To understand why telecoms marketers have turned towards referral or member-get-member programmes, we first need to look at the daunting challenges they face.
On the one hand, the demand for mobile, fixed line and broadband services never ceases to stop growing. Users now expect the highest-possible quality streaming to their fixed and mobile devices, with all the huge capex requirements in fibre networks, 5G etc. that necessitates.
When Telefonica’s O2 decides to empower and reward its happy customers for talking to their friends, family and colleagues about the services it offers, then that surely merits a closer look?
If you haven’t already seen O2’s new Tell-a-Friend Scheme, the short walk-through below will show you how it works.
O2 are in the business of helping friends, family and colleagues talk to each other. Which is why it makes perfect sense that, when their customers are happy (and, according to Ofcom, they have the highest customer satisfaction of any UK mobile provider), they should talk to those friends, family and colleagues about the services O2 offers.
So you are a senior marketing executive in telecoms. And whether that is in mobile, fixed line or Internet access, you have exactly the same issue as every other telecoms marketer.
It is quite simply that you are all competing for the same customers who can get more or less the same data and voice services from a whole host of players. And they can also get the same iPhones, Android phones or routers from any of those players too!
