Loyalty, Partnerships, and Customer Experience Advisory

I help clients create consumer engagement, profitably and sustainably.

The average US consumer is now a member of over 15 loyalty programs, with higher than ever expectations, and ready to exit programs. In this environment, engaging customers and unlocking growth can be challenging. If issues like these are on your mind, let’s talk.

  • How should we develop or enhance our loyalty program to grow customer engagement and retention?

  • Can we develop a partner ecosystem to create differentiated customer value, and monetize our assets?

  • Have we captured the growth opportunity from credit cards?

  • Do we have robust segmentation and lifecycle marketing strategy?

About me

My name is Tanuj Suri. I founded Profect Consulting to help my clients develop winning strategies that are custom-built for execution within their team’s culture and capabilities.

I draw on my strategy consulting experience (BCG), blended with 20 years of real-world customer and P&L impact in executive leadership roles at American Express, Marriott International, and PepsiCo, to design solutions that work for you.

I helped a top US Sports League develop their first-ever fan engagement (loyalty) program, from defining strategy to creating a pilot promotional plan designed to engage fans across their lifecycles. For a leading US card issuer, I drove 5x growth for their top cobrand credit card by revamping segmentation, targeting, and marketing strategy.

At Marriott, I formed the Global Enterprise Partnerships organization to maximize value from 50+ strategic global partners, and develop the playbook for onboarding new partners like Uber, to drive loyalty and revenue. I also led Marriott’s multibillion dollar cobrand card relationships with Amex and Chase and redesigned card value propositions.

At Amex, I led a 1,200-person team to create personalized travel and lifestyle experiences across channels to create lifelong loyalty with our most valuable members.

I have an MBA from INSEAD, a Management degree from IIM Calcutta, and a degree in Electrical Engineering. I live in New York City with my wife, daughter, and our cat. I am an enthusiastic cook and love running.

When you hire me, you get me - not a junior associate. I work with you to develop robust strategies and execution plans tailored to your business. I put my team leadership experience to use to realistically assess your team’s capabilities and resources you will need for success. I spend time to ensure your organization’s alignment on strategy.

I will work with you define the right engagement model that best suits you: deliverable-based, retainer, or fractional leadership. Following are examples of the opportunity areas I can support you with. I’d be happy to speak with you to understand your goals and suggest an approach.

Services

Loyalty

Create or enhance your loyalty program to drive customer engagement.

  • Develop loyalty program strategy and value proposition

  • Enhance customer lifecycle engagement and marketing strategy

  • Unlock credit card opportunity

Partnerships

Unlock revenue and customer loyalty by creating a powerful ecosystem of partners.

  • Partnership strategy and roadmap

  • New partnership playbook: identification, selection, and negotiation, onboarding, launch execution

  • Existing partner engagement and operating model to maximize growth and value

Cobrand Cards

Design, negotiate, launch, and grow your cobrand card business.

  • Enhance card value proposition, identify white space, and relaunch new card products

  • Develop growth strategy, including data-science led targeting and marketing, digital and channel optimization

  • Uncover value in issuer/ merchant contract negotiation

Customer Experience and Additional Services

Additional advisory services including:  

  • Optimize digital UX and customer journeys

  • Drive customer satisfaction, contact center operational excellence

  • Develop digital payments strategy, capabilities, and partnerships

Let’s talk.

I’d love to learn about your business, challenges, and priorities. Please use the button on the bottom right to set up a complimentary chat.

Alternatively, please send me an email at tanuj@profect-consulting.com and I’ll contact you.