Loyalty Consulting UK – Leaders

In Customer Loyalty Initiatives Within The

Financial Services Sector

Who are we?

Formed in 2003, Loyalty Consulting UK is based in Cambridge and specialises in the

provision of professional loyalty related services in financial services.

The practise is headed by Mark Bergdahl who has over 20 years sales and marketing

experience within the global financial services arena.

Loyalty Consulting UK employ a team of senior professions all of whom have significant

experience and capabilities in developing and also optimising existing loyalty

programmes.

Within the consultancy our team‟s experience and unique skill sets ensure that no matter

how complex the task at hand we have the capabilities to arrive at a pragmatic and

deliverable solution.

Mark Bergdahl - profile

Mark has worked in sales, marketing and consultancy for more

than 20 years with his passion for loyalty stemming from working

with organisations such as Tesco and British Petroleum.

For the last seven years Mark has used his depth of loyalty

knowledge and experience to assist financial services

organisations with strategy and execution.

Most recently Mark has worked with Amex and Barclaycard in the

UK and internationally with Alpha Bank in Greece, Parex Bank in

Latvia and Bradesco Bank in Brazil.

Mark is a regular speaker at conferences and with many years

international experience, he has a vast knowledge of the full

spectrum of issues and opportunities surrounding customer

service.

Mark Cousins - profile

Prior to his engagement with Loyalty Consulting UK, Mark was

responsible for assisting Citi Bank with the proposition

development and global roll out of their Travel Pass travel and

leisure credit card.

He has spent several years managing the campaign delivery

function for LaSer‟s UK operations where amongst other

achievements he developed the credit card proposition and the

customer acquisition and retention strategies for their co-branded

range of football cards.

Mark brings with him a creative yet pragmatic approach to loyalty

which stems from working for the Abbot Mead Vickers BBDO

advertising group.

.

Darran Morford - profile

Darran has worked in the Payment Card industry for 25 years.

Having spent the early years of his career at Visa International

Darran progressed through the organisation from running the

VisaNet authorisation and clearing systems through to heading up

the Visa Smart Card (EMV) implementation team across Europe.

For the past 11 years Darran has been working as a consultant

initially focusing on the business and technical implementation of

chip card processing working with clients such as American

Express and CitiBank to enhance their expertise in this area.

In recent years Darran has spent most of his consulting time

working on the implementation of loyalty programmes across

Europe. His most recent engagement has been in supporting the

design and implementation of a loyalty solution for Barclaycard in

the UK market.

Philippe Tignol - profile

Philippe has over 14 years experience in technology solutions

within the payments industry. He was one of the first professionals

to be involved in the implementation of smart-card technology

within banks.

He has experience includes payment standards such as EMV,

card personalisation systems, POS applications, ATM applications,

payment networks, authorization servers, data collection server,

electronic purses and cryptography schemes.

Philippe has been instrumental in the launch of several market

leading card innovations working with some of the most prominent

card and payment organisations in the world, such as MasterCard

and American Express.

Our consulting experience

In the last 6 years we have completed over 25 loyalty engagements across Europe, Asia,

Latin America and North America.

This global experience benefits our clients allowing them to access new ideas and “best

practices” from many varied markets and diverse business environments we have served

in.

Our consulting approach and services

Every client we have ever consulted for has a unique set of circumstances and requires a

differentiated solution - we therefore don‟t have a one size fits all approach and have adopted

a pragmatic approach that allows us to have the greatest impact with our clients.

We are dedicated to the values of „customer first'. We aim to get you closer to your customer

and therefore deliver higher levels of customer satisfaction whilst realising greater value from

them.

Our consulting services fall within three specific areas:

- Strategy – We help our clients to win and retain customer loyalty. Our knowledge and

experience ensure that our clients benefit from world class best practises together with

innovative strategy and execution.

- Operations – Our experience extends to the day to day operational management of loyalty

initiatives and schemes. We advise our clients in order to minimise costs whilst maximising

customer satisfaction.

- Technology – Our consultants help our clients to select and implement world class

technology in order to support their loyalty objectives.

Our consulting approach

Our consulting services

Our consulting approach and services

Every client we have ever consulted for has a unique set of circumstances and requires a

differentiated solution - we therefore don‟t have a one size fits all approach and have adopted

a pragmatic approach that allows us to have the greatest impact with our clients.

