The Subtle Art Of Cashing In On Customers
Sydney Morning Herald
Tuesday May 27, 2003
CRM can be extremely complex - or very simple.
For example, a line or two of printing at the bottom of the quarterly rewards statement delivered to ANZ's Telstra and Qantas Visa card holders let them know what other merchants were offering bonus points in their area.
This was done by matching the postcode of the card holder with the postcodes of bonus partner merchants nearby - a relatively simple data-matching service provided for the bank and its credit card partners by Sydney-based Pinpoint.
It was seen as a good way to raise the awareness of card holders about other card-taking merchants in their area, and as useful for cross-promotions, according to an ANZ spokesman. The bank never quantified the response, but said that anecdotally customers had reported they liked the service.
However, for one of the cards - ANZ Qantas Visa - the program has been overtaken by events as the rewards points earned by credit card holders will shortly be automatically transferred to Qantas's Frequent Flyer program, which puts out a separate rewards report.
According to Pinpoint, the service will continue to be provided for the Telstra Visa card.
© 2003 Sydney Morning Herald