Global Credit Card Company
Luxury Retailer
Commercial Airline Club
Major Financial Services Institution

Global Credit Card Company: Concierge Solution

Business problem:
This company offers credit cards for affluent individuals. Their cards need to be differentiated in the market so highly discriminating consumers use them first and most often. They need to drive card member loyalty and concentrate their spending here. The cards need to provide real value-added services.

Circles solution:
We offer best-in-class, private-label concierge service as the core to the credit card value proposition. We treat members with the ultimate in white glove service and often reach out proactively to meet their needs. And we create exclusive partnerships and processes to ensure callers get what they are seeking. For some cardmembers, we provide a named, dedicated concierge. And we have established and maintained tight turnaround times and servicing standards. Plus we consistently monitor quality and satisfaction.

Results:

• Customer engagement rate on plan
  
• Thousands of travel, tickets, dining and gift requests per year
  
• Program usage growing each year
  
• Concierge users spend significantly more per year than nonusers
  

Luxury Retailer: Experiences Solution

Business problem:
A luxury retail client offers a loyalty program for its best customers, but these customers can only use points for more merchandise in stores. They need to occupy a greater share of mind, both in-store and out.

Circles solution:
Circles infused energy into this loyalty program by allowing points to be redeemed for limited-time experiences. We offer events like Cannes Film Festival and the holiday lights in New York City. And we created eleven exclusive experiences and developed a member direct mailing in four weeks to run a test program over the holidays.

Results:

• Extremely positive customer feedback
  
• Response rate met target
  
• Industry buzz
  
• Client plans to run program semi-annually on a regular basis as true program differentiator
  

Commercial Airline Club: Concierge Solution

Business problem:
Commercial airlines are struggling to keep their very best flyers loyal to their brand. The top 20% of our clients’ customers generate 80% of revenue and retaining them is key. Our client sought to offer a highly differentiated benefit consistent with the lifestyle of these heavy travelers.

Circles solution:
Circles offers private label concierge as a primary benefit of club membership. We promote it heavily around seasonal uses and in travel-specific situations. Based on their flight bookings, we remind travelers via e-mail of services available in major cities they’ve visited. Finally, we hold out a control group to evaluate the results.

Results:

• 31.5% per year increase in flight revenue for concierge users
  
• 16% per-year increase in flight revenue by virtue of the concierge offer alone (offered but did not use)
  
• Preserved share-of-wallet and brand loyalty

Major Financial Services Institution: Events Solution

Business problem:
One of our premium brand clients sought to delight a highly diverse customer base in nontraditional ways. Only the top 1-2% of customers deserved very special acknowledgment, and our client wanted to offer a benefit that was highly differentiated, at a predictable cost.

Circles solution:
Circles runs an events program in major metropolitan areas. We invite the best customers to invitation-only events. We leverage clients’ and Circles’ assets such as venues, celebrities and partnerships to create truly unique experiential events. And we field RSVP calls with a highly trained team prepared to advise on attire, directions and to reinforce how highly valued these customers are.

Results:

• Over 150 successfully executed and highly attended events per year featuring celebrity chefs, musicians, business leaders and sports figures
  
• Over 20,000 best customers “touched” in memorable, personal ways per year
  
• 100% of attendees report in post-event survey that the event made them feel like a valued customer
  
• Measurable increase in desired behavior for attendees as well as invitees
  
• Significant word-of-mouth for brand and business unit