marketing-consulting Case Study

Our Tactical Segmentation Served a Specific, Short-Term Need

The Situation

Person holds a credit card in front of a laptop

The Challenge

A person pays for an order with a credit card

Approach + Solution

Phoenix developed an attitudinal survey to identify the importance of the card features and rewards program and appended internal data.

The attitudinal survey was conducted among existing cardholders and their actual card use/behavioral data was appended to the survey results using a double-blind matching methodology to ensure anonymity. We then developed four tactical segments from the combined data that allowed us to tag their entire file regarding the key card benefits to communicate (points transfer and value, APR, credit line, etc.).


The segmentation informed the development of customized messaging strategies for each segment and ensured all communications clearly addressed the most important card features and benefits.

It also enabled our client to uniquely position the new rewards program to better resonate with each segment.

A person pays for an order with a credit card

Final Word

Our client’s actual cardholder attrition was less than 50% of what their internal modeling team had projected, and the new rewards program was positively received.
Our retention rates and lengths of engagement reflect our unwavering focus on surprising and delighting each and every customer, each and every time.