A review Of Tata Neu .

Tata Neupass under Tata Digital is now over two years old. Because I had Taj Inner Circle, Titan and Tanishq memberships, Tata neu came to me from Day Zero. After two years of holding the app based membership, I feel a review is in order. The legacy memberships, especially inner Circle with its membership card was a joy to hold compared to the present app and phone based loyalty programme. I know it covers any number of brands but Brand Loyalty is to a particular brand and not for the holding company.

It is an all encompassing loyalty programme and the cost of running the NeuPass programme must be enormous but on the evidence of two years, I think the neupass is settling down as a mediocre programme.The chances of personalised targetting becomes difficult when you start making a common platform for Big Basket and IHC hotels. While neupass may add to the glitz for Big Basket customers, Zoya or Taj Safari customers may have different needs.

So at this point Neupass is meandering into the middle overs of an ODI match, whereas it needs the buzz of t20 or sedate uniqueness of a Golf or Test match cricket.