Credit Card Experience Benchmarks

The Experience Benchmarks evaluate the web and mobile platforms of 14 leading credit card firms using a rigorous framework that covers the full customer and prospect digital experience. The assessments reveal how card issuers’ digital experiences rank in the competitive landscape overall and across various categories of evaluation.

Deep Dives into All Areas of the Digital Experience

Our website and mobile benchmarking frameworks each consist of a comprehensive set of categories, subcategories and attributes covering the full digital experience. These include:

  • Account information
  • Card servicing
  • Design and navigation
  • Profile and settings
  • Prospect experience
  • Rewards
  • Support

Experience Benchmark Competitor Set

  • American Express
  • Bank of America
  • Barclays
  • Capital One
  • Chase
  • Citi
  • Citizens Bank
  • Discover
  • PNC
  • Synchrony
  • TD Bank
  • U.S. Bank
  • USAA
  • Wells Fargo

Credit Card Experience Benchmark Deliverables


Importance Weightings

We weight each category, sub-category and attribute according to proprietary surveys that determine the importance of each feature to prospects and cardholders.


Benchmarking Data

Firms receive a rank versus their competitors (from 1 to 14) and score (from 1 to 100) for their overall platform and for every category in the framework. The data shows clients their relative strengths and weaknesses versus competitors.


User Research

We perform expert reviews of key digital journeys that clients typically perform on credit card websites and mobile apps (e.g., balances, payment). These reviews impact firms’ scores in most assessment categories.


Best Practice Learnings

We highlight industry best practices within each category of assessment, offering concrete examples and screenshots. Clients can use these learnings for inspiration as they build their digital roadmaps.

Custom Experience Benchmark

Tailored Research

CI’s Custom Experience Benchmark provides clients with an exceptionally deep assessment, with the opportunity to tailor the research specifically to meet their needs and preferences. With this service, clients can unlock the full potential of the competitive benchmarking data, enabling them to make informed decisions, achieve their goals and stay ahead in an increasingly competitive landscape.

Custom Deliverables

  • Detailed report with performance commentary and actionable recommendations to improve the client’s digital platforms
  • Gap analysis for every category, identifying the platform’s strengths and weaknesses
  • Industry best practice examples and competitor screenshots for each category and subcategory
  • Executive presentation with performance analysis and top recommendations

Get an edge with the Credit Card Experience Benchmarks

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