VodafoneZiggo is introducing a new approach to customer loyalty in Dutch telecoms. With the refreshed Priority programme, the longer customers stay with Vodafone or Ziggo, the greater the benefits they receive. Customers are automatically recognised according to the length of their relationship, with status levels ranging from Silver to Gold, Platinum and Diamond.
The change reflects a broader shift in VodafoneZiggo’s strategy: winning new customers remains important, but so does recognising and rewarding the millions of customers who choose to stay.
“Telecom has traditionally put enormous energy into winning the next customer. But earning the trust of customers who choose to stay with us year after year matters just as much,” says VodafoneZiggo CEO Stephen van Rooyen. “Loyalty should be worth more, not less. We want customers to see and feel that the longer they are with us, the more we value that relationship.”
Loyalty that customers can see
The refreshed Priority programme makes that principle tangible. The longer someone is a Vodafone or Ziggo customer, the higher their Priority level and the greater the benefits available to them. Customers progress from Silver to Gold, Platinum and ultimately Diamond. Benefits include complimentary months of streaming services or sports packages and credit to spend in Vodafone and Ziggo stores, with the value increasing according to the customer’s level.
Uniquely, there are no points to collect and customers do not need to spend more or change their behaviour to qualify. Eligible customers are automatically included and their level is based on the length of their relationship with Vodafone, Ziggo and, where applicable, their predecessor companies.
Recognising relationships built over decades
Almost half of Ziggo customers have been customers of Ziggo or its predecessors for more than 15 years. For Vodafone, around one third of customers have been with the company for more than 15 years. For VodafoneZiggo, recognising those relationships is part of a wider ambition to constantly improve the experience of being a customer – not only through the quality and reliability of its super-fast networks, but through entertainment, sport, service, benefits and recognition.
Van Rooyen: “Our customers don’t experience us as a network or a piece of technology. They experience the moments that connection makes possible – working from home, watching a match or a film, speaking to family or running a business. Some customers have trusted us and our predecessor companies for decades. We should never take that for granted.”
“Priority is one way we are changing that. You don’t have to ask us to recognise your loyalty, collect points or spend more to earn it. The simple principle is: the longer you stay, the more we recognise it.”
A different approach to loyalty
Competition in Dutch telecoms is intense and promotional offers for new customers are common across the market. VodafoneZiggo believes the experience of existing customers deserves greater attention alongside the competition to attract new ones.
The renewed Priority programme is the first loyalty programme among major Dutch telecom providers in which the level of customer benefits structurally increases according to how long someone has been a customer.
For more information, visit: https://www.priority.nl/