Cable TV Provider Uses Complete Access for Customer Retention, Loyalty

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Complete Access LLC announced earlier this week that Charter Reno has used its new stored-value card technology to launch a direct customer-loyalty campaign to combat subscriber turnover in the crowded pay-for-TV market.

Charter Reno is the regional operating divison of Charter Communciations, a provider of cable televison, HDTV, cable telephone, DVR and broadband servcies to 6.2 million subscribers in 40 states. Complete Access, based Portland, OR, uses a next generation stored-value technology to deliver branded customer-loyalty programs to corporations, drive traffic to businesses and save consumers money.

Charter Reno used Complete Access' proprietary VIPspree stored-value technology to launch Charter Rewards.

Under the program, subscribers are mailed a Charter branded magnetic-stripe card that's loaded every month with $500 worth of credit redeemable at businesses in the Reno area, including restaurants and retailers.

The card's $500 value essentially offsets subscribers' monthly cable payments and the termination of any sign-up discounts or enhanced viewing plans, which often prompt subscribers to cancel or switch providers.

The value contained on each Charter Rewards card is subsidized by Complete Access' network of merchants who use the Charter Rewards card as a pay-on-performance advertising vehicle. Merchants only pay for credits they've committed to the program -- such as $5 or $25 per card -- as consumers come in to redeem them.

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