UAE: RSA launches insurance loyalty programme
Source: Middle East Insurance Review | Feb 2017
RSA has teamed up with ICLP, a leading company in loyalty marketing and relationship management, to launch a loyalty programme that rewards customers for purchasing and renewing policies or referring new customers. The programme, RSA Royalty, comprises three membership tiers where customers can claim rewards from a range of carefully selected partners that deliver the royal treatment, including Accor Hotels, GEO Wash, Jet Airways, Jumbo, Orient Travel, UBER and JadoPado.
Ms Vidya Veerapandian, head of Marketing and Communications at RSA, said: “We are proud to be the pioneers behind the first-ever insurance loyalty programme which presents unmatched benefits to our customers across the UAE. After 60 years of strong presence in the region, we wanted to reward our loyal customers for their trust and encourage them to refer our services aimed at ensuring peace of mind to their loved ones. RSA Royalty is our way to show our appreciation to customers who contributed to our success for the past six decades.
“With this programme, we also want to address an industry-wide challenge by increasing insurance penetration levels while also widening our customer base across the motor, home, and travel insurance segments. Given its unique benefits, we strongly believe RSA Royalty is poised for success and we would like to thank ICLP for their support in helping us create a compelling and highly engaging loyalty programme.”
When ICLP was appointed by RSA in June 2016, key recommendations included development of action based triggered communications programme to drive sales, encourage positive behaviour and generate engagement with our programme and partners. These would add value that could attract new customers and increase retention simultaneously.
Mr Sanjit Gill, General Manager at ICLP Middle East, said: “With our strong experience in financial services and travel, we have increasingly seen data become a valuable asset for loyalty. Both industries have rich data that can be harnessed to drive desired behaviours, but maximising its value depends on analytical expertise and strategic thinking. These are the things that we are using to make RSA Royalty such a success.”