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Customer Loyalty
Business Overview 

A leading global bank with very strong credit card and wealth management businesses, with customers across the world. The client has some strong premium credit card businesses in Russia, UAE, Egypt, Poland, Czech Republic and France. The bank approached Xexec to run a campaign to target key customers of its wealth management and credit card businesses.

The challenge 

The client was worried about a growing competitive environment in core markets and an attrition rate that was steadily rising. Customer feedback had highlighted the fact that cardholders resented the annual fees that they were paying for their cards and the lack of perceived benefits. The customer base consisted of AB1’s with good levels of disposable income and a propensity to travel.

The client appointed Xexec to develop a customer benefit proposition which could be deployed to key ‘at risk’ segments of its global base to use as a retention tool.

Customer surveys had continually shown that cardholders attached a strong value to travel related benefits and this was the driver for the campaign.

The solution 

As a leading provider of travel services, Xexec has built up a formidable reputation in the travel industry enjoying a very large buying power. Xexec built and developed for the client an exclusive proposition for ‘at risk’ cardholders, offering preferred access to 1000 of the best hotels in the world. 

As part of the ‘Privilege’ proposition, cardholders have access to these luxury hotels with exclusive benefits which include; Free daily buffet/room service breakfast for two people, free upgrades at check in, free spa amenities and free dining credits. The value of these benefits on a typical four-night booking, can easily be in excess of £700. A bespoke website was built by Xexec which was fully branded for the client. We developed together with the client a brand identity for the product which the client has now utilised globally with a recent launch in China. The message to cardholders was that as a result of their banking relationship, they are now entitled to exclusive benefits around the world at their favourite hotels. This allowed the card and its annual fees to be repositioned not simply as a credit card but rather as an invitation-only privileged benefit.

The Outcome 

The client immediately benefited from the creation of an exclusive product which it actually used as an acquisition tool in key segments. The response to the programme from cardholders was impressive, customer feedback showed that the product was highly rated and was the number one benefit that they associated with the card. Lapse rates for the targeted audience when compared with the general population were down by 4% and this is despite the targeted element being classed as being at greater risk. The demonstrable ROI to both the bank but also to the cardholder have undoubtedly driven the success of this campaign.

More Case Studies

Employee discounts

The Xexec / Sytner offering has been a great success with an extremely high engagement level amongst staff and outstanding website usage. Sytner has achieved the impressive feat of featuring on the Sunday Times ‘Best Big Companies to Work For 2016’ list in a top-5 position and is working with Xexec to do everything possible to ‘attract, motivate and retain the very best team members’. 

Reward & Recognition

Designed to motivate and give something back to their staff, the new platform is available to all employees across the UK. Xexec provides a bespoke service and has worked closely with Anglian Water to make the employee Reward & Recognition scheme “on brand” and similar to the company’s existing GEM platform.

Employee discounts

Cancer Research UK (CRUK) puts a huge emphasis on employee relationships. Despite being one of the larger and better-known charities, they are still bound by financial constraints and the ongoing universal challenge of motivating and engaging their staff. Hence, CRUK has always had to be more innovative with the way that they reward and motivate their team. Not only that, but CRUK has loyal dedicated staff who often go far above and beyond what is expected of them, because they feel so passionately about the organisation. CRUK wanted to be able to reward these efforts by offering their staff a bespoke employee discount portal, housing thousands of discounts and benefits.

Member Loyalty

Our client is a leading membership body in the UK with a member base comprising mass affluent to affluent professionals. As savvy consumers they have had access to other member benefit packages but these were not particularly successful. On the recommendation of an existing client, the membership body engaged Xexec to work on implementing key retention tools.