1. Loyalty Consulting UK – Leaders
In Customer Loyalty Initiatives Within The
Financial Services Sector

2. Who are we?
 Formed in 2003, Loyalty Consulting UK is based in Cambridge and specialises in the
provision of professional loyalty related services in financial services.
 The practise is headed by Mark Bergdahl who has over 20 years sales and marketing
experience within the global financial services arena.
 Loyalty Consulting UK employ a team of senior professions all of whom have significant
experience and capabilities in developing and also optimising existing loyalty
programmes.
 Within the consultancy our team‟s experience and unique skill sets ensure that no matter
how complex the task at hand we have the capabilities to arrive at a pragmatic and
deliverable solution.

3. Mark Bergdahl - profile
 Mark has worked in sales, marketing and consultancy for more
than 20 years with his passion for loyalty stemming from working
with organisations such as Tesco and British Petroleum.
 For the last seven years Mark has used his depth of loyalty
knowledge and experience to assist financial services
organisations with strategy and execution.
 Most recently Mark has worked with Amex and Barclaycard in the
UK and internationally with Alpha Bank in Greece, Parex Bank in
Latvia and Bradesco Bank in Brazil.
 Mark is a regular speaker at conferences and with many years
international experience, he has a vast knowledge of the full
spectrum of issues and opportunities surrounding customer
service.

4. Mark Cousins - profile
 Prior to his engagement with Loyalty Consulting UK, Mark was
responsible for assisting Citi Bank with the proposition
development and global roll out of their Travel Pass travel and
leisure credit card.
 He has spent several years managing the campaign delivery
function for LaSer‟s UK operations where amongst other
achievements he developed the credit card proposition and the
customer acquisition and retention strategies for their co-branded
range of football cards.
 Mark brings with him a creative yet pragmatic approach to loyalty
which stems from working for the Abbot Mead Vickers BBDO
advertising group.
.

5. Darran Morford - profile
 Darran has worked in the Payment Card industry for 25 years.
Having spent the early years of his career at Visa International
Darran progressed through the organisation from running the
VisaNet authorisation and clearing systems through to heading up
the Visa Smart Card (EMV) implementation team across Europe.
 For the past 11 years Darran has been working as a consultant
initially focusing on the business and technical implementation of
chip card processing working with clients such as American
Express and CitiBank to enhance their expertise in this area.
 In recent years Darran has spent most of his consulting time
working on the implementation of loyalty programmes across
Europe. His most recent engagement has been in supporting the
design and implementation of a loyalty solution for Barclaycard in
the UK market.

6. Philippe Tignol - profile
 Philippe has over 14 years experience in technology solutions
within the payments industry. He was one of the first professionals
to be involved in the implementation of smart-card technology
within banks.
 He has experience includes payment standards such as EMV,
card personalisation systems, POS applications, ATM applications,
payment networks, authorization servers, data collection server,
electronic purses and cryptography schemes.
 Philippe has been instrumental in the launch of several market
leading card innovations working with some of the most prominent
card and payment organisations in the world, such as MasterCard
and American Express.

7. Our consulting experience
 In the last 6 years we have completed over 25 loyalty engagements across Europe, Asia,
Latin America and North America.
 This global experience benefits our clients allowing them to access new ideas and “best
practices” from many varied markets and diverse business environments we have served
in.

8. Our consulting approach and services
Our consulting approach
 Every client we have ever consulted for has a unique set of circumstances and requires a
differentiated solution - we therefore don‟t have a one size fits all approach and have adopted
a pragmatic approach that allows us to have the greatest impact with our clients.
 We are dedicated to the values of „customer first'. We aim to get you closer to your customer
and therefore deliver higher levels of customer satisfaction whilst realising greater value from
them.
Our consulting services
 Our consulting services fall within three specific areas:
- Strategy – We help our clients to win and retain customer loyalty. Our knowledge and
experience ensure that our clients benefit from world class best practises together with
innovative strategy and execution.
- Operations – Our experience extends to the day to day operational management of loyalty
initiatives and schemes. We advise our clients in order to minimise costs whilst maximising
customer satisfaction.
- Technology – Our consultants help our clients to select and implement world class
technology in order to support their loyalty objectives.

