An Investigation in to the Zero-Banking Contractors Loyalty Program Resurrection

Abstract

Purpose: Fevicol has a loyalty program called the Fevicol champion club (FCC) for the engagement of the customers (contractors). They also introduced an app called the FCC app.

Theoretical framework: The customers have to install this application on their phone and enter the grade points on that app by scanning the QR code on the products. Based on the grade points they are giving different offers and gifts to the customer.

Design/methodology/approach: But most of the customers are only registered in FCC and enter the grade points on that app. They are called Zero Bank contractors (ZBC).

Findings: It might give information on the company's perception among the clients and customers they want to attract. Due to Fevicol products, this customer-focused glue manufacturer has a stranglehold in the market.

Research, Practical & Social implications: So the project topic is to find out the reason for that and find a solution to make them enter the grade points. This study has been done to understand whether the contractors are loyal to the product or not. By analyzing the data, most of the contractors are not added the points on the app due to several reasons. So, the objective of the study is to find out the reason and make them enter the points.

Originality/value: Adding points to the app implies the contractors are loyal to the products. An organization can understand and find out the loyalty of the customer by using the matrices Net Promoter Score. The objective of the study is the revival of zero banking customers in the FCC program. It helps to understand the reason for not entering the FCCR points for the Zero Banking Contractors. Analyzing the report gives a clear picture of how to revive the Zero Banking Contractors