Maruti Suzuki launched an all-new customer loyalty-cum-rewards programme which will benefit new as well as the existing five million Maruti customers across India.
The programme will work through a unique three-in-one Autocard to be issued by Maruti which will be a petro card, a loyalty card and an international credit card. The new customers as well as the existing Maruti owners can opt for the card as long as they possess valid ownership proof.
There are some incredible benefits:
The points can be accumulated in several ways – by getting your Maruti car serviced at a Maruti-authorised service station, purchase of spares and accessories from such an outlet, buying of fuel from any Indian Oil outlet, or by simply using it as a credit card.
The usage will give the customer six per cent off on the service bill, plus 500 exchange loyalty bonus for each periodic service at any Maruti authorised workshop; a three per cent reward on purchase of car insurance and Maruti genuine accessories; 1.5 per cent reward on fuel purchase from IOC petrol stations; and 1 per cent off on all spends at card accepting establishments. Maruti is hopeful of roping in more partners in the programme over time.
The question that really comes to my mind – will I take this card as a replacement for my existing card or are they looking at new card customers?
If I am already a co-branded card customer, life is getting too complex for me – I have a retail co-branded card, an airline card and now an auto co-branded card. I will have to start prioritizing my spends against each of these cards. The question that one needs to ask – is air mile points more valuable to me than auto points vis-a-vis retail points? The consumer will start taking calls like this as her spends will then get fragmented across a variety of cards. And she will get nothing at the end of the day!
I think a brand neutral, co-branded card could be the answer where I can earn and burn points across a variety of brands. I think "a feeling of flexibility" is getting to be extremely critical for the customer. And you will agree, one cannot "buy" loyalty.