Customer: Sonofon

Overview of Loyalty Programme

Operating in Denmark, one of the world’s most fiercely competitive wireless markets,  Sonofon competes against a wide variety of communication service providers.    It was not prepared to lose market share as it knew it could provide the best products at the best prices but needed to find an effective way to communicate the relevant packages to the relevant customers by:

• Reducing churn with an individualsed marketing approach
• Adding relevancy of message to all communications
• Ensuring consistency of message across SMS, MMS, mobile portal and the web
• Distributing messages to fit the cutomer's need
• Winning the trust of the customer

Project Details

To meet the above objectives Sonofon successfully deployed Agillic’s Interactive Integrated Marketing solution on an On-Demand basis.   The solution enabled  Sonofon to introduce a loyalty programme aimed at its high value postpaid customers. 

Working with Wunderman, a global digital marketing agency, Sonofon created a number of highly interactive customer lifecycle marketing programmes.   These provided the foundation to execute programmes that successfully engaged customers to register and remain in the loyalty programme.  

Each programme was designed to build relationships, increase loyalty and provide opportunities to cross and up sale other products and services.

Results

In year one:

•  35% of high value customers joined the programme
•  Lowered churn rates to one of the lowest levels ever achieved
•  Churn reduced by 50% in first year
•  Annual revenue per user increased by 5-10%