Paula: Welcome to Let’s Talk Loyalty, an industry podcast for Loyalty Marketing Professionals.
I’m your host, Paula Thomas, and if you work in Loyalty Marketing, join me every week to learn the latest ideas from loyalty specialists around the world.
This show is sponsored by Comarch, a global provider of innovative software products and business services.
Comarch’s platform is used by leading brands across all industries to drive their customer loyalty.
Powered by AI and machine learning, Comarch technologies allow you to build, run and manage personalized loyalty programs and product offers with ease.
For more information, please visit comark.com.
Welcome to Let’s Talk a Little Loyalty, my new shorter show for loyalty marketing professionals.
In this week’s show, I am reviewing my interview with Siobhan Lynch, loyalty manager for 3Plus, the loyalty program run by the 3 Mobile Phone Network in Ireland, which won the best loyalty program in the country in 2019.
My interview with Siobhan was recorded and released in September of 2019.
By way of background, like many loyalty program managers, Siobhan began working in loyalty after a number of other senior marketing roles.
Before 3Plus, she had over 20 years experience in a number of companies, including Unilever, the Walt Disney Company and also Enterprise Ireland.
She has now spent over a decade in the telecommunications industry, with the last three and a half years running the loyalty program for the 3Mobile phone network in Ireland, which as I mentioned is called 3Plus.
Now, in fact, I myself had also worked with Siobhan on an early version of the 3Plus program at the start of my own loyalty career.
So I was really thrilled to be chatting about a program I knew so well.
And it was incredibly exciting to hear from Siobhan how the program has evolved.
In terms of context, 3Mobile is the number two player in the Irish telecoms market, a position it achieved after buying the O2 Telefonica business.
And now it boasts about 35% market share and about 2 million customers.
In 2015, at the time I left the program, about 10% of those had joined 3Plus, so its member base was about 200,000.
The consumer proposition is all around ensuring a unique selling point for the network, giving customers a plus or extra benefit for being with them.
The loyalty program offers access to experiences, brands and competitions, as well as some of the country’s biggest retail partnerships, such as half-price cinema tickets available five nights a week.
Alongside these exclusive benefits, 3Plus has also expanded to become a media platform that other relevant brands can access to promote their own exclusive offers, creating an entirely new revenue stream that supports the original business case to simply reduce customer churn.
Siobhan told me that the intention for the loyalty program is that customers enjoy something extra and unexpected just for being a customer, and ensuring that customers feel noticed and appreciated.
She particularly mentioned that she loves hearing what customers have to say via the Net Promoter Score, and particularly the direct comments or verbatims that customers sometimes share.
Siobhán’s KPIs for 3Plus are focused on membership growth and of course, engagement.
And the superb results they’ve achieved led to the 3Plus team and the program being awarded the prestigious title of Ireland’s Best Loyalty Program.
Siobhán’s advice is that anytime we’re faced with a particular issue, we always revert back to our customers.
And if you keep things truly customer focused and simple.
She believes in being brave and also trialing new things in order to achieve innovation.
So this is our short summary of my interview with Siobhan Lynch who leads Ireland’s Top Loyalty Program.
For more information or if you’d like to hear the full episode about loyalty in telecoms industry and this award winning loyalty program, simply head over to letstalkloyalty.com and find episode 3 with Siobhan Lynch and 3Plus.
This show is sponsored by The Wise Marketer, the world’s most popular source of loyalty marketing news, insights and research.
The Wise Marketer also offers loyalty marketing training through its Loyalty Academy which has already certified over 170 executives in 20 countries as certified loyalty marketing professionals.
For more information, check out thewisemarketer.com and loyaltyacademy.org.
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Publisher’s Note:
This transcript was generated with the help of AI and podcast publishing tools such as Apple Podcast’s transcription service.
In the interests of efficiency and minimising our costs as a small business, it has not been checked by a human.
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