By: Patricia Kim
Chase ignited competition in the premium credit card sector with the launch of the Chase Sapphire Reserve credit card in August 2016. Expectations for this card have been high as consumers anticipated lofty rewards and service to justify the $450 annual fee. Nonetheless, many cardholders are renewing the card for another year and card spending and engagement have been very strong, according to Chase CFO Marianne Lake.
So how does Chase successfully communicate with its cardmembers to strengthen card loyalty which ultimately leads to increased card spending and renewal?
In this brief report, we review a year’s worth of communications sent to a new Chase Sapphire Reserve cardmember. We investigate the communication strategy for the card by highlighting five communication types and analyzing how they come together to enhance membership and promote card loyalty.
Current clients can click here to access the report.
Not a client? Contact us at contactus@competiscan.com to learn more!