• Develop a strategy to define the life cycle for the card business to differentiate the behavior of customers of credit and debit card products.
• Implement initiatives to optimize the growth of the new account acquisition, early activation, and reactivation of existing credit card products. This will be implemented by analyzing the strategies and new account channels, the early activation initiatives of the first purchase from the first to the third month of acquisition.
• In addition, we will review reactivation strategies for the card portfolio for cards without usage from 3 to 6 months, with the review of the card value proposition and the credit limits, the differentiation of interest rates, as well as the segmentation strategies of the portfolio to increase the primary customers.
• Execute a consistent methodology for calculating the key indicators according to the industry’s lifecycle standards to establish comparison for each card product.
• Analyze the indicators of each function and process of the life cycle and compare the defined goals with the results of the industry.
• Evaluate the dynamic administration of the portfolio and frequency of use of the cards; use indicators are evaluated as billing by account, the average balance per account, percentage of cash withdrawals, percentage of international transactions, deferred balance, and use the line of credit by product type.
• Analyze investments in new technologies to increase banking penetration and market penetration and mobile banking, proximity payments, transfer from person to person, electronic commerce, artificial intelligence, and blockchain, etc.
