AT&T invests in existing customers with loyalty program

Following reports that wireless providers are losing customers at an alarmingly fast rate, AT&T announced its plans for a new loyalty program designed to retain subscribers through a series of incentives, according to CNET.

Following reports that wireless providers are losing customers at an alarmingly fast rate, AT&T announced its plans for a new loyalty program designed to retain subscribers through a series of incentives, according to CNET.

The latest study by PricewaterhouseCoopers found that the average client is dropping his or her carrier after only 48 months under contract. In 2010, the average customer-carrier relationship lasted 59 months - nearly a year longer. Many consumers are leaving their providers to get better pricing, the study found.

It can be challenging for commodity service providers to stand out from competitors, writes Ginger Conlon for 1 to 1 Media. Getting customers to select and stick with a brand requires companies to be trustworthy, transparent, innovative and dependable, she explains. TXU Energy is one company that has successfully earned a loyal following with cash-back rewards programs and clearly communicated rates, the source reports.

AT&T plans to start offering benefits that will improve customer satisfaction and loyalty to keep subscribers on board for longer, according to CNET.

"We're trialing a pilot loyalty program, called AT&T Plus, with a select group of our wireless customers," an AT&T spokesperson told the source. "It's an example of our ongoing efforts to deliver a great experience for our customers."