Globe Rewards, Globe Telecom’s flagship rewards program, emerged as one of the top finalists in the 2013 Loyalty World Asia Awards, making it the only Philippine finalist to qualify for the prestigious award-giving body that honors outstanding customer loyalty programs in the region.
Globe Rewards joins the customer loyalty programs of Dialog Axiata PLC, Jin Jiang International Hotels, Marina Bay Sands, Maybank, Mediacorp Pte Ltd, NTUC Link Pte Ltd, and Trent Tata as finalists in the Loyalty Program Excellence Award category.
The Loyalty Program Excellence Award recognizes excellence in the implementation and management of the best business to consumer loyalty program, and acknowledges the outstanding achievements of business to consumer companies. The award acknowledges the business benefits of the loyalty program for the company, value to customers and boosted brand value and distinction, as well as the successful realization of corporate objectives as a result of the loyalty program.
Other categories in the Loyalty World Asia Awards are Chief Marketing Officer of the Year, Loyalty Innovation Award, Social Media Excellence Award, and Customer Analytics and Data Innovation.
“We are privileged to be recognized as one of the top loyalty programs in Asia and become a benchmark among companies in the region in the field of customer loyalty,” said Jay Beltran, Head of Customer Lifecycle Management at Globe. “This citation is something we give back to our subscribers for being Globe-connected through the years. We are thus more inspired to launch more innovative programs that will continue to delight our subscribers and reward their loyalty to Globe.”
Globe Rewards was launched in 2010 with an aim to address the challenge of generating loyalty given churn-inducing and aggressive tariff promos offered by completion. To date, Globe Rewards has successfully achieved a 40% engagement level among prepaid subscribers and 56% increase in non-telco redemptions versus previous year. The program also generated positive mentions on social networking sites featuring customer delight and satisfaction.
Recently, Globe Rewards shifted to a redemption partnership model where Globe rewards points are accepted as a form of payment at partner merchants and select sari-sari stores. With a straightforward point-to-peso conversion of 1 point = P1.00, subscribers can use rewards points as cash to redeem purchases from Ayala Malls Cinemas, Figaro Coffee Company, Wendy’s, Sunglass Hut, Enchanted Kingdom, Rose Pharmacy, Petron, Bench, KFC, and Memo Express.
Reaching out further to more customers, Globe Rewards also partnered with Philippine Airlines (PAL) to allow PAL frequent flyers to convert their Mabuhay Miles to Globe rewards points. For every 2,000 Mabuhay Miles converted, subscribers can earn 400 rewards points; 1,500 Mabuhay Miles can be converted to 300 rewards points; and 1,000 Mabuhay Miles can earn subscribers 200 rewards points.