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Communication Strategies for EMV Migration

[Notes from a recent webcast. The replay can be found here.]

Cardholder experience is critical to a successful transition to EMV. The elements of the cardholder experience focus on 3 key communication phases of EMV card issuance via a multichannel deployment including direct mail, contact center and digital.

  • Communication prior to issuance
  • Education at time of issuance
  • Ongoing education

Phase One: Prior Communication

Make sure you’re informing account holders ahead of time with what’s going to happen and what they need to be doing. Once they receive the card, it’s going to be a different experience for them.

Focus initial communications on awareness, security benefits, and notification that change is coming. Best practice is to communicate to your account holders 60-90 days prior to sending them their EMV card.

Message 1
Your new chip card is coming

Message 2
Security benefits

Message 3
What’s different?

Example Messaging 

We take your card security seriously.
At [Your Financial Institution], we take protecting your Credit/Debit Card seriously.

What makes EMV cards different?
EMV cards have an embedded microchip that provides increased protection against fraud.

What do I do until my new card arrives?
Continue to use your magnetic strip card anywhere MasterCard/Visa is accepted. If you have questions, please contact a customer service representative.

Phase Two: Issuance Communication

Once cardholders get the card, it’s going to be a different experience for them. You’ll want to walk them through the EMV process and give them a preview of what their experience will be. This way, when they use their card at an EMV-enabled terminal, they won’t become frustrated , and as a result, the risk of attrition and less card usage will be minimal.

After cardholders receive the chip card, focus on activation, security benefits, and how to use the chip card.

Message 1
Activation

Message 2
Utilization

Message 3
Security benefits

Example Messaging

Chip technology provides next-level security

Introducing a new level of security at your fingertips

At [Your Financial Institution], we are pleased to introduce the added security of chip technology to your credit card.

Your chip card comes with technology that is currently in use around the world.

Please activate your card immediately and begin shopping with added security.

Phase Three: Ongoing Communication and Education

Devoting a ton of resources to get cards distributed and your EMV migration up and running is just a part of the EMV program. You’ll want to provide continual education about what to expect at point-of-sale.

Until the consumer becomes fully comfortable with this type of transaction, there will be a lot of questions. You will need to figure out how to handle the new influx of questions and inquiries about the EMV chip.

Message 1
Activation

Message 2
Security Benefits

Message 3
Education & Security benefits

Example Messaging

Chip cards are easy to use.

Your card now has a chip and magnetic stripe technology to be used for the following methods of purchasing:

  • Retailers with chip-enabled terminals
  • Retailers without chip terminals
  • Over the phone or online
  • Retailers with contactless functionality

How do I use my chip card at a chip-enabled terminal?

  • Step 1: Insert your card chip first
  • Step 2: Follow the prompts
  • Step 3: Remove your card

If you have questions, please contact a customer service representative.

Contact Center EMV Strategy

Whether you’re in the “prior,” “during,” or “after” phase, one of the main strategies to help you coordinate communication is contact member support.

A good contact center of strategy simplifies the overall conversion to EMV. You really need to educate your internal call center staff or utilize a partner like Harland Clarke that already has a call center.

It’s important that you maintain your service levels for all your products and services during card reissuance. You don’t want to flood the call center with one type of call for one product while no longer being able to service a different product.

An experienced contact center, like Harland Clarke’s, can provide dedicated EMV specialists that understand the card program and experience, and can provide inbound and outbound calls.

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