Aditya Birla Housing Finance Limited ("ABHFL"), is a subsidiary of Aditya Birla Capital Limited and was initially incorporated in 2009 as an investment company. ABHFL commenced operations in the housing finance sector in October 2014 and significantly transformed its business by expanding its footprint to 51 branches and over 2700 channel partners. ABHFL is registered with the NHB as a systemically important non-deposit accepting housing finance company. The company offers a complete range of housing finance solutions such as Home loans, Home Extension Loan, Plot & Home Construction Loan, Home Improvement Loans, Loan Against Property, Construction Financing, Lease Rental Discounting, Commercial Property Purchase Loan and Property Advisory Services. Through its lending solutions, ABHFL enables customers to own their dream home.

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The channel managers at ABHFL were facing challenges to regularly engage and run full-fledged reward and incentive campaigns with their over 2700 channel partners. Their existing rewarding processes failed to be scalable so as to accommodate this vastness of the channel partner base. Thus the reach and adoption of these programs were minimal.

Managers at ABHL connected with their channel partners only during their quarterly dealer meets. Cash was the only form of channel partner rewards and these were distributed during these quarterly meets. 

Aligning the channel partners with organizational objectives was another challenge that they were facing. The channel partner engagement program had to take this alignment into account and also allow to maximize the efficiency of the rewards and recognition and campaign management. 

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The Evaluation Process

ABHFL wanted to create a robust channel engagement process and they had evaluated multiple services providers for this purpose Below given are a few reasons to finalize Compass:

1. Compass's proven expertise

ABHFL evaluated the 6 years of experience Compass has in providing digital platforms to manage Channel Partners, Dealers & Distributors, Loyalty & Reward campaigns by leveraging social engagement and found these highly beneficial for themselves.

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2. Wide variety of redemption option

In comparison to the cash method of incentive disbursal ABHFL was using, Compass's multiple redemption options like Experiences, Gift Vouchers, Perks & Privileges, and Physical products were really impressive.

3. Low turnaround time for campaign setup

After evaluating the platform, ABHL found that the platform drastically lowered the turnaround time for campaign setup - which again, was a great advantage to be achieved.

Our client wanted to leverage technology to create customized experiences by analyzing member data from multiple sources - including their CRM, biometrics, interests, platform usage, and other sources of data to discover user wellness activity. All the while, they wanted to ensure the highest levels of data privacy, security and compliance standards.

The requirements could be summarized as below:

• Incentivize their members using rewards and engage them using communities.
• Use activity and performance-based rewards to motivate their members to participate in various wellness programs participate in various wellness programs
• Increase the usage  of online trainings conducted by national and international trainers