StarHub revamps loyalty programme, hands out SG$1 treats until year end

Telecommunications company StarHub has launched its new digital loyalty programme, StarHub Rewards, to provide customers with lifestyle benefits. These include shopping and dining deals across a variety of merchants. As part of this launch, customers will also receive SG$1 treats by StarHub every Saturday until the end of the year.

Speaking to Marketing, Johan Buse, chief of consumer business group, StarHub said the all-digital rewards programme was launched to address two major customer pain points - hassle of redeeming physical vouchers and long waiting time to accumulate rewards points.

The new StarHub rewards is part of the telco's #HelloChange business transformation for sign-ups, price plans and rewards "simple" for customers, he added. As mobile phones become an integral part of people’s daily life, Buse explained that:

"The My StarHub app is central to our digital-first strategy, and we prioritise app enhancements by listening to what our customers want. Such data-driven decisions allow us to create a simple customer-centric app without the bloat," he said, adding that customer feedback guided the overhaul of the My StarHub app, and sparked improvements in user experience and ratings.

The telco said to Marketing that it aims to attain increased customer satisfaction. Based on the latest national Customer Satisfaction Index of Singapore (CSISG) study, the telco added that customers’ satisfaction levels saw improvements, with StarHub being the most-improved for mobile, coming in first for broadband, and emerging top in TV for the sixth consecutive year.

As part of the new StarHub Rewards, the telco has also rolled out membership tiers to simplify enrolment and give customers clarity on the benefits. Membership status and benefits can be accessed through the My StarHub app, and customers will be moved up the tiers depending on their expenditures. "Our customers live in an instant world, and to reward them with what they need and deserve, we will continue working hard to challenge the norms and deliver products, services and experiences," Buse said.

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Currently, the telco is also in the midst of a media pitch, and has invited incumbent Carat to pitch. Other media agencies have also been called for the review. Carat was last appointed in May 2016, after the telco parted ways with Mindshare after seven years. Meanwhile, last year, StarHub shifted its creative account from DDB Singapore after 12 years to BLK J. This came months after working with BLK J on several campaigns.