Sky has announced it is to reward long-term subscribers with a brand new loyalty programme.
The company wants to recognise subscribers based on how long they have been members and provide them with exclusive experiences and benefits.
As a result, it plans to launch a loyalty scheme later this year that will be included in the new My Sky app.
The app has been designed to make it "quicker and easier than ever" for people to review their monthly bill, manage their subscription and check their broadband speed.
According to Sky, this innovation reflects its commitment to delivering the very best customer service.
Sky has already enjoyed success with a loyalty programme in Italy and believes this approach could work just as well in the UK.
"Going forward, [we] want to reward loyalty and customer longevity in order to build even stronger customer relationships," the company stated.
Sky added that it is confident that a loyalty programme will deliver "tangible results" for customers and the business.