T-Mobile Treat Van

Abstract

T-Mobile is well known for great value contracts and deals, but unlike the other ‘proper’ mobile networks, it is not known for its customer loyalty benefits. With a limited budget and compressed timeline, we developed a pilot online loyalty platform: the ‘Treat Van’. Through the platform, customers are offered treats at key points in their lifecycle, based on their value to T-Mobile. The Treat Van pilot succeeded in achieving its objectives of making customers feel valued, reducing churn and increasing customer value and won Gold for Best Use of Data in a Digital Campaign at the DMA Awards 2012.