EE Launches Customer Rewards Programme and Enjoys 35% Churn Reduction
EE have partnered with Tyviso to introduce an in-app customer rewards programme, designed to enhance retention, increase customer engagement, and drive sustainable revenue growth. Since its launch in June 2024, the programme has significantly reduced customer churn, with customers exposed to EE Rewards being 34.5% less likely to leave compared to those who were not.
The initiative addresses customer retention, one of the telecoms industry’s biggest challenges, by providing exclusive, high-value offers that integrate into the EE app experience.
Objectives
The EE Rewards programme was launched with the following key goals:
- Reduce customer churn by offering customers greater value and increasing long-term loyalty.
- Enhance the customer experience with compelling, exclusive offers tailored to EE’s diverse customer base.
- Increase the perceived value of EE services, providing at least £1,000+ worth of savings per customer.
- Drive engagement with the EE app, ensuring customers return regularly to explore new offers.
Approach
EE worked closely with Tyviso to curate a portfolio of exclusive advertiser offers from a network of over 5,000 brands. The selection process prioritised relevance and value, ensuring that the offers resonated with EE customers.
The programme’s success has been driven by:
- A data-led strategy, allowing EE to monitor real-time engagement and optimise the programme accordingly.
- A carefully curated mix of advertisers, from household names such as Gousto and Tails.com to emerging brands like Fussy Deodorant, SMOL, and Pact Coffee.
- Integration within the EE app, developed in collaboration with EE’s branding team to ensure a consistent and engaging user experience.
- A weekly offer rotation, keeping content fresh and maximising customer interest.
Results
- 15 million offers served, demonstrating the scale and reach of the programme.
- Churn reduction of 34.5%, significantly exceeding the initial target of 5%.
- 7% average offer redemption rate, surpassing industry benchmarks for telecom loyalty programmes by 40%.
- £1,500+ in savings per customer, exceeding the original goal of £1,000+.
- 90% repeat engagement, with customers returning to the rewards page within the first six months.
The EE Rewards programme has successfully combined customer value, brand engagement, and revenue growth in a way that sets a new industry benchmark. By leveraging Tyviso’s expertise in reward-based marketing, EE have created a sustainable, scalable model that continues to drive revenue growth.
As the programme evolves, EE and Tyviso will continue to refine the offer selection, enhance personalisation, and explore further opportunities to expand customer engagement.
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