Customer and Marketing Communications Management Case Study
Situation
A credit card company spends a lot of money establishing point of sale facilities at airports, shopping centres and other areas where there is a lot of public traffic.
This has been a successful strategy but the level of people signing up at the stands was not matched by the number of people who signed the contract when they received it in the mail.
The length of time that the contract has taken to get to the customer means that the customer has either changed his mind or, prompted by the idea of getting a new card found a better deal.
Solution
The company recognised that the issue with conversion lay in the time it takes for mail to arrive at the customers home.