We are dedicated to the values of „customer first'. We aim to get you closer to your customer

and therefore deliver higher levels of customer satisfaction whilst realising greater value from

them.

Our consulting services fall within three specific areas:

- Strategy – We help our clients to win and retain customer loyalty. Our knowledge and

experience ensure that our clients benefit from world class best practises together with

innovative strategy and execution.

- Operations – Our experience extends to the day to day operational management of loyalty

initiatives and schemes. We advise our clients in order to minimise costs whilst maximising

customer satisfaction.

- Technology – Our consultants help our clients to select and implement world class

technology in order to support their loyalty objectives.

Our consulting approach

Our consulting services

“Loyalty is seen as a marketing cost, susceptible to cuts

when times are hard. When in truth, successfully

implemented loyalty schemes can drive growth during

periods of economic decline.”

Mark Bergdahl – Director, Loyalty Consulting UK

Loyalty strategy

Strategy modules

We will take a central role in the

development cost/revenue mod and

that the potential risks and benefits

are identified and modelled - thus

providing a full assessment of the

likely effect of the loyalty initiative

under review.

Business case definitions

& assessment

We will assess the “loyalty potential”

given the strategic goals of the

business delivering a report

identifying the most achievable

loyalty objectives with guidance of

how best to go about achieving

them.

Loyalty objective

definitions

Is customer loyalty something that

you should invest in? Within this

module we will focus on high level

value proposition development,

input and help define a business

case and identify likely

implementation options.

Loyalty assessment

This service focuses on delivering

an independent loyalty audit

covering all aspects of operations,

promotions and customer service to

identify whether your loyalty

initiative is delivering justifiable

return on investment.

Loyalty health check

Strategy modules

“The operational demands of a loyalty scheme can generate

a disproportionate cost thus undermining the overall business

objectives. Loyalty operations must be cost justified like any

other business operation.”

Darran Morford – Consultant, Loyalty Consulting UK

Operations

Operational modules

How should your organisation

respond appropriately to the

many varied customer requests

from running a loyalty programme,

from “I am missing some

rewards” to “I don‟t understand the

scheme”?

Customer support

operations

Scheme success is reliant on

documentation of all

operational processes and

procedures be them to do with a

customer registration or reward

redemption and for these to be

integrated in the day to day

administration of a scheme

Process definition and

implementation

Do you understand the triggers and

drivers that positively influence

customer behaviour and how these

should be incorporated into

your business?

Customer journeys and

loyalty treatment strategy

Are you communicating with

customers in a relevant and

meaningful manner; and are you

constantly deepening your

understanding of them?

Customer

communications

Operational modules

““The technology infrastructure driving customer loyalty

initiatives has become increasingly complex with recent

developments such as instant rewards at the point of sale.

Aligning the strategy of a loyalty scheme with the most

appropriate technology platform not only requires specialist

knowledge but real experience.”

Philippe Tignol – Consultant, Loyalty Consulting UK

Technology

Technology modules

Data design should be at the heart

of any loyalty initiative as the whole

business rational is built around a

continuous process of renewed

customer understanding

Organising data to

maximise customer value

We are able to share best practises

whether it be interpreting the initial

business requirements, identifying

scheme performance measurement

criteria or undertaking end to end

testing prior to scheme launch

Technical design

In implementing a loyalty platform

what is the best solution for your

organisation, to buy, build or

outsource?

Infrastructure

assessment Technology modules

What our clients say about us

“Today we have the leading credit

card loyalty programme

in Greece – we could not have

achieved this without the

strategic direction of Loyalty

Consulting UK. They remain

integral to the evolution of loyalty

within the Alpha Bank

Group payments business.”

Leo Kassoumis

Cards Division,

Alpha Bank - January 2009

“Loyalty Consulting UK have been

our strategic partners in designing

and defining the Global Smart

Solutions loyalty strategy for smart

card implementations. Their input

fundamentally shaped our

approach to customer loyalty for

American Express GNS partners

within EMEA.”

Allen Gilstrap, Global Smart

Solutions, American Express

EMEA - July 2007

Contact us

For more information on our services, to request case studies or to have an

informal chat about an assignment please contact either:

- Mark Cousins

mark.cousins@loyaltyconsulting.co.uk

+44 (0)1223 370199

- Mark Bergdahl

mark.bergdahl@loyaltyconsulting.co.uk

+44 (0)1223 370199