By: Kari Michel What are your acquisition strategies to increase consumer lending and gain market share? This blog will discuss new approaches to create segment-based targeting campaigns and the ability to precisely time the offer delivery with consumer needs. The most aggressive and successful banks are using need and attitudinal segmentation, coupled with models that identify consumers in the market for loan products. The return on marketing investment from these refined marketing efforts often exceed 350%, measured on a net of control basis, after all marketing costs. Here is a case study, using Experian tools, showing how one marketer used segment-based targeting, tailoring and timing to increase their response rate 145% over a competitor’s product. In the highly competitive credit card arena, a new business model is emerging that is dependent on acquiring new accounts from consumers that are grouped into specific behavior segments (Credit Hungry Card Switchers and Case Oriented Skeptics) and looking at consumers that were in the market, as well as had the highest likelihood of opening a bankcard account within the next 1 – 4 months. Test Results Total   Competitor Experian Experian lift Quantity      624,000      623,953 Response Rate % 2.09% 3.03% 145% Actual Responses        13,035 18,902 Booked Rate % 1.64% 2.24% 137% Actual Booked        10,208 13,989 Approval Rate % 78.30% 74.01% 95% In addition to a 145% lift in response rate, over 3,700 more accounts were booked over the competition. These same tools, “In The Market Models” (developed using credit bureau data) and “Financial Personalities®”, can help your organization have a greater return on your direct marketing investment by increasing acquisition rates.  

By: Tom Hannagan An article in American Banker* today discusses how many community banks are now discouraging new deposit gathering. We have seen many headlines in the past couple of years about how banks are not lending. Loan origination has been trending downward for many months. Now, they aren’t seeking deposits either. You would think this is the ultimate way to lower risk, but that’s not necessarily so. There are many different reasons why banks have or may be reducing their balance sheets. Tighter credit standards, and relatively low loan demand are chief among them. This is largely a reaction, on the part of banks and borrowers, to the economic contraction and painfully slow recovery. The softness in real estate is still a large overhanging problem – for consumers, businesses, governments and the banks. Banks are still working on loss provisioning in an attempt to deal with the embedded credit risk from the last recession. Even though they may be shrinking, or very slowly growing their loan portfolio, all of the forward risk management considerations are still there. That is true for the lending business and for managing the overall balance sheet. Most apparent among all these considerations is that the entire existing loan portfolio is steadily coming up for renewal consideration. That is as much of an opportunity for reconsidering a loan’s risk and return characteristics as is considering a new loan. It is also an opportunity to review the relationship management strategy, including the value of other relationship services or the time to sell new services to that client. All these sales situations involve risk and return considerations. Not least among them are the deposit services – existing and potential – associated with the relationship. The main point in the American Banker article was that banks can have trouble putting new deposit funds to work profitably. That makes sense. Deposits involve operating risk and operating costs. The costs include both fixed and variable costs. There are four or five major types of deposits. Each of them has very different operating cost profiles, balance behavior and levels of interest expense. They also involve market risk in that their loyalty or likely duration varies. So, it is important to take both the risk and return factors of new/renewed loans into account AND to take the risk and return factors of new/existing deposit balances into account as part of ongoing relationship management – and the bank’s resulting balance sheet direction. This is a lot to consider. A good risk-based profitability regimen is as critical as ever. *American Banker, Tuesday, July 27, 2010. In Cash Glut, Banks Try to Discourage New Deposits. By, Paul Davis

By: Wendy Greenawalt The final provisions included in The Credit Card Act will go into effect on August 22, 2010. Most lenders began preparing for these changes some time ago, and may have already begun adhering to the guidelines. However, I would like to talk about the provisions included and discuss the implications they will have on credit card lenders. The first provision is the implementation of penalty fee guidelines. This clause prohibits card issuers from charging fees that exceed the consumer’s violation of the account terms. For example, if a consumer’s minimum monthly payment on a credit card account was $15, and the lender charges a $39 late fee, this would be considered excessive as the penalty is greater than the consumers’ obligation on that account. Going forward, the maximum fee a lender could charge in this example would be $15 or equal to the consumers obligation. In addition to late fee limitations, lenders can no longer charge multiple penalty fees based on a single late payment,  other account term violations or fees for account inactivity.  These limitations will have a dramatic impact on portfolio profitability, and lenders will need to account for this with all accounts going forward. The second major provision mandates that if a lender increased a consumer’s annual interest rate after January 1, 2009 due to credit risk, market conditions, or other factors, then the lender must maintain reasonable methodologies and perform account reviews no less than every 6 months. If during the account review, the credit risk, market conditions or other factors that resulted in the interest rate increase have changed, the lender must adjust the interest rate down if warranted. This provision only affects interest rate increases and does not supply specific terms on the amount of the interest rate reduction required; so lenders must assess this independently to determine their individual compliance requirements on covered accounts. The Credit Card Act was a measure to create better policies for consumers related to credit card accounts and overall will provide greater visibility and fair account practices for all consumers. However, The Credit Card Act  places more pressure on lenders to find other revenue streams to make up for revenue that was previously received when accounts were not paid by the due date, fees and additional interest rate income were generated. Over the next few years, lenders will have to find ways to make up this shortcoming and generate revenue through acquisition strategies and/or new business channels in order to maintain a profitable portfolio. http://www.federalreserve.gov/newsevents/press/bcreg/20100303a.htm