Loyalty programme usage has, over the past few years, been growing. In 2018, survey results from the BrandMapp indicated that 75% of South African consumers use loyalty programmes. But which loyalty programme is the best?
Truth, a Cape Town-based loyalty and customer relationship management (CRM) consultancy has just released the results of SA’s first loyalty programme awards. “Our main purpose for launching Loyalty Awards South Africa is to recognise loyalty excellence and showcase South Africa’s best programmes, loyalty innovations, data applications and loyalty campaigns. We have administered a robust judging process, through ten established loyalty and CRM professionals around the globe. We assessed each entry against stringent criteria whereby loyalty excellence can drive commercial results and greater customer experiences.” Amanda Cromhout , Judging chair of the Loyalty Awards South Africa shares.
In the financial services category, FNBs eBucks was the clear winner.” In summation, eBucks successfully changes the banking behaviour of FNB/RMB’s clients and assists these customers to better manage their money,” the awards report reveals. “eBucks has a real richness to its programme. The programme has multi-layered reward levels and is easy to use; it speaks to real value for its customers. Multi-segments can also extract value through USSDfunctionality. eBucks is truly one of the best loyalty and rewards programmes out there,” Bronwen Rohland, one of the judges discloses. FNB eBucks also received the award for “Most innovative use of technology for loyalty”.
Sanlam Reality won “Best use of data analytics/CRM applications” for its targeted CRM campaigns. The programme uses client insights in designing and optimising offers on Sanlam Group products to prospective and active members, resulting in improved client acquisition, growth in share of wallet, and lower attrition.
In a Netwerk24 article South Africa Loyalty Awards confirmed that the various programmes had to enter the awards and as a result not all programmes were judged automatically. A spokesperson for Discovery Vitality confirmed that the company did not enter the awards. “Vitality is a program to encourage behaviour change and not a loyalty program.”
Click here to download the awards report that showcases all the winners from Retail to Restaurants.