Guest Speaker Session - Bisma Rizwan
On April 20, 2024, Bisma Rizwan, Manager of Corporate Communications at Visa, was invited to IBA for a service marketing guest speaker session. The guest speaker session focused on how VISA operates within the global market and its significance in service marketing.
According to Bisma Rizwan, VISA aims to uplift everyone by providing the best way to pay and be paid. The process involves four main parties: the issuer (bank), cardholder, merchant, and acquirer. The cardholder obtains a card from the issuing bank and makes a transaction at a merchant, who then sends a payment request to the acquirer for processing.
Products & Services in Visa’s operations include acceptance solutions, consumer payments, advisory services, open banking, B2B connect, platform services, risk and identity solutions, commercial solutions, cross-border solutions, and Visa Direct.
The speaker also discussed the various campaigns Visa has been doing such as the “She’s Next” program by Visa x HBL to empower women entrepreneurs in Pakistan. This session also shed light on how Visa creates value by fostering a need-based solution and targeting the right audience, applying strategies for creative visuals, sponsorships, and campaigns. Moreover, this session also highlighted how to create a successful marketing strategy by understanding the customer, engaging with those customers, activating them, retaining them, and growing.
