Dr. Lakshmi Mohan
Mass Customization of Credit Cards - Cap One’s “Invention Machine”
U.S. Credit Card Market in the 1980s - “One size fits all”!
Capital One Changed the Rules!
“Tailor the product to meet the customer’s needs.”
2001: More than 6,000 Products
Variations of Credit Cards
… Annual Percentage Rate, Credit Limits, Fees, Designs, etc
No-fee Mercedes-Benz affinity card with a credit line of $20K
$29 a year fee for a card with just $200 worth of credit
A credit card with a Canadian moose on it. Or, a card with a map of Japan and an image of Mt. Fuji on it
Other Related Products
… e.g., Card Protection Plans, Payment Protection Insurance
Other Financial Services … e.g., Travel Insurance