I'm feeling all warm and fuzzy and full of love for my new credit card.
A couple of months ago, I got the new, heavily advertised Discover It credit card. Yesterday, this came in the mail.
Inside was the message, "We're so glad to have you as a cardmember," and a $5 gift card to Starbucks.
I've worked on quite a few credit card accounts and have presented countless similar Customer Relationship Marketing (CRM) ideas to my clients. Clients loved the ideas but never seriously considered spending the money to actually do something like this to help retain their most valued cardmembers. Too bad. Because making people feel appreciated works.