Chase Sapphire Reserve

• What is your assessment of the Chase Sapphire Reserve card? Is this a good product for JPMorgan Chase (JPMC)? For the Sapphire brand? Why or why not?
• Why has Chase Sapphire Reserve been so successful in acquiring customers? Will this success continue over time? Why or why not? What changes would you make to their customer acquisition strategy going forward?
• The behavior of individual adopters of the card will vary in how much they spend, whether they pay all of their charges in full each month, and whether they churn (i.e., whether they renew their card annually or not). As noted on the top of page 3 in the case, three customer archetypes were transactors, revolvers, and dormants. Assuming the following for each type of customer, how can the Chase Sapphire team best design its product and brand to attract the right customers? Has it done so successfully with the Chase Sapphire Reserve? Why or why not?