CML examined trends in cards issued and gathered data on turnaround time on processing new cards. We also spoke to staff to get their qualitative input on how to improve the process and where we could realize efficiencies.

We did a deep-dive into never-used cards over time to see how this was trending, specifically during the pandemic months when customers could not come into our buildings to apply for a new card. Our hypothesis was if we gave customers immediate access to their card number they would be more likely to use their card.

Once we implemented this change, we immediately saw an increase in the percentage of new cards used (looking at the first three months of data after the change was implemented). This also cut down on postage and mailing costs as well as staff time needed to process and arrange for mailings.