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Case Study: Loyalty Programs in the Banking Industry

A Fortune 50 bank introduces customer loyalty programs for their credit card and debit card programs, with delivery systems that range from snail-mail to Web based access.

A Fortune 50 Bank required Loyalty Marketing systems for their debit cards program along with significant changes in their existing program for credit cards. The key objectives were:

Increased customer satisfaction, with the core product and with the loyalty program
Reduction in churn (customer turnover)
Promotion of new, or non-performing product lines
Change in consumer behavior (e.g. kick-start usage of ATM card as Debit Card)
Up-sell and cross-sell of merchandise

The fully enabled loyalty system has the following main features:

Customer Analysis
Customer Segmentation
Customer Retention
Web Enabled System

Technology used:

Application Development: Pro-C, Java, XML
Database: Oracle
Operating System: Sun Solaris
Others: BEA Web logic

Request for Services

Credit Cards Merchant Acceptance

Internet Merchant Application Processing

Loyalty Programs

Retail Banking

Private Banking

Sales System

Content Database Management

Web Based Trading Systems

Mutual Funds Product Processors