All articles by Oscar Sanderson

Beyond the basics: four (other) loyalty drivers

Retail banks today are racking their brains on how best to stand out from the crowd when it comes to retaining the loyalty of their customers; and more specifically, their payment card customers. No longer is a loyalty programme with rewards via points or cashback considered exceptional. But the harsh reality is that if you dont have this as a basic part of your programme, no matter how un-innovative its considered by todays standards, you will not retain your position in the playing field of payment cards. The front runners are now looking even further ahead; trying to grasp what it is exactly that makes their cardholders put their bank card top of wallet. Lets take a look beyond the basic loyalty drivers of points accumulation, cashback or discounts. Lets take a look at four other drivers that are increasingly important and yet relatively untapped today.