The Saudi British Bank (SABB) has been named the winner of Banker Middle East Product Award 2011 for the best customer loyalty programme in Saudi Arabia.

This is the fourth annual magazine product awards ceremony held to recognise banking products and services that are either exceptionally innovative or have generated excellent financial results and transference of market share.

The bank received the award for ICSABB, a reward programme which offers cardholders vouchers for using their SABB credit cards, at the annual awards ceremony recently held in Dubai.

ICSABB vouchers are like cash and may be redeemed at a wide range of stores across Saudi Arabia, a statement said.

“Launched in 1995, the programme has become a flagship service for our loyal cardholders. This is reflected on the high redemption rate of ICSABB certificates,” said Ahmed Alsudais, head of branches and sales.

“In loyalty programmes we value and express our appreciation for the relationship with our customers. As far as ICSABB loyalty program is concerned, we continuously assess our cardholders’ experience at our partners’ stores through an on-going staff training to ensure seamless redemption of reward vouchers.”

“We also strengthen the business relationship with our customers’ most-favourite ICSABB merchants by installing POS terminals, executing cards value offers and signing up with recommended partners based on customers’ suggestions, thus customer care remains an essential part of our business strategy,” he added. – TradeArabia News Service