Nowadays it seems that banks are trying to increase their user base. Even those previously not paying referral fees for credit card acquisition are doing so now (e.g. OCBC, CIMB, UOB, DBS)
There are some previous research that shows it cost the bank 5-7x more in effort/cost in a acquiring a new customer vs retaining an existing customer. So different bank probably have different strategy on how to acquire or matrix to retain customers (e.g. revenue earn, overall relationship....). Why does the bank need a big user base you might ask, even if the customer do not use the credit card often:
- Attract Merchants to run promo: A bank will 1m cards will attract a merchant to do more promo, throw in more freebies vs one with 200k cards
- Run Utilization or Marketing Campaign: Run spend promo, balance transfer (BT) promo and if the offer is attractive enough it might attract the customers to use (i sign up close to 6 figure Maybank 0% 1 year BT with one time processing fee of 0.99% and use it to arbitrage for bank deposit)
When i tried to cancel my existing credit card with a leading foreign bank in SG, they offer to waive my annual fee and also give me S$150 credit to retain my card for 1 more year - which i seriously was considering to retain. Other banks just offer to waive off the annual fee, with 1 or 2 throwing some small vouchers $30 to $50.