Mobile entertainment firm Buongiorno has announced the launch of a loyalty program for Belgacoms prepaid mobile customers (Proximus) in Belgium, called Play&Gold. The service, which launched on 28 January, uses the same CRM platform that Buongiorno already uses successfully with Telefonica O2 Top-Up Surprises in the UK and Telecom Italia Mobile.
Buongiorno applies its proprietary technology and know-how to improve network operators CRM systems. Operators implement Buongiornos real-time solution, called Intelligent Mobile Marketer (IMM), to better understand their customers, reward loyalty with prizes redeemed in real-time, and in turn increase retention and customer satisfaction.
Play&Gold offers Proximus customers an instant reward every time they top-up their account with 15 (13) or more. Once a customer has recharged their mobile account, they receive a text message containing a unique code and directing them to the relevant Proximus website to discover and redeem their prize.
Depending on the amount topped-up, the customer is eligible for different prize pulls: Silver or Gold. Everyone who tops-up more than 15 is eligible to play, and everyone that plays is guaranteed a reward.
Rewards are varied and changing. They include mobile-related prizes such as free texts or voice minutes, as well as physical prizes such as digital cameras, shopping vouchers, cinema tickets, race day tickets and spa experiences. Every recharge of more than 15 grants the Proximus customer a prize and each Euro recharged gives the chance to win the grand prize of a home cinema system, with the draw taking place in February.
IMM, is playing an increasingly important role within operators offerings, says Buongiorno. Due to the heightened competitiveness of the market and challenging economic conditions, operators are increasingly seeking ways to reward and retain valuable customers, putting them first and improving their direct relationship with them.
Within the European operator market, we recognised a need for our partners to find a new way to differentiate themselves by motivating and rewarding their customers, says Adhish Kulkarni, Buongiornos Global Head of Products and CRM. Buongiorno invested in developing a unique CRM platform, and this investment has now enabled us to become the specialist CRM partner as we roll it out for more operators, supporting them in developing bespoke reward programs, increasing ARPU and reducing churn of loyal customers.