Reply is the place to meet an incredible variety of enthusiastic, passionate, ideas-driven people, who want to make a difference and an impact.Would you like to know more?
Loyalty schemes are now vital both to improve customer retention and to steer customers towards consuming significant amounts of a company’s products and services.
In this arena,
Reply has consolidated its role as a trusted partner by supporting a major player in the telco & media sector in launching a
coalition-type loyalty scheme aimed at expanding its pool of potential customers.
A coalition model entails a
loyalty scheme, that is a customer of more than one coalition partners can earn loyalty points on a single loyalty card and claim prizes from a catalogue used across the whole coalition. With the loyalty programme, moreover, customers are incentivised to join and to give their personal data in exchange for discounts, dedicated promotions, vouchers and loyalty points to use later. The coalition partners gain many benefits. They acquire new customers, shared with other partners; they limit the programme’s operating costs, compared to a traditional one; and they increase their ROI by reducing churn, i.e. the rate at which customers drop out of the service. What is more, a loyalty programme offers the chance to get to know customers’ consumption habits, thus enabling the coalition partners to seize fresh business opportunities by cross-linking the data from the business intelligence systems.
To develop the complex loyalty-management system, Reply extended the client’s existing call-centre functionality with a new verticalisation of the product based on Oracle Siebel technology. This enhancement handles all the integration with the centralised loyalty system hosted by a European loyalty partner. Through the multichannel paradigm, these extensions have enabled customers to join the loyalty scheme not only through the traditional call-centre channel but also using the web self-care and IVR channels.
By using online after-sales services, customers can check their points balance, their loyalty scheme status, and how many points they need to claim a particular reward from the catalogue. These services all build loyalty and make customers less likely to switch to a competitor.
Reply understands how important loyalty schemes are to support and develop companies’ sales and after-sales processes, not least in the telecoms sector, which is inherently highly exposed to the ongoing digital revolution. Unleashing a business’s full potential takes the skill and expertise to harmonise strategies and systems with the main corporate processes – and to do so quickly – especially where analysing customer behaviour is concerned.
Understanding the consumer remains the key to success, whether your goal is to find new leads or to prevent churn in your customer base.