Situation


Client wanted to roll out a B2B loyalty programme across 5 markets in Asia Pacific.

The scale of each market team was small and with only 1-4 agents.

Client was struggling to establish a business model under which they could operate a profitable regional project with a total team size of 24 agents plus supporting staff.

Approach


Strategy

SUPERCEED devised a cross-functional strategy that reduced the actual number of headcount required to cover all markets.

By using multilingual agents that could cover more than one market helped achieve greater productivity with fewer people (e.g. HK/CN/TW).

Requirement

Conducted market research on products and pricing which was fed into actuarial work.

Loyalty Programme

Developed inside sales approach with team in order to stimulate usage of the loyalty programme.

Results


Geographic Market

A single geographic market to manage this regional business proved highly effective.

Cost Reduction

Cross functional teams reduced the number of agents, supervisors and management required, resulting in a cost reduction of almost 32% in year one.

Direct Marketing

Direct marketing and stimulation activities generated an 18% participation across all markets.

APAC Region

By year 3, the project was expanded to cover 8 markets in APAC.

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