LONDON — Credit unions and smaller issuers can now launch card customization programs that deliver strong ROI through an off-the-peg version of Serverside Group's flagship AllAboutMe online card designer.
The new technology is the solution for credit unions eager to differentiate themselves in the increasingly competitive cards space, but which, to date, have been held back by cost constraints. Now, a branded and card customization program can be launched by any issuer, not just the bigger ones. Crucially, customized cards have been proven to build loyalty, ramp usage rates and boost balances.
The entry-level online card designer, which blends seamlessly with a credit union's Web site, is the culmination of Serverside's understanding of best practices and five years' experience in the card customization sector. To date, Serverside has launched more than 350 card programs globally through over 65 clients and 74 issuers. Serverside's credit union clients include Wescom and America First.
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As well as bringing excitement to cardholders, card customization programs represent a strong differentiator for credit unions and, importantly, can impact the bottom line. Among other things, they:
Build the relationship between cardholder and card, improving all-important retention rates.
- Boost transaction volumes and balances through front-of-wallet placement.
- Reduce the number of checks written.
- Promote the issuer as innovative, consumer-focused and 'Web 2.0′.
- Represent a powerful and cost-effective online acquisition channel.
Serverside also offers a range of powerful online marketing tools, enabling issuers to leverage the viral potential of online card customization programs though email, social networks and blogs. In effect, cardholders become brand ambassadors, sharing their creations online with family, colleagues and friends. Again, these online tools are perfectly suited to cost-conscious credit unions wanting to make a big splash without breaking the bank.
Serverside Group is headquartered in London and has offices in Taipei, New York, Chicago and Auckland.
"Through this affordable new technology, card customization programs are now within reach of even the smallest credit unions," said Adam Elgar, president of Serverside Group. "Customized cards excite cardholders and generate strong ROI for issuers, so we wanted to make sure that every credit union has the chance to launch them and benefit."
Kathy Warner, director of card services at Wescom Credit Union, added:
"Wescom's Imagine That! picture card program has been an exciting enhancement of our card programs–nearly 2,500 members designed their cards in the first two months alone, while our employees enjoy promoting the program because it is so fun and different. When a member gets their card with a picture of their family, pet, or hobby, and it has the Wescom logo in the corner, every time they use the card it reminds them of our partnership and the power of credit union membership."
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