Telecom brands are often viewed as transactional by nature, creating challenges in a space where price-conscious and value-seeking customers are apt to switch providers for a better deal. To overcome high churn and the lack of deeper loyalty, brands need differentiating, engagement-driving strategies to keep members and acquire new ones.
The Challenge: A leading business telecommunications provider aimed to address a key business challenge—reducing churn among small business accounts. With growing competition in the B2B market and limited differentiation, the brand sought loyalty solutions to improve customer retention and drive deeper engagement,
The Solution:
Kobie leveraged data-driven loyalty strategies to create a comprehensive solution tailored to the brand’s needs. Our approach focused on using loyalty program data as a catalyst to reduce churn and enhance engagement through a B2B program. Specifically, we recommended extending the benefits of the brand’s existing rewards program, previously exclusive to co-brand cardholders, to non-cardholders.
We developed three distinct value propositions that created a competitive edge in a crowded market. To secure leadership buy-in, we conducted a 5-year financial forecast that modeled the impact of each proposition. In addition, our learning agenda included testing and optimizing reward offers, with a focus on measuring emotional loyalty to ensure long-term success.
The Outcomes:
Kobie’s strategic approach successfully aligned key stakeholders across executive teams, securing approval from both consumer and business verticals. With organizational buy-in, the team was able to prepare for go-to-market testing and full program rollout.
Incremental Revenue: 30% increase in total revenue over a 5-year period
Member Growth: 67% net new members active in loyalty strategy over a 5-year period
ROI: 38% average return on investment over a 5-year period
To learn more about how Kobie can help your telecom brand, reach us at kobie.com/contact.
