TCI loyalty program prompts debate.
Multichannel News, April, 1998 by Paikert, Charles
Tele-Communications Inc. launched its first national loyalty program earlier this month, offering steady customers an opportunity to accumulate points and to receive gifts, discounts on TCI products and services, and frequent-flyer miles from United Airlines. The "TCI Rewards" program appears to be the most extensive one in the cable industry, and it comes at a time when MSO marketing executives, facing slowing subscriber growth and increasing competition from direct-broadcast satellite services, are examining loyalty programs more closely than ever.
Marketing executives are divided, however, on whether the "relationship" and retention benefits of the rewards programs are worth the considerable time and cost needed to run them. Tom French, senior vice...
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