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A Terragni Caselet

Customer Engagement in the Premium Banking Segment

Business Outcome

Boosting customer acquisition




Experiential Segmentation


One of India’s top 3 banks was facing low customer engagement in the premium banking segment.


Customers utilized only core banking products, benefits of premium program were unclear

‘Onesize, fit all’ customer onboarding process only addressed immediate needs, did not talk about potential contextual needs that the premium program could address

High friction in touchpoints and loyalty program

2_You Do You
3_You Do You

What We Did

Extension of customer segmentation to incorporate Experiential Segments

Onboarding process redesigned & differentiated for each experiential segment

Redesign of loyalty program processes to drive ease of usage & redemption

Central digital concierge to drive customer engagement beyond RM

The Outcome

Increase in Wallet Share

Increased Customer Acquisition through recommendation

Increased Customer Retention

Reduced Cost of Service

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