A Case Study

A case study that involves a leading credit card issuer operating in both the United States and various other parts of the world illustrates the concept of decision equity. The company wanted to identify ways to build stronger relationships with its credit card holders, in order to foster more favorable customer behavior, such as greater card usage, without an increased risk of defaults and bad loans. In order to meet this goal of greater customer centricity but with limited default rates, the firm formulated a research program. As the program unfolded, the firm did not limit itself to finding a solution within any specific, existing paradigm, such as product enhancement, that would improve card features and enhance perceptions of ...

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