Sunrise, CIMB launch joint loyalty scheme

KUALA LUMPUR: Property developer Sunrise Bhd and financial services provider CIMB Group have launched a joint customer loyalty scheme that leverages on each other’s branding prowess to secure recurring business from existing clients.

The Sunrise-CIMB Preferred Recognition Card offers cardholders discounts for their subsequent real estate purchases from Sunrise, besides local and regional priority banking privileges from CIMB Preferred, the priority banking franchise of CIMB Bank. Issuance of the co-branded loyalty cards started in November 2008.

Sunrise executive chairman Tong Kooi Ong said some 1,300 cards had been issued to the property developer’s existing customers who had bought its properties worth a certain value over the years.

“Created under the recognition and appreciation concept, this innovative product is introduced as a step forward to meet the wide-ranging needs for financial services relevant to the lifestyles of high-end property owners.

“The Sunrise-CIMB Preferred Recognition Card is an extension of our commitment to create value and reward our loyal customers. Tying up with a bank makes a lot of sense,” Tong said during the launch of the scheme here yesterday.

Benefits under the programme include discounts of up to 3% for the next property purchase from Sunrise and priority booking at pre-launch property previews by the developer.

Cardholders are also entitled to instant recognition and access at over 80 CIMB Preferred centres and 1,150 branches across the region. Apart from Malaysia, CIMB has a presence in Indonesia, Singapore and Thailand.

Datuk Seri Nazir Razak, group chief executive of CIMB Group, said: “This collaboration with Sunrise is one which we can be proud of on many different levels. Aside from the reciprocal privileges which Sunrise and CIMB customers will jointly enjoy, we are particularly honoured that Tong has chosen us as Sunrise’s partner in this programme.”

“We at CIMB still see Tong as one of the most innovative bankers of his time and we are most grateful for his vote of confidence in us,” Nazir said.

Tong, a former stockbroker and banker, exited the banking industry in 2000 pursuant to Malayan Banking Bhd’s acquisition of Phileo Allied Bank and Phileo Allied Securities.

REWARDING LOYAL CUSTOMERS... CIMB Group chief executive
Datuk Seri Nazir Razak (left) and Sunrise Bhd executive chairman
Tong Kooi Ong shaking hands after launching the Sunrise-CIMB
Preferred Recognition Card in Kuala Lumpur on Nov 3. Under
the joint customer loyalty scheme, cardholders are offered
discounts for their subsequent real estate purchases from Sunrise,
besides local and regional priority banking privileges from CIMB
Preferred. Photo by Suhaimi Yusuf

This article appeared in The Edge Financial Daily, Nov 4, 2009.