Becoming a mobile loyalty thought leader

The problem

Buongiorno, a provider of content and services for operators, wanted to increase awareness of its mobile loyalty solutions by positioning itself as a thought leader. It wanted to provide clients with recommendations and strategies, based on original market research, to reduce churn, attract subscribers and increase revenue.

The solution

Analysys Mason conducted a consumer survey in four diverse markets – Nigeria, Russia, Spain and the UK – to identify the key reasons for customer dissatisfaction and churn.

We designed a bespoke questionnaire to assess:

• end users' reasons for churn
• their criteria for selecting a mobile operator
• consumers' perception of mobile operator loyalty schemes
• the effectiveness of mobile operator loyalty schemes
• consumers' perception of loyalty schemes in other sectors (such as airlines and supermarkets)
• the effectiveness of loyalty programmes in other sectors.

We then analysed the results to highlight differences across the four countries, as well as between prepaid and postpaid subscribers.

The result

The project helped to increase the client's profile as a provider of loyalty programmes. We supported Buongiorno at an industry event and gained extensive coverage in print and web media. Analysys Mason also published two articles about mobile loyalty schemes, and ensured widespread coverage in specialist industry media by speaking with journalists.

The team

The project was conducted by consultants from Analysys Mason’s Custom Research team, which has significant experience in the issues discussed in the report (mobile loyalty, churn reduction and consumer surveys) both in Europe and internationally.