Unity One Loyalty
Customer loyalty is a key metric for any Mobile Operator, as the cost of churn and acquiring new customers is a significant cost to the business. Mobile Operator loyalty develops from a consumer’s commitment to repurchase and reuse the Mobile Operator products and services.
The Unity One Loyalty platform offers the customer the opportunity to earn and receive ‘loyalty points’ and to exchange these for rewards, set by the operator marketing team and targeted through the Digital Persona. These can either be targeted as an incentive or as a loyalty driver – or both. The values of loyalty points are calculated in discussion with the operator outside the platform (to ensure that the value exchange meets their expectations and that of the accounting organisation). The values of the point determined by the Mobile Operator and can be flexed dependent upon specific short term requirements (e.g. to create a new promotion or to respond to a competitors activity). Points and Rewards are offered by the mobile operator to reinforce customer commitment and desirable customer behaviour.
Benefits
To the operator:
- Improves customer satisfaction, commitment, loyalty and greater value for money perceptions
- Visible tangible mechanism to drive take up and usage of the digital applications and the establishment of the valuable digital channel
- Mechanism to enhance sales and encourage trial of new services
- Drives connections between the mobile, VAS and digital services
To the consumer:
- Offers greater tangible value from their mobile operator and their loyalty to the Operator
- Improves their perceptions of good ‘value for money’ and the quality of service they are receiving from the operator
- Provides a way to earn a reward for something they may already do (recommendations)