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Operator Customer Loyalty Programs in CEE: Bringing Customers Closer

LONDON, Feb. 6, 2014 /PRNewswire/ -- just published a new market research report:

Operator Customer Loyalty Programs in CEE: Bringing Customers Closer

This IDC Insight reviews customer loyalty programs offered by CEE operators in the context of broader trends impacting the region's telecommunications markets. The study begins with specific market trends framing telecom operators' strategic decisions and how customer loyalty programs fit within their strategies. It then considers the factors that CEE operators must take into account as they devise and implement their loyalty programs. The study also reviews customer loyalty program structures used by operators in the CEE region, with a brief look at select operators' customer loyalty programs. The Insight concludes by offering recommendations to CEE telecom operators on how to structure their loyalty programs to support the near-term goal of limiting customer churn and maintaining ARPU levels but with a view to the longer-term support of their business objectives and strategies.

Table of Contents

IDC Opinion

In This Insight

Situation Overview

CEE Telecom Market Trends and Customer Loyalty Programs

Increasing Market Maturation

Migration to Postpaid Contracts

The Smartphone Explosion

Customer Loyalty Programs in CEE

The Necessity for CEE Operators to Have a Loyalty Program

Types of Customer Loyalty Program Structure



Retail Discount Card

Set Specials with Partner Retailers

Premium Customers

Top-Up Rewards (Prepaid)

Influence of Parent Companies

Corporate Loyalty Programs

Challenges Facing Customer Loyalty Programs in CEE

Economics of Loyalty Programs in CEE

Making Loyalty Programs Valuable Across CEE Customer Bases

Tying Results to Loyalty Programs

Future Outlook

Making Rewards Meaningful

Digging Deeper to Evaluate Reward Programs' Effectiveness

Segmenting Loyalty Programs, Whether Formally or Informally

Using Loyalty Programs to Support Multiplay Bundles

Using Customer Loyalty Programs as a Bridge to New Services

Table: Points-Based Loyalty Program Structure

Table: Event Loyalty Program Structure

Table: Retail Discount Card Loyalty Program Structure

Table: Set Specials with Partners Loyalty Program Structure

Table: Premium Customers Loyalty Program Structure

Table: Top-Up Loyalty Program Structure (Prepaid)

Figure: CEE Mobile Voice Penetration Rates by Market, 2011

Figure: Consumer Spending on Core Telecom Services Year-on-Year Change, 2008-2011

Figure: Postpaid as Percentage of Total Mobile Voice Connections, 2007 Versus 2011

Figure: Smartphones as Percentage of Total Mobile Phones Shipped in CEE, 1Q09-1Q12

Figure: Average Voice and Data Spending per Mobile Voice Connection, 2011

Read the full report:
Operator Customer Loyalty Programs in CEE: Bringing Customers Closer

For more information:
Sarah Smith
Research Advisor at
Email: [email protected]  
Tel: +44 208 816 85 48

SOURCE ReportBuyer

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