A global telecom brand wanted to reduce churn and explore cost-effective redemption options.
While Kobie segmented their member base and dug into specific historical redemption trends vs. retention rates over time, our consultants identified similar patterns in FI clients and broadened our research to further validate program recommendations.
The “mixed-redeemer” telecom clients had higher retention in year 1, which we found correlated to FI loyalty members who were engaging in multiple rewards categories and staying with their programs for longer. Specifically, 68% of cardmembers who mixed redemption options retained 3+ years in their program.
This is significantly higher than any single redemption category, including cash back, of which 56% attrited within 3 years.
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