Launched on Nov. 25, British wireless service provider Giffgaff is focused on costs, and it plans to use its customers to slash them. The company, which uses O2’s network, awards customers points for answering customer service calls, suggesting ways to grow revenues, and creating marketing materials. Currently, the MVNO is searching for people to impersonate Humphrey Bogart and to shoot and upload the video ads promoting the service to YouTube, for example. The points can be used toward calls.
It remains to be seen whether this approach works; it just might. Customers who are that involved in a service are likely to be very loyal, and that’s an asset in any business, and especially in pay-as-you-go wireless services.
Telcos like T-Mobile already use the approach, called crowd-sourcing. GetSatisfaction.com, for example, lets telcos connect with their consumers that are having problems with the service, or to get the customers’ take on how to solve a particular problem. It also supports direct customer-to-customer help. So Giffgaff isn’t exactly reinventing the wheel, it’s just pushing it forward.