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Giving Reasons to Stay Connected

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When Kobie Created a Unique Rewards Program for Wireless Giant Comcast, The Results Exceeded All Expectations

The Challenge:

Fortify retention of wireless customers in the fiercely competitive wireless market and help drive new customer acquisition

Kobie’s Solution:

Kobie responded with a highly targeted, points-based customer rewards program, enrolling high-value wireless customers, as well as those who responded to a co-branded credit card offer.
 The customer rewards program offered more than 150 select rewards, many of them unique local favorites, chosen specifically for their appeal to the target audience.

To further enhance the benefits of membership, Kobie recruited a well-known travel company to offer members up to 10 points per dollar on their travel arrangements. Later, long distance service added yet another way for members to accumulate points.

To turbocharge member involvement, a second tier of unique rewards was created which included playoff tickets, admission to closed sports practices, and “impossible-to-find” theater and concert tickets. These high-value rewards utilized a variety of redemption techniques including “first come, first served,” silent point auctions and random drawings, and more than satisfied the need to stimulate member involvement.

Kobie also developed and maintained an exclusive loyalty reward program Web site, which quickly attracted almost half of all member activity. Members could browse the online rewards catalog, take advantage of special offers, check or redeem their points, and contact loyalty reward program management with questions and comments.

The Result:

Our customer rewards program initiatives generated an astounding ROI of 252% with a 15% reduction in customer churn, and a significant increase in per-member revenue.