The Challenge
While looking to expand its customer base in UK, especially on the business side, Vonage were looking for an incentive provider to help develop a programme that would acquire and retain new customers. Facing a very competitive market with new, upcoming companies arriving all the time, Vonage decided to brand itself as an ally of businesses looking to reduce costs associated with communications. Ovation Incentives were approached with an idea in mind to devise a customer rewards programme with an appealing offering.
The Requirements
Increasing sales overall and its customer base were key objectives for Vonage, concentrating on business customers drove the company to create a marketing campaign aimed specifically at the B2B market, especially small and medium-sized businesses.
The Solution
After subscribing to a VoIP phone line Vonage’s new customers received a financial reward depending on the phone plan taken and the monthly incentive campaign.
Customers would need to wait a cooling period in order to claim their rewards, which worked to reduce churn rate.
The Implementation
The customer incentive programme was carried out in monthly campaigns with each campaign individually analysed and evaluated.
- Administrative burden of reward claim processing was removed from Client and automatically processed via Vonage-branded website;
- Variable reward value allowing Client to proactively change campaign structure depending on the phone plan subscription and the monthly campaign at the time;
- UK rewards fulfillment and all Customer Service enquiries related to rewards entirely managed and fulfilled by Ovation team
The Results
Vonage UK has seen a substantial rise in its business customer base, with strong, consistent double-digit growth revenue growth on the business-side. The company was able to direct its efforts in creating a new service offering that not only provided VoIP-based telephone services but also a myriad of telecommunication services (Unified Communications as a Service or UCaaS) that catered to a whole range of businesses’ needs. Vonage have run campaigns for multiple three years, indicating consistent performance.