Is Your Rewards Programme Reducing Churn or Just Burning Budget?
Safaricom has KSh 4.5 billion in unredeemed points. MTN Nigeria spent N290 million on a promo that rewarded 0.002% of subscribers. MTN South Africa lost prepaid subscribers for the first time. This 3-minute assessment scores your programme across 5 dimensions and shows you where the value leaks.
KSh 4.5BUnredeemed Liability
29%Quarterly Churn
0.002%Lucky Draw Win Rate
What you will get
✓A score out of 40 across 5 dimensions: Intent, Coverage, Relevance, Delivery, and Measurement
✓A detailed analysis of each dimension showing exactly where your programme retains subscribers and where it leaks value
✓Specific recommendations for your weakest areas, backed by real data from African telco programmes
✓The cost of doing nothing, quantified, so you can see what churn is costing your network every quarter
✓A clear next step, whether that is reading a case study or booking a strategy call
Free. No email required. Takes 3 minutes. Built for CVM, retention, and loyalty teams.
Founder, TUZO | Africa's Lifestyle Rewards Platform
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What We See Across Telco Programmes in Africa
The Liability Problem
KSh 4.5B
Safaricom's unredeemed Bonga Points liability. Points that sit on a balance sheet are not driving behaviour. They are creating accounting risk. A court ruled they cannot be expired. The design problem remains.
When the expiry announcement hit, redemption spiked 34%. Fear of loss did more for engagement in weeks than the programme did in years. That proves the behaviour can be activated. The trigger needs to be redesigned.
The Hope Problem
0.002%
MTN Nigeria's Mega Billion Promo rewarded 1,500 people out of 87.3 million subscribers. N290 million spent. The other 99.998% got nothing. Recharge spiked during the promo. Then it reverted.
The same budget could fund millions of guaranteed lifestyle rewards. Every subscriber feels value. Every recharge creates a data point. The behaviour compounds instead of evaporating on Day 91.
The Prepaid Pressure
-0.7%
MTN South Africa's prepaid subscribers fell for the first time in FY2025. Consumer prepaid revenue declined 2.3%, accelerating to -3.9% in Q4. Voice revenue dropped 8% in Q4. Competitive intensity is increasing.
In a multi-SIM market, subscribers shift recharge to whichever network gives them a reason this week. A programme that rewards every recharge, instantly, makes your SIM the default. Consistency beats spectacle.
The Network Reward Trap
Own Product
If your only rewards are airtime and data, you are discounting your own product. The subscriber does not feel a gift. They feel a price reduction. And the competitor can match it tomorrow.
A lifestyle reward, groceries, fuel, transport, dining, creates value the competitor cannot replicate. It makes switching cost personal and real. Safaricom has M-Pesa to deliver this. Most African telcos have mobile money.
Founder, TUZO. Africa's Lifestyle Rewards Platform. 10,000+ reward partners across 23 African countries plus UK and UAE. Clients and pilots include MSD, Vodacom, MTN, Lactalis, Safaricom, and ABSA.