Case Chase Sapphire : Creating a Millennial Cult Brand Three customer archetypes are transactors, revolvers, and dormant

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Case Chase Sapphire : Creating a
Millennial Cult Brand
Three customer archetypes are transactors, revolvers, and
dormants (Case p. 3). Which types of customers are most desirable
for Chase? How can the Chase Sapphire team best design its product
and brand to attract the right customers? What would you do to
maximize the customer lifetime value of each of the customer
segments? What changes to the product would you recommend? What
changes to the marketing plan would you recommend?