Cards could credit us with some loyalty too

Patrick Muir of Morgan Stanley makes a good point (MW last week) – the credit card industry needs to focus on customer loyalty. But that loyalty needs to be two-way.

The industry – pardon the pun – holds all the cards. They are the ones with automated call centres, staffed by unhelpful, disinterested and inflexible operators. They levy automatic fines for late payment, a device more reminiscent of the Revenue. They hide behind pages of legally dense Ts & Cs. Their post-sale communications are usually so opaque they don’t make it past the first cursory glance on their way to the bin.

A demonstration of loyalty towards the customer would be a differentiator in the card market. But until card companies start to treat their customers with a little respect, invest in the way they communicate post-sale and offer some reciprocal loyalty too, most of us will happily remain rate tarts.

Mark McArthur-Christie

Partner

Freeman Christie

Witney

Oxford

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here