Less than a third of UK mobile consumers participate in operator reward schemes, new figures have revealed.
Despite having knowledge of current reward schemes, only 29% of mobile consumers actively participate in schemes to encourage loyalty, while just 27% were involved in schemes to increase spend, according to research by analyst Analysys Mason and mobile content provider Buongiorno.
The study, presented today (22 June) at Telecom World Congress in Amsterdam, highlighted a desperate need for UK mobile operators to improve the loyalty schemes that they offer and subsequently raise their customer interest.
Buongiorno global head of telcos product solutions Adhish Kulkarni said: ‘Telcos are using marketing budgets to drive mobile loyalty and CRM campaigns; however, there is little available research that investigates the effectiveness of such programmes.
‘Our study gives practical advice on the creation and optimisation of loyalty programmes, and coupled with our experience of implementing a variety of loyalty campaigns across the world can help operators see gross revenues increase typically between 4% and 9%.’
Meanwhile, the study also established that earning points for a guaranteed prize, as well as reward schemes that offered occasional high value gifts, were the most appealing type of reward schemes to consumers.