Airtel Africa, a prominent telecom group in Africa with over 150 million subscribers in 14 countries, has recently joined forces with WebEngage to enhance its digital customer base management. As the second largest telecom service provider on the continent, Airtel has a substantial user base of 150 million customers, out of which 60 million are data users. Airtel’s mission is to bridge the digital gap and promote financial inclusion by offering mobile money, entertainment, and digital services to all its users.
Through this collaboration, Airtel aims to closely monitor user activities in a personalized manner, thus enhancing customer retention and engagement. The partnership will extend to various Airtel services such as Airtel Money, Smart Cash in Nigeria, and Airtel TV, enabling seamless and personalized digital experiences across different channels including Web, App, in App, Meta, Google, SMS, and email. This strategic move is expected to revolutionize how Airtel interacts with its customers and strengthens its digital presence.
Priya Thakoor, Airtel Africa’s Group Senior Vice President: Digital & Product, emphasized the successful implementation of WebEngage’s Customer Data Platform (CDP), which now tracks over 600 user actions across all markets. Thakoor highlighted the importance of providing highly targeted offerings to customers through 30 personalized customer journeys resulting in over 30% conversions. The ultimate goal is to enhance Customer Lifetime Value (CLTV) through tailored services that cater to individual needs while ensuring data privacy.
WebEngage’s Vice President – Growth Markets, Hetarth Patel, expressed excitement about the partnership with Airtel Africa and its potential to revolutionize customer value management. Leveraging advanced analytics and AI capabilities, WebEngage aims to facilitate personalized customer engagement across various media channels. The collaboration will focus on increasing app usage, retaining users, and improving CLTV by leveraging on-ground customer success teams based in Nairobi and Dubai to drive execution.
The partnership between Airtel Africa and WebEngage signifies a broader shift in the telecom industry towards digital transformation. Telecom companies are evolving into technology-centric entities by collaborating with innovative solution providers like WebEngage. By harnessing their deep understanding of customer journeys and delivering superior experiences across diverse channels, telcos are better positioned to excel in the digital landscape and meet evolving customer needs.
WebEngage’s expertise in the Marketing Technology (MarTech) SaaS domain has been instrumental in enhancing customer experiences and operational revenue for over 800 clients globally across various sectors. The collaboration with Airtel Africa is expected to bring about significant financial and social impacts, further solidifying WebEngage’s position as a key player in driving digital transformation and customer engagement in the telecom landscape.
