One of the largest financial institutions in the country came to us to redefine the value proposition of their consumer credit card portfolio.
To unpack target future customer behavior for a wide range of products, and solve for retention as one of the biggest industry pain points, we designed a thorough discovery process. We met with consumers in homes around the country, probed tangential experts in the credit landscape, and dove into logistics of retention.
We landed on gratitude as the opportunity territory. The key being that any value prop should transcend transactional benefits in favor of mutual respect.
To meet this, we built out a range of possible benefit scenarios, quant tested through card sorting, etc, and launched a clear and compelling program that is providing tangible value and emotive resonance with consumers across the portfolio.