Customer demands lead Capital One to explore adding debit cards as a payment option; they reported 1 in 8 pay-by-phone customers inquired about paying with a debit card. Telling customers they could not use a debit card created a poor customer experience. 

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The bank identified three customer segments that had high demands for debit card payment processing:

1. Unbanked - subprime credit card customers who did not have a checking account, but did have a prepaid debit card to pay their bill.

2. Collections - customers who had previously been through the collections process with the bank, where Capital One did accept debit cards, now wanted to pay their bill on time using a debit card.

3. No Checks - customers without access to their checkbook trying to make their first payment. Often customers would be at work calling to pay and did not have their checkbook.