More valuable accounts, more loyal customers: This is how banking works
Fees up, customer loyalty too.
One of Germany’s largest banks with an annual turnover of over
25 billion euros commissioned us with a value-added service project for accounts and credit cards.
The objective was to successfully implement a fee increase for accounts and cards and at the same time to intensify customer loyalty.
The challenge
- Justification of the increase in account and card fees of a supra-regional bank
- Increasing the use of cards
- Long-term customer loyalty
Strategy
- Enhancement and emotionalization of accounts and credit cards by integrating relevant value-added services for product differentiation and segmentation
- Two account models and a credit card were enhanced with activating and bank-related value-added services
Measures
- Linking the offer to highly relevant value-added services:
- Travel service with 6 % or 3 % cashback
- Emergency cash
- Cash insurance
- Communication via own website, campaign in print, online, branches and direct
Success
- Increase customer loyalty
- Increasing the use of cards
- Increase in willingness to pay
- Increasing competitive differentiation
Conclusion: four at the front with simple value-added integration.
The bank was able to realize what at first glance appeared to be “incompatible”. The increase in fees for accounts and cards could not only be implemented without customer migration, but customer loyalty and card usage were also intensified. The key: data-based and highly relevant value-added services.
Do you need a customized
banking or finance value-added solution? Talk to me.
Sören Timm, Plant Manager Sales, is your contact for the Banking & Finance business.
Alles völlig unverbindlich. Aber garantiert erfolgreich.
