Customers who purchase mobile subscriptions for 2 years (the vast majority of telecom customers in Poland) do not have it easy. When extending the contract, they fail because they cannot count on preferential conditions as regular customers, and they are often offered worse conditions than new customers.
The operators themselves also have their hands tied (at their own request) – this is why so many people simply transfer their numbers (according to UKE reports, approximately 1.5 million numbers in Poland change operators every year).
But what if 2-year subscriptions looked like today, just like subscriptions with a one-month notice period in Nju Mobile, Plush or even recently in Cross Mobile?
More about it in this post – This operator knows how to pamper regular customers. Just be loyal.
I know it’s a bit too late for that, with the current hundreds of gigabytes to start with in 2-year subscriptions. However, if operators had thought about it a decade ago, when these limits were small, today they would have a larger number of regular and loyal customers. However, they didn’t think about it and today they have a problem.
Let’s think about what customers can count on today, whose 2-year contract is now expiring? For example, using unlimited calls, unlimited messages and, let’s say, 30 GB of data transfer for PLN 55 per month – prices from January 2023 in the Orange subscription.
They have three options to choose from – extend the contract for another two years, with a 50 GB limit, but for PLN 60 per month (current limit and price in Orange, Play, Plus and T-Mobile). The second option is to switch to an indefinite-term contract with the current 30 GB, but for PLN 65 per month.
The latter option is only available in Orange and Plus, Play and T-Mobile increase the monthly subscription amount every year on an open-ended contract.
More about it in this post – Already two operators are forcing the extension of contracts for another 2 years.
The third option is to change the operator and often have a chance for several months or even half a year of subscription for PLN 0, for new users or those transferring their number from a competitor – so they transfer it.
However, what would such a customer do if in January 2023 he signed a contract for PLN 55 for 30 GB of data transfer, after half a year this limit would increase to 60 GB, after a year to 80 GB, and after two years to 100 GB?
He would then have the option of extending the contract for PLN 55 with a 100 GB limit or starting over as a new customer with the same operator or transferring the number to another one, where now the standard for new customers is 50 GB for PLN 60.
Of course it will stay, and if it does, the operator has another 2 years to figure out how to retain such a customer. How? Of course, you cannot increase the limit indefinitely at the same price, but with the next extension you can offer a higher subscription at a slightly lower price than the then standard data transfer limit on the market for new customers.
Alternatively, there is also an option for operators, which was chosen by Cross Mobile. Let the monthly subscription amount increase by PLN 5 or PLN 10 (one-off) after the first commitment period, but let customers see why. In the case of Cross Mobile, after this year of paying the subscription, they have already been granted 400 GB of data transfer instead of 100 GB at the start – so it is clear that they will not want to start collecting it again from another operator, even at a price of PLN 5 or PLN 10 lower.
Finally, I will mention – staying with Cross Mobile, what is striking about the approach of the main operators, compared to those rewarding loyalty. The main operators immediately give a PLN 5 discount for timely payment of invoices – if you do not pay in one month of the contract, they take away the discount. Here, as you can see in the screenshot above – the operator gives, not takes away, an additional 10 GB for each invoice paid on time. It’s really possible.
Stock Image from Depositphotos.
Source: antyweb.pl
