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1 |
Strategising for Activation, Usage, Retention and Loyalty Program |
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Conceptualisation of various activation / usage / loyalty programs around the year - each program has a specific purpose to achieve. Programs are rolled out for all Products and product variants (including co-branded cards) |
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2 |
Roll Out and Management of Activation and Retention Program |
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Drafting and executing Activation / Retention strategy and Program Papers for Early Activation, Pre Ren and Post Ren Activation |
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Rollout of Activation/ Retention program (Conceptualization, vendor tie-ups, monitoring program performance and gift dispatch).
To craft activation/retention program which enthuses the cardholder to spend the first time and every time |
| 3 |
Roll Out and Management of Usage Program |
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Roll out of Usage programs - evergreen and festival based programs. |
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Roll Out of Specific Programs like Catalogue Marketing, Mail Order, Merchandising, etc. |
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Forging Tie-ups with vendors across the country for all the Products and Product variants (Including Co-branded credit card)
Roll out Discount Program to motivate the customers to spend on the HDFC Bank credit card and maintain average spend as per the budget |
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4 |
Roll Out and Management of EMI and Cash on Call Program |
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Launch of EMI and Cash on Call Program for credit cards
Forging Tie-ups with Merchants and Partners for the EMI program
Roll out of the programs for increase spends and building Receivables |
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5 |
Management of Loyalty Program from Conceptualization to Roll out : |
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Monitor financials of the program. Month on month analysis of rewards accrual and redemption. |
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Coordination with the agency for redemption
Monitoring of vendor deliverables as per SLA.
To augment Loyalty program with enhanced executable options to augment spends of the customer. |
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6 |
Relationship Management and Tracking Deliverables |
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Coordinating with the internal / external agencies to ensure adherence of objectives set forth.
Managing Vendors, Advertising Agency, Printers, Merchants and Partners for Activation, Usage, Retention & Loyalty programs.
Monitoring of Deliverables as per SLA
Renewals of existing partner arrangements |
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7 |
Development of Software Offline packages |
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Generating Business requirement documents incorporating process specifications.- Prototype and subsequently, User acceptance testing. |
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To achieve desired MIS for tracking the performance and augmenting the Product features in the software for the launched Programs. |
| 8 |
Customer Communication |
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Working with Brand function to design the marketing material from the program point of view. |
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Working with Agency to ensure that all marketing material and communication is accurate and relevant from Program point of view |
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Ensuring printing / dispatch of customer communication as per time lines- Continuous updation of web site for various programs in the offering. |
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To communicate each conceived and launched program to the customers based on time lines. |
| 9 |
Tracking program performance through MIS |
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Tracking performance of various programs based on the parameters set forth |
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To monitor, analyze and recommend actionables for each program performance |
| 10 |
Support to Product, Brand, Retention, Sales functions and Customer Service |
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Regular inputs to the Product team regarding the enhanced expectations of customers regarding product features (received through feedback program associated to each usage program) |
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Working with Retention function to offer relevant offerings to retain customers and ensuring ongoing customer loyalty |
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Communication of new programs, promotions to Sales through relevant communication material and training. Tie-up with Vendors for Sales Contest and Promotions |
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Customer Service support in terms of ensuring communication, training and information dissemination for clarity to customers |
