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SUMMARY
Over recent years there has been a dramatic increase in loyalty programs and
other loyalty development initiatives addressing the mobile market. This
reflects operators' desire to reduce and stabilise customer churn in maturing
mobile markets.
In this report we provide a detailed examination of the similarities and
differences found during our analysis of 16 mobile operator loyalty programs
addressing the contract market segment. We provide case study illustrations
from the Australian, French, Spanish, Hong Kong, and UK markets which
demonstrate how loyalty programs can be developed in very different ways to
achieve different objectives.
In particular we examine the approaches taken by mobile operators to the
development of:
- Contract Customer Specific Loyalty Programs (SFR France, TME Spain, HCSL
Hong Kong)
- Multi-Service Loyalty Programs (Telstra Australia)
- Multi-Partner Loyalty Programs (Vodafone/Nectar UK)
During our analysis, we consider the merits of the programs examined and
highlight what we regard as good or poor practice. Where possible we indicate
the levels of success achieved either in terms of membership registration
levels, contract renewal rates or churn reduction impacts.
We also provide a detailed description of the point accumulation opportunities
available to customers, the range of rewards offered and associated redemption
levels. We also comment on the appropriateness of the rewards offered in
different circumstances.
TABLE OF CONTENTS
- 1 Overview
- 2 Introduction
- 3 Exclusive Programs for the Contract Segment
- 4 Relevant Mobile Communications Rewards
- 4.1 SFR 'Garantie Carre Rouge' Rewards
- 4.2 HKCSL 'ClubBest' Rewards
- 5 TME 'Programa de Puntos'
- 5.1 Introduction
- 5.2 Loyalty Program Structure
- 5.3 Customer Benefits & Rewards
- 5.4 Program Success Indicators
- 6 Multi-service Loyalty Programs
- 6.1 Telstra T-time Rewards Options
- 7 Multi-partner Loyalty Programs
- 7.1 External Partners - Access Extra Bonus Points
- 7.2External Partners Ð Extending Reward Options
- 7.3 Multi-Partner Nectar Program
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