Suryaveer has over 15 years of experience across multiple industries, including Banking, Advertising, Insurance, Fashion, E-commerce, and Oil & Gas.
He joined Emirates National Oil Company (ENOC) as the Head of Loyalty, with the task of designing and launching a rewards program for consumers in the UAE, along with the first Fuel Rewards Program. Suryaveer played a pivotal role in building the program from the ground up, which later became known as Yes Rewards. His vision and expertise in loyalty and rewards were instrumental in laying the foundation for the program’s success.
Comarch was selected as the loyalty partner for the rewards engine, and since its launch in November 2020, the program has run seamlessly. Yes Rewards is one of the first loyalty programs in the UAE for the Oil & Gas sector, offering a smooth customer journey and innovative features. In the early stages, Suryaveer envisioned the program to be environmentally friendly and digitally enabled. He introduced an app-based OTP generation system to link fuel transactions, a game-changing move that revolutionized the program.
Yes Rewards has successfully digitized the loyalty card, offering instant earn-and-burn capabilities, cross-promotion between fuel and non-fuel brands, subscriptions for coffee, car wash, oil changes, digital receipts, gamification across customer touchpoints, third-party benefits, and a co-branded partnership with the Commercial Bank of Dubai. This partnership offers up to 15% cashback on fuel, which is currently one of the best in the market.
The program’s multiple benefits and focus on customer engagement have resulted in immense customer satisfaction, with over 1.4 million members. Suryaveer’s approach of keeping things simple and engaging has earned the program numerous accolades, including Gold in the ‘Customer Happiness Awards 2024’ and recognition as a Loyalty Leader by Martechvibe.
Yes Rewards ensures a unified customer experience using a highly capable tech platform. ROI and customer value are key priorities, with over 50 bespoke, customer-focused campaigns generating more than 100 million in incremental value within just four years.
Suryaveer has always kept the customer at the center of loyalty, tailoring offers and experiences to maximize engagement and profitability. The program engages with non-fuel brands in sectors such as automotive, convenience, vehicle testing and registration, and F&B, using 36 hyper-segmented campaigns to analyze customer behavior and spending patterns. With 99% data accuracy, the program ensures clean, clear communication with all members.