Many customers have been with Sky for over 20 years, but our customer research panels increasingly told us loyalty and recognition was a key issue for them; their feedback was tenure and loyalty to Sky was not recognized at all, and that all the ‘deals’ are for new customers. This was one of our highest drivers of dissatisfaction, and a major churn risk.
We worked closely with the Sky team to develop Sky Rewards, from strategy through to execution; this included a range of potential solutions, business casing, customer research and creative development. Sky Rewards is Sky’s way of saying thanks, rewarding customers with channel unlocks, tickets, and merchandise.
No complicated points systems, simple intuitive communications provide choice to drive loyalty. Conversations and research with customers – particularly those who have been with Sky for a long time. Using a design thinking process, driven by customer insights during development, the programme was developed and launched for Christmas 2021 and is ongoing.
The launch drove our strongest NPS and CSAT results since 2015, surpassing participant targets and meeting churn reduction goals. The Sky Rewards TVC became Sky’s top-performing non-brand ad, with a +42 Creative Edge score and 60% recall—“among our best brand work,” according to research. Emotional messaging around rewarding customers boosted engagement, with higher eDM open and click rates and strong participation in ticketing offers.
