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Research and Markets: Capital One Case Study: Making Credit Clearer

Financial education is a critical role for FS providers to fulfill. A better educated consumer is a better customer for providers with confidence in the value of their offering. This Case Study uses the megatrend framework to highlight the successes of the Capital One campaign and how it fits within their wider offering.

Scope

• Examines the key strengths of Capital One's Credit Made Clear strategy and why this approach appeals to consumers.
• Highlights the lack of financial awareness amongst consumers

Highlights of this title

Credit card companies are often criticized for the cost of their products and lack of transparency. Much of this disquiet emerges from consumers failing to appreciate the implications of taking out credit. Through simple and effective education it is hoped that consumers can better utilize credit and thus refresh their perception of the industry.

Since the crisis, consumers have responded with an increased interest in finding out about their financial products in a bid to prevent repeating previous mistakes. Consumers will continue to seek products they understand and therefore FS providers must anticipate consumers' information needs about their products and ensure that these needs are met.

Key reasons to purchase this title

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify the implications of changing consumer behaviours and priorities
• Capitalize on the knowledge of experienced companies when entering a new niche or market

Key Topics

• The Capital One 'Credit Made Clearer' campaign is a positive step in consumer education
• Capital One effectively taps into consumer's urge to educate themselves on how to improve their financial wellbeing
• The Capital One Credit Card Toolkit allows consumers to cut through credit card jargon and find their 'perfect credit card'
• A range of media is utilized to engage the consumer and pass on valuable lessons
• The Consumer Financial Education Body (CFEB) have attempted to offer similar services but the delivery is less polished
• Capital One is tapping into the consumer Megatrend of individualism when it allow a better fit between a consumer and their card
• Cards aligned specifically to consumer's experience with credit provides a new angle on consumer segmentation
• The Capital One cards allow consumers to be forgiven for past credit history
• Segmenting consumers directly on their credit rating is a transparent approach that might appeal to consumers valuing authenticity

For more information visit http://www.researchandmarkets.com/research/a4c297/capital_one_case_s.

Source: Datamonitor

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