Bank Usa Case Study

BankUSA: Credit Card Division Case Study

Operations Management

Ryan Bissen

Grandview University

Professor David W. Hannum

February 4, 2014

Abstract

There are some major problems that the credit card division is currently facing. The biggest problem is that the internal measures are very great; however, customers are rating the credit card division poorly. The reason for this is because marketing and operations are not on the same page when these surveys are being designed. The respected departments need to put all things aside and hammer out a very well written survey that has marketing and operations strategies embedded into it. When designing the survey, marketing and operations need to look closely at the steps required to develop a good internal and external performance system.

Keywords: Marketing, Operations, Customer Survey, Internal and External Performance

BankUSA: Credit Card Division Case Study

In the following paragraphs the BankUSA Credit Card Division Case Study is going to be explained. BankUSA operates in twenty different states and provides financial services to individuals and businesses. The credit card division is a profit center that has had a twenty percent annual growth rate over the past five years (Collier/Evans 2012-2013). The credit card division processes two different types of credit cards. The first type is for traditional users, and the second type is more for corporations and major brokers. The problem facing the credit card division is that the internal operational measures seem to be very good; however, the customer perceives their performance as poor based on the marketing’s recent customer survey (Collier/Evans 2012-2013). This case study is going to lay out some potential major problems that are facing the credit card division, what steps are required to develop a good internal and external performance and information system, how internal and external data should be related, and is the real...