be designed to accomplish three things: improve profitability, reduce risk and increase cardholder loyalty. The development and implementation of advertisements, direct mail offerings and telemarketing scripts is where the understanding of consumer activity ascertained via effective information management techniques runs head on into the vagaries of human nature. Successful marketing of card products begins with the staffing of an organization which places resources and emphasis upon the keys to effective marketing: products and pricing, promotion, distribution and, data and information management. Shorter timeframes can lead to erroneous conclusions and wasted marketing efforts as a result.
