Barclaycard rewards Goldfish customers

Barclaycard has announced one of the largest credit card customer transfers in the UK is underway. Some 1.7 million customers are receiving a new Barclaycard over the next few weeks to replace their existing card.

Four new credit cards have been created to ensure that every one of the new customers receives the product benefits they previously enjoyed. The Discover portfolio comprised of eleven credit cards, including the well known Goldfish and Morgan Stanley cards. As a result of the transfer each customer will receive one of nine new or existing cards from Barclaycard with a guarantee that it will have the same or enhanced benefits over their previous card. Some 1 million of these cards will additionally be able to make contactless payments.

The migration will also see the Goldfish name and heritage maintained by Barclaycard through one of the new products, Barclaycard Goldfish. The new card will continue to use the Goldfish imagery and customers will benefit from an enhanced rewards programme.

Customer communication has already commenced to ensure a smooth transition for each individual to a Barclaycard, with the whole migration being completed within the next two months.

During the six months since acquiring the Discover card portfolio, Barclaycard's preparation for the transfer has focused on the protection and, where possible, the enhancement of the card features such as reward schemes.

Amer Sajed, Managing Director of UK Cards at Barclaycard, comments: "The card portfolio we acquired included one of the best known rewards schemes in the UK. It is one of the first things which comes to mind when you think of Goldfish and we wanted to take advantage of this heritage and build upon it to create a range of products to meet the expectations of our new customers."

Despite the number of cards involved in the transfer, Barclaycard is keen to communicate a simple migration process to customers with each cardholder receiving clear instructions that will tell them how to activate and use their new card. All customers will receive tailored letters and information on the additional rewards and benefits their new card will offer. Following the written communication, the new cards will be sent to customers before they become active, this will ensure a seamless transition and consistency of customer service.

A phased implementation approach will see the new cards going live from 22 September. Existing Barclaycard customers and prospective customers will have the opportunity to apply for the new cards early next year.

Amer Sajed continues: "Over the next few weeks, we are focused on ensuring a simple and seamless transition for our new customers and we feel that the new card offers and our customer service will make them feel welcome to Barclaycard."