The Freedom of Transparency

Chase VISA sent me an offer in the mail today; enroll in the FREE Chase Freedom program and receive 5% cash back on various purchases between April 1st and June 30th. I’m not sure how many home improvement purchases I’ll make over the next couple months, but when I do I’ll enjoy the kick back.

Still, I wonder why Chase required me to enroll in this program. Why did they not just enroll all card holders in the program and inform them of the fact? According to Chase, enrollment was necessary in order to properly distribute bonuses. That seems specious, since they know everything I do with their card. How else would they bill me?

Clearly, Chase gets more loyalty out of customers who know they are getting an added bonus. You can’t really make that your message to your community, though, can you?

Or can you?

Could Chase have told people the reason, the real reason? Could they then have used that as an opportunity to encourage those customers to tell their friends and family about Chase VISA?

One problem with hiding your motives is that you can’t talk about them. Being transparent about your motives frees you to follow up with a clear call to action.

What do you think?

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