Airtel Africa launches digital customer value management for 150 million subscribers with WebEngage – Intelligent CIO Africa

June 24, 2024

Airtel Africa, a leading telecommunications group with over 150 million subscribers across 14 African countries, has partnered with WebEngage to advance its digital customer base management.

Airtel is Africa’s second largest telecommunications service provider with more than 60 million data users out of a total of 150 million customers. Driven by the vision to bridge the digital divide and drive financial inclusion across Africa, Airtel offers mobile money, entertainment and digital services to all its users.

The integrations will enable Airtel to monitor users’ service activities in a highly personalized manner while improving customer retention and engagement. This partnership will be extended to Airtel Money, Smart Cash in Nigeria and Airtel TV, creating seamless and personalized digital experiences across web, in-app, in-app, on Meta, Google and traditional channels such as SMS and email.

Priya Thakoor, Senior Vice President Digital and Product at Airtel Africa, said: “After a comprehensive rollout within three months, WebEngage’s CDP is now monitoring over 600 user actions across all 14 markets and continuously building an actionable list of digital profiles. Over 30 highly personalized customer journeys are live, engaging over a million subscribers and driving over 30% conversions.

“Our goal is to improve CLTV for every customer with highly targeted offers across all channels that meet their individual needs. With WebEngage for the My Airtel app, we have created a foundation for digital customer base management that drives customer loyalty and enables deeper product penetration in mobile money and adjacent digital services, while ensuring complete privacy for our customers.”

Hetarth Patel, Vice President – Growth Markets (MEA, Americas, APAC), WebEngage, said, “We are delighted to partner with Airtel Africa to transform their Customer Value Management. With our advanced customer data platform, cutting-edge analytics, generative AI and personalized features, we will help them achieve 1:1 customer engagement across owned, paid media and digital channels. We have planned numerous use cases to increase app usage, retain users on digital platforms and improve CLTV. Our on-ground customer success teams in Nairobi and Dubai will work hand in hand with Airtel OpCos and Group to accelerate this implementation.”

The partnership reflects a broader digital transformation in the telecom sector. Telcos are transforming into TechCos by partnering with innovative solution providers like WebEngage. Telcos’ deep understanding of the non-linear customer experiences and benchmarking superior customer experiences across all channels including traditional, digital, paid media, owned and third-party, will surely help them successfully navigate digital transformation.

WebEngage has built an unparalleled global reputation in the MarTech (marketing and technology) SaaS space with over 800 clients across retail, education, finance, food and beverage, media and publishing, healthcare and other industries. Partnering with companies has delivered remarkable results in terms of customer experience, operating revenue and digital transformation. With Airtel Africa, WebEngage expects to have a profound financial and social impact.

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