| Abstract | As competition increased in the '90s, major credit card issuers began offering value-added benefits to attract new cardholders and to increase card transactions. After extensive research of customers' needs, Standard Chartered Bank created three 'Real Life Privilege' clubs, each with customised benefits to appeal to specific groups: motorists, shoppers and travellers. The bank's growth out-performed the industry's averages for card spending and receivables and as the marketing manager (credit card services) Jeny Yeung said, the campaign truly applied the fundamental principle of marketing - satisfying the needs of customers. |
|---|
