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T-Mobile’s “Uncarrier” Rebranding Provides a Rich Example of How to Weave Diverse Tactics into a Truly Integrated Loyalty Strategy
What is the key challenge in loyalty marketing? Ensuring that programs and tactics work together to foster loyalty across the entire customer base without over or under-investing in particular customer segments.
The fascinating session, “The Science Behind Creating an Integrated Loyalty Strategy,” at the 7th Annual Loyalty Expo, presented by Loyalty360 – The Loyalty Marketer’s Association, will examine T-Mobile’s “Uncarrier” rebranding program, which provides a rich example of how to weave diverse tactics into a truly integrated loyalty strategy.
The event will be held March 17-19, 2014, at the Hyatt Regency Grand Cypress in Orlando, Florida.
Gayle Bock, Director of Loyalty Marketing, T-Mobile; Clay Walton-House, Senior Manager, Lenati; and Marc Steiner, Principal, Lenati will be the featured session speakers. They will look at T-Mobile’s replacement of service contracts with phone financing options and their introduction of the handset upgrade program, JUMP, to help create behavioral and emotional loyalty by altering the “product” itself.
Attendees will learn how to develop a clear understanding of the key customer journey “inflection points” for different segments that can unlock the mystery of how loyalty programs, traditional relationship marketing, and the underlying product/service offerings should work together and separately to maximize loyalty across any customer base.
Bock said T-Mobile is not like other wireless companies.
“Unlike the others, we are not in the phone company business,” Bock said. “We are in the changing the phone company business. Over the past year, we have revolutionized the wireless industry while putting the customer first by addressing their pain points. I am looking forward to sharing some of the thinking behind this “Uncarrier” strategy, and how it has allowed us to build greater trust and loyalty in our customer base.”
Loyalty360 President Erin Raese said the T-Mobile case study will prove valuable for all loyalty marketers.
“This session will give attendees a greater understanding of the customer journey inflection points and how they connect with loyalty marketing to create a powerful, loyalty-enabling experience,” she said.
This expansive and exclusive loyalty event geared toward building successful and lasting customer relationships includes three jam-packed days of networking, interactive sessions, and workshops led by several of today’s elite marketing minds. Attendees will meet their peers to discuss pressing marketing challenges, opportunities, and solutions.
To register for the upcoming Loyalty Expo, or to receive information and agenda details, please visit:http://loyaltyexpo.com/.
About Loyalty Expo
Loyalty Expo is a true Voice of the Customer-driven, best practices-focused customer loyalty and rewards conference. As an attendee, you’ll have the unique opportunity to network with hundreds of your fellow marketers and hear how they are reaching their customer relationship-building goals. Market leaders will be sharing their experiences and insights on customer retention strategies and trends. Attendees will leave Loyalty Expo with a comprehensive understanding of new research, technologies, and solutions to assist their companies on the customer loyalty journey.
Loyalty360 is an unbiased, market driven, voice of the customer focused clearinghouse and think-tank that is committed to bringing loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty 360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them.
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