The Leading Commercial Payments Expert in the Cards and Credit Card Industry

34 Solid Years of Experience..


Peter Gordon

• Achieved MasterCard's highest sales award: Global Sales Champion
•Asia Pacific Regional Sales Champion (2004)
• Runner-up Sales Champion Asia Pacific (2007)
• Former VP Mastercard Worldwide Global Commercial Products
• Assisted over 50 banks to implement innovative commercial payment solutions
• Part of the project team which launched the world’s first Government procurement card program
• Launched the world’s first one-card solution
• Principal of Peter Gordon Consulting

By the end of this course you will be able to :

• GAIN understanding of various strategies for credit card marketing
• UTILIZE all available distribution networks
• UNDERSTAND the importance of securing activation at early stages of new card acquisition
• INCREASE card’s share of wallet
• PROMOTE the use of electronic transactions
• SECURE longstanding and profitable relationship with card members
• IDENTIFY the best media channel for target customer groups
• LEVERAGE on existing consumer card portfolio to develop new commercial card customers
• KNOW your card system and functionalities to better promote card products

Program Agenda

Day 1 :

Session 1: Gain New Insights on Different Customer Acquisition Strategies

• Acquiring good quality accounts within the banked base
• Fully leveraging the distribution networks available
• Above-the-line and below-the-line marketing strategies & campaigns
• Using other bank product information to cross sell cards
• Product enhancements
• Product packaging strategies
• Sales collaterals and customer brochures, forms and documentation
• The value of creating a “sales champion” culture

Session 2: Getting a Head Start With The New Card

• Importance of securing card activation at the very early stages of new card acquisition
• Leveraging 3rd party programs eg Insurance Companies where monthly premiums are charged to card account
• Importance of data management strategies in being able to rank customers
• Expanding card usage to new spend categories

Session 3: Increasing Share of Wallet & Encouraging Card Use

• Increasing share of wallet / purse – obtaining customer’s “top of wallet / purse” position
• Securing satisfactory results on key performance indicators such as spend per card/annum, domestic vs overseas, lifestyle spending vs aspiration spend
• Displacing cash and cheque
• Regular usage promotions including merchant discounts eg dining awards

Session 4: Keeping Cardmembers Loyal

• Strategies in securing longstanding and profitable customer relationships and minimising attrition
• Are you losing the highly valued customers, whilst retaining the less valued customers?
• Review how customer service call centre team can help avoid unwanted customer attrition
• The value in customer surveys post attrition
• Review the customer data management strategies that can provide customer intelligence and allow appropriate decisions

Day 2:

Session 5: Explore Different Methods for Product Strategies and Maintaining Card Relevance

• Product lifecycle strategies
• Customer Lifecycle strategies
• Wealth segment strategies
• Customer identification strategies

Session 6: Get Practical Approaches on Reaching Out to The Masses

• Customer communication strategies:
• Branches & Network

Session 7: Strategies to Maximize Card Portfolio Performance & Revenues

• Performance and customer segmentation management, through metric reporting and dashboards
• Alternative customer segmentation strategies
• Maximising business performance and profitability
• Increase revenues through customer segmentation eg separating business users from consumer card portfolios
• Value of regular product and performance health checks
• Market benchmarking, research and mystery shopping
• Creating effective sales teams
• Optimizing customer service and account management strategies plus leading service level standards
• The value of continual 360° internal and external reviews
• Product,Customer Service, Collections & Risk and Card Systems teams

Session 8: Leveraging Card Systems

• Knowing card system functionality and capabilities
• Using potential hidden, forgotten or unknown card system functionalities that could ensure customer value proposition
• Ensuring that product team have strong input into new card system functionalities and enhancements that could bring value to customer
  and products
• The value of regular product planning sessions with Card Systems experts

Who Should Attend?

• Marketing / Branding
• Reward & Loyalty
• Acquisitions, Cards Business
• Product Owners / Portfolio Management
• Product Development

Some of the clients Peter has worked with are :

• UOB
• DBS
• Standard Chartered Bank
• Citibank
• Taipei Fubon Bank
• China Merchants Bank
• Guangdong Development Bank
• Agricultural Bank of China Bank of China
• Commonwealth Bank Westpac
• Commercial Bank of Dubai
• Emirates NDB
• HSBC
• Mashreq Bank
• Korea Exchange Bank
• Kookmin Bank
• GE Capital
• Mitsubishi UFJ
• Mizuho Bank
• Hitachi Credit Japan
• Lao Development Bank
• OCBC Bank (M) SdnBhd
• RHB Banking Group
• Vietnam Prosperity Commercial Bank

*******For more details, kindly download the brochure*******

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Save up to 50% from in-house courses!

You may wish to consider having an in-house course delivered locally on-site if you have a number of participants with similar training needs. This course can be customised to fit specific requirements. For more information about IHT kindly send your enquiries to This e-mail address is being protected from spambots. You need JavaScript enabled to view it