Tochka Bank, based in Russia, specializes in serving the banking needs of entrepreneurs. The bank is part of the Otkrytie Financial Group and a joint project of Open Bank, one of the 10 largest banks in Russia, and QIWI, a leading provider of next-generation payment and financial services. The business-focused nature of the bank’s customers tends to make them both demanding and technologically sophisticated. Tochka Bank works to meet its users’ expectations with innovations such as the world's first Facebook chatbot.
Tochka’s target customers are business owners, who deal in large amounts of money and seek quick and easy online transactions. These customers can be difficult to retain, because the nature of online banking makes it easy for customers to switch banks.
Tochka is the first SME digital bank to launch a loyalty program for business. The program enables clients to earn points they can redeem for desirable items like Samsung technical devices. Clients earn points by making payments, using business cards, and paying wages to employees, for example.
Tochka wanted to differentiate itself and its loyalty program by rewarding high-value business customers with something high-end and technologically sophisticated. Smartphones appeared to be an excellent choice, especially if Tochka could offer a distinctive device.
"We needed a way to become closer to our customers," says Vera Poroshina, Loyalty Program Product owner at Tochka, "by rewarding them and giving business benefits for the bank at the same time."
Tochka found a successful loyalty offering when it decided to give its premier account holders customized Samsung smartphones. With Samsung Knox Configure, Tochka was able to easily transform premium Samsung smartphones into a Tochka-branded device, preloaded with the Tochka banking app, Tochka logos, and wallpaper.
Setup was a breeze. The IT team would access the cloud-based Knox Configure console, which displayed a mocked-up image of the Samsung smartphone screen, and easily design the home screen they wanted customers to see. Using the console, IT could choose the phone’s booting logo, background image, and even specify the precise location to display the bank app.
Deployment was simple as well. Using Knox Configure, Tochka Bank was able to deploy the devices in bulk—all without touching them. Tochka would purchase devices from a reseller participating in the Knox Deployment Program (KDP), and automatically see the list of purchased phones when logged in to the Knox Configure console. The IT staff would then confirm the devices as eligible for the Tochka configuration with the Tochka apps.
Today, each customer who earns enough points can claim a sleek new device at the Tochka store, open the box, turn it on, and immediately see a high-quality phone with the Tochka branding and apps. This enables Tochka Bank to deliver a premium customer experience that reflects well on the institution.
We needed a way to become closer to our customers by rewarding them and giving business benefits for the bank at the same time.