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CASE STUDY

How Telstra powered their loyalty programme with Mastercard Rewards Solutions

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Capability

Consumer Acquisition & Engagement

subCapability

Loyalty

3.5+ M

500K members in just 2 months post launch and 3.5+ million members in Year 2.

493%

year-on-year redemption rate growth in FY21.

Problem

Telstra wanted to build a more customer-centric loyalty programme

Telstra wanted to replace their existing loyalty ‘thanks’ programme with a points-based, customer-centric programme to differentiate themselves and remain competitive.

Retaining, rewarding and recognising their customers was a critical focus for their new loyalty programme, Telstra Plus. Telstra needed a holistic view of their customers in order to identify and provide personalised experiences based on their customers’ consolidated activity across all services.

 

Approach

Mastercard Rewards Solutions helped Telstra quickly design and implement the programme

Mastercard worked with Telstra on designing and bringing to life Telstra Plus. Given Telstra’s need for a quick-to-market customer proposition, Mastercard provisioned Mastercard Rewards System (MRS) as the points engine underlying Telstra Plus with supporting APIs. Telstra Plus launched in record time for a programme of this scale.

Mastercard Rewards Solutions powered Telstra Plus in three ways:

Speed to market

With a deep understanding of the loyalty landscape and a flexible off-the-shelf capability, Mastercard supported the roll-out of Telstra Plus in just a few months.
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Customer-centric design & use

As the leading expert in loyalty, Mastercard worked with Telstra to define the key design elements of a successful loyalty programme, including accessibility of programme data across multiple touchpoints and operational optimisation.

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Personalisation at scale

With supporting APIs that offer ultimate programme utility for members, Mastercard helped Telstra Plus master the intersection between a personalised customer experience and broad accessibility - enabling strong programme engagement for all member segments.

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Results

Telstra successfully launched their new programme, hitting 3.5M members in year two

By using Mastercard Rewards Solutions, Telstra was able to successfully launch their new, customer-centric loyalty programme.

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