NPS with increase in upgrade and decrease in churn
Like many other subscription services, our customer suffered from the washing machine effect: customers that sign up thanks to a promotion, leave when it expires and wait for the next one to jump back in. This didn’t only hurt our customer’s revenues, it also made it harder for its viewers to commit to the service long enough to make the most of it.
Decisions and actions
We decoupled price from loyalty, creating a membership program that improved people’s experience with our customer the longer they stayed with us. We created four tiers based on the length of their history with our customer (1; 3; 6 and 10 years) with incremental benefits in customer support, preferential treatment and unique rewards offered by our customer and its partners.