USAA Labs appears to be doing some really good work. However, the brand is not doing a good job at marketing its own product, representing a missed opportunity to harness customer interest and advocacy.
Articles on payment trends for 2019 include warnings for big banks about how to keep up and compete. We’ve heard these warnings before, of course, and what’s often missing is a reminder about the vital role customer communications play in launching and maintaining payment products.
Financial brand onboarding and welcome kits can be disorganized and non-cohesive and often contain too many inserts. Instead of building the brand, they can dilute it. There's a better way to create a customer relationship with a terrific brand experience.
These kinds of customer communications are legally required. Simple is just like every other bank: it has to notify its customers. But Simple isn’t treating the task like every other bank.
How can health insurers continue to offer these increasingly popular products without disappointing (or, according to some, outright deceiving) consumers?
The welcome kit for Citi's Double Cash Card adheres to just about every EMOB best practice Media Logic preaches.
Our senior account supervisor recently lived through a credit card conversion after Chase decided to shift more of its card volume to Visa. As a financial service marketer, he knew the best practices needed to drive activation after a reissue and was really pleased to see how Chase approached this process.
Is it too early to talk about building retention, generating loyalty and encouraging advocacy? Absolutely not. And the credit card industry provides a great analog for customer communications in this new health exchange era.