The impact of Coronavirus has brought the entire world to a standstill. From crippling economies to hitting businesses hard, the COVID-19 pandemic is taking a toll.
As an essential service in many countries and regions, Telecommunications has an important role to play in connecting people, organizations, and entities while ensuring self-sustenance. This can be addressed by driving marketing campaigns to
- Protect revenue by ensuring a healthy Customer Lifetime Value (CLV)
- Maintain Customer Centricity by tailoring products/services
- Minimize churn through deep customer insights
Our Experience of Working Closely with Telcos Across Geographies
Pelatro’s solutions in the Customer Engagement Hub space have been empowering teams across Telecom Marketing in over 19 telecoms globally. Our mViva Contextual Campaign Management Solution is facilitating deep insights into change in subscriber behaviour (as a response to the outbreak) to devise mechanisms and design campaigns to respond quickly.
Here are some of the many ways in which Telcos are benefitting.
- Reducing time-to-market in launching campaigns/moving marketplace during various phases of the outbreak
- Identifying spending patterns using real-time capabilities from specific segments and response to “increase consumption” through dynamic campaigns
- Unique Communication Management capabilities to support social distancing efforts and strengthen brands within local communities
- Optimize administration of communication channels through a “one source” unique hub for multi-channel policy-compliant messaging
- Faster result analysis for allowing the campaign initiatives to be adjusted real-time based on uptake rates
Micro-Segmentation is the “Key” to a World of Opportunities
In markets across Asia and Europe, pre-paid recharge revenues have been severely hit due to the total shutdown. In many regions, voice revenue is down in double digits as data consumption remains high.
In this volatile situation, where customer behaviour is highly unpredictable, micro-segmentation techniques are paving the way for redesigning campaigns for increasing acceptance rates. Our customers are using the mViva platform to blend demographic info, usage patterns, and location to trigger customized promotions for relatively smaller segments.
A large Telco uses micro-segmentation techniques in mViva to launch village-level campaigns as a response to the movement of blue-collar workers from urban to rural areas.
From Brick and Mortar to Digital
Retail recharges and offline bill payments have been impacted severely due to lockdown. With nearly all the shops shut for an indefinite period, it is challenging for operators to maintain ARPU. Therefore, it is paramount for telco marketers to promote digital recharges by incentivizing subscribers for using online payment channels and digital wallets.
Our Campaign Consultancy and Managed Services teams have been exploring and co-creating distinct offers/plans such as pack validity extension, bonus data/voice, complimentary subscription to streaming services, and many more to maintain stability in customer engagement.
With new customer acquisition at an all-time low, retention techniques are crucial to sustaining a healthy CLV. Operators are today looking at new avenues to Loyalty Management both for pre-paid/post-paid subscribers.
A top Telco is also creating a “citizen retailers” cluster model for pre-paid recharges within specific apartment complexes.
Creating Awareness and Education
CSPs are investing time, efforts, and resources in issuing general health advisories and alerts across multiple channels (both traditional and digital). Using the “location” of the subscriber, customized warnings are being issued. mViva ensures communication is sent out in accordance with contact and privacy policies.
For example, one large operator is sending out alerts to subscribers when they are entering COVID-19 hotspots/containment zones.
The Right Time for Deep Data Analysis and Surveys
Many of our customers are also exploring this slowdown to experiment and devise new marketing campaign models. Using subscriber profiling and deep data insights gleaned from this pandemic, Data Scientists are helping Campaign Managers rewrite contingency/business continuity plans from a marketing perspective. This practice will not only hedge future revenue loss but will also help serve subscribers better. Operators are considering using the mViva Contextual Marketing platform to trigger customer surveys across multiple channels to understand the pulse and ground realities.
