Drove 210% membership increase with expanded loyalty programme for Saudi Arabia's leading bank
Challenge
Al Rajhi bank wanted to expand their customer loyalty programme from a credit card only proposition to one which would enable it to capture more data from a larger pool of customers.
Tecsa was engaged to help design, develop, and implement an enhanced loyalty programme with key objectives including:
- Member acquisition: Drive enrolment to the new programme
- Product penetration & Utilisation: More customers using more of the bank's products
- Engagement: Increase member engagement, including via external partners.
Solutions
Tecsa designed the new loyalty proposition, the financial case across all bank products, and led the implementation and marketing of the expanded proposition. Al Rajhi banks loyalty programme is now one of only a few ‘whole of bank’ programmes worldwide, where customers can earn across all bank products including:
- Credit, debit, pre-paid card spends
- Personal loans, Micro-loans, Mortgages and Auto Finance
- Bill payment services, international money transfer, Marketplace
- Insurance
Al Rajhi’s Mokafaa programme
Results
The expanded programme drove a rapid growth in membership, revenue generation and customer engagement. The programme delivered an integrated value proposition in terms of customer choice, merchant coverage and redemption offers, successfully attracting and onboarding the largest and most diversified merchant network in the Kingdom. This included over 100 ‘instant redemption’ merchants, travel agencies, airline partners and online shopping partners.
210%
increase in membership in 2022
16%
increase in net income in 2022
75%
NPS score achieved, Bank’s highest ever score
Consultants & Partners Involved In This Case
At Tecsa, we carefully select the best talent from our diverse team of global experts to match the unique complexity and challenges of each project
DAVE BATTISTON
GERARD WHELAN
JOHN RIGNALL
DAVE BATTISTON
Dave has considerable expertise in forging global partnerships, M&A and hands-on leadership of international multi-partner membership programmes.
Dave's expertise includes delivery of major deals in G20 countries. His strengths encompass relationship management, effectively operating at all levels including client Boards and Boards of partner companies, proven negotiation and influencing skills, leading cross-functional teams and incorporating best practise commercialisation across businesses. Industries of focus include retail, financial services, telecommunications, consumer packaged goods, travel and digital media.
GERARD WHELAN
Gerard is a successful leader with deep expertise in loyalty, CRM and marketing services, gained with global market leaders including British Airways (Avios), EDS, Maritz and Aimia (Nectar UK and Italy).
His deep industry knowledge is rooted in hands-on experience across business development, business process and operational management roles. He has worked in start-up and mature businesses and has unique experience in the design, launch and management of large-scale multi-partner membership programmes.
Prior to Tecsa, Gerard held board level positions including President, GLS Americas at Aimia, and Managing Director at Nectar Italia.
JOHN RIGNALL
John brings on-broad technical leadership, especially in retail, to Tecsa, applying this to developing people and technical capabilities to evolve our Tecsa analytics platform, and delivering technical expertise into consulting assignments to guide loyalty ecosystem transformations
John’s experience includes delivery of major tech transformation programmes, ecommerce re-platforming, business-wide cost efficiency programmes, large scale omnichannel tech operations and agile 'product led' ways of working. He has proven leadership skills across large and agile tech teams, and an ability to create value adding tech partnerships, whilst being able to effectively operate at board level and equally in the tech detail. His previous roles include well known retail and CPG brands plus 'big five' consultancy.
