"Loyalty programs encourage our target customers to use electronic channels, as the customer receives reward points," wrote Ramanathan Gopalakrishnan, interim managing director and COO, Barclays GRCB, India, in an e-mail to DMNews. "These electronic channels help customers to fulfill their banking needs and transactions on channels without the need to visit our branches."
: Barclays Global Retail and Commercial Bank (GRCB) India has launched a new loyalty program for its Retail Liabilities Divi- sion with help from ElectraCard Services. The loyalty program is designed to help Barclays increase customer registration for and usage of its multiple service channels, including mobile banking, SMS alerts, debit cards, ATM and online banking. The pro- gram is a ﬁrst for Barclays GRCB India, which has not attempted loyalty programs before. ElectraCard was chosen to manage the solution because it has industry experi- ence with loyalty and rewards programs. “Loyalty programs encourage our target customers to use electronic channels, as the customer receives reward points,” wrote Ramanathan Gopalakrishnan, interim man- aging director and COO, Barclays GRCB, India, in an e-mail to DMNews. “These elec- tronic channels help customers to fulﬁll their banking needs and transactions on channels without the need to visit our branches.” Gopalakrishnan added that the idea behind the new loyalty program is to reach out to as many customers as possible through Barclay’s electronic channels. Rewarding customers for using the channels is expected to help Barclays GRCB India increase chan- nel transactions. The program launched in early March, and, after one and a half months, Gopalakrishnan reports seeing an upward trend in e-channel usage. Barclays started offering commercial banking services in India in late 2006.
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