预付案例研究:Ready Credit的通用和过境票价计划

P. Keitel
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引用次数: 3

摘要

今天,预付卡在许多支付应用中使用。为了研究最新的发展,费城联邦储备银行支付卡中心于2011年8月22日举办了一次研讨会。主持研讨会的是雷迪信贷公司(Ready Credit Corporation)的总裁兼首席执行官蒂姆•沃尔什(Tim Walsh),这家公司开发了用于公交票价系统的网络品牌预付卡,同时也向消费者销售通用的、可充值的预付卡。沃尔什讨论了使用预付卡进行交通运输的独特机遇和挑战。他描述了一种客户获取模式,强调直接广告、高质量的呼叫中心和直接存款的高注册率。沃尔什比较和对比了他的公交和通用程序中的银行卡使用模式。他还描述了具有成本效益的消息传递策略的重要性,这些策略可以减少程序成本,并教会客户如何减少他们所产生的费用。
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A Prepaid Case Study: Ready Credit's General-Purpose & Transit-Fare Programs
Today, prepaid cards are used in dozens of payment applications. To examine the most recent developments, the Payment Cards Center of the Federal Reserve Bank of Philadelphia hosted a workshop on August 22, 2011. Leading the workshop was Tim Walsh, president and chief executive officer of Ready Credit Corporation, a firm that developed network-branded prepaid cards for use in transit-fare systems and also markets general-purpose, reloadable prepaid cards to consumers. Walsh discussed the unique opportunities and challenges associated with using prepaid cards for transit purposes. He described a model of customer acquisition that emphasizes direct advertising, high-quality call centers, and high rates of enrollment in direct deposit. Walsh compared and contrasted card usage patterns in his transit and general-purpose programs. He also described the importance of cost-effective messaging strategies that reduce program costs and teach customers how to reduce the fees they incur.
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