Case Study: Standard Chartered Bank

Grow wallet share.

Learn how Standard Chartered created a truly enterprise-wide loyalty program.


About this case study

In 2009, Standard Chartered Bank, one of the world’s largest banks in terms of total market capitalization, embarked on a strategic plan to implement an enterprise-wide loyalty initiative. Given that the bank had more than 1,700 branches in 70 countries, it was also imperative to choose a flexible system that could help rationalize existing loyalty programs into the overarching loyalty envelope.

We were looking for a scalable solution that would allow us to take all of our current loyalty initiatives and roll them into an open platform that could standardize the loyalty experience going forward. Zafin’s miLoyalty solution met that requirement and included the flexibility we needed for earning points across multiple lines of business and multiple countries, as well as a variety of redemption options, giving us a truly customer centric view of individuals.

Ramesh Narayanaswamy Head of Technology Solution Delivery – Retail Banking Group Technology and Operations

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