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Modernization of the Telecom Operator’s Loyalty Program

Student: Polina Voskresenskaya

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Smart-Marketing: Data, Analysis, Insight (Master)

Year of Graduation: 2020

This work is devoted to the study of consumer behavior of the loyalty program participants and the main elements of the Bonus program of the Dom.ru Telemir brand in Lipetsk. The main goal of the research is to develop recommendations for upgrading the loyalty program. In order to study behavioral and attitude-based loyalty and customer activity a research design was proposed, consisting of a consumer survey, cluster and regression analysis and RFM analysis upgraded for the telecom operator's loyalty program. As a result, the client base was divided into segments, which allowed us to identify a number of patterns for the development of personal marketing communications. In particular: it should be primarily targeted at subscribers who have switched from “Telemir”, since the probability of their joining the program is higher. Also, more attention should be paid to the transfer of inactive participants to the active category, since the subscription fee for such clients is higher. Based on competitive analysis, as well as on the experience of customer interaction with the loyalty program from the point of view of Customer Journey Map, the study has identified a range of disadvantages of the current loyalty program. As a result, we proposed some ways of the loyalty program modernization in order to increase customer loyalty and reduce the level of their churn.

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