MRM Worldwide

Le Pacte SFR

SFR/Vodafone

The Telco industry in France is highly competitive with 3 premium network operators (SFR/Vodafone, Orange and Bouygues Telecom) and dozens of low cost MVNOs. Without any meaningful difference between premium providers, SFR was faced with the following challenge: how to create a unique point of difference that would significantly reduce churn, drive the increase of Average Revenue Per User and meet customers’ high expectations?
 
SFR Le Pacte was launched to meet that purpose: a program offering tangible recognition for customer loyalty, with valuable bonuses offered by year of engagement.

Results
Exceeded expectations as a few months after the program inception:

• More than 1 million customers had subscribed to it
• To date they have reached 3.5mio which represents almost 20% of all SFR customers
• 1.95 bonuses are redeemed by client with value and variety increasing every year
• The program reduced the churn rate and also helped increase SFR’s awareness as it was largely communicated on TV, radio, print, direct mail, email & SMS