The programme was named Telia Fördel (Advantage.) The research part included an analysis of the database. By using the database, customers were invited by mail to Telia Fördel and then, after opt-in, a frequent dialogue started and continued as a relevant, consistent and long lasting programme. We use a multi-channel strategy to drive and encourage the customers to use Telia´s communication channels in the dialogue, such as email, web, SMS as well as build traffic to the stores.

One million out of four million customers have voluntarly joined the programme (Sweden has less than nine million inhabitants).Lifetime Value has increased app. 50% among members in the programme.Churn is reduced by more than 50% in average and up to 57% in the segement of most valuable customers. The programme has also a huge effect on sales, cross-sell and up-sell.The impact on the Telia Brand is also very positive among members in Telia Fördel.