Channel Loyalty

For a leading credit card

Situation

• Akbank’s Axess card is a micro-chip smart card, offering customers points, discounts, and privileges with retailers within the local market.
• Axess is a latecomer to the market, and competition with such a smart card is already very intense, and the value ofered has become a commodity to most customers already.
• In order to strenghten Axess’s position in the market, the bank decided to utilize the recommendation power of the shop staff. 

Action

• The goal is to motivate shop staff to encourage the customer to use the Axess card.
• A loyalty program has been designed targeting the sales representatives and shop managers of the major member retailers.
• The implementation of the loyalty program was done via sub-projects.
• One of  these projects is a sales management training program, designed and led by MCT,  implemented in 4 locations with 3,500 total participants.

Outcomes

• The bank has achieved a well structured communication platform with the member retailers, in turn motivating their loyalty.
• Program participants have developed their sales management, team building, problem solving and communication skills effectively.