Developing a Customer-Driven Credit Card: Testing Consumer-Issuer Collaboration in the Barclays Ring Community

25 Pages Posted: 24 Oct 2019 Last revised: 29 Apr 2020

See all articles by Thomas Akana

Thomas Akana

Federal Reserve Banks - Federal Reserve Bank of Philadelphia

Date Written: 2019-10-07

Abstract

The Consumer Finance Institute hosted a workshop in November 2018, featuring Paul Wilmore, then chief marketing officer of Barclays US, to discuss the Barclays Ring credit card program. Through the Ring online community, Barclays engages cardholders directly in the program management, sharing detailed profit and loss data, seeking input on program features, and soliciting ideas on how to better create a relationship between the issuer and the customer. Wilmore reviewed the history of the Ring program and provided an overview of the key successes and challenges Barclays has encountered. This paper summarizes Wilmore’s presentation and provides additional research on online communities.

Keywords: credit cards, online community, participation inequality, gamification

JEL Classification: D14, D91, O35

Suggested Citation

Akana, Thomas, Developing a Customer-Driven Credit Card: Testing Consumer-Issuer Collaboration in the Barclays Ring Community (2019-10-07). FRB of Philadelphia Payment Cards Center Discussion Paper No. 19-4, Available at SSRN: https://ssrn.com/abstract=3474903

Thomas Akana (Contact Author)

Federal Reserve Banks - Federal Reserve Bank of Philadelphia ( email )

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