RUSSIAN LOYALTY MARKET: BEAR HAS WOKEN UP
The history of Russian loyalty market started not so long ago. In 1998 it consisted of just three programs – 2 air companies (Transaero and Aeroflot) and a restaurant chain Rosinter with its “Honored guest” program. Today no one knows exactly how many loyalty programs exist in Russia, but the right answer is “many”.
Unfortunately, voices of foreign experts are still seldom heard in the Russian market. Even more rarely do players (members) of foreign markets share their views on the processes running in our country, usually confining themselves to relating stories about their own practices.
According to the research conducted by the British Finaccord company in 2011, 14,5 percent of the world’s population - an estimated 650 million people - are participating in at least one loyalty program and these figures are constantly growing.
Over 11 years of experience on the fields of Marketing, Public Relations and Customer Relationship Management.
Elena launched such projects as Premium Club in the Bank of Moscow and point collection loyalty program for TSUM Department Store, for 2 years she has been the head of classical cumulative bonus loyalty program “Club Perekrestok” for the biggest Russian FMCG retailer X5 Retail Group.
In 2010 took part in the development and reforming of retail business of the leader of Russian banking industry - SBERBANK, being responsible for customer service quality in 720 branches of Sberbank in Moscow. At present time Elena is responsible for customer service management at Russian Post.
An accomplished speaker and trainer, Elena has led privately organized loyalty workshops in Russia and Ukraine.
Elena is a cofounder of the first Russian professional Association of Customer Loyalty and Customer Centricity.