You read it here first, and now it’s official – Foxtel has today announced a new loyalty scheme called Foxtel First which rewards Foxtel customers based on the length of time they’ve been customers.

It’s a bit of a break in the standard for how loyalty programs work in this day and age, given most of them are based on how much you spend, while Foxtel is focussed entirely on how many years you’ve been with them.

Foxtel CEO Patrick Delaney telling EFTM “it’s a lot cheaper to keep the customers than to lose them and get new ones” when announcing the program.

The Foxtel First program focusses on three core areas, value, providing the best entertainment and an “overt recognition” of customer loyalty.

Over the years plenty of Foxtel customers have complained of the amazing deals being offered to new customers, yet there’s nothing on offer for them – Foxtel First is an attempt to turn that around.

There are four loyalty tiers.  Bronze is what you get as you sign up, and for the first three years.  Your benefit there is one free gift (like a free Movie) and ability to enter competitions for rewards like sport or concert tickets.

Stick solid for three to eight years and you’re a Silver member.  Where you’ll get access to early run content before the normal transmission date.  Don’t expect blockbusters like this, but should be good access.

Eight to Fifteen years and you’re Gold – there you’ll get free multi-room box access, and 50% off an iQ4 box if you upgrade. 

If you’ve forgotten you have Foxtel or are so loyal you’ve been with them 15 years – you get Diamond status.  That status entitles you to a Free IQ4 box, Free Home Move rather than a fee for that, and Priority Customer Service.  Yep, you’ve gotta stick solid for 15 years to get good customer service.

All members get a Foxtel Store Movie as a welcome gift, plus access to the “experiences” Foxtel uniquely have on offer.

Foxtel say those will include things like:

  • Passes to see Alice Cooper at his Sydney concert plus a meet and greet with the rock star himself together with flights and accommodation.
  • Double passes to watch the Australian Grand Prix from a fully catered corporate suite and an opportunity for a meet and greet with the drivers.
  • Walk the red carpet at the 2019 AACTA Awards with VIP Treatment, professional hair and make-up styling, and tickets to the ceremony and after party.
  • A private dining experience at The Great Australian Bake Off’s Matt Moran’s Chiswick restaurant for you and ten friends including a tour of the kitchen and garden with Matt.
  • Visit the Wentworth set for a behind the scenes tour and meet the stars of the show.
  • A home styling experience with Selling Houses Australia’s Shaynna Blaze with a dedicated shopping budget to spend on a new look for your home.

There’s no talk of other Reward incentives like with Telstra or Airlines.  Though Foxtel didn’t rule it out – saying “if it will enhance entertainment in the home then we are open to partner offers” specifically addressing the idea of a Soundbar being a great reward – though it seems way to early to expand the program out just yet.

And here’s the thing, because there’s no link to the amount you spend – if you’ve been with them 15 years, spending $135 a month, and downgrade your package to a $65 a month plan – you stay on the Diamond loyalty program.  Nothing changes.  That’s a good thing.

If you get Foxtel through Telstra, that is you pay Telstra not Foxtel – you’re not in the Foxtel First program.  You’ve got Telstra Plus.  HOWEVER, if you switch to Foxtel direct instead of through Telstra they will honour your years of tenure with Telstra as a Foxtel customer.  Good news.

And finally, if you’ve been loyal for 15 years and just ditched Foxtel recently, or have moved a few times so your account doesn’t show the loyalty – give Foxtel a buzz – they are keen to honour loyalty if you can work with them to prove it.

Good news! I think.