M1 Limited, 2023 till present
While M1 is best known for delivering exceptional customer service and value, there is a gap in how the brand engages with and rewards its loyal customers.
Through market research, customers have rated M1 with a lower score when it comes to Loyalty & Rewards. With every telco trying to increase their ARPU while reducing cost-to-serve, we need to ensure that we find new ways to engage with our existing customers to build brand loyalty without taking them for granted.
Scope
- Stakeholder Engagement
- Creative Direction
- User Experience Design
- User Interface Design
- Gamification Logic
- Front-end development
APPROACH / SOLUTION
“Loyalty should not be granted as it is built on trust that requires time to nurture between the brand and its customers.”
Started off as a pet project with our Creative Technologist, gamification logic was defined to drive re-usability to scale over time.
Started off as a pet project with our Creative Technologist, gamification logic was defined to drive re-usability and to scale over time.
A task-force were then assembled to build mini-games based on the defined logic for Christmas in 2023 and the M1 Anniversary campaign.
OUTCOME
3 mini-games were fully developed in-house – saving the company an average of $30k per campaign.
- 11% of customers re-contract with the incentives given out during the campaigns
- Partner vouchers were fully redeemed during every launch of mini-games
- Full year marketing plan to include mini-games as part of outreach strategy
WHAT’S NEXT?
Rewards programme to build on the success of gamification to provide longevity in customer engagement and to reduce churn.
