Loyalty Partner Solutions has won the latest tender for the
BahnCard, Germany's rail network card programme. The leading, Munich-based
CRM service provider will therefore remain the general contractor for the
Deutsche Bahn customer loyalty programme (BahnCard, bahn.bonus,
bahn.comfort). With 4.2 million cardholders, the BahnCard is one of the
most successful loyalty programmes in Germany.

The public tender was for operating and further developing the Siebel-based
customer relationship management system and CRM business processes for
private rail customers of Deutsche Bahn (DB-Personenverkehr). The contract
is for six years with an option to extend for another two years. 'We look
forward to continuing our successful partnership with our existing service
provider. With Loyalty Partner Solutions we have a skilled partner at our
side to continue expanding our customer loyalty programme,' said
Hans-Joachim Luhm, Director Price Management, Customer Loyalty and
Marketing at DB Bahn Fernverkehr. Andreas Berninger, Managing Director at
Loyalty Partner Solutions, is delighted at winning the tender: 'We will not
limit our service for Deutsche Bahn to pure administration of the programme
but will also continue to identify growth opportunities and potential for
improvement and then harness these in tandem with Deutsche Bahn.'

In the past, Loyalty Partner Solutions has already achieved extensive
process optimisation and successfully implemented enhancements for Deutsche
Bahn. Examples include expanding the rewards shop, producing promotional
cards and innovative campaigns such as the BahnCard for the European
Football Championships in 2008, the 'green' BahnCard and the introduction
of an intelligent address and return management system.
Deutsche Bahn has been a Loyalty Partner Solutions customer since the
beginning of 2002 (at that time: Loyalty Partner). In April 2006 Loyalty
Partner Solutions became the general contractor for Deutsche Bahn AG,
taking charge of all CRM operations for the BahnCard customer loyalty
programme. These services range from implementing and operating the CRM
system platform to running online and offline marketing campaigns. Loyalty
Partner Solutions provides the entire logistics for the BahnCard and is
responsible for the loyalty programmes bahn.bonus and bahn.comfort. Loyalty
Partner Solutions manages all service providers involved, provides
technical support and delivers optimum reporting.