Rewarding brand loyalty – The nation News Nigeria

Fidelity Bank Plc is taking its commitment to customers’ happiness a notch higher with a plan to reward 15 customers under its Get Alert in Millions (GAIM) campaign with over N30 million.The bank’s empowerment and cash-rewarding programmes for customers highlight its dedication to impacting Nigerians positively and meeting the needs of its customers, writes COLLINS NWEZE.


The rise in the deployment of innovative technology and increasing customer insights have challenged businesses daily, create memorable customer experiences. Such experiences promote brand loyalty and  retention of valuable customers.

This becomes more crucial as customers’ demands from the businesses they patronise keep rising in the face of difficult economic realities.

Hence, forward-thinking companies are taking the bull by the horns by executing cutting- edge strategies to ensure delight their existing  customers and attract patronage from new ones.

One of such forward-thinking organisation is Fidelity Bank Plc. The bank, which has been in business for more than three decades, has not only reinvented itself to align with the reality of the time, it is also showing the way in providing excellent customer experience.

One of the ways it does this is through the Get Alert in Millions (GAIM) campaign, a unique savings reward scheme where lucky customers get credited with millions of naira through a raffle draw.  In its fourth season, the bank will be rewarding at least 15 Nigerians with active savings accounts with the bank with over N30 million.

Fidelity Bank Plc, one of Nigeria’s leading financial institutions, is not new to customer-friendly or financial inclusion initiatives like this. In fact, hundreds of Nigerians have been  impacted through several of the bank’s initiatives in recent times.

For instance, 62 Fidelity Bank Sweet Account (SWEETA) holders across the country enjoyed cash rewards of N150,000 each as part of the Children’s Day celebration in May, this year. The donation formed a N9.3 million support for select children in the payment of their school fees.

Fidelity Bank’s Chief Executive Officer, Mrs. Nneka Onyeali-Ikpe explained that these campaigns were aimed at promoting a healthy savings culture and encouraging sound personal finance habits among its customers.

“This becomes, particularly, important given the challenges around the economy. While historic data shows that, at times like this, there is a high propensity for people to deplete their savings to stay afloat, for the standard of living of Nigerians to improve, however, there is an essential need for every household to embrace a positive change in their savings and spending culture,”  Mrs. Onyeali- Ikpe said.

According to a Central Bank of Nigeria (CBN) report, financial intermediation, especially the promotion of a savings and investment culture, is a critical function of the financial system. The financial regulator cites empirical evidence that the degree of gross domestic savings is a critical tool when evaluating a country’s ability to achieve high levels of growth.

In a country, where over 40 per cent of its populace live below the poverty line, according to the National Bureau of Statistics (NBS), customers of Fidelity Bank are provided with rare but priceless opportunities to break out of the alarming statistics by participating in various empowerment initiatives it’s making available.

Another initiative worthy of mention is the bank’s loyalty programme themed ‘Fidelity Green Reward’, which allows a customer to earn either N150,000 or N500,000 quarterly while actively spending. As of this year, over 10,000 customers have had N4 billion loyalty cash rewards through points earned from participating in the bank’s various customer reward schemes.

Fidelity Bank said these empowerment and cash-rewarding schemes for customers highlight its dedication to keep impacting lives positively, especially in this difficult time when the financial growth level among Nigerians is not so encouraging.

Consequently, the bank has demonstrated that it is in tune with the importance of fostering beneficial customer relationships in the 21st century.

With its well-thought-out customer relations strategies, it is evident that Fidelity Bank is on a path of sustainable growth.

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