Commonwealth Bank has taken a significant leap in customer appreciation with the expansion of its innovative customer recognition program, 'CommBank Yello,' now catering to over 8 million eligible customers. Launched this month, the AI-powered program reflects CBA's commitment to delivering enhanced value to its customer base.
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Meg Bonighton, CBA’s Executive General Manager Customer Engagement and Digital, emphasized the inspiration behind CommBank Yello, stating, “We realized we could do more to recognize our customers and spent a lot of time listening to what people value. This led to us creating CommBank Yello – an exclusive customer recognition program that helps us to provide around $400m of value to CommBank customers each year."
Designed to cater to the evolving needs of customers, CommBank Yello offers a variety of benefits, including cashbacks, discounts, prize draws, and exclusive experiences. The program stands out by seamlessly integrating customer insights with leading AI capabilities to provide personalized offers based on individual preferences.
Bonighton highlighted the program's versatility, stating, “CommBank Yello is about helping customers with some of their everyday needs by connecting them to up to 175 different offers from over 75 brands that the bank is currently partnering with. It’s a ‘thank you for banking with CommBank’ and something we will continue investing in and expanding over time."
The program is structured into different benefit sets, catering to varying customer profiles:
• Everyday – For customers with an eligible CommBank transaction account completing 5+ outbound transactions each month.
• Everyday Plus – Catering to customers with an eligible CommBank transaction account completing 30+ outbound transactions monthly.
• Homeowner – Extending benefits to customers with an eligible CommBank transaction account, completing 30+ outbound transactions monthly, and possessing an active CommBank home loan.
CommBank Yello, available through the CommBank app, has already garnered immense interest within its first week of launch, with over 55 million personalized offers shared and more than 1.5 million visits to the CommBank Yello hub.
As the program continues to evolve, CommBank aims to strengthen its customer relationships, recognizing and rewarding customers for their loyalty and engagement. CommBank Yello sets a new standard in customer appreciation, blending technology and personalization to deliver a unique and valuable banking experience.