National Bank Of Abu Dhabi
Background
The bank which is the Number One bank in UAE wanted to launch a comprehensive loyalty initiative with initial focus on its credit card customers and provide a differentiated value proposition. The bank embarked on a strategy to use the coalition model and partnered with leading merchants in the region for creating and launching its loyalty initiative.
The bank selected miRevenue as their target solution and Zafin Labs as their partner in providing a completely outsourced turnkey offering.
Key areas to address were:
-
Launch a comprehensive and differentiated coalition based loyalty program with quick time to market
- Leverage loyalty capabilities to manage customer behavior and drive profitability through enhanced usage of NBAD credit cards
- Selected miRevenue Loyalty because of its enterprise wide approach and ease of integration
Actions Taken
A phased approach to launch was undertaken by creating measurable roll-out of the value proposition across the loyalty value chain. Key actions included:
- Implemented entire miRevenue-Loyalty module and components including the online rewards platform https://stars.nbad.ae.
- Enabled the launch of merchant driven coalition models with quick time to market
- Integrated into multiple systems including cards system, SMS gateway, statements systems and GL platforms
Value Delivered
The bank was able to launch NBAD Stars Loyalty Program in a short duration of 3 months
- Truly differentiated offering in UAE with merchant partnered coalition based accrual of points resulting positive brand recall
- A dedicated online rewards portal with a comprehensive rewards catalog providing a differentiated customer experience
- Net new revenues with enhanced usage of NBAD credit cards due to the attractiveness of the program
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