Rewarding customers with loyalty programs and rewards is essential to retaining customers and staying ahead of the competition.

The value of a customer and his or her emotional attachment to the brand should never be ignored by the company and instead should be appreciated and encouraged as often as it can be. Companies often tend to fail in delivering to the customers their value for the company. Customer loyalty must always be appreciated and most importantly rewarded.

Customer loyalty programs and efforts never go to waste and only reinstate in a customer his or her worth.

The customer management needs to understand that all customers cannot be treated equally, and should be appreciated for loyalty accordingly. If companies invest in their customers today they will reap positive benefits and a strong relationship with the customers in the future.

Etisalat Nigeria which has seen economic growth and strong customer loyalty has taken a step forward in customer service by offerings loyalty rewards to its high value customers with the GEM offer, which provides quality service with value.

Etisalat has just completed its five years of service towards the happy Nigerian customers and is now rewarding them with the GEM program, which offers higher value for the customers of the Nigerian

Matthew Willsher who is acting chief executive officer at Etisalat Nigeria said: “We called it GEM (going the extra mile). We had gone through a lot of names before arriving at GEM. Gem is like a stone, a ruby or sapphire or diamond. Gem resonates with us because of the idea of Going the Extra Mile which symbolises what we stand for at Etisalat.”

Willsher says: “It is also important to internally continue to reinforce how we should be thinking about our customers. Our commitment to customers is to deliver extraordinary services that meet their needs uniquely. The idea of going the extra mile also resonates with the team internally, because we do not just treat them as a number; they are individuals with peculiar needs.”

Etisalat claims to always focus on providing great customer service as well as network and data services which keep customers satisfied and makes Etisalat standout in the market.  Etisalat has the vision to provide customers with a comfortable and stress free experience.

At the launch of Etisalat GEM, Oluwole Rawa, director, consumer segment at Etisalat Nigeria, explains that “the loyalty program is designed to show appreciation to high value customers for their loyalty to Etisalat.”, Rawa also informed that “Etisalat customers who spend between N10, 000 to N30, 000 monthly will get Etisalat dongle with 500MB data monthly for six months and free 10 minutes calls plus 50 SMSs to all Etisalat lines on their birthdays.”