Loyalty and Engagement Programs Designed to Drive Cross-Sell, Upsell, and Advocacy
ibs Fulcro designs loyalty and engagement programs around a client's specific commercial objective, starting with the brief and building the mechanic, platform, and measurement around it. Zurich Kotak Meter, a real cashback-for-idle-time program, converted 7% of engaged users into buyers of another insurance policy and got 36% of users to share their results on social media unprompted, real cross-sell and advocacy, engineered into the program from the start.
Loyalty & Engagement Platforms is strategic program design that solves for a specific business objective, cross-sell, upsell, or advocacy, built around a client's actual brief. ibs fulcro's Zurich Kotak Meter program converted 7% of engaged users into buyers of another insurance policy and got 36% of users to share their results on social media unprompted, real cross-sell and advocacy, engineered into the program from the start.
A complete view of your loyalty and engagement needs
Program Strategy Built Around a Specific Business Objective
Every program starts with what the client actually needs to happen, cross-sell into a second product line, upsell to a higher tier, or organic advocacy, with the mechanic designed specifically around that objective.
Mechanic Design Tied to the Real Objective
The mechanic itself, whether it's Zurich Kotak Meter's cashback-for-idle-time model or a different structure entirely, is designed specifically to produce the behaviour the brief calls for, not copied from a category convention.
Cross-Sell & Upsell Pathways Built Into the Program Itself
Rather than treating cross-sell as a separate campaign layered on top, the program is architected so an engaged member is naturally shown the next relevant product or tier inside the same experience.
Advocacy Mechanics That Create Genuinely Shareable Moments
Programs are designed with real, specific moments worth sharing built in, the same discipline that got 36% of Kotak Meter users to post their own results on social media.
Platform & App Development for the Program
The technology behind the program, whether a standalone app or a feature inside an existing one, built specifically to support the program's mechanic and objective.
Engagement Measurement Tied to the Original Business Objective
Success is measured against what the program was actually built to achieve, cross-sell conversion, advocacy actions, engagement frequency, real commercial impact tied directly to the original brief.
Loyalty & Engagement Platforms in practice
Structured discovery, rigorous analysis, actionable outcomes
Start With the Client's Specific Brief, Not a Category Template
We begin by understanding exactly what the client needs the program to achieve commercially, cross-sell, upsell, advocacy, retention in a specific category, before any mechanic is proposed.
Design the Mechanic Around That Objective
The reward or engagement mechanic is built specifically to produce the target behaviour. Zurich Kotak Meter's cashback-for-idle-time mechanic exists because it directly rewards the exact behaviour, safer driving habits, the client needed to encourage.
Build In Cross-Sell and Advocacy From the Start
Rather than launching a program and adding cross-sell or sharing features later, both are architected into the experience from day one, which is why 7% of Kotak Meter users converted to another policy and 36% shared their results organically.
Build the Technology to Fit the Program, Not the Other Way Round
The platform or app is engineered around the specific mechanic the strategy calls for, rather than fitting the strategy into the constraints of an off-the-shelf loyalty platform.
Measure Against the Original Commercial Objective
Post-launch, the program is measured against the specific outcome it was built for, cross-sell rate, advocacy actions, engagement depth, tied directly to the original commercial brief.
The business case for loyalty & engagement platforms
Advocacy Is a Real, Measurable Driver of Cross-Sell
Accenture research found that bank advocates hold 17% more products with their primary bank and allocate up to 30% more wallet share than non-advocates, real, sourced evidence that advocacy and cross-sell are directly connected, not separate initiatives.
Strategic Program Design Solves a Genuinely Different Problem
Designing a program that changes a specific customer behaviour for a specific commercial reason, cross-sell, upsell, advocacy, is a strategic and creative problem, and it takes real strategic work to get right.
The Right Mechanic Can Outperform an Industry Baseline by a Wide Margin
Zurich Kotak Meter drove average app logins to 12 times a month, against an industry baseline of roughly 1.2 interactions a year for insurance apps, evidence that a well-designed, objective-specific mechanic can fundamentally change customer behaviour, not just nudge it.
Advocacy Built Into the Mechanic Extends Reach for Free
36% of Kotak Meter users shared their own results on social media, unprompted, because the program gave them something genuinely worth sharing, real organic reach a generic referral incentive rarely achieves.
Industry-leading tools behind every engagement
Program Strategy & Mechanic Design
Structured strategy work to define the specific commercial objective, cross-sell, upsell, or advocacy, a program needs to achieve, before any platform or mechanic is proposed.
Custom App & Platform Development
The same custom development capability behind Zurich Kotak Meter, built to support a program's specific mechanic rather than adapting the program to fit an off-the-shelf platform's constraints.
Engagement & Behavioural Analytics
Measurement built around the program's actual commercial objective, cross-sell conversion, advocacy actions, and engagement frequency.
Why choose ibs Fulcro for Loyalty & Engagement Platforms
A Real Program Engineered for Cross-Sell and Advocacy
Zurich Kotak Meter converted 7% of engaged users into buyers of another insurance policy, and 36% of users shared their results on social media unprompted, real cross-sell and advocacy outcomes, engineered into the program from the start.
Strategy Comes Before the Platform
We start with the client's specific brief, cross-sell, upsell, or advocacy, and design the program and its technology around that objective.
A Mechanic That Beat an Entire Category's Engagement Baseline
Kotak Meter drove 12x monthly app logins against an industry average of roughly 1.2 interactions a year for insurance apps, real proof that an objective-specific mechanic can outperform category convention by a wide margin.
Built Inside a Broader Technology and Strategy Practice
Because Loyalty & Engagement Platforms sits alongside Marketing Automation, Customer Experience Optimisation, and Website & Mobile under one roof, a program is designed, built, and measured by one connected team, not handed to a disconnected loyalty-platform vendor.
Frequently asked questions
Programs designed strategically around a client's specific commercial objective, cross-sell, upsell, or advocacy, with the mechanic and technology built around that brief from the start.
Program strategy tied to a specific business objective, mechanic design built to produce that exact behaviour, cross-sell and upsell pathways built into the experience, advocacy mechanics designed to be genuinely shareable, and the platform or app development needed to support all of it.
Zurich Kotak Meter, a real cashback-for-idle-time insurance program, drove average app logins to 12 times a month, converted 7% of engaged users into buyers of another insurance policy, and got 36% of users to share their results on social media unprompted.
We start with the commercial outcome a client actually needs, cross-sell, upsell, or advocacy, and design the mechanic and technology specifically around that objective, so the program serves the brief rather than a fixed feature set.
Yes, when it's designed to. Zurich Kotak Meter was built so an engaged user was naturally shown other relevant insurance products inside the same experience, resulting in 7% of users buying another policy directly through the app, cross-sell built into the program, not bolted on afterward.
Accenture research found bank advocates hold 17% more products and allocate up to 30% more wallet share than non-advocates. Advocacy is directly connected to real commercial outcomes like cross-sell and wallet share, a genuine growth lever, not just a satisfaction score.
Let's design a loyalty program built for real repeat behaviour
Start a ProjectPage last updated August 23, 2026.