After 25 years of growth, the credit card market is close to saturation. There are still huge opportunities for increased usage, but we are approaching card saturation -- just about everyone who is credit-eligible has a card, and in most cases several cards.

This has resulted in a significant change, from growth to share competition, segmentation, and customer retention. Many understand it and are investing in customer data bases for segmentation, marketing for differentiation, and customer service and total quality management for retention.

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