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.
Doubling down on the assertion that rewards optionality increases retention strengthened the recommendations Kobie provided, armed with the knowledge that this finding was not specific to only the client’s member base. In turn, this helped the brand understand how to better explore offerings that would help retain members.