The evolution of digital card management has given financial institutions new opportunities to cultivate enduring customer relationships. By making consumers’ lives more convenient and complimenting physical cards, so consumers have the options that work for their lives at a particular time, issuers can foster ease of use and brand loyalty, leading to decades-long relationships.  

In a recent PaymentsJournal podcast, Wesley Suter, Senior Director of Product Solutions at Fiserv, spoke with Elisa Tavilla, Director of Debit Advisory Services for Javelin Strategy & Research, about the future of digital cards. They discussed what strategies can make cardholders develop loyalty to their issuer—or lead them to end the relationship.

The Advantages of Digital Cards

Digital card management addresses two issues: Making it easier to do business with a financial institution and making consumers’ lives more convenient. The goal is to ensure that customers are more willing to use your card over a competing card in their wallet.

To understand where we are today, it helps to take a step back. During the COVID-19 era, many merchants amplified their touchless point-of-sale capabilities, and thus digital wallets such as Apple Pay and Google Pay became even more attractive.

“COVID accelerated consumers’ preferences toward the digital channel,” Tavilla said. “Our Javelin research has shown that consumers are using both credit and debit cards in digital and mobile wallets. And the expectations that consumers have, whether it’s in commerce or in online mobile banking, have trended more toward digital capabilities.”

In this digital environment, cardholders can handle most service issues more easily than calling into a call center or discussing their card relationship by going into an in-person branch.

Consider how information is more readily available with a tap of a finger: When you use Uber or Lyft, you can track the precise location of a vehicle. And when you order packages online, you can track every movement of the shipment—from the order confirmation to when the packages leave the warehouse to when they arrive on your doorstep—solely through your phone.

“I don’t necessarily walk out of the out of the house or out of the room with my wallet, but I always have my phone on me,” Suter said. “As we can drive more of that phone experience into the digital banking platforms that many financial institutions leverage, that’s going to create the adoption and loyalty that many issuers are looking for.”

Said Tavilla: “Just a few days ago, I left my house without my wallet, and it was an hour or two later that I realized I didn’t have it. If I had left my phone, I’d have realized that in two seconds. But I had my credit card and debit card loaded into a digital wallet, so I was able to make it through the rest of my evening without needing my physical wallet. I find that to be very convenient and a positive customer experience, and I’m sure I’m not the only customer who feels that way.”

Building Relationships

When it comes to digital card management, banks do not differentiate themselves based on the ability to activate a card or set a PIN. The focus should be on acquiring new relationships or leveraging newly onboarded customers for cross-selling opportunities at a later stage in the relationship.

“CardHub, the digital card management solution from Fiserv, handles all the other stuff while our issuers are really focused on that acquisition of new relationships,” Suter said. “We’re focused on deploying CardHub in a manner that makes it easy and convenient for a consumer but also drives that necessary relationship into all of those subscriptions, recurring payments, card-on-file merchants.”

“Let’s say Elisa opens up a Hulu account and puts her preferred payment to that relationship,” he said. “The likelihood for her to swap that out with a competing card is very, very low. How do we generate more of that type of card-on-file connectivity in relationships so that our card issuers are winning that default card position? That leads to customer loyalty and bringing the ideal customer experience through their entire journey.”

If FIs can get to a position where they can educate cardholders that a digital card is more secure and a more convenient checkout experience, they’re going to attract Apple Pay and Google Pay wallet experiences as a default.

Another factor involves the proprietary apps that every merchant built after the pandemic. How do you drive those interconnected relationships with in-app payment experiences? If FIs provide solutions to those with their own card portfolios, they’re going to win in the long term across debit and credit payments.

Helping Customers Solve Their Problems

If consumers lose their physical card, they can call and ask for a replacement that could be sent traditionally through the mail. But it’s not instant. With digital issuance, FIs can replace that card and have it in the customer’s phone or hand in minutes. That ensures a continuous, seamless experience that allows the customer to keep using the card as top of wallet. That’s important because lag time could cause customers to use a different mode of payment.

The most sensitive chapters in the relationship between a cardholder and the card issuer are those disruption events when the customer has to replace the card or get a new PIN. That’s a vulnerable position for the consumer because if a replacement card isn’t received quickly, they’re likely to move on to a different form of payment—perhaps a competitive card in their wallet.

“If I’m a debit card holder, I’m doing 25 transactions on average per month,” Suter said. “So you do not want to miss that gap where there is a disruption.”