The Challenge:

When Verizon Communications decided to sell its telephony and Internet services in Maine and New Hampshire to FairPoint Communications, the top priority was to maintain a strong relationship with the small business customers who had been participating in Verizon’s customer loyalty program – Business Link Rewards.

The Solution:

Kobie, which had managed the Verizon Business Link Rewards program for two years, partnered with FairPoint to develop and implement a new customer rewards program for FairPoint’s newly-acquired small business customers. A totally-new customer loyalty program was created, with current rewards, a fresh Website, and with a consistent look and feel for the FairPoint brand. At the same time, members were allowed to transfer their existing point balances to the new rewards program, which encouraged their loyalty through the transition period.

To improve the customer experience, Kobie recruited a well-known travel company that offers members up to 10 points per dollar on their travel arrangements. Later, long distance service was added, as another way for members to accumulate points.

The Kobie Masterstroke:

A second tier of unique rewards was created to turbocharge member involvement. Playoff tickets, admission to closed practices, "impossible-to-find" theater and concert tickets - fabulous awards that kept the program running at lofty levels after its introduction. These high-value rewards, offered in limited quantities and at exceptionally low point values, utilized a variety of redemption techniques including "first come, first served," silent point auctions and random drawings, and provided a strong incentive for increased member participation.

Kobie also developed and maintained an exclusive rewards program Web site, which quickly attracted almost half of all member activity. Here, members could browse the online rewards catalog, shop the special offers that rotated through the home page, check or redeem their points, and contact program management with questions and comments.

The Result:

The transition was deemed a success! The entire program history was smoothly converted to the FairPoint program platform without a single missed step. We even extended the expiration dates of expiring points during the transition period, which improved the customer experience. Best of all, member participation in FairPoint Rewards continues at a high level.

For a FREE customer loyalty or customer retention program assessment, contact one of our customer loyalty specialists.