Capgemini-以经验驱动忠诚度-银行如何通过赢卡策略吸引更多客户（英）

How banks can attract more customers with a winning card strategyDriving loyalty with experience2Driving loyalty with experienceIn brief• With 74% of cardholders a flight risk, retail banking laggards are upping their rewards program game to gain an advantage in a rapidly changing competitive market.• Appropriately addressing emotional and rational loyalty drivers enables banks to build experiences that motivate the customers to prefer one card over another.• To successfully transform their card loyalty programs, banks should complete seven essential steps, ensuring they integrate personalized experiences that drive deeper engagement.With the retail banking environment continuing its rapid evolution, a key strategy for increasing wallet share and enhancing a bank’s reach is leveraging cards as a powerful gateway offering.According to Capgemini’s World Retail Banking Report 2025, credit and debit cards have grown significantly beyond utility, providing banks with an opportunity to gain financial and market share advantage. However, given the rising popularity of instant payments and digital wallets, creating long-term value from cards requires building modern rewards programs, and associated ecosystems, for developing strong customer loyalty.Further, the accelerating shift in customer expectations toward hyper-personalized experiences makes traditional rewards systems, rooted in transactional benefits alone, increasingly insufficient. Yet, Capgemini’s World Retail Banking Report 2025 shows that many banks still struggle with designing and delivering a program that is suitably robust and personalized for attracting, engaging, and sustaining the desired cardholder loyalty and spending.As highlighted in the Capgemini World Retail Banking Report 2025, only 26% of cardholders are satisfied with their cards, making 74% of them potential flight risks. To avert potentially devastating attrition, card laggards must learn how leaders strengthen their loyalty programs to enable evolving and winning in a swiftly-changing competitive market.3Driving loyalty with experienceMotivating cardholders through personalizationUnlike outdated rewards models centered around points and perks, modern loyalty programs extend beyond discounts and cashback to creating meaningful, long-term relationships. This requires developing a robust rewards program and ecosystem. It starts with understanding what motivates loyalty in the first place: a combination of emotional and rational drivers, both of which are critical to a customer’s decision to prefer one card over another. Let’s explore each of them. , Rational drivers: fees, offer, urgency, location and service Naturally, banks have a strong understanding of rational loyalty drivers, as well as how to motivate customers to take action. Although critical throughout the loyalty lifecycle, rational drivers are particularly vital during the card adoption phase.Important questions to consider for d