Re-engaging inactive or underutilised credit card customers through a personalised, exclusivity-led upgrade campaign.
The Challenge
A leading UK bank had approximately 200,000 existing customers who were either inactive or underutilising their credit cards. Rather than focusing solely on acquiring new customers, they saw an opportunity to re-engage their existing base.
The Solution
Working with Studio Certain, part of MBA Group, they designed a personalised upgrade journey for current customers underpinned by behavioural strategy. A key insight was that existing customers are always annoyed that new customers get the best deals, so the strategy was to offer existing customers a great deal on balance increase and make it clear that it was an offer ONLY for current customers.
The approach emphasised exclusivity and reward, with messaging like “We’re doing our bit to help customers shape their finances for the future, which is why you have been selected for an exclusive upgrade.” The communications were tailored across multiple cohorts and channels (email, SMS, and direct mail), making existing customers feel valued and recognised.
The Impact
The campaign proves that retention strategies can deliver impressive returns while strengthening long-term customer relationships.
This case demonstrates the core benefits of prioritising customer loyalty:
Lower Cost: Engaging existingcustomers is significantly more cost effective than acquiring new ones. The bank already had the relationship, data, and trust established.
Higher Response Rates: The campaign achieved a 2.34% response rate, exceeding the 2% target. Existing customers are more likely to engage because they already understand and trust the brand.
Immediate Revenue Impact: Email open rates reached 50-52%, and the campaign generated £93.9 million in incremental credit limits assigned, with an average of £2,600 per customer who opted in.
Faster Results: Balance transfer offers generated £7.5 million assigned with an average of £1,666 per customer, demonstrating how quickly loyal customers can drive meaningful business outcomes.
These tools ran quietly in the background, surfacing valuable insights from day one.
The Impact
By activating what was already built into the platform, MBA helped the client move from operational continuity to continuous improvement, turning AI into a silent partner that empowered teams without overwhelming them.
Process Optimisation: 26% of calls experienced ID&V delays – insights that led to workflow changes
Targeted Training: Sentiment dips among newer agents informed coaching interventions
Customer Insight: Phrases like “already told” flagged CRM integration gaps
Compliance Monitoring: 3% of disclaimers were missed, data invisible in traditional sampling
Smarter QA: Supervisors reduced coaching cycles by 43% using sentiment and keyword triggers