The days when your contract simply rolled over without a clear heads-up from your provider are coming to an end. Networks will be required to notify customers within 40 days of a contract end date, giving consumers time and control to seek better deals. No more rollover surprises.
This change will likely drive more traffic to comparison platforms as consumers check which providers truly offer the best value and which packages are being dressed up to look better than they are. Intermediaries stand to benefit from increased negotiation activity, and we may see comparison services capture a larger share of customers who previously purchased directly.
Consumers demand value; the market needs to change… and quickly
Most customers don’t necessarily want the newest handset or tablet, but they do expect core things from their provider: a fair price, enough data and airtime, no hidden fees, and the flexibility to change plans when needed. Excellent customer service and feeling valued as a customer are also important. With household budgets under pressure, these aren’t unreasonable expectations.
In practice, providers often fall short, yet there are practical strategies they could adopt to improve contract renewals and customer satisfaction.
‘Added value’ vs ‘value for money’
Would you stick with your network if it delivered clear, everyday value? Most likely yes. Research indicates more than 72% of consumers expect this kind of value to remain loyal. Many major networks favor “added value” tactics—prize draws, entertainment bundles, or discounted add-ons—rather than directly lowering prices.
Some of the largest providers rely on a reputation for solid service and broad offerings across mobile, broadband and TV. But with regulatory changes and more informed consumers, brand recognition alone will not be enough to secure renewals.
Smaller providers, meanwhile, often deliver better value for money by meeting more customer needs at lower prices. Still, customers frequently want more. The most effective approach for providers will likely be a hybrid: combine tangible everyday value with attractive added benefits.
Personalisation
How often do you have a positive interaction with your provider that isn’t about paying a bill or resolving a problem? Not often—and that’s a missed opportunity.
More than half of consumers say meaningful rewards are important to keep them loyal, yet many loyalty offers feel generic or irrelevant. Providers should aim to understand individual customer preferences and deliver rewards that match those interests instead of relying solely on broad location-based or headline-grabbing offers.
Rather than big-ticket, one-size-fits-all promotions, the solution is straightforward: offer simple, frequent, and relevant rewards tied to categories and retailers customers choose, and increase personalization over time based on how customers engage.
Discounts
There’s an opportunity to provide everyday value while building emotional connections with customers. Voucher stores that offer discounts on regular spending—groceries, dining, experiences, or retail—are a good example. These kinds of benefits give people a reason to engage with their provider positively and regularly.
Choice
Competition has made incentives an expectation, but providers often miss the mark by promoting a single headline partner or item, like a particular retailer or a console. These offers may grab attention but rarely match the diverse preferences of most customers.
Offering genuine choice increases appeal. Simple solutions include loading a fixed amount onto a prepaid card that can be spent at a range of popular stores and restaurants. Multi-store gift cards give customers flexibility across hundreds of outlets, while curated choice cards let customers pick rewards within a preferred category.
Such incentives are tangible and deliver the added value customers want. They also work well for providers, who can brand these rewards and reinforce their own identity rather than promoting another company’s name above their own.
The bottom line
Having worked across the industry supporting many of the largest telecom providers on acquisition and retention strategies, it’s clear loyalty programs have not evolved enough. To keep customers renewing contracts and to create genuine brand advocates, providers should focus on relevance, personalization, everyday value, and the occasional unexpected treat. Do that, and customers will be far more likely to stick around.