At Plusnet, their customers take centre stage in their commitment to providing straightforward broadband services at straighforward prices. Despite their recent accolade as the 2023 Large Broadband Provider of the Year at the Uswitch awards, Plusnet recognized the importance of ongoing customer retention to combat churn.
Through a strategic partnership with Tyviso, they seamlessly integrated a customer reward program into their services, resulting in the introduction of a brand-new Perks Reward programme exclusively for their existing customers. By collaborating with Awin and Tyviso, Plusnet effectively utilised brand partnerships not only to attract new customers but also to ensure the loyalty of their existing customer base.
Thanks to the advertiser reward library curated by Awin and Tyviso, Plusnet successfully onboarded over 25 advertisers within the initial six months of launching their innovative Perks Rewards platform. Key partners such as Gousto, Pooch & Mutt, and Kids Pass have enriched the Plusnet customer experience by offering a wide array of market-leading discounts.
Plusnet’s customer retention objectives
As a prominent UK broadband provider, Plusnet was determined to elevate their existing customer retention efforts. In collaboration with Awin and Tyviso, they set three key objectives:-
- Enhance the customer experience for their existing client base by extending the time spent on their website.
- Decrease the likelihood of existing customer churn by 2.5%.
- Capitalize on the content within the Perks Rewards program to generate inbound revenue payments.
How Plusnet launched their Perks Rewards programme
Through their collaboration with Tyviso, an Awin brand partnerships solution provider Plusnet successfully implemented Tyviso's plug-and-play reward program technology. Tyviso's integration allowed Plusnet to update, remove, and add new advertiser offers using a user-friendly drag-and-drop page builder. The Perks Reward page was fully customised to align with Plusnet's brand guidelines, ensuring a seamless and native customer experience.
Leveraging Awin's extensive brand network, Plusnet established connections with leading brands such as The Body Shop, Pooch & Mutt, and Jimmy’s Iced Coffee. Within the first six months of launching the Perk Reward program, all three brands were effectively promoted to Plusnet customers.
To inform existing customers about the newly launched Perk Reward program, Plusnet used email notifications. They also maintained regular email updates to keep their customers informed about new offers and competitions. This enhanced customer engagement led to a notable improvement in the overall customer lifetime experience, resulting in reduced customer service calls and complaints.
In addition to the advantages in customer retention, Plusnet achieved a significant milestone by generating nearly £5,000 in commission within the initial six months of relaunching their Perks Reward program.
The results
Customers who explored Plusnet’s newly introduced Perk Rewards exhibited the following behaviours:
- They were 90% more inclined to complete an upgrade
- They were 209% more inclined to update their marketing preferences
- They were 46% more inclined to update their account details
- They were 33% more inclined to revisit the website
- They spent 33% more time on site than non-My Perks visitors
- They dedicated 39% more time on the page compared to the previous perks page
Furthermore, and most importantly:
- Their likelihood of customers churning was 5% lower than that of customers who did not visit My Perks.
Excellent proof of what great brand partnerships can have on brand loyalty
"Plusnet has bolstered its promise to customers with its new rewards offering — broadband with enormous benefits and high customer value. Clearly, their customers appreciate it, too! The results of this initiative have been staggering and are excellent proof of what great brand partnerships and execution can have on brand loyalty and, ultimately, revenue."
Adrian Vella, CEO & Co-Founder at Tyviso.
