Loyalty programs don’t have to be complicated, points-based schemes says Telstra’s Nick Adams, director of CRM, digital and loyalty.
Recognising the loyalty of Telstra’s customers by saying Thanks and connecting them to the passion points in their life can be more impactful than a traditional points program.
“Our customers told us they wanted to have their loyalty recognised, rather than a complicated points system. We listened to them and now have a program where you are rewarded simply for being a customer,” said Adams.
The Telstra Thanks program gives customers access to $11 movie tickets, discounts to sporting events, and pre-sale access to tickets to some of the world’s biggest musical acts such as Katy Perry and Michael Bublé.
The program also includes ‘money can’t buy experiences’ such as opportunities for walk-on roles in movies, meet and greets with music stars, and the chance to walk the red carpet with Hollywood movie celebrities at their Australian movie premieres.
Nick Adams is one of Australia’s most awarded marketers. In 2011, 2012 and 2013 he was recognised as a global marketing leader by Internationalist Magazine for his work in marketing innovation; in 2009 he was named ADMA’s Australian Direct Marketer of the Year, and in 2004 was described as ‘one of the four young industry stars to watch’ in Marketing Magazine’s 20th anniversary edition. He will talk about the rising success of the telco’s one-year-old Thanks loyalty program at the next ADMA Victoria Branch Guru Breakfast in Melbourne.
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