MANILA, Philippines - You may not think of a credit card as something that fits you like a well-tailored suit or designer dress, but Banco De Oro does. That’s why they’ve developed a line of “elite” credit cards made especially for certain clients who have very specific needs.
The BDO Titanium MasterCard is one such card.
Not only does it have a unique shape — its rounded corners and curved sides suggest a high-tech consumer tablet for the future — but it’s made for a very unique market. BDO calls them the “mobile elite.” They’re relatively young — in their mid-30s to mid-40s — and very successful in their fields.
They travel frequently, both for business and leisure, and while they enjoy staying in five-star hotels and visiting luxury boutiques, they’re just as likely to go parasailing in Boracay.
And because they tend to be more spontaneous in their spending habits than the “Platinum” market, they need a card that lets them travel the world and experience more of it with ease and flexibility.
That’s the BDO Titanium MasterCard, according to Ophelia Camiña, BDO’s SVP Credit Cards Business, Consumer Lending Group.
“We wanted to address the younger customer base whose travel needs were different from the Platinum cardholders. We wanted to segregate the younger cardholders,” says Camiña. “Their style of travel is different, their needs are different. For example, the Platinum might offer a golf travel package or focus on luxury watches in the rewards catalogue, while for the Titanium cardholders we might highlight more thrill-seeking or adventure packages,” like parasailing packages in Boracay.
“We looked at the spending patterns of cardholders and realized that the upper cardholders are abroad more months per year, either for business or leisure, and they spend abroad,” Camiña adds.
“The Titanium card was positioned initially for travel, but it evolved to include the younger set, those who are text-savvy, who travel a lot and also go online a lot. They tend to be adventurous and they enjoy the more modern things in life.”
And because they’re seasoned travelers, “They’re looking for convenience when they travel,” she continues. “They want support when they’re abroad, services and rewards when they travel — the Rewards items in their catalogue are geared more towards traveling needs.”
Like BDO’s other elite Platinum card, Titanium also offers a Dual Currency feature that allows “spend flexibility.” With this, the cardholder has both a Philippine peso and US dollar account in one card and can choose how to be billed for purchases made abroad.
This is a big plus for mobile elite cardholders who, above all, demand flexibility and excellent service.
“I think our cardholders appreciate the Dual Currency feature the most,” notes Camiña. “It’s an indispensable partner in our cardholders’ day-to-day endeavors, providing ease and flexibility in their transactions. It also gives them the convenience of having two separate billing statements.”
How does BDO go the extra mile in serving Titanium cardholders?
“We call them. We attend to them. If they want to travel or to increase their credit limit, they call us,” says Camiña. “They can even call us from abroad.”
If you’re one of the mobile elite, you’ll probably also appreciate BDO Titanium’s Free Priority Pass membership, allowing access to 600 airport lounges in over 300 cities and 75 countries. When traveling, the card also provides Free Travel Insurance of up to P20 million, and offers a Travel Desk to take care of all travel requirements. The Travel Perks are also worth mentioning: BDO’s partner travel agency provides free passport renewal, rebates on excess baggage, and other benefits. Finally, the Elite Rewards catalog is exclusive to Titanium cardholders, giving them the option to redeem items such as gift checks, travel accessories and travel packages.
“We provide value not only in the Philippines but also aboard through special privileges with our merchant partners in Hong Kong and Singapore,” adds Camiña. “This is done through our Elite Delights Program and special tie-ups with the Singapore Tourism Board. We are about to launch our BDO Consumer Lending website that allows you to access your statement of account online. It also shows your unbilled transactions and you can pay your bills using your credit card as the mode of payment.”
Titanium cardholders also get invites to exclusive happenings and shows, and incentive rewards — such as roundtrip airfare and accommodations for out-of-country events. This year, five top spenders will be gifted with roundtrip tickets for two to Hong Kong — just another way the BDO Titanium MasterCard repays its cardholders during the holiday season.
And yes — the top BDO elite cardholders can even expect a special cake delivered to their billing address for their birthday.
A higher credit limit is also something that makes traveling a breeze.
“They basically look for convenience, in terms of credit limit, which is the practical aspect of having a credit card,” the BDO SVP adds. “It gives you the security of not bringing cash. Card acceptance is also one. Cardholders expect a card that is accepted worldwide.”
That would be MasterCard, one of the world’s most accepted credit cards.
“MasterCard is undeniably a very supportive partner. They have supported us in many ways,” says Camiña. “They help us identify opportunities that we can further develop and brainstorm with us on what else we can do to serve our cardholders better. They update us in all credit card trends worldwide. MasterCard ensures card acceptance not only locally but worldwide, therefore translating into convenience to our cardholders.”
For BDO, identifying the mobile elite and their lifestyle habits has resulted in a very unique credit device that serves its needs best. These cardholders are young, on the move, and often online. Camiña hints that, in the near future, even social network sites will become a platform for reaching them to provide better, more convenient service.
“If you look at the Titanium card base, besides giving them incentives to use the cards based on marketing programs, service is essential,” notes Camiña. “Basically our card base is very critical of how we serve them. I think that’s the key factor in maintaining our card base. We have to continue to provide the service they expect.”
Because at the end of the day, she concludes: “What separates you from the rest is how you take care of customers. If you have a lot of cards in your pocket, which do you choose? Often, it’s the one with the worldwide acceptance, so that’s MasterCard. Then there are the rewards, benefits, and ease of use.”
All of these packed lightly into one special credit card.