信用卡市场的顾客满意度

Abstract

Overview

The card issuing industry is becoming increasingly competitive and commoditized, with current economic conditions driving issuers to implement more stringent controls surrounding lines of credit, and product differentiation opportunities becoming negligible. Cardholder acquisition and the overall growth in the portfolio, however, remain the lifeblood of the business.

This report, utilizing Javelin quantitative consumer data and analysis, provides insight into consumer preferences for selecting card issuers and also choosing a card for payment transactions. Specific attention is paid to six prominent issuers-American Express, Bank of America, Capital One, Chase, Citi and Discover. They provide case studies for the issuer community as a whole and reflect sufficient breadth to represent cardholder satisfaction levels for various features. Readers of this report responsible for card product development, marketing, and rewards program management can utilize the information and analysis to enhance cardholder acquisition, increase loyalty among existing cardholders, and drive usage for their card products.

Primary Questions

• What card features resonate with cardholders in selecting an issuer?
• How can issuers alter acquisition strategy to more effectively cater to cardholder desires?
• What drives consumers to use a particular card for purchases?
• How can issuers retain existing cardholders based on various card features?
• How can issuers target cardholders for more effective and profitable relationships?

Table of Contents

• Overview
• Primary Questions
• Findings and Analysis
• Methodology
• Executive Summary
  • Top Issuers Demonstrate Strong Cardholder Satisfaction Rates
    • Relative Satisfaction for Certain Features Varies by Demographic and by Issuer
• Protection Against Identity Fraud: Perception versus Reality
  • Importance of Security by Generation Emerges as Key Differentiator
  • Address Gaps between Importance of Security and Satisfaction Levels Directly
  • As Fear of Data Breaches Rise, Security at Purchase Increases in Importance
    • Boomers More Concerned with Protection at the Point of Sale
  • Gaps in Security Satisfaction on an Issuer-by-Issuer Basis
• Online Features Drive Retention and Efficiency in the Cardholder Relationship
  • Consumer Satisfaction with Online Features Levels Exceed Expectations
  • Online Features Not Critical Differentiator in an Acquisition Strategy
  • Online Features Factor into Card Choice at the Point of Transaction for Gen Y
• Customer Service: Consumers Depend on Issuers to Fix their Problems
  • American Express Cardholder Satisfaction Exceeds Importance
  • Customer Service by Generation: Valued More by Baby Boomers
  • Customer Service Satisfaction Trails among Younger Generations
• Grace Period as a Differentiator: Potential for Top-of-Wallet Card Creation
  • Some Consumers Rate Grace Period Important when Selecting Issuer
  • Leverage Grace Period Satisfaction and Importance Equivalence to Structure Offerings
  • Cardholder Satisfaction with Grace Period by Major Issuer Exceeds Importance
• Rewards: Focus on "Dissatisfaction" Leads to Acquisition Opportunities
  • Surprisingly, Importance of Rewards in Issuer Selection Less Important Overall
  • Affluent Consumers Show Extreme Preference for Rewards as Top-of-Wallet Feature
  • Satisfaction with Rewards Corresponds with Importance by Income Group
  • Rewards Dissatisfaction among One of Four Leaves Door Open for Competitors
• Demographic Breakdown of Satisfaction Levels for Various Features
  • How Do Rewards Compare with Other Desired Features in Choosing an Issuer?
    • Baby Boomers Value Security and Service
    • Gen X - Security, Interest Rates and Service
    • Gen Y - Interest Rates, Security, Service, and Rewards
• Interest Rates Resonate for all Decisions-Issuer and Purchase Alike
  • Some Cardholders Dissatisfied by Interest Rates
• Appendices: Additional Consumer Data and Data Cuts
  • Preferred Features for Card Usage Differ Slightly: Different Acquisition and Usage Generation Strategies Must Be Employed
  • Different Card Portfolios Reflect Rewards Importance
  • Issuers' Rewards Cards Range from 40% to 90% of Base - According to Cardholders
  • Most Consumers Earn Rewards Points: Relatively Insignificant Generational Differences
  • American Express and Discover Cardholders Expect Specific Reward Types
  • Non-online Shoppers Skew Somewhat toward Cash Back Rewards
  • Non-online Shoppers Show Slightly Higher Satisfaction with Credit Card Rewards
  • Variation in Importance of Rewards on an Issuer-by-Issuer Basis
  • Online Features Satisfaction Steady among all Generations
  • Focus on Gap Between Satisfaction & Importance for Rewards Strategy
• Related Research
• Companies Mentioned

Table of Figures

• Figure 1: Importance of Security in Choosing an Issuer by Generation
• Figure 2: Security Satisfaction versus Importance by Generation
• Figure 3: Security Importance at the Point of Transaction by Generation
• Figure 4: Security Importance and Satisfaction Levels by Issuer
• Figure 5: Online Features Importance and Satisfaction by Issuer
• Figure 6: Online Features Issuer Importance by Generation
• Figure 7: Online Feature Purchase Importance by Generation
• Figure 8: Customer Service Importance and Satisfaction by Issuer
• Figure 9: Customer Service Issuer Importance versus Satisfaction by Generation
• Figure 10: Grace Period Issuer Importance by Generation
• Figure 11: Grace Period Satisfaction versus Importance by Generation
• Figure 12: Grace Period Importance and Satisfaction by Issuer
• Figure 13: Rewards Issuer Importance by Generation
• Figure 14: Rewards Importance at the Point of Transaction by Income
• Figure 15: Rewards Satisfaction versus Importance by Income
• Figure 16: Rewards Satisfaction by Generation
• Figure 17: Important Features by Generation
• Figure 18: Interest Rate Importance by Generation
• Figure 19: Rewards Purchase Importance by Generation
• Figure 20: Rewards Purchase Importance by Issuer
• Figure 21: Rewards-earning Cardholders by Issuer
• Figure 22: Rewards Types by Generation
• Figure 23: Rewards Types by Issuer
• Figure 24: Rewards Types by Online/Non-online Shoppers
• Figure 25: Rewards Satisfaction by Online/Non-online Shoppers
• Figure 26: Rewards Importance by Issuer
• Figure 27: Online Features Satisfaction Levels by Generation
• Figure 28: Rewards Satisfaction by Income