Market Survey: The Preferred Cards (in Portuguese)

The only independent annual survey that measures the customer satisfaction of cardholders at the 10 main regions in Brazil.

Card Issuers Perspective:

  • žPenetration index (how many of your cardholders have cards from other competitors and vice versa)
  • žNet Promoter Index (comparison between your card and competitors cards) – would your customer recommend the card?
  • žCustomer satisfaction of your cardholder with your card and competitors cards they hold.
  • žSatisfaction of the cardholders with and without checking account
  • Overall customer satisfaction with the product and the key feature
  • žThe preferred cards of customers with more than one card in the wallet?
  • žWhy do customers prefer to use a credit card over another ?
  • žCustomers with Serasa issues (comparison among issuers)

Payment Brands Perspective:

  • žCardholder satisfaction with the Payment Brand
  • Comparison of the Brands
  • Processors and Contact / call Centers
  • Satisfaction evaluation of your company
  • Comparative satisfaction evaluation with the competition

Segmentations of the sample of over 20K cardholders interviewed

  • žPayment Brands: Amex; Diners; Hipercard; MasterCard; Visa;
  • žProduct version: Local validity card, International; Gold; Platinum;
  • Product type: bank credit card; hybrid; PL’s (private label / store card);
  • žIncome
  • žMosaic Groups by Serasa Experian;
  • Geographic -by region;
  • žCustomers with and without checking accounts;
  • Customers with and without credit constrictions.


    • Cards without usage over three months
    • žThe preferred card (for cardholders with more than one card);
    • žCredit card of a account holder x non account holder ;
    • žEvaluation of cards ( satisfaction, dissatisfaction and restrictions percentages) in terms of:
      • Acceptance
      • Installment
      • Credit limit
      • Interest Rate
      • Customer Service
      • Statement
      • Reward / Loyalty Program
      • Invoice / slip ( delivery )
      • Annual Fee ( bank cards )
      • Ease of payment ( private label )

žCards evaluated:

  • American Express
  • Banco do Brasil
  • Bradesco
  • Caixa
  • Credicard/Citibank
  • HSBC
  • Unibanco
  • Santander
  • Banrisul
  • BRB
  • IBI
  • PanAmericano
  • Porto Seguro
  • Bom Preço (Hipercard)
  • C&A
  • Carrefour
  • Casas Pernambucanas
  • Extra
  • Lojas Americanas
  • Marisa
  • Renner
  • Riachuelo
  • WalMart (Hipercard)
  • Bemol
  • Esplanada
  • Leader