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Loyalty in Banking Takes Much More than Having Loyalty Programs: Here’s Why 

  • Posted on November 9, 2023 by Robert
  • Reading time about 6 minutes
loyalty in banking

The past decade has changed the way the banking sector works. With technology and digitalization taking almost every sphere by storm, banking has also been brought to customers’ fingertips. When banking with a financial institute, a customer looks for data and money safety. On top of that, the global recession, low-interest rates, expensive loans, and inflation make it harder for banks to retain customers.

Customer loyalty is more than offering reward points and cashback to customers. Bank loyalty programs must focus on personalization and customer-centric rewards. In this blog, we’ll understand the impact of customer loyalty in banking sector and the challenges it faces.

How Does Customer Loyalty Work in the Banking Space?

The new-age customers give equal importance to goodwill and user experience. Just because a bank has a glorious history of reliable banking doesn’t ensure long-term success. Joining the bandwagon of customized loyalty programs is a must for sustaining in the market.

Here’s an instance that will help you understand the outreach of the bank loyalty programs.

A leading bank offers the “Preferred Customer” program to one of its loyal customers who has been using its services for years. The customer holds a savings account, a credit card, and a personal loan with the bank. To date, the customer has stayed loyal to the bank owing to the reliable service and sense of safety.

One day, the customer receives an email from the bank introducing their “Preferred Customer” program. This program offered benefits like reduced transaction fees, higher interest rates on savings accounts, and personalized financial advisory services. The customers enrolled in the program greatly benefited as it offered personalized services, which helped them make better investment decisions.

This significantly enhanced the customer experience and provided the following benefits to the bank:

· Increase retention

· Revenue growth

· Positive word-of-mouth

· Valuable data and insights

How Does Loyalty Technology Make a Difference in the Banking Sector?

Modern Loyalty in banking needs modern solutions. Customer loyalty programs are a popular strategy to acquire new customers and retain the old ones. But if they lack personalization and technological ease, they can fall flat on their faces. Here’s a scenario where a bank does everything right per the books but still does not retain customers. Why? Let’s find out.

A mid-sized bank launched a customer loyalty program to compete with the big players in the industry. However, it didn’t have advanced data analytics or a personalized bank loyalty program. A customer who has been banking with the bank for years got enrolled in the program. Soon, the excitement turned into disappointment as it offered generic discounts on certain products that didn’t align with customers’ preferences. The offer was not tailored to his banking behavior. It made the customer feel like another faceless customer rather than a valued and loyal client.

As a result,

· There was customer attrition as the customers who shared a similar experience switched to another bank.

· There was a decline in revenue as the loyalty program turned out to be a financial burden.

· The bank did not collect meaningful customer data and insights due to the absence of an enterprise loyalty management system.

Building customer loyalty is surely not a cakewalk. There are a few challenges to be aware of to sail through this domain without setbacks.

Major Challenges in Building Customer Loyalty in Banking Sector

Banks worldwide are facing multiple challenges to sustain a highly competitive space. Here’s a quick preview of these hurdles:

Cutthroat Competition

The banking landscape is highly competitive, with many financial institutions vying for the same pool of customers. Almost every bank offering the same loyalty benefits doesn’t help either. That’s why it becomes important to build a differentiator that sets you apart from your competitors.

Changing Customer Preferences

Customers’ expectations and preferences are constantly evolving. With online and mobile banking becoming the new norm, customers want to experience a new level of convenience. When it comes to loyalty programs, customers want personalized services and convenient banking solutions. Studying consumer behavior through analytical tools is the key to success.

High Customer Attrition

If there’s a tool or software to gauge the behavior or engagement level of customers, it can alert you about the customers who want to switch to some other service provider. Customer churn is real in the banking sector. It has become easy for customers to switch banks if they aren’t satisfied with the services or feel less valued. Online comparison tools have made the struggle real for the banks.

Lack of Personalization

Having large sets of customer data is one thing, and fetching insights from them is another. If a financial institution does not use this data for personalized marketing, it poses a severe challenge. Investing in loyalty software can help tackle this limitation effectively. It can help in customer segmentation, predictive, behavioral, sentiment, and lifetime value analytics.

Regulatory Obligation

There are multiple regulatory obligations for financial institutions concerning marketing practices to safeguard the interests of customers. Offering any loyalty program that doesn’t follow the regulatory requirements can create a problem.

Addressing these challenges requires a combination of strategic planning and investment in technology. Banks that successfully navigate these obstacles can not only retain their existing customer base but also attract new customers in an increasingly competitive and dynamic financial landscape.

Loyalty Technology: The Future of Customer Loyalty in Banking

The future of customer loyalty in banking space lies in providing highly personalized experiences. Loyalty technology empowers banks with data analytics to create individualized offers and services. Investing in an enterprise loyalty management system can make winning customer loyalty easy.

1. Loyalty software empowers banks to deliver personalized experiences, enhancing customer engagement and loyalty.

2. Seamless omni-channel integration ensures that customers can access loyalty programs effortlessly, regardless of the channel they choose.

3. Sophisticated data analytics provide banks with valuable insights into customer behavior, informing continuous program refinement.

4. Predictive analytics enable banks to identify and retain at-risk customers through personalized retention offers.

5. Innovative rewards and incentives go beyond points, offering unique value and experiences to loyal customers.

6. Personalized communications and notifications sustain customer engagement and connection with the bank.

7. Loyalty software incorporates robust fraud detection mechanisms, safeguarding the bank and its customers.

8. Compliance alignment within the software mitigates regulatory risks in loyalty program management.

9. Scalability and flexibility ensure loyalty programs can adapt to changing customer needs and market dynamics.

10. Leveraging loyalty software gives banks a competitive edge, attracting and retaining customers in a crowded marketplace.

Final Takeaway

As banks seek innovative ways to win customer loyalty to sustain themselves in a highly competitive market, shifting bank loyalty programs to an enterprise loyalty management system can bring remarkable results in terms of retaining old customers and acquiring new ones.

Novus Loyalty serves the purpose just right. It can help you craft effective loyalty solutions tailored to the needs of your customers. Start a free trial today.

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