西蒙顾和2024银行客户忠诚度计划关键成功因素和设计原则研究报告英文版27页

simon-kucher.comJon Causier Joshua KohJames GethingsElif KaraLoyalty programs in bankingkey success factors and design principlesContentsExecutive Summary 4Types of loyalty programs observed in the banking industry 5Why offer a banking loyalty program? 10Potential drawbacks of implementing a banking loyalty program 12How to design a winning banking loyalty program? 13Simon-Kucher Loyalty Program Design Framework 14Who to target? 15What to reward? 17What to offer? 18How much to reward? 19How to engage? 20Operational enablers 22Conclusion 25Authors 263Loyalty programs can be incredibly powerful. They offer banks the potential to delight customers, deepen relationships, influence behaviors, and improve acquisition and retention rates. However, they can also be costly and complex to run. So how should banks consider the opportunity offered? Should they invest or not? What does good look like? How can an existing scheme be improved? These are some of the questions we examine in this paper