#39: Sky VIP UK with Head of Customer Loyalty, Rob Chandler

As the UK’s largest broadcaster, Sky has access to some of the top entertainment assets in the world including The Premier League for football fans and the PGA Tour for golf lovers.

Some years ago, the company recognised some key underlying challenges to retaining happy customers as they began to challenge how the brand offered preferential rates to new customers rather than existing ones. Many believed the brand wasn’t being as loyal to them as they were to Sky!

This insight allowed a fundamental shift in the business to firstly ensure a consistent product offering to customers but also add in a powerful programme to acknowledge customer loyalty, particularly over longer periods of time.

With a clear intention for customers to feel loved, in 2017, Sky launched its VIP programme, the first tenure-based programme in the industry which continues to promise that “the longer you stay, the better it gets”.

From delivering exclusive live experiences for over a million customers a year, to now delivering even more extraordinary & innovative virtual experiences, Rob Chandler shares how Sky VIP is each day creating new and exciting ways to really say thanks to its customers.

Listen to this week’s episode of “Let’s Talk Loyalty” podcast for exclusive insights on loyalty long term as well as innovative loyalty ideas in lockdown.