Methods for capturing customer attention and loyalty may have changed over the years, but the basic DNA of business has not - a focus on establishing new customer relationships and retaining existing ones. The credit card business has been no different & faced lots of challenges - short customer lifetime value, small lead time of new product offers, marketing channel costs to highlight a few. With increased competition for customers in most of the developed markets holding more than one card, companies are focusing to strengthen their servicing channels to increase loyalty and profitability. This paper provides both a business & technology insight into the credit card customer service workflow.