TXU Energy, an electric utility based in Dallas, will be making customers very happy over the coming weeks. This happiness comes as a result of TXU Energy’s Cash Back Loyalty Rewards program, which offers customers monetary rewards based on how much electricity was used on their eligible TXU Energy plan.
The loyalty program rewards are being distributed between now and early February, and will come in the form of Visa prepaid gift cards (or a direct credit to the customer account, for payments of $5 or less).
The amounts paid out by the Cash Back Loyalty Rewards program have been staggering. The most recent payout will distribute over $47 million to TXU customers, and the program has given out almost $270 million since it began.
“Cash Back reward payouts have grown every year since we launched the program in 2007,” said Sydney Seiger, TXU Energy CMO.
Loyalty Rewards programs are key to building customer engagement, especially for a utility industry that is often overlooked by customers. By offering cash rewards for existing behavior, TXU Energy is raising awareness of the brand and staying top of mind for customers that may have otherwise paid no attention to their electrical utility provider.
“Every year, customers who select Cash Back Loyalty Rewards plans tell how much they appreciate the payout, particularly coming after the 
holidays,” Seiger told Loyalty360. “Combined with market-leading customer service, these plans help us achieve outstanding retention and word-of-mouth advocacy from our customers.”
This word-of-mouth advocacy is a powerful tool in building customer loyalty. In the current age of peer-sharing and online social networks, customers are taking recommendations from family and friends now more than ever before. In providing added value in the form of the Cash Back Loyalty Rewards program, TXU Energy acknowledges that trend and encourages users to spread the word about the generous payout.
TXU Energy is the leading energy provider in Texas, and the program will payout to hundreds of thousands of customers across the state. The company was officially started in 1999, but can trace roots as far back as 1882, when the Dallas Electric Lighting Company began providing power to the North Texas region.