Legacy loyalty technology
The existing platform was dated and limited, which made it hard to grow the programme or add new capabilities.
One Loyalty Ecosystem Across Multiple Business Divisions
How CXForge connected Massy Group's divisions into one coalition loyalty ecosystem, with a single customer profile, one shared points balance, and rewards customers can earn in one business and redeem in another.
Massy Group needed a loyalty ecosystem that could connect customers across several business divisions. Customers were already engaging with more than one Massy business, but each relationship sat on its own.
The goal was to turn those separate customer relationships into one unified, group-level loyalty experience, where a customer is recognised as a single person across the entire group.
Working with CXForge, Massy built a shared loyalty infrastructure across its divisions, with one customer profile, one points balance, and one rewards ecosystem that spans the group.
What is Massy Group?
Massy Group is one of the Caribbean's largest diversified conglomerates, operating across 5 countries in the Caribbean islands, with business in retail, automotive, gas products, and financial services.
Customers often interact with multiple Massy businesses, but those relationships were previously managed separately.
That diversity is a real strength. It also means a single customer can have deep value across the group and across markets, value the business could only unlock if it could see and reward that customer as one person.
The Challenge
Maintaining a single customer profile
Keeping one accurate profile per customer across the programme was difficult, so the same person could still end up fragmented across the group.
Difficult partner management and onboarding
Bringing new divisions and partners into the programme was slow and complicated.
CXForge created a shared loyalty infrastructure across Massy's divisions. Instead of each business running its own disconnected programme on dated technology, the group now runs on one modern, connected ecosystem.
The platform brought everything together around a single customer:
One customer profile. Transactions across divisions connect into a single, accurate view of each customer.
One points balance. Customers carry a single rewards currency across the whole group.
One rewards ecosystem. Earning and redeeming work across divisions rather than in isolation.
Cross-brand redemption. Customers can earn rewards in one division and redeem them in another.
Easier partner onboarding. New divisions and partners can be brought into the programme without the friction of the old setup.
On the business side, CXForge gave Massy the visibility it had been missing, with the ability to identify high-value multi-sector customers and run cross-division campaigns that span more than one business.
Massy Group can now recognise customers across divisions and markets, creating stronger reasons for them to engage with more of the group’s services.
CXForge connects retail, automotive, gas products, and financial services into one group-level loyalty ecosystem. Customers can maintain one points balance and redeem across participating brands, while Massy gains a clearer view of customer value across every division and market.
The result is a coalition loyalty programme that benefits both sides. Customers get more value from one connected experience, and Massy can onboard new partners, run cross-division campaigns, and identify opportunities for retention, loyalty, and cross-sell.