In today’s rapidly evolving financial landscape, customers have grown accustomed to instant gratification and highly personalized experiences.  

According to a Salesforce report, 73% of consumers expect companies to understand their unique needs and expectations and 88% say the experience a company provides is as important as its products or services.  

This demand for immediacy and customization has transformed nearly every industry, and the financial services sector is no exception. 

Payment cards, once viewed as luxury items, are now commonplace commodities. As of 2023, there were more than 26 billion payment cards in circulation globally, including credit, debit and prepaid cards, according to The Nilson Report.  

This ubiquity has normalized card ownership and shifted consumer perceptions—cards are no longer status symbols, but essential tools for everyday transactions. 

This shift has significantly impacted customer expectations, compelling banks and personalization centers to rethink their strategies.  

Consumers now expect seamless onboarding experiences, fast card issuance and sleek, customized designs that reflect their personal identity or lifestyle.  

A study by Deloitte found that more than 60% of banking customers would consider switching providers for a more personalized experience, highlighting the competitive advantage of agile, customer-centric services. 

Financial institutions now face pressure to deliver high-quality, customized payment cards rapidly, affordably and with real-time tracking—similar to ordering a ride with Uber.  

According to FedEx, 45% of consumers expect same-day delivery of services and 69% of shoppers say order tracking is a consideration before purchase.  

To meet these expectations, banks are investing in advanced card issuance platforms, cloud-based personalization and integrated mobile experiences that offer end-to-end visibility—from card order to delivery. 

The Rising Demand for Optimization 

Given this evolving consumer mindset, banks and card personalization service providers are feeling the growing urgency to modernize and streamline their production processes.  

Today, metrics such as cost-per-card, delivery turnaround times and operational efficiency are at the forefront of strategic decision-making.  

Traditional EMV card production methods, while reliable and time-tested, often come with inherent limitations that can hinder responsiveness in today’s fast-paced environment: 

Manual Labor: These systems frequently require human oversight and physical handling, which include labor costs and introduce the risk of human error. 

Limited Traceability and Reporting: Without modern tracking and analytics tools, gaining real-time visibility into the production and delivery pipeline can be difficult. 

Resource-Intensive Operations: Legacy systems, though robust, may require significant operational resources—both in terms of time and infrastructure—resulting in higher overall costs and slower fulfillment speeds. 

To remain competitive and meet the high standards of modern consumers, banks and financial institutions are increasingly seeking integrated, automated solutions that streamline production, reduce costs and improve transparency.  

These next-generation platforms not only accelerate card issuance but also provide real-time data and insights, enabling institutions to make smarter, faster decisions and deliver truly personalized customer experiences at scale. 

Optimizing EMV Card Production with a Production Management System 

International Card Manufacturer Association (ICMA) member X Infotech provides an advanced suite of tools specifically designed to streamline EMV card production. Its Production Management System offers banks a robust, modular solution that covers every aspect of the card lifecycle—from initial data handling through quality control, inventory management and final distribution. 

Key features include: 

• End-to-End Production Management: Comprehensive oversight from data import through stock control and detailed reporting. 

• Real-Time Production Monitoring: Enhanced control over the personalization process, ensuring optimal distribution across personalization machines. 

• Versatile Technology Compatibility: Support for magnetic stripe, contact and contactless chip technologies and seamless integration with third-party equipment and systems. 

Automation as an Option 

While automation has long been seen as a means of improving efficiency, it is increasingly becoming a key consideration for financial institutions seeking to enhance their card issuance operations.  

That said, full automation may not be the ideal solution for every organization. Depending on operational scale, regional infrastructure and strategic priorities, the optimal approach may lie somewhere between traditional methods and modern automated workflows. 

By selectively reducing manual processes and incorporating automation where it makes the most impact, banks and card personalization providers can achieve measurable improvements in cost control, delivery speed and production quality—without necessarily overhauling their entire infrastructure.  

For example, automating specific tasks such as data input, card personalization or reporting can result in immediate gains in accuracy and turnaround times, while still preserving the flexibility and oversight of human intervention. 

In a landscape where expectations are growing and operational agility is increasingly valued, automation presents a powerful opportunity—not as a one-size-fits-all mandate, but as a strategic option that can be customized to fit the unique needs of each institution. 

Why ICMA Membership Matters 

As ICMA celebrates 35 years in 2025, the association remains committed to supporting the card manufacturing industry by providing members with the tools they need to thrive.  

Beyond marketing solutions, ICMA also offers valuable educational opportunities, including Advanced Card Education (ACE) training, and the Card Manufacturing & Personalization EXPO, the association’s largest event. 

By participating in ICMA’s many programs, members gain the ability to shape the future of the industry while enhancing their brand’s presence across multiple channels.  

Whether it’s contributing articles to Card Manufacturing, presenting a webinar or attending a high-profile industry event, ICMA membership offers unparalleled opportunities to network, learn and grow. 

For card industry professionals looking to stay ahead in 2025, leveraging the marketing resources and industry recognition offered by ICMA is a proven strategy for success. 

Learn more about the benefits of ICMA membership.