9. Our consulting approach and services
Our consulting approach
 Every client we have ever consulted for has a unique set of circumstances and requires a
differentiated solution - we therefore don‟t have a one size fits all approach and have adopted
a pragmatic approach that allows us to have the greatest impact with our clients.
 We are dedicated to the values of „customer first'. We aim to get you closer to your customer
and therefore deliver higher levels of customer satisfaction whilst realising greater value from
them.
Our consulting services
 Our consulting services fall within three specific areas:
- Strategy – We help our clients to win and retain customer loyalty. Our knowledge and
experience ensure that our clients benefit from world class best practises together with
innovative strategy and execution.
- Operations – Our experience extends to the day to day operational management of loyalty
initiatives and schemes. We advise our clients in order to minimise costs whilst maximising
customer satisfaction.
- Technology – Our consultants help our clients to select and implement world class
technology in order to support their loyalty objectives.

10. Loyalty strategy
“Loyalty is seen as a marketing cost, susceptible to cuts
when times are hard. When in truth, successfully
implemented loyalty schemes can drive growth during
periods of economic decline.”
Mark Bergdahl – Director, Loyalty Consulting UK

11. Strategy modules
Business case definitions
Loyalty assessment
& assessment
Is customer loyalty something that We will take a central role in the
you should invest in? Within this development cost/revenue mod and
module we will focus on high level that the potential risks and benefits
value proposition development, are identified and modelled - thus
input and help define a business providing a full assessment of the
case and identify likely likely effect of the loyalty initiative
implementation options. under review.
Strategy modules
Loyalty objective
Loyalty health check
definitions
This service focuses on delivering We will assess the “loyalty potential”
an independent loyalty audit given the strategic goals of the
covering all aspects of operations, business delivering a report
promotions and customer service to identifying the most achievable
identify whether your loyalty loyalty objectives with guidance of
initiative is delivering justifiable how best to go about achieving
return on investment.
them.

12. Operations
“The operational demands of a loyalty scheme can generate
a disproportionate cost thus undermining the overall business
objectives. Loyalty operations must be cost justified like any
other business operation.”
Darran Morford – Consultant, Loyalty Consulting UK

13. Operational modules
Customer journeys and Customer support
loyalty treatment strategy operations
Do you understand the triggers and How should your organisation
drivers that positively influence respond appropriately to the
customer behaviour and how these many varied customer requests
should be incorporated into from running a loyalty programme,
your business? from “I am missing some
rewards” to “I don‟t understand the
scheme”?
Operational modules
Customer Process definition and
communications implementation
Scheme success is reliant on
Are you communicating with documentation of all
customers in a relevant and operational processes and
meaningful manner; and are you procedures be them to do with a
constantly deepening your customer registration or reward
understanding of them? redemption and for these to be
integrated in the day to day
administration of a scheme

14. Technology
““The technology infrastructure driving customer loyalty
initiatives has become increasingly complex with recent
developments such as instant rewards at the point of sale.
Aligning the strategy of a loyalty scheme with the most
appropriate technology platform not only requires specialist
knowledge but real experience.”
Philippe Tignol – Consultant, Loyalty Consulting UK

15. Technology modules
Infrastructure Organising data to
assessment Technology modules maximise customer value
In implementing a loyalty platform Data design should be at the heart
what is the best solution for your of any loyalty initiative as the whole
organisation, to buy, build or business rational is built around a
outsource? continuous process of renewed
customer understanding
Technical design
We are able to share best practises
whether it be interpreting the initial
business requirements, identifying
scheme performance measurement
criteria or undertaking end to end
testing prior to scheme launch

16. What our clients say about us
“Loyalty Consulting UK have been “Today we have the leading credit
card loyalty programme
our strategic partners in designing
in Greece – we could not have
and defining the Global Smart
achieved this without the
Solutions loyalty strategy for smart
strategic direction of Loyalty
card implementations. Their input
Consulting UK. They remain
fundamentally shaped our
integral to the evolution of loyalty
approach to customer loyalty for
within the Alpha Bank
American Express GNS partners
Group payments business.”
within EMEA.”
Leo Kassoumis
Allen Gilstrap, Global Smart
Cards Division,
Solutions, American Express
Alpha Bank - January 2009
EMEA - July 2007

17. Contact us
 For more information on our services, to request case studies or to have an
informal chat about an assignment please contact either:
- Mark Cousins
mark.cousins@loyaltyconsulting.co.uk
+44 (0)1223 370199
- Mark Bergdahl
mark.bergdahl@loyaltyconsulting.co.uk
+44 (0)1223 370199