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Contract Loyalty Programs - Impact Assessment

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.

Price: EUR 2,500.00 / GBP 2,000.00

if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us

1
Overview
1
2
Introduction
2
3
Exclusive Programs for the Contract Segment
5
4
Relevant Mobile Communications Rewards
7
4.1
SFR 'Garantie Carre Rouge' Rewards
7
4.2
HKCSL 'ClubBest' Rewards
8
5
TME 'Programa de Puntos'
10
5.1
Introduction
10
5.2
Loyalty Program Structure
10
5.3
Customer Benefits & Rewards
11
5.4
Program Success Indicators
13
6
Multi-service Loyalty Programs
17
6.1
Telstra T-time Rewards Options
17
7
Multi-partner Loyalty Programs
19
7.1
External Partners - Access Extra Bonus Points
19
7.2
External Partners - Extending Reward Options
21
7.3
Multi-Partner Nectar Program
22