I think when it comes to some of the softer benefits it’s just harder to quantify what people actually want.
I don’t know what I want but I know this isn’t it…
The common theme in the previous thread was indeed “Better travel benefits” - and you can certainly argue they have brought some of these features. But it’s just not better than The Market, so they’ve got a harder sell for sure.
I said myself in the previous thread;
For me, a premium account would mean […]
- Competitive selection of insurance packages […], £0 excess […], with better cover for gadgets
- Removal of certain restrictions / limits - ATM fees etc.
Aside from a Metal Card, and something else I mentioned - this ticks off some of the things I said I might want. But it’s not quite there yet.
So you know, steps in the right direction hopefully, and I suspect doing small scale trials like this are far more valuable (and cost effective) than focus groups and research agencies will cost.
Don’t get me wrong, I don’t think this package right here right now is great, but I think the info that this generates will lead to the next valuable iteration.