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TIM Brasil. TIM Mais - Loyalty Program

TIM Brazil was seeking a solution that would not only differentiate the brand but also increase customer engagement and amplify the long-term value generated over time.

TIMWETECH implemented a loyalty program focused on personalization, relevant rewards and seamless integration with the operator’s systems.

Objectives

Brand differentiation: Develop a unique value proposition that would set TIM apart from its competitors
Brand engagement: Foster the creation of a loyal customer community through memorable experiences such as travel, discounts, gift cards and event tickets.
Driving long-term customer value: Encourage ongoing engagement through a tiered loyalty framework designed around progressive reward value.

Challenges

One of the main challenges involved benefits management: balancing attractive rewards with the financial sustainability of the program. Initially, benefits were targeted toward higher-value customers, who represented a more significant financial return for TIM. Over time, we recognized the importance of also engaging lower-value customers by creating incentives that would encourage their retention and growth within the program.

To address this, the program introduced mechanisms designed to distribute rewards more effectively across the customer base, in alignment with the operator’s strategic goals – such as targeted offers and instant-win campaign open to all customers.

Another key challenge was the technical integration of the solution into the operator’s ecosystem, ensuring a seamless, frictionless user experience tailored to the journeys of different customer profiles.

Additionally, the diversity of reward partners required a flexible and scalable architecture. Each partner had specific redemption journey requirements, which demanded the development of customized flows without compromising the customer experience.

Solutions

TIMWETECH developed a customized platform fully integrated into TIM0s self-care app, delivering smooth and intuitive navigation for users.

Benefits management was handled with a strong focus on financial sustainability, directing higher-value rewards to customers with higher bills, while also introducing mechanisms to engage lower-value customers, encouraging their retention and progression within the program.

The diversification of partnerships, including integrations with marketplaces and a wide range of partners, enabled a broad and segmented rewards offering. Furthermore, the solution was built with adaptable redemption journeys capable of accommodating the specific requirements of each partner.

KPIs/ Big Numbers – First Year of the Program