Objectives

The system is designed to improve ease of use and customer convenience by issuing a credit card in the company's name in response to an increasingly cashless society. In addition, the customer information obtained by issuing credit cards is used effectively and efficiently to promote sales.


Functions

System functions supported by hardware include credit ticket sales from MARS^(*) and travel agent terminals, credit card issuance and customer information inquiries from credit card operations terminals, cash withdrawals and deposits from cash dispensers and ATMs, and debt collection functions using an auto-call system.


Results

By analyzing customer usage and trend data, it is possible to develop products that meet customer needs and demographics. Also, customer loyalty is promoted by distinguishing the credit card from those of competitors through the accumulation and use of points awarded in conjunction with credit card use.


Outline of the System

By issuing a credit card in the company's name, it is possible to gather personal information concerning customers, and by connecting with the MARS^(*), travel agency, and CAFIS networks, sales information can be gathered and used effectively in promoting sales.


System Details

Credit risks in issuing credit cards can be avoided by using an external credit information center (CIC). The system offers two card-issuing formats: immediate issuance at View Card Corners and later issuance with the card mailed to the customer.
The sales and payment functions collect sales data in a database and allow for payments using wire transfers from bank accounts or direct payments from ATMs.
The sales promotion functions can create direct mailing materials according to the customer's segment and characteristics, as well as perform analysis and generate statistics for each customer type.
The information system is user friendly and generates a range of different analysis materials.


Background of Development and Future Enhancements

For its host-related functions, the system uses a modified version of existing package software designed by JR East. All functions, other than package and terminal functions, have been newly designed from the ground up.
Cash dispensers and ATMs are being installed company wide starting inside the Yamanote Line in Tokyo and working outwards. Plans are to install a total of more than 300 units.
In addition, we are introducing customer-operated machines including automated renewal commuter pass vending machines, credit card issuing machines, and "Travel Eddie" and plan to install them throughout the JR East territory.


*MARS: Multi Access seat Reservation System.