YES First Credit Card Features Downgraded

In a recent email to its customers, YES BANK, one of India's leading private sector banks, announced significant changes to the features and fees associated with their YES FIRST credit card offerings. The revisions, which are set to take effect from November 5, 2023, have raised concerns among cardholders. This article explores the details of these changes and their potential impact on YES BANK customers.

The Revised Features:

1. Payment Return:
2. Existing: ₹350 (Per instance of cheque or Auto Pay Return)
3. Revised: ₹450 (Per instance of cheque or Auto Pay Return)

YES BANK customers can expect a 28.57% increase in the fee for payment returns following the change. This modification may impact customers who have had issues with check or Auto Pay returns in the past.

2. Rent and Wallet Charges:

• Existing: 0.75% of transaction value or ₹1 (whichever is higher)
• Revised: 1% of transaction value or ₹1 (whichever is higher)

Rent and wallet transactions will now incur a higher cost for YES BANK credit cardholders, with the revised charges representing a 33.33% increase. For individuals who frequently use their credit cards for such payments, this could lead to higher costs over time.

3. Cash Advance Fee:

• Existing: 2.5% of the amount withdrawn or ₹300 (whichever is higher)
• Revised: 2.5% of the amount withdrawn or ₹500 (whichever is higher)

While the cash advance fee's percentage remains the same, the revised cash advance fee cap has increased by ₹200, or 66.67%. This change could impact customers who rely on credit cards for cash withdrawals.

4. Insurance Coverage:

• Existing: Air Accident cover, Medical emergency cover, Credit Shield cover, Lost Card liability cover
• Revised: Credit Shield cover, Lost Card liability cover

Customers will no longer enjoy the benefits of air accident cover and medical emergency cover. This reduction in insurance coverage could affect cardholders who rely on these features for added security.

Implications of the Changes:

The announced revisions raise several important implications for YES BANK customers:

1. Higher Costs: Customers will experience increased charges for payment returns, rent and wallet transactions, and cash advances. This may lead to higher monthly credit card bills for those who frequently use these services.
2. Reduced Insurance Coverage: The removal of air accident cover and medical emergency cover may leave some customers feeling less secure when using their YES BANK credit cards for travel and emergencies.
3. Competitive Impact: These changes could impact YES BANK's competitiveness in the credit card market. Potential and existing customers may evaluate these changes against offerings from other banks.
4. Customer Reaction: YES BANK will likely face reactions from its customer base, some of whom may express dissatisfaction with these changes, potentially leading to customer attrition.

Potential Impact on YES BANK:

The revisions announced by YES BANK are part of their efforts to maintain profitability and align their offerings with market trends. Banks periodically adjust their fees and features to respond to economic conditions and customer demands. However, these changes may also impact the bank in several ways:

1. Revenue Generation: YES BANK may see an increase in fee-related revenue as a result of these changes, particularly from the higher charges for payment returns, rent and wallet transactions, and cash advances.
2. Customer Retention and Attraction: The bank will need to carefully manage the impact on customer satisfaction. Retaining existing customers and attracting new ones will be vital in a competitive market.
3. Brand Image: The way YES BANK handles these changes will influence its brand image. Transparent communication and efforts to mitigate the impact on customers can help maintain a positive perception.

Conclusion:

YES BANK's recent announcement of changes to its credit card features has stirred discussions and concerns among its customers. While these revisions are aimed at enhancing the bank's profitability, they may also affect customers' monthly expenses and the bank's competitive position in the credit card market.

The true impact of these changes will only become clear after they are implemented on November 5, 2023. YES BANK must closely monitor customer feedback and make necessary adjustments to maintain a balance between profitability and customer satisfaction.

As financial institutions continue to adapt to an ever-changing economic landscape, it remains to be seen how these changes will affect the bank and its valued customers.