Building relationships and profits through customer loyalty

A major European retail bank was losing customers. Our client wanted to retain retail customers and increase its share of wallet among customers using several banks. Bain designed and helped implement a loyalty program with targeted awards to help develop and enhance customer relationships.

BankCo wanted to improve the loyalty of its highest-value retail customers and increase its share of wallet among those customers.

BankCo, a major European retail bank with more than 4,000,000 clients, had suffered a serious deterioration of its image. As a result, customer defections increased and BankCo's share of remaining customers' banking activities decreased.

As part of a global program to improve its sales and marketing approach and win back customers, the client decided to implement a loyalty plan to retain its highest value customers.

BankCo asked Bain to define and help implement a loyalty plan to selectively retain retail customers and increase the client's share of wallet among customers using several banks.

Next Approach

Bain designed and implemented a comprehensive loyalty program - from initial benchmarking through operations support - to encourage the development of the customer relationship as a whole.

Next Recommendations

To encourage customers to join BankCo and remain loyal, BankCo implemented a holistic awards system aimed at developing and deepening customer relationships.