Optima, Discover Card Rank Highest In Credit Card Survey

American Express’ Optima True Grace Card and the Discover Card topped J.D. Power and Associates’ annual satisfaction survey.

Cardholders listed customer service and low annual interest rates as most important in determining how much they liked their cards, according to J.D. Power’s 1997 Comprehensive Cardholder Satisfaction Study of users of 54 credit cards.

Aggressive solicitation programs from competitors mean that credit card companies need to enhance customer satisfaction and loyalty, J.D. Power said.

The Discover Card topped satisfaction rankings for cardholders who don’t carry monthly balances. The Optima True Grace Card led in satisfaction for cardholders who carry such balances.

Customers liked American Express Co.’ Optima True Grace’s reputation and Discover Card’s reward programs. Discover Card is owned by New York-based Morgan Stanley, Dean Witter, Discover & Co. Optima is owned by American Express Co.

The survey of 10,540 cardholders found the number of cards being used for purchases fell in the past three years, while the number of credit cards in the consumer wallet hadn’t changed.

J.D. Power is best known for its marketing research on cars.