As part of a positive effort to encourage users to pay their TV licenses and continue doing so, the SABC is to launch a loyalty card programme in December 1998 specifically targeted at license holders. The SABC are aiming to increase revenues by 20%, which will amount to R408 million.
Called the Explorer Supercard, the intention will be to create a select club of cardholders who, through various incentives and discounts, will remain loyal to the SABC brand.
The SABC has outsourced the loyalty programme to the Explorer Corporation`s loyalty club division, E-Direct, which will handle the production, distribution and marketing of the cards. It will also manage the SABC`s database of license-holders - currently around 1.8 million people.
E-Direct will secure incentives and discounts for the programme, particularly in the areas of holiday and travel.
Hercules Keyser, chairman of Explorer Corporation, explains, "these incentives differ from current loyalty schemes. Present loyalty programmes involve the accumulation of vast amounts of points before any reward is earned. For infrequent users this could take several years, almost negating the value of the entire incentive scheme."
Keyser adds, "The SABC loyalty programme will see cardholders receiving upfront rewards and incentives."
Although E-Direct will support loyalty programmes on credit and debit, as well as smart cards, the SABC has opted to kick-start the programme with a transactional card. This card will be used by cardholders as an identification card when claiming incentives, and may be upgraded as the scheme gains in sophistication.
"The SABC has realised that top-notch service requires more than a courteous greeting. They, like many other companies are deploying innovative solutions in an effort to improve service and build loyalty," concludes Keyser.
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