Coalition programmes - Assessing the growing trend for driving customer engagement and business growth

Leena Basrur
President, India, LoyaltyOne & Non-Executive Chairman, Direxions
LoyaltyOne India
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As President, India, LoyaltyOne, Leena is responsible for LoyaltyOne’s business development, client services and day-to-day-operations in India. As one of the earliest and most experienced loyalty practitioners in India, Leena utilizes her expertise in customer management, analytics and loyalty marketing to create successful customer strategies for many of India’s leading brands.

Previously, Leena was Executive Chairman and is currently non-Executive Chairman of Direxions Marketing Solutions Pvt Ltd., a loyalty marketing and direct marketing agency with offices in Mumbai, Kolkata, Delhi and Bangalore. She has a post graduate degree in Statistics from the University of Bombay, is a founding member of the Indian Confederation of Direct Marketers, has been a judge at Cannes Lions in the Direct Category and is also Vice-Chairman of the Interdirect Network of Independent Direct Marketing agencies with members in over 30 countries. Leena is an avid collector of Indian art, practices yoga regularly, and loves a game of squash.

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Why is there a developing trend in merchant coalitions and multi-partner programmes?
Examining the cost-effective and costly elements of multi partner programmes.
Deriving the benefits of your partner’s customer pool without compromising your strategic capital.

Rathin Lahiri → LoyaltyOne India	Growth, leadership, transparency and your customer
Jim Sullivan → COLLOQUY	The ball is in your customer’s court! Managing experiences that matter to your most profitable customers
Sandeep Mittal → Direxions	Customer Analytics + Business Intelligence = Greater Customer Loyalty

Loyalty One