Drivers, the new loyalty program from RCI Bank

The Challenge RCI Bank, the Renault Group’s finance company, is focusing on customer loyalty to improve customer satisfaction

We faced several challenges during this project: ​

• Conceptualize a loyalty program from scratch that brings real value to its customers creating unique experiences to retain, satisfy and build customer loyalty.​
• Establish a continuous and positive relationship to generate engagement and provide the program with value.​
• Incorporate value actions and campaigns for their exclusive customers​.
• Establish a series of campaigns and automated communications that respond to RCI’s objectives and help them build that long-term relationship with their clients, creating brand ambassadors.

The Project In less than 8 weeks, we completed everything necessary to start building the Drivers loyalty program

• Analysis of audiences, communications, sessions, focus groups and surveys using different Design Thinking techniques in order to define the value proposition of the loyalty programme. Loyalty programme definition: type of programme, logo, branding, campaigns, experience…
• Conceptualisation of the Go to Market and launch plan with the definition and execution of the associated pieces: launch video, landing page, email marketing communications…
• Growth: boosting the recruitment and satisfaction of members for the Drivers program through different campaigns, sweepstakes, gamification…
• Accelerators: implementation of accelerators in order to incorporate a redemption solution that was easy to implement, quick to execute and that generated little effort in the teams.​

​In order to carry out this project, we incorporated a multidisciplinary team: Straegy, Brand, Experience (UX/UI) and sMarTech.

Results