Challenge

Absa, a prominent player in the banking industry, faced a challenge as its rewards program struggled to compete with industry counterparts. In an environment where rewards were increasingly becoming a crucial factor in driving customer loyalty, Absa identified the need to enhance its program to stay competitive.

Process

Explorative Research

Conducted extensive research with customers to understand expectations from rewards programs. Collected insights from both satisfied and disgruntled customers and employees as well as non-Absa customers to better understand customer needs.

Building a Business Case

Developed a robust business case for the rewards program using
behaviour economics. Explored ways to influence customer
behaviour to either generate revenue or reduce costs in key product areas.

Program Design

Employed elements of
behaviour economics, including loss aversion narratives and gamification, to create a program incentivising the desired behaviour change.

Blueprint Creation

Developed a comprehensive service blueprint, aligning with customer research, impacting various channels, and outlining specific jobs to be done as well as what needs to happen in the back stage for each.

In-App Prioritisation

Prioritized the in-app journey, recognizing its significance in everyday banking. Utilised micro nudges to drive behaviour change: Developed a comprehensive service blueprint, aligning with customer research, impacting various channels, and outlining specific jobs to be done as well as what needs to happen in the back stage for each.

Iterative App Design

Went through four design versions to ensure the final version was not only desirable in the market and viable from a business perspective but also feasible with the existing backend infrastructure.

 

User testing

Conducted over 85 user testing sessions across the four iterations of the app as well as the open web journey to align with the omni-channel service blueprint

Call Centre Enhancement

Reviewed and improved the call centre’s handling of the rewards program, including integrating a new vouchering vendor that addressed over 70% of complaints and queries.

Solution

  • Created a strategic rewards program blueprint.
  • Developed a new Absa rewards in-app journey that for customer education and engagement.
  • Formulated an omnichannel journey blueprint covering App, Open web, online banking, and in-branch experiences.
  • Improved call centre processes, linking them to various error states in the journey.

Impact

  • Awards Recognition: Absa rewards received the “Best Improvement in Rewards Program” at the South African Loyalty Awards 2023.
  • Customer Base Growth: Significantly increased the rewards customer base.
  • Call Centre Load Reduction: Reduced the load on call centres through streamlined processes.
  • Technology Motivation: Motivated backend updates to implement more real-time gamified elements.