prioritize Existing Cardholders Based on potential for Incremental Spend
It’s tempting for banks and credit unions to focus offers on their most active and valuable cardholders. In reality, however, it is often difficult to generate incremental spend from this segment, especially if an institution’s credit card has the largest share of wallet. Instead, work to retain this segment through constant recognition and priority service.
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On the flip side, it is very challenging to re-activate cardholders who have not used their credit card for 60 days or more. A proactive retention program will help prevent cardholders from getting to this point. The program should identify cardholders at risk of becoming inactive and reach out to them. The most sophisticated approach is to use a predictive model based on data patterns of cardholders who have become inactive.
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As an alternative, card issuers can look for changes in spend behavior. For example, a cardholder whose transaction activity declines substantially would be a prime target for a retention program. Changes in a cardholder’s credit file could also trigger a need for early intervention, especially if the activity indicates a new account being opened.
After setting aside active and inactive cardholders, you are left with an audience that can be prioritized. Lifetime value models built using transaction and credit bureau data can quantify the potential for incremental spend.
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In the absence of such a model, marketers can also utilize simpler recency, frequency, monetary (RFM) scoring techniques to rank cardholders and determine where to draw the cut-off for marketing investment. Typically, marketers find the greatest potential with the majority of cardholders who fall between the bottom 25% and the top 25% in terms of cardholder activity.