IHG Loyalists Key in Developing New Credit Card
Feedback from customers has helped any number of companies fine tune products and services and launch new ones.
Chase Card Services and the InterContinental Hotels Group have taken direct feedback from their frequent travelers and used that information to design a new credit card product, the Priority Club Select Visa Card.
The feedback came through a private online community comprised of about 300 Priority Club Rewards members who are also Priority Club Rewards Visa card members.
Communispace developed the online forum where Chase and IHG had direct and ongoing conversations with customers in real time, providing continuous feedback and input throughout the entire product development process.
Feedback was gathered via surveys, discussion boards, photo galleries and directed questions and conversations, as well as original conversation threads generated by members, Lincoln Barrett, vice president, guest marketing and alliances, IHG, said.
The conversations, which began in June 2009, resulted in the new card, which offers such benefits as a free hotel night certificate on the account anniversary of each cardmember. Members also get points back when they use them and can now earn more points when purchasing gas, grocery and dinners out among other new benefits.
“Chase and IHG are constantly looking for new ways to deliver incremental value to loyal cardmembers through the benefits and services offered, as well as the level of rewards earned through purchases made with the card,” he said.. “So, when the Chase and IHG team decided to design a new credit card product that delivered the strongest possible value, they turned to a core group of brand enthusiasts for input.”
As an incentive to gain new cardmembers, Chase is offering 30,000 bonus points —enough for up to two free nights at many IHG hotels—after the first purchase is made using the card and no annual fee the first year, a $49 value.
