BTN Prioritas wins Indonesia User Experience of the Year - Banking at Asian Experience Awards 2024

PLUS by BTN Prioritas is designed to provide 24/7 access and a customised priority banking experience.

PLUS by BTN Prioritas, the first digital loyalty platform in Indonesia's priority banking segment, has emerged as a game-changer in the industry. Winning the prestigious Indonesia User Experience of the Year - Banking award at the Asian Experience Awards 2024 highlights its success in transforming the way customers interact with their bank and their benefits.

Launched in February 2022, the platform reflects BTN Prioritas’ unique value proposition, "Defining Your Priority," offering a customer-centric approach that allows clients to tailor their experiences and benefits to their personal preferences.

The platform, accessible 24/7 through a mobile-friendly web interface at www.definingyourpriority.com or accessible also directly from BTN Mobile, offers a variety of features designed to elevate customer engagement: Special Offers, Loyalty Reward Selections, Banking Privileges, Concierge Services, Special Gifts, and Membership Coupons. This approach ensures that BTN Prioritas customers have a seamless and personalised banking experience, whilst also offering a wide range of services that are accessible anytime, anywhere.

Simplified redemption processes

Before the launch of PLUS by BTN Prioritas, the distribution of benefits for BTN Prioritas customers was carried out manually and decentralised, making loyalty costs high and uncontrollable. Additionally, PLUS by BTN Prioritas creates a fair mechanism of loyalty benefit redemption by having a membership-level system that regulates what customers with higher total funds are entitled to, compared to those with smaller total funds under management.

One of the standout innovations of PLUS by BTN Prioritas is its simplification of the redemption process. With the new system in place, benefits are now distributed efficiently, targeting the right customer segments through a membership tier system that rewards clients based on their total funds under management. This strategic approach ensures that customers with higher balances receive the most optimal privileges and benefits.

Driving customer engagement and business growth

The platform has already seen a significant impact since its launch. By May 2024, an impressive number of customers had logged in to PLUS, accounting for over 50% of the total qualified BTN Prioritas clients. Additionally, as many as 94,148 benefits had been redeemed by 66,993 customers, illustrating the platform's effectiveness in driving customer engagement and loyalty.

This success has also translated into tangible business growth. Data from May 2024 reveals that customers who have engaged with PLUS by BTN Prioritas have contributed to a higher total asset under management (AUM) compared to those who have not. The incremental amount of total funds managed by BTN Prioritas year on year reflects the platform's ability to incentivise clients to increase their funds under management with the bank in exchange for more optimal benefits through PLUS by BTN Prioritas.

The platform also drives product holdings, with customers who engage with PLUS showing a higher average of product holdings than those who do not.

Expanding the horizons of PLUS by BTN Prioritas

In addition to these achievements, BTN Prioritas has also taken PLUS further by introducing a customer acquisition feature called PLUS Acquisition, which went live in October 2023. This feature allows new clients to experience a flexible and customisable way to place funds, offering benefits tailored to their needs through the digital platform.

The future of PLUS by BTN Prioritas looks promising, with plans to expand its services even further. Upcoming developments include Global Access Lounge privileges, hotel and gym memberships, complimentary gifts at airports, and enhanced airport services such as transfers and medical check-ups. These enhancements are expected to keep PLUS by BTN Prioritas at the cutting edge of priority banking, continually adapting to technological advancements and evolving customer needs.

The success of PLUS by BTN Prioritas underscores the power of a well-executed digital platform in transforming customer experiences and driving business growth, making BTN Prioritas a leader in the Indonesian priority banking market.

The Asian Experience Awards, presented by The Asian Business Review, is a prestigious awards programme which celebrates the region’s top organisations delivering exceptional product and customer experiences. It also recognises the initiatives of creative companies that have delivered meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Jane Patiag at [email protected].