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Charter’s customer rewards program celebrates 5-year anniversary

Thu, 06/14/2012 - 1:51pm
Mike Robuck

Charter Communications’ customer rewards program, which it calls “Live It with Charter,” marked its five-year anniversary recently.

Over the past five years, Charter said the rewards program has grown to more than 900,000 members.

The Live It program got off the ground in pilot mode in 2007 to help reward loyal Charter customers, as well as improve the long-term customer experience. The trial led to a nationwide launch of the program in 2008 to all of Charter’s customers. Over the past five years, more than half a million customers have redeemed points for program rewards.

"Our primary focus in all areas of the business is to enhance the customer experience," said John Birrer, senior vice president of customer experience. "The Live It program was one of our earliest efforts in this arena. We want to demonstrate that we're willing to invest in our customers to make their experience with us great. The most recent example of this philosophy is our Charter All In Customer Guarantee, which demonstrates to our customers that we'll deliver what we say we will, backed with firm financial commitments."

Charter said its research showed that members of the Live It rewards program were more satisfied than customers who didn’t participate.

"I believe the higher satisfaction levels are a result of more than just the prizes and rewards," Birrer said. "Higher satisfaction comes from developing a closer relationship with our customers and being more than a cable or Internet provider, but a solutions provider."

Live It members earn points for every dollar they spend on their Charter services and can redeem those points for electronics, branded TV network merchandise, gift cards, passes to celebrity events and exclusive trips. Over the past five years, Charter has awarded more than $8 million in rewards merchandise, sweepstakes prizes and cash giveaways.

Charter’s customer service transformation was already underway when Birrer came onboard at Charter last year from T-Mobile USA. And Charter conducted several field trials last year that were part of its customer experience transformation.

Charter Communications launched its Charter All In Customer Guarantee program nationwide in March. The program comprises four key commitments between the nation’s fourth-largest cable operator and its customers.

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