Today, it is necessary to reach out to the customer and offer him many services and incentives, however small, in order to retain him. Loyalty award scheme is one such tool for the service provider, which can be designed to serve multiple purposes. This requires a carefully designed accrual and redemption plan. This article details one such implementation in MTNL, which perhaps is one of the largest schemes of this kind, launched in the country. If the costs are controlled and customer interest is sustained, the loyalty program can become a strategically useful addition to the Customer Related Management (CRM) facilities of a service provider.
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