Optimization of the credit card offer
A bank wanted to figure out how to keep its payment card offering attractive, especially in the face of competition from free cards. A conjoint analysis assessed customer preferences for various features such as annual fees, bonus programs and additional services.
The results showed that customers are willing to pay an annual fee if attractive additional services are offered in return.
Based on these results, the bank developed a new range of payment cards.
Online survey in German-speaking Switzerland and Romandy