Plusnet is a BT Group-owned broadband provider operating in one of the UK's most competitive telecoms markets. With customers regularly targeted by rival offers and switching incentives, retaining existing users and building long-term loyalty is a constant challenge. In May 2023, Plusnet partnered with Tyviso to replace its existing rewards portal with a more effective, data-driven solution designed to keep customers engaged and reduce churn.
Objectives
Broadband is a fiercely competitive space, and with this in mind, uplift in brand loyalty was chosen as the key KPIs, specifically:
- Likeliness to complete an upgrade
- Time and frequency on site
- Overall reduction in churn
Approach
Plusnet used Tyviso’s Rewards platform to select from a selection of high-performing existing brand partners and secure exclusive offers.
Displaying 12 separate offers in one grid, Plusnet picked offers best suited to their audience demographics and interests.
The rewards page was designed and blended to be synonymous with the look and feel of the Plusnet site and tone.
Results
Over five months, the results were unprecedented. Customers that visited the new My Perks page were:
- 90% more likely to complete an upgrade
- 209% more likely to update their marketing preferences
- 46% more likely to update their account details
- 33% more likely to return to the website
- Spent 33% more time on site than non-My Perks visitors
- Spent 39% longer on the page compared to the old perks page
And most critically:
- They were 5% less likely to churn than those who didn’t visit My Perks.
"Plusnet has bolstered its promise to customers with its new rewards offering — broadband with enormous benefits and high customer value. Clearly, their customers appreciate it, too! The results of this initiative have been staggering and are excellent proof of what great brand partnerships and execution can have on brand loyalty and, ultimately, revenue."
