Case Studies

This world-renowned beauty brand enlisted our expertise to help them improve customer experience while driving cost efficiency. The client also wanted to gain a single customer view across their portfolio.

The first stage of helping them to achieve this was to carry out data migrations and audits on multiple, disparate sources.

Customers were then segmented to allow for personalised communications and developed mobile apps to enhance their brand experience.

Consistent reporting was set up, along with data analytics, to identify opportunities for acquisition, reactivation and retention.

A large Australian bank appointed us to fully manage their credit card proprietary rewards programmes, but rather than adopt a 'lift and shift' approach, together we sought continual improvements to their business processes and customer experiences, against a challenging deadline. A holistic yet agile approach was needed in order to reach this goal. As well as managing the core platforms, including the loyalty engine, redemption store, earn mall and contact centre, the transition was an opportunity to improve the programme and include an entirely new member experience. We delivered an enhanced user experience, with global navigation that enabled multiple platforms to be accessed within a single interface while staying compliant to WCAG 2.1 accessibility standards. Finally, we applied a new redemption experience with full e-commerce functionality and a contact centre platform with live chat. All this resulted in a streamlined frequent flyer programme, reduced cost and complexity, improved member experience, plus a sophisticated reporting solution.

The Chinese arm of this car brand felt their existing loyalty programme was no longer achieving its objective of increasing customer engagement. Our task was to improve member engagement, enhance brand loyalty and sales conversion. The programme had a tiered structure that was difficult to move up the ranks of, resulting in low incentives and less than optimum member engagement. To better understand the brand’s customer buying behaviour we analysed real customer data. Then, using these insights, a new tier structure was developed, with more achievable progression thresholds and adjusted point rules, all within a manageable budget. The optimised loyalty programme better distributed members throughout the given reward tiers, ensuring loyal members were rewarded appropriately and new members were incentivised, helping to improve programme participation and ultimately, brand loyalty.

The retailer wanted a loyalty programme ‘make-over’ to help them stand out in a competitive market, so we analysed their existing customer base, including how much this group engaged with the brand, and identified the behaviours and desires of target consumers. There was an opportunity to take the programme from cost centre to revenue driver while also improving the consumer experience. But before that, detailed financial modelling was needed to cater for different consumer needs. We developed a network of partners to support members with their desire to engage in an active lifestyle, rewarding them from both a retail and fitness standpoint for making healthier choices. Additionally, we enabled the retailer to provide relevant and rewarding content to consumers that was directly tied to their lifestyles, heightening the consumer experience and increasing engagement across digital channels. This helped to turn the programme from a cost centre to revenue generator.

This Australian health insurer was seeking a way to better connect with millennial customers and prospects, many of whom were new to health insurance. We were chosen for this unique challenge, with an objective to design a bespoke loyalty initiative. As a heavily regulated category, there were a few significant constraints we needed to consider, including a cap on the value of loyalty rewards and benefits that could be directly shared with members. We created an ‘Active Rewards’ programme concept with two elements: cashback on insurance premiums, built on a merchant-funded rewards called card-linked offers; an activity element, which fused health-related rewards and challenges, such as number of steps taken per day or hours slept. As a result, the insurer gained greater insight into their new customer segment, and the ways in which they could better engage with them.

Our client is a pioneer of electric vehicle technology in India and needed an innovative loyalty programme that would both engage customers and educate them by providing rewards for certain desired behaviour. Electric cars is a growing industry, so our client had to overcome challenges that increased the on-road price of the vehicle. Prospects and customers needed to be made aware of the benefits of owning an electric car. We did a local and global market scan to understand customer value propositions offered by competitors, plus analysis of the client’s telematics data (a method of monitoring a vehicle) for modelling and preparing clusters. We supported with end-to-end management through advanced analytics, development of a points search engine and managing the members-only social media community group. The result was a programme that encouraged the desired customer behaviour. This kept customers engaged and ensured future programme viability.

As a relative newcomer to the industry, this Japanese bank wished to secure their customers’ loyalty. They needed “killer content and benefits” for their cardholders, to heighten engagement and retention of existing customers, improve acquisition of premium fee-paying cardholders, and increase card use for overseas travel and entertainment expenses costs. Our airport experience programme, Priority Pass, was offered as a benefit to cardholders to make them feel rewarded and loyal to the brand. With Priority Pass as a benefit, the client’s payment card was made more attractive through complimentary airport lounge access and consumers increasingly selected it. In turn the client furthered their growth strategy through their enhanced loyalty proposition.

The brand required support with a highly-customised loyalty programme linked to the launch of their new car. It had to be targeted towards attracting and retaining core consumer types, helping to deepen the customer relationship with the brand, to in turn maximise the consumer lifecycle. Competition from other luxury auto brands in the Chinese market was fierce, and so the programme needed to help this client stand out. Using the findings from a luxury car owner survey, a value perception matrix, and a competitor comparison index, we developed a bespoke benefit matrix from which the client could quickly apply personalised, targeted reward programmes per customer using the given segmentation analysis. In turn the customer experience was heightened through relevant, meaningful rewards. The new benefits allowed the client to stand above competitors and better reward customer loyalty, all while staying within budget.