We have implemented customer retention strategies that involve training our staff to deliver targeted messages aimed at keeping between 50% to 60% of customers who call to cancel their credit cards. Retention management is a critical focus for us as it directly impacts our profitability and the value we provide to our customers. To enhance our retention efforts, we are investigating customer characteristics that predict the risk of churn and indicate their sensitivity to our retention campaigns. Analyzing our value proposition is crucial in understanding how we retain customers, what satisfies them, and how we can increase their long-term satisfaction, loyalty, and profitability through personalized communications and offers. By combining a loyalty program with convenience, speed, simplicity, and security, we aim to create the ultimate consumer experience. However, a successful retention strategy requires a holistic approach that considers the overall relationship with cardholders and identifies key actions to improve brand advocacy, loyalty, and profits. Positioning our retention strategy as more than just a marketing tactic is essential; it should be supported by an organizational vision that addresses challenges from debit cards and the online space. These strategies must involve various departments, including acquisition, customer service, collections, credit, operations, activation, and attrition. One of our initial steps in developing this strategy is to understand our existing customers by assessing their loyalty to our credit card brand, their likelihood to recommend it to others, and the factors that contribute to reduced usage and cancellations.