How Chase Sapphire Is Creating a Millennial Cult Brand

Read and prepare to discuss the article “Chase Sapphire: Creating a Millennial Cult Brand” by Shelle Santana, Jill Avery, and Christine Snively.

What CV does Chase Sapphire Reserve card (CSR) offer to its customers? How does CSR acquire customers successfully? Is it sustainable? What changes would you make to their customer acquisition strategy going forward? How successful will CSR be at retaining their customers into their second year? Why? What would you suggest they do to improve their customer retention strategy? How can the Chase Sapphire team best design its product and brand to attract the right customers? Has it been done successfully with CSR?