by Thinus Ferreira
From July, MultiChoice is making it harder to earn a gold star with the pay-TV operator that is adjusting upwards the points needed for the tiering levels of DStv Rewards and with the change coming 8 months after it launched its loyalty programme in November 2020.
MultiChoice isn't giving any explanation for the tiering points adjustment with DStv subscribers who join DStv Rewards who will now be required to earn more points or stars to reach the various star-levels of the loyalty programme from 1 July 2021.
MultiChoice is adjusting the tiering requirements after DStv Rewards has been in operation for just over half a year.
DStv Rewards introduced four different star-based tiering levels in late-2020. The higher the level, the more rewards a DStv subscriber earns. The more DStv products and services a customer uses the more points they earn as they progress up through the various tiering levels.
DStv Rewards launched with Blue Star Starter Status (0 - 30 stars), Silver Rising Star Status (31 - 60 stars), Gold Super Star Status (61 - 90 stars) and Platinum Legend Status (91+ stars).
From July all the levels require more stars. Blue Star Starter Status is changing to 0 - 33 stars, Silver Rising Star Status is changing to 34 - 63 stars), Gold Super Star Status is changing to 64 - 93 stars, and Platinum Legend Status can now only be reached with 94 stars or more.
MultiChoice spokesperson Sbu Mpungose didn't respond with answers to questions in a media enquiry made last week about the DStv Rewards tiering adjustment.
MultiChoice was asked why the DStv Rewards tiering levels are being adjusted and why it is being revised upwards and what the factors are that influenced the decision, and why the structural earning adjustment is being made so soon after the loyalty programme was launched.
MultiChoice was also asked what the response has been from DStv subscribers to the DStv Rewards programme so far and how many customers have accessed it, as well as what surprised the Randburg-based pay-TV operator so far regarding the usage of its loyalty programme by its customers.
