Foxtel launches loyalty program in attempt to retain customers

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 30 October 2019
Patrick Delany

Foxtel is launching its first loyalty program as the pay-TV provider works to hold on to its customer base.

Called Foxtel First, the program is available for set-top box customers and rewards them according to how long they have been with the provider, rather than spending levels or with points.

Customers of other Foxtel services, such as Foxtel Now, and Telstra who switch to set-top boxes can claim their tenure for Foxtel First.

Speaking on the launch of the loyalty program, CEO Patrick Delany says it’s part of an 18-month long revamp that’s taken place at Foxtel, which has included greater content offering and updates to its devices.

“All this has been about making it a better experience for customers and making sure the number one priority is keeping these customers,” Delany says.

“It’s cheaper to keep customers than to lose them and have to get new ones.”

The loyalty program is organised into four tiers; bronze, for those on 0-3 years with Foxtel, silver, for those on 3-8 years, gold, for those on 8-15 years, and diamond, for those on more than 15 years with the pay-TV provider.

Rewards for members range from chances to enter competition for tickets, early access to content and priority customer service.

Foxtel has been struggling with subscriber numbers since the arrival of streaming platforms.

Earlier this year, Foxtel reported just over three million subscribers, which includes its on-demand platform Foxtel Now and Kayo, which is dwarfed by Netflix’s more than 10 million subscribers, according to research data.

Foxtel has recently partnered with Netflix and ABC Iview to include the services on its set-top boxes, with Delany signalling it’s interested in doing the same with Disney+ when it arrives.

“We are eager to build up the best of streaming services in the world where our customers want them,” he says.

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