Therefore,
Price strategy: swisscom promotes new:
Telecoms market –
Subscribed your operator for a long time? Consequently, You probably pay too much – Price strategy: swisscom promotes new
Telephony companies, including Swisscom, favor the acquisition of new customers with offers inaccessible to the faithful. Similarly, A risky but calculated tactic.
At Swisscom, customer loyalty has been upwards for the first time since 2021. Moreover, The rate of clients affiliated for more than five years at the operator has reached 85%.
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- Swisscom customer loyalty increases despite higher prices for former subscribers.
- A Swisscom Benefits “Swisscom Benefits” program has been deployed for existing customers.
- New customers take advantage of special offers including significant price strategy: swisscom promotes new subscription reductions.
- The commercial strategy favors the acquisition of new customers rather than loyalty.
A longtime customer from Swisscom has recently been outraged to discover that new subscribers benefit from more advantageous tariffs than the faithful. Nevertheless, according to «20 minutes». In addition, Man, who currently pays 143 fr. Consequently, 80 per month for its subscription. noted that an offer combining the Internet, mobile telephony and a PlayStation 5 was offered at 104 fr. 80 to new customers.
When he contacted customer service to benefit from this offer. he was told that it was exclusively reserved for new customers. The subscriber now plans to terminate his contract.
Faced with this situation. Swisscom invokes the context of strong competition between telecom operators and its desire to attract new customers. The company stresses having launched price strategy: swisscom promotes new a program «Swisscom Benefits» For its existing customers, accessible via customer space. “It was launched last October and was very well received by our customers,” says the operator.
Customers still remain
According to Ralf Beyeler. an expert at Moneyland, this strategy is deliberate: “Swisscom knows full well that customers remain in most cases.” Comparator data bonus.ch Confirm this trend: in 2025, customer loyalty has started up for the first time since 2021. The rate of customers affiliated for more than five years to the same operator reached 55%, against 48%in 2024. At Swisscom, this rate climbs even to 85%, the highest on the market.
For Swisscom. attracting many new customers at the risk of offending some faithful remains more advantageous than trying to try anything. In order to counter the terminations. many operators price strategy: swisscom promotes new like Salt or Sunrise or subsidiaries like Wingo or Yallo offer attractive offers to new customers, but with a minimum commitment duration of twenty-four months.
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