Capgemini-以经验驱动忠诚度-银行如何通过赢卡策略吸引更多客户（英）-2025_11页_2mb

Driving loyalty with experience:

Capgemini report highlights the need for banks to adopt a human-centered design (HCD) model for loyalty programs, integrating emotional and rational drivers. Key challenges cited include static rewards and disjointed experiences, with only 26% of cardholders being satisfied, making 74% potential flight risks. Solutions involve seven essential steps:

1. Hyper-personalized experiences using AI and dynamic data analysis.
2. Enabling customer data sharing with transparency.
3. Developing conversational journeys via AI chatbots.
4. Generating dynamic content and offers using AI.
5. Connecting experiences across channels.
6. Establishing new business models leveraging real-time data.
7. Implementing a real-time value loop for continuous refinement.

Purposeful loyalty requires balancing transactional benefits (rational: competitive rates, relevant offers, ease-of-use) with personalized, trust-building experiences (emotional: respect, recognition, hyper-personalization). Banks must move beyond traditional points-based systems to create seamless, relevant, and engaging value for customers across all touchpoints.