Idea Cellular, a leading Mobile Operator in India with over 160 million customers, announced a successful transition to contextual marketing from segmented mass marketing campaigns supported by Mahindra Comviva's Interactive End-of-Call Notifications (iECON). Mahindra Comviva's Analytics-based contextual marketing has allowed Idea Cellular to achieve significant increase in recharge value.
Some of the challenges faced by the operators today are high churn rate and stagnating prepaid revenues, as well as recharge counts. Mahindra Comviva's Interactive End-of-Call Notifications enabled Idea Cellular to reduce customer churn, enhance customer loyalty by executing personalized and interactive campaigns which eventually generated incremental revenue.
iEOCN is a digital marketing solution to improve marketing effectiveness by delivering contextual offers with end-of-call notification. The channel assures wide reach and higher response rate as messages appended at the end of post call notifications are delivered to all consumers. iEOCN is designed to help mobile operators automate and manage the end-to-end marketing workflow right from targeting, sending offers and fulfillment tracking to reporting.
Sashi Shankar, Chief Marketing Officer, Idea Cellular Ltd
Rapid behavioral changes by consumers require focused and personalized marketing solutions. We are extremely proud to announce that Idea has advanced to real time contextual and interactive offer campaigns. The solution is based on understanding the customer's intent rather than mass marketing campaigns. Mahindra Comviva's Interactive End-of-Call Notification solution has been a key pillar in the significant increase in responses to contextual offers.
Manoranjan Mohapatra, CEO, Mahindra Comviva
Our endeavor is to provide services and solutions to customers which help operators in improving revenue while reducing information clutter for the consumer. We are extremely happy to be part of Idea's success of campaigns which provide contextual relevance to its users.
