I strongly believe Loyalty should
be more than just point calculation and gift redemption. Banks should use
Loyalty to give a fair deal to their customers. This in turn can deliver on
capturing share of the wallet and increasing stickiness.
A loyalty program should allow
banks to establish a 360 degree view of their customers, by looking
holistically across multiple dimensions – Customer relationship value,
relationship tenure, product ownership and usage, desired channel behaviour. In
fact, loyalty programs should allow a blend of customer’s demographics, banking
behaviour, needs to deliver on loyalty. This should be a program which uses
products, channels, and customer demographics as a mix to achieve holistic
rewards program success.
Such a holistic loyalty program
will use a harmonious combination of various “customer attributes” like – customer
segment, age, lifetime value, credit rating, demographics, etc; and, “account
attributes” like – account type, balances, currency, etc; along with “product
attributes” like – product type, frequency of product used, no of products
taken, etc, and, “transaction attributes” like – transaction channel, location
of transaction, time of transaction, etc. This combination will assign rewards
for a desirable behaviour and no rewards (or even deduct) for an undesirable
behaviour.
These rewards can ideally be
accumulated and used against benefits which can be broadly classified as –
financial or lifestyle rewards (monetary or non-monetary, as mentioned in my
previous post). A lifestyle reward can be anything from – gifts from a
catalogue, movie tickets, gift vouchers, lounge access, etc. And a financial
reward can be cash back, fee waivers, discounts, special price plans, higher
free limits, etc.
Loyalty program would also give
flexibility to accumulate rewards on multiple grounds. Banks can reward their
customers contextually on events, transactions, even lifecycle. One should
expect capability to reward for customer birthdays, anniversaries, new year,
festivals, etc. These events can potentially lead to more sales and
transactions. Banks may also want to reward their customer for relationship
anniversary, or may be a new product subscription. Such a holistic program also
drives customer experience.
Given the market around us these
days, the banks can go all out and develop relationships across multiple
lifestyle franchises to deepen their redemption catalogue. These can be
Jewellery, Hotels, coffee shops, Air Miles, restaurants, gym membership,
lounges, club membership, etc. All such redemption options not only gives
customers options to choose from, it also strengthens the loyalty program and
goes a long way in creating a strong brand value.
To add to this, a holistic
rewards program should allow for points adjustment, points transfer, points
aggregation, points acceleration and even points expiry. This is something that
again adds to the depth of the loyalty program and drives customer experience
again.
A loyalty program should also
give banks flexibility to run partner or merchant loyalty program as well. This
should be run as usual customer loyalty scheme for a single partner or
merchant. These schemes can be run as multiple tariff schemes for revenue share
or commissions. Banks can even reward their merchants to do more transactions
with you.
Another use of a holistic rewards
program can be using it for Sweepstakes or Raffle draws for customers. This
again goes a long way in building the customer relationship and stickiness.
All in all, a holistic rewards program
should enable banks to get close to their customers and align the entire
organisation around the mission of enhancing overall customer experience. It
should bring in competitive advantage, improve operational efficiency, and
enhance overall revenues and overall drive up overall customer satisfaction.