Alliance Data card services business has added new features to its digital self-service suite, providing customers with better control.

The capabilities comprise Virtual Assistant, Comenity’s CardLock, Comenity’s EasyPay and Frictionless Mobile Credit.

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Virtual Assistant is an on-demand, self-service bot that uses machine learning to help cardholders with account management and payment requirements.

Cardmembers can use Comenity’s CardLock to digitally turn off/on their co-brand card. This capability is intended to mitigate fraud.

Meant to simplify bill payment, Comenity’s EasyPay is said to eliminate the need for username and password. The feature will require details known only by the cardmember, said Alliance Data.

Frictionless Mobile Credit will use the company’s data to speed-up the process of applying and using credit in-store and online.

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Alliance Data card services business vice-president of Customer Experience and Product Jennie Dodovski said: “As validated by our recent research study, ‘The Great Divide: Connecting Brands to the Real Needs of Today’s Consumer,’ consumers are increasingly expecting to be in control of their experiences with retailers.

“We are applying those insights across the full credit and payments journey, and leveraging the latest in technology and data to add value for cardmembers.”

The company is also working on an intuitive, self-service platform, which will be available via the new Alliance Data PartnerPortal.

The platform will offer direct access to reports, data, results, marketing and programme management tools. Clients will be able to track and optimise credit card programme’s performance.