Sky has today unveiled details of its new loyalty programme which rewards UK customers based on how long they’ve been a subscriber.
Dubbed Sky VIP, the scheme seeks to harness the deep relations Sky has with content providers and programme makers by offering ‘money can’t buy experiences’ such as the chance to visit Game of Thrones filming locations and tickets to major sporting events events, including the British Masters and Premier League matches.
Longterm customers will also get rewarded with Sky Atlantic VIP, a new preview channel, as well as free Sky Go Extra and free set-up for Sky Q and fibre broadband.
A similar scheme is already operated by Sky Italia where its helped retain customers. With the level of UK churn now reaching 11.5%, UK managers will be hoping their version of the scheme has a similar effect.
Stephen Van Rooyen, Sky’s UK and Ireland Chief Executive, said: “Sky has always been a customer led company and the launch of Sky VIP is about putting our existing customers first and showing we value their loyalty.
“This isn’t about tactical deals or collecting points – it’s about offering genuine experiences and benefits we know our customers value and which only Sky can offer.
“That’s why we are gathering every single ticket that we have from our sports partners and giving them to our customers, alongside free tickets to exclusive film previews and money can’t buy experiences.
“And for our most loyal customers, who we know want the latest kit and best possible service, we’ll be offering access to our best technology as well as priority customer service.”