The challenge
The bank's loyalty programme had grown into a broad, one-size-fits-all scheme. Rewards were costly, engagement was uneven and campaigns could not tell the difference between highly loyal customers and those at risk of leaving, even though the bank held rich transactional data.
Our approach
- Reviewed the programme's business model, economics and customer journey with business, marketing and product stakeholders.
- Analysed card and account transactional data to segment customers by spending behaviour, engagement and loyalty.
- Redesigned the programme from both the business and the product side: value proposition, reward mechanics, tiers and partner model.
- Defined data-driven targeting so campaigns reach the right customers with the right offer, plus the KPIs to measure programme performance.