Magazine article CRM Magazine

Verizon Puts a Different Spin on Loyalty Rewards: The New Program Rewards Customers for Everyday Activities

Magazine article CRM Magazine

Verizon Puts a Different Spin on Loyalty Rewards: The New Program Rewards Customers for Everyday Activities

Article excerpt

Verizon Wireless in late July introduced a loyalty program that rewards customers for such everyday activities as signing into their My Verizon online accounts, paying bills on time, using the Verizon trade-in program, or choosing paperless billing.

Verizon Smart Rewards offers a variety of rewards in exchange for points that customers earn. Customers who sign up for Smart Rewards automatically receive 10,000 points. Activities generate more points every month.

The program delivers discounts on brand-name merchandise and deals on dining and travel. All merchandise includes a lowest-price guarantee, and shipping is free.

Verizon is sweetening the deal with discounts on Verizon-specific products, opportunities to win NFL game tickets, greater discounts through daily deals, and regular auctions and sweepstakes. The company promises to add new offers to the Smart Rewards catalog every day.

Emily Collins, customer loyalty research analyst at Forrester Research, says the program is a creative way for Verizon to increase customer engagement. "In mobile, there's not a lot that a company can do to build engagement," she says. "From a loyalty perspective, not many telcos have thought like this because they have built-in loyalty with their two-year contracts. …

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