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Affinion International rebrands as cxLoyalty

Affinion International, which owns UK call centre agency Affinion Travel, has re-branded as cxLoyalty.

The group, which provides white-label membership and loyalty services, is bringing each of its organisations under one bran.

Affinion Group (US), Affinion International, Affinion Travel,  Connexions (US) and Propco (US) will all become cxLoyalty.

Karen Wheeler, vice president of international services and UK country manager, said: “All the branches that were previously separate within Affinion come under one brand to present ourselves as a global player.

“The reason we’re doing it is to reflect how we help our clients with their own customer experience and loyalty. We’ve gone down the more personalised customer experience route, hence the ‘cx’ aspect.”

The UK travel arm of the group, an Advantage Travel Partnership member, books holidays with operators on behalf of the consumer via a loyalty or rewards scheme, providing a travel agency service and in-resort support. This includes travel services as benefits to banking customers via loyalty programmes.

More widely, the company provides customer engagement and loyalty solutions to banks, insurance and telecommunications businesses.

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