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
Date Written: 2019-10-07
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 Wilmoreâ€™s presentation and provides additional research on online communities.
Keywords: credit cards, online community, participation inequality, gamification
JEL Classification: D14, D91, O35
Suggested Citation: Suggested Citation