Rewards and incentives

Mobistar is one of the main actors in the telecommunications sector. The company is present on the Belgian and Luxembourgeois markets with over 4 million clients. It operates mobile phones, ground lines, ADSL and also has a television offer; Mobistar is listed on the stock market in Brussels and is a member of the France Télécom group. It is the number two Belgian operator by the number of users, with 33% of the market share.

Logically, Mobistar is directly concerned by the problems of ensuring its clients’ loyalty.

Aurore ANIN, Loyalty Programs Manager in Brussels, agreed to be interviewed in order to tell us a bit about the actions she carries out.

 

1) Could you describe to us your loyalty program?

I am in charge of two loyalty programs. The first one is linked to subscriptions, it allows our clients to accumulate loyalty points we call «stars» they can then exchange them for lots presented in a catalogue. The second program is linked to the prepaid cards with a lottery system.  In both cases we seek to reward our best clients.

2) You bought 1,800 adult tickets and 50 children tickets from our dedicated service «Reward Solutions». What is your reason for this?

Few clients exchange their points for lots. My objective therefore is to make sure they are well informed about this possibility we offer, and to offer them attractive, quality gifts. Since last January we have carried out targeted communication campaigns and the exchange rate has now gone beyond 11%, which is very good. We are now recording twice as many orders for theme parks, and in particular thanks to Disneyland_® Paris.

3) Could you describe to us precisely what determined your choice for our Park tickets?

Disneyland Paris is a leading leisure destination and is very well serviced from Belgium, so it is easily accessible for our clients, and that is very important. Furthermore, the advantage of your tickets is that they are not dated, so they may be used whenever our clients wish, and that flexibility is very good.

4) How do you measure your loyalty campaigns?

Every month I receive a report from the sales network, and it allows me to note the gifts that are most requested; I compare those results to the previous periods and try to understand the reasons. A gift that sells well is a success, for it means that the public likes it; but then I also have to be able to order more.

5) What are your criteria as a matter of fact to choose your suppliers?

I watch the market very carefully and attach importance to the diversity of the offer and the accessibility. I work in particular with third parties selling the « box » for they offer a wide choice of activities on our territory.

In any case, I always check on consumers’ opinions over the web forums to make sure the clients recognize the brand. Of course the quality and the estimate are also determining.

I am not opposed to the idea of widening my offer to fields not yet tapped.

6) Would you be interested in our packages for example?

The package is more complicated since it requires for my clients to leave for a whole weekend or to take off some days from work.

Furthermore, the cost is higher and therefore the number of points that must be cumulated is too; my objective is that our clients be able to have quick access to an exchange of points. For higher quality gifts, in the context of a package, I prefer to offer gift vouchers that are valid in the hotels, for it is more flexible, or else to turn towards weekend formulas but for destinations that are closer.

7) What tools are most useful for your research?

I do not go to professional fairs, I hardly read the specialized press, and I must admit that I am submerged by emails. Therefore I prefer to use the company’s website to gather information, and if I am interested, I get a hold of the brochure to distribute it internally. After that I get in touch with the service provider.

8) Are you satisfied with the relation you have with our dedicated service, and would you have any axes for improvement you could submit to us?

I am very satisfied with the privileged relation I have with your dedicated service. Graziella Beccaria is always available and very reactive, and she meets all my expectations perfectly.

I am currently thinking about putting into place promotional offers in a regular manner, and I would like to integrate the Disneyland Paris Park tickets for the Christmas period. I would therefore be very interested in having a grouped offer. Our clients generally visit Disneyland Paris either with the family, or with friends. Consequently they rarely chose 1 or 2 tickets, but rather 3 or 4 for example. An offer of 2 children tickets + 2 adult tickets, or else one ticket bought, the second ticket half price are formulas we could look into.