In this four part "Stars of the Accelerator" series, we will explore the innovative projects and achievements of our Accelerator participants.
Banker CK Ho embarked on the #Turbocharge challenge because he believes that the key to growing relationships is to provide solutions that connect with the consumer on a personal level. As Head of Affluent Marketing, CK’s project is to change the way consumers view loyalty programmes, not just at his bank but at industry level! His motto is “Creating value through emotion.”
The bank’s loyalty programme, was re-branded last year in conjunction with the launch of several new features. Together, they revolutionize the way customers use the points and miles they have collected through their credit card expenses.
Unlike other programmes, the bank’s loyalty programme allows customers to use their points or miles to redeem almost anything they choose to purchase in their daily lives, rather than just the traditional way of redeeming items from a catalogue. This means that consumers now have complete freedom in choosing what they want to do with their points or miles.
Despite these amazing features, the challenge was that customers were confused by the fragmented number of redemption options that are available to them. His solution: Connect with the customer via a digitally-led marketing campaign that served a targeted message via targeted digital media to specific segments based on their past spending behaviour. Also, he aims to effectively change the way points and miles are seen as currencies in their daily lives.
As a result, the bank will move to become more relatable and consumer-centric. CK's bank is the first in Malaysia to offer a loyalty programme with such a far-reaching features. The days of being a distant corporate giant are over!
CK has recently launched the full marketing campaign across all selected media, including a microsite. The marketing campaign success will be measured via digital media metrics.
CK credits outstanding teamwork and support he received from his team and colleagues as a whole. He appreciates the spirit of collaboration that went into this project. Congratulations CK for becoming a Star of the Accelerator!
Part four of four
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