AXIOM.

Profile

Axiom is a marketing and design firm specializing in financial clients requiring creative programs of communication. The firm is composed of senior executives and skilled professionals with extensive experience in design, marketing and the Internet.

Case study

A financial client came to Axiom and asked for help in improving customer retention in its credit card program. The key question: How do you prevent customers from converting to another card with a lower APR.

Superior customer service was the answer. Axiom studied customer habits, interviewed card members, and did beta testing in target regions to build this service from the card member up. The company created an image of an era that exemplified service: the 1950s. Target card members were sent direct mail offers, postcards, and e-mails to request sign up, at no cost and no obligation. And they responded, in large numbers.

A website was created to allow 24/7 access to members profiles. As response grew, card members remained loyal, realizing their credit card issuer offered more than what competitors promised. Surfing for lower APRs subsided. Loyalty increased, and the service became a valuable perk offered in prospective card member solicitations.