A new service from FICO will offer credit card issuing credit unions greater and faster flexibility in their card offering and marketing decisions, the consumer analytics firm said.
Dubbed the FICO Bankcard Growth Solution, the firm that provides the nation's most frequently used consumer credit score said it would help card issuers react more quickly to feedback from card marketing programs, often when the programs are still ongoing.
Using the FICO™ Bankcard Growth Solution, a bank’s acquisition and originations teams can determine earlier in the process if a campaign is attracting the intended customers. With this knowledge, banks can then adjust strategies, change offers and incentives, test through simulation, and update messaging in rapid fashion while a campaign is still underway. In addition, they can use built-in FICO analytics to pinpoint each consumer’s risk, weigh the impact of potential economic shifts into that risk measure, and assess a consumer’s capacity to safely handle additional debt.
“Lenders around the world are aggressively competing to capture the most profitable consumer segments, yet the majority of lenders utilize new customer acquisition solutions that are deficient and often obsolete,” said Dennis Moroney, Research Director, Retail Banking and Cards for TowerGroup. “The banks that will succeed will rely on technologies that monitor ongoing new customer behavior, beginning with the first purchase, to drive decisions on future applicants.”
