MASTERING CUSTOMER LOYALTY IN THE

OPEN BANKING ERA

Andreas MarnerisHead of Loyalty Programs

WHAT IS OPEN BANKING?

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Wh

at is op

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g?KEY FACTORSin the Open Bank Era

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01.Bank Image

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02.Trust

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03.Prices

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04.Switching Cost

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05.Customer Satisfaction

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06.Service Quality

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07.Value Adding Services

PRIME EXAMPLE:LOYALTY PROGRAMS

WHY?

Wh

y?

It is an ECOSYSTEMthat challengers cannot replicate or will need time to build

Wh

y?

01.

Reward Everyday Transactions

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y?

02.

Special offers / promotions from participating merchants

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y?

03.

Deposits

Group Sales Account

New ProductAcquisition

“Anchor” product for developing core banking

relationships

PROGRAM DESIGN ELEMENTS

Pro

gram D

esign Elem

ents

01.Timing of Benefit

Pro

gram D

esign Elem

ents

02.Type of Benefit

Pro

gram D

esign Elem

ents

03.Perceived Benefit

Recognition

PILLARSOF SUCCESS

Pillars o

f Success

01.Simplicity

Pillars o

f Success

02.Transparency

Pillars o

f Success

03.Personalization

Pillars o

f Success

04.Ease of use

Pillars o

f Success

05.Emotions

€PISTROFIPRESENTATION

€p

istrofi P

resentatio

n

€pistrofi

€PISTROFIis the most distinguished loyalty program in Greece,

with over 8.500 participating merchantsthat rewards in real €pistrofi euros

€p

istrofi P

resentatio

n

€pistrofi

30

€pistrofi is internationally acknowledged, as one of the

best loyalty programs worldwide

All Eurobank Credit – and all Debit – cards participate in €pistrofi

WIN-WIN-WIN APPROACH

Win

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Ap

pro

ach

Win-Win-Win Approach

Customer

MerchantBank

€pistrofi

€PISTROFISTRENGTHS

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istrofi Stren

gths

01.Simplicity

No registration Euros earned at customer level, independent of number

of cards

Real time collection -redemption

€ €

02.Transparency

€p

istrofi Stren

gths

Only loyalty program to reward in real euros (not points or vouchers or gifts)

02.Transparency

€p

istrofi Stren

gths

Multiple points of information

03.Personalization

€p

istrofi Stren

gths

Data is key Know Your Customer at each lifecycle

04.Ease of use

€p

istrofi Stren

gths

Instant collection / redemption in over 8.500

merchants in Greece

Partial or full redemption at any purchase, without

restrictions / conditions

05.Emotions

€p

istrofi Stren

gths

Rewards all transactions from simple day-to-day purchases to the most luxurious impulses, enhancing

customers need for recognition & reward

EVERYDAY LIFE COVERED

Everyday life co

vered

Indicative areas

Supermarkets Gas Stations Technology Airlines

Everyday life co

vered

Indicative areas

Clothing / Homeware / Cosmetics Kids Leisure Hotels /Restaurants

NUCLEAR WEAPON:€PISTROFI MOBILE APP

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€pistrofi Mobile App

Features of success in amobile-first environment :- Messaging- Content- Personalization- Location- Analytics- Campaigning- Gamification

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€pistrofi Μobile App

€PISTROFI MOBILE APP IS

in downloads amongst all Greek loyalty programs

No1

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Campaigning

Partner Couponing Poll CRM CampaignMember-get-Member

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Value Adding Services

Book Your Tickets Gamification eCoupons

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Mobile App Key Data 360k

MO

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UNIQUE USERS

of total turnover 40%

of total redemptions 37%

PERFECTCATCH

Thank you