2017 Winner Profile

Alliance Data Card Services

Project Description:
Alliance Data - Card Services has created Frictionless Mobile Credit to help its partners more quickly and easily acquire additional cardholders and provide shoppers with the ability to apply for a store-branded credit card in a matter of seconds on their mobile devices. With this patent-pending capability, Alliance Data is moving acquisition away from the point of sale, fixing abandonment rates and automating data collection. This capability also fits into the company's new accounts system on the backend. Alliance Data has created a mobile acquisition capability that also adheres to stringent credit card industry regulations, reduces application time by 25 percent by pre-filling it with customer data, while still meeting the minimum required fields (name, phone number, etc.) and it gets people out of line to apply on their devices. The new capability has also translated into a 40-percent increase in customer spend on the first purchase.
Business Functions:
Sales, Other
Business Goal:
Competitive Advantage, Strategic Impact
Mike Rosello, Chief Information Officer
Melisa Miller, President - Card Services
Columbus, OH
Financial Services (e.g. Banking, broker and Dealers, Exchanges)
(Card Services) www.knowmoresellmore.com (Parent) www.alliancedata.com
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