Drivers, building customer loyalty

tablet with screen

MOBILIZE is defined as a new digital banking, secure and transparent for those who want to invest their money in themselves.

ChallengeMOBILIZE, the Renault Group's finance company, is committed to customer loyalty to improve customer satisfaction.

We faced several challenges in this project:

  • Conceptualize a program of loyalty from scratch that would provide value real, creating unique experiences in order to retain, satisfy and loyalty to its customers
  • Define a loyalty plan where the main point of contact with the end customer occurs when the customer's account is debited with the finance bill.
  • Establish a continuous and positive relationship to generate engagement with the user, providing the program with value
  • Incorporate actions and campaigns of value for exclusive customers
  • Establish automated campaigns and communications that respond to RCI Bank's objectives to help them build a long-term relationship with their customers, creating brand ambassadors

Project In less than 8 weeks we carried out everything necessary to start building the loyalty program: Drivers

  • Audience analysiscommunications, sessions, focus group and surveys by means of different techniques of Design Thinking in order to define the value proposition of the loyalty program.
  • Loyalty program definitionprogram type, logo, branding, campaigns, user experience, among others.
  • Conceptualization from Go to Market and launching plan with the definition and execution of the associated pieces: launching video, landing pagee-mail marketing communications...
  • Growth: boosting membership recruitment and satisfaction for the program Drivers through different actions such as campaigns, sweepstakes, gamification...
  • Accelerators: Implementation of accelerators to incorporate a redemption solution that was simple to implement, fast to execute and that generated little effort on the teams.

In order to carry out this project, we have created a team multidisciplinary formed by our team of Strategy, Experience (UX/UI), Brand and sMarTech.

Results

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