| 1 |
Strategising
for Activation, Usage, Retention and Loyalty Program
|
| |
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) |
| 2 |
Roll
Out and Management of Activation and Retention Program |
| |
Drafting
and executing Activation / Retention strategy and
Program Papers for Early Activation, Pre Ren and
Post Ren Activation |
| |
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 |
| |
Roll
out of Usage programs - evergreen and festival based
programs. |
| |
Roll
Out of Specific Programs like Catalogue Marketing,
Mail Order, Merchandising, etc. |
| |
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 |
| 4 |
Roll
Out and Management of EMI and Cash on Call Program
|
| |
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 |
| 5 |
Management
of Loyalty Program from Conceptualization to Roll
out : |
|
|
Monitor
financials of the program. Month on month analysis
of rewards accrual and redemption. |
| . |
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. |
| 6 |
Relationship
Management and Tracking Deliverables |
| |
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 |
| 7 |
Development
of Software Offline packages |
| |
Generating
Business requirement documents incorporating process
specifications.- Prototype and subsequently, User
acceptance testing. |
| |
To
achieve desired MIS for tracking the performance
and augmenting the Product features in the software
for the launched Programs. |
| 8 |
Customer
Communication |
| |
Working
with Brand function to design the marketing material
from the program point of view. |
| |
Working
with Agency to ensure that all marketing material
and communication is accurate and relevant from
Program point of view |
| |
Ensuring
printing / dispatch of customer communication as
per time lines- Continuous updation of web site
for various programs in the offering. |
| |
To
communicate each conceived and launched program
to the customers based on time lines. |
| 9 |
Tracking
program performance through MIS |
| |
Tracking
performance of various programs based on the parameters
set forth |
| |
To
monitor, analyze and recommend actionables for each
program performance |
| 10 |
Support
to Product, Brand, Retention, Sales functions and
Customer Service |
| |
Regular
inputs to the Product team regarding the enhanced
expectations of customers regarding product features
(received through feedback program associated to
each usage program) |
| |
Working
with Retention function to offer relevant offerings
to retain customers and ensuring ongoing customer
loyalty |
| |
Communication
of new programs, promotions to Sales through relevant
communication material and training. Tie-up with
Vendors for Sales Contest and Promotions |
| |
Customer
Service support in terms of ensuring communication,
training and information dissemination for clarity
to customers |
