How Orange Belgium implemented an innovative customer engagement and loyalty program
At the project's outset, Orange Belgium acknowledged a need to revitalize its approach to customer loyalty. Its existing programs weren’t delivering the desired outcomes and additionally were providing little, if any, brand differentiation. Plus, the appearance of aggressive new competitors in the market as well as regulatory changes relating to the mobile industry meant that a new approach was urgently needed to protect and improve the company’s market position.
Orange’s initial objectives for its new approach included creating a single program for all markets - pre and postpaid. While addressing churn remained a primary goal, the company realised that traditional loyalty approaches had been ineffective at doing this in the past.