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In-branch promotions key to driving card use
DALLAS (10/21/09)--In-branch credit union promotions are highly effective for increasing the number of credit or debit cardholders and driving card use, according to TNB Card Services. “The success of a card portfolio starts with a commitment from the chief executive officer,” said Mark Fenner, TNB Card Services senior vice president. “Clients that have invested in training their employees about the value of their card products, as well as offering incentives, are experiencing card growth that can only be described as exceptional, particularly considering the state of the economy and the overall perception of the card industry.” TNB, which provides electronic payment services to credit unions, reported a year-over-year increase of 30% in new card accounts, and an 8% increase in outstanding balances. The sizable growth in new accounts contributed to an overall increase of nearly 7% in the total number of accounts on file for client credit unions when the overall growth for the credit union card industry was flat. MCT CU, Port Neches, Texas, has added more than 300 new cardholders since January by implementing an in-branch card strategy developed by TNB. “For the past two years, we averaged eight new card accounts a month,” said Sandra Duvall, MCT CU marketing director. “Since we rolled out our in-branch card effort, which included in-depth employee training and an incentive program, we are now averaging 38 new card accounts per month.” TNB clients also reported an 8% decrease in year-over-year attrition compared with the national average of 23%. TNB account executives work with credit union executives to develop card strategies tailored to the individual goals of the credit union. TNB offers in-branch marketing services, including employee training, incentive programs and campaigns. Credit unions also can customize and manage their card portfolios.
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