Sky Launches Sky VIP Loyalty Scheme for the UK Broadband and TV Sector

Customers of Sky (Sky Broadband) in the UK are being invited to join their new Sky VIP loyalty scheme, which rewards them with special offers, prizes and event tickets depending upon what services they take and how long they’ve been a subscriber. It’s hoped the move will reduce churn.

The new loyalty programme claims it will offer “hundreds of thousands of free tickets to all customers“, including for big sports events (e.g. the British Masters and the Premier League), as well as exclusive preview screenings of the latest films and prize draws for special experiences, such as the chance to visit filming locations of Game of Thrones.

Customers will be grouped into several tiers depending upon how long they’ve been with the provider, with older subscribers being able to access more benefits including a new preview channel Sky Atlantic VIP, a free set-up for Sky Fibre, free Sky Go Extra and free Sky Q set-up, as well as priority customer service etc. As a welcome those who join will also receive a free movie from the Sky Store (up to the value of £13.99).

Sky VIP Tiers

Silver – 0-3 Years

Gold – 3-8 Years

Platinum – 8-15 Years

Black – 15+ Years

However the reward scheme doesn’t appear to offer what many customers really want, which is discounts on their monthly service rental (i.e. without having to call and haggle their way through a retentions department every year). Considering that most special offers end after the first 12 months of service, resulting in a big price rise, then general discounting based on loyalty would be very attractive *continues whistling in the wind*.

On the other hand Sky claims to have conducted “extensive customer research,” which revealed that what customers are really looking for is “a variety of rewards … based on experiences and Sky shows, while priority service and access to the latest technology is more appealing to those that have been with Sky for longer.”

Stephen Van Rooyen, CEO of Sky’s UK and Ireland, 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.

But it doesn’t stop there – this is only the beginning as Sky VIP will keep expanding, with more benefits and rewards to be added in the coming months.”

As ever there are a few caveats to Sky VIP. Firstly, you’ll need to download the My Sky App to your iPhone or Android device (Google Play or iTunes) in order to join and some rewards are only available to those who use this app. Each customer will also only be entitled to one type of reward per Sky TV and/or Sky Broadband and/or Sky Talk account.

All rewards are also subject to availability and so if they’ve all been gobble up then bad lack. Sadly those who are not eligible to take part include Sky’s own staff (obviously), business customers, those who only have a Sky Mobile account and anybody who may be receiving “complimentary, subsidised or free TV, broadband and/or talk services from us, including competition or prize draw winners and customers on any charity donation scheme.”