Sky VIP: Your loyalty programme

Sky UK, a telecommunications company, introduced Sky VIP, a loyalty programme that focused on retention of its existing customers by showing them how much it appreciates them.

Campaign details

Brand: Sky UK

Campaign Overview

With more than half of Sky's lapsed subscribers citing "lack of recognition", the broadcaster created a new loyalty scheme to make customers feel appreciated.

Strategy

Sky needed to change the way it treated existing customers.

Underlying drivers of churn showed that longer-term customers were increasingly dissatisfied by a lack of recognition.

They believed new customers were treated better - and Sky admitted a focus on acquisition.

In a maturing market, it was essential to redress the balance.

Creativity

Sky devised the UK's first loyalty programme based on tenure not spend: Sky VIP....

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