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|Editor’s note: Customer Spotlight is an initiative by MoEngage. In these articles, we talk to our customers to understand their customer growth strategy, engagement tactics, and best practices across product and marketing.|
With a satellite network that spans 365,000+ RKMs in 50 countries and five continents, a diverse product portfolio, and strategically located submarine cables, it comes as no surprise that Airtel is the largest provider of mobile telephony and the second-largest provider of fixed telephony in India.
The organization has been pushing the boundaries in digital service delivery with a critical focus on enhanced end-user experience, round-the-clock infrastructure availability, and superior service quality. Their video streaming service – Airtel XStream, also recently achieved a 2 million paid subscriber milestone and is now India’s fastest growing OTT aggregator!
To top it all off, the communications giant launched India’s first multiplex on the Partynite Metaverse platform just days ago. Airtel XStream multiplex is an extension of the company’s XStream Premium service and is a 20-screen platform with content libraries from prominent OTT partners- all accessible through the app.
With an abundant portfolio of offerings and hundreds of millions of users that avail Airtel’s services, we wanted to understand how the brand was able to facilitate intelligent customer engagement for these customers using MoEngage’s capabilities, specifically through push notifications.
Before we explore the kind of effect Airtel saw by optimizing their current customer engagement strategies using MoEngage’s Insights-led engagement platform, let’s look at the business goals that Airtel wished to achieve using these initiatives:
While providing relevant and actionable content is essential, maintaining a consistent and interactive connection with your customers through that content is how you guarantee customer satisfaction. In this context, push notifications have become crucial for marketers across industries to engage with customers on their platforms proactively.
But you know what’s better than basic push notifications? Customized, stylized push notifications that are personalized according to your customers! These types of push notifications not only solidify brand voice but are also a great way of making sure you engage with your customers throughout their lifecycle effectively.
Here are some of the ways through which Airtel was able to drive impeccable customer communication through MoEngage’s Push Notification capabilities.
To test which types of push notifications perform better for the brand, MoEngage set out to compare the impact of both image and text push notifications. To analyze this, two types of campaigns were executed by Airtel:
While initially, both these campaigns were executed via text-only push notifications, the brand moved onto Image-only push notifications to see whether they positively impacted the CTR. Using MoEngage’s Locale Split, the brand further personalized the notifications for their customers by splitting target audience.
This split was based on Circle IDs, which is essentially a grouping of customers based on their preferred languages and using that to modify the language on the image push notifications accordingly.
By adding a layer of personalization over carousel push notifications using stylized push templates with multiple CTAs, it becomes much easier to cross-sell! Airtel saw an overall uplift of around 30-35% in the CTR!
Additionally, Airtel customers could select the number of days for which they want to ‘snooze’ communication from the brand. This allowed the customers not to receive too many push notifications and get overwhelmed.
Since India’s demographic is incredibly wide with a variety of cultures and languages, tapping into the vernacular aspect is exceptionally crucial for brands. Using geolocation and users’ app language settings, Airtel was able to cater to their customers’ preferences in a way that was personal to them.
Using vernacular-based push notifications over the standard English ones, the brand was able to reap an uplift of over 66% in the CTR!
This goes to show that when executed correctly, the benefits of push notifications can be exceptionally rewarding!