Lead Generation

Referral Programme for American Express

The brief

Develop a referral programme targeting Amex's corporate card customer base
Total TG size of 9000 customers pan India
The Audience includes decision-makers, authorized signatories, programme administrators, CFOs
Target them via emailers / SMS
Gratification by way of travel vouchers worth INR 15,000/- for the referrer and INR 5,000 for the referee

Approach

Evaluate the referral reward both at a personal level as well as via benefits that accrue at the business level
Evaluate multiple reward options (widen the choice) to improve participation & conversions
Develop a tracking mechanism to help referrer track referee engagement and conversion
Look at a larger engagement programme to influence TG to drive referrals

Strategy

The TG has already experienced many benefits of the Amex Corporate Card from reducing time and resource wastage, to improving employee productivity and increasing efficiency
Here's an opportunity for your business to benefit even more
Just Introduce us to 5 of your corporate associates who you think could experience the same benefits and take your own and your organisations productivity to the next level via a well-deserved break

Execution

Program Simplicity (participation & redemption process)
Reward choice - make it aspirational yet tangible with strong functional value
Update progress with the ability to track referral conversions

Results

20% participation was tracked and reported
Overall programme delivered positive impact and results

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