In episode 98 of The Payments Show Podcast, I spoke to Suryaveer (Suri) Singh who is the Head of Loyalty CRM & Data at the Emirates National Oil Company (ENOC).
Suri manages the ‘Yes Rewards’ fuel loyalty program at ENOC. Yes Rewards allows customers to benefit from exclusive offers and deals across Yes participating brands and earn points for all customer purchases within the network.
AUDIO VERSION: thepayments.show
Instant Gratification
We want to reward the customer instantly. It's instant gratification. It's not delayed gratification that you come today and hey, guess what, we're going to give you something tomorrow.
Simplicity Drives Loyalty
Don't complicate it, keep it simple. Let them earn, let them burn, and let them sign up in a seamless fashion. Make sure that you adjust the core reason why that app exists.
Great App Design Keeps Customers Active
We researched what should be the primary colours for the for the app. What the first page should look like. Should it be an offers page? Should it be a profile? Should it be your earning card? We put in a lot of time to make sure that we did our best to ease earning and burning and interaction with the app. We have a 50% active customer rate.
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