Customer engagement and retention is vital for telcos to prosper, but is also a major challenge given high levels of competition and the often fickle nature of mobile users.

“Data is the new oil” has become a popular phrase in recent years, and while there is some dispute over who first coined the expression, there is far less disagreement about the veracity of the statement. Indeed, the value of data is widely recognised across most industries. When correctly applied, data analytics can help companies to better serve their customers, fostering loyalty and helping to generate more business. 

The situation is especially familiar to telecom operators, which have collectively recognised the value of customer data for longer than many companies in many other industries. This is partly down to the fact that operators own the networks and the relationship with their customers, and therefore already have access to a certain amount of data. But given the fierce competition in the telecoms industry and the complex nature of gathering, analysing and using data, it is critical for telecom operators to work with partners to achieve success in this area. 

One company that is more than proving its worth is Dubai-headquartered incentives and data analytics specialist, the ENTERTAINER, which is best known to residents in the GCC region for its popular consumer ‘two-for-one’ offers. After transforming itself during the past five years into an e-business that can help other companies better understand and serve their customers, the ENTERTAINER is fast becoming the go-to partner for telecom operators in the region and beyond. 

Holistic approach

The ENTERTAINER, which already counts UAE telco du and Bahraini operator Batelco among its telecom clients, is able to help operators offer their customers an array of special offers such as ‘Buy One Get One Free’ for various products and services, while also increasing uptake of important telecom services such as roaming. At the same time, the ENTERTAINER can also assist its telecom operator clients and partners with data analytics, helping them to better understand their customers’ behaviour and requirements, as well as gathering previously untapped data points. Moreover, the ENTERTAINER is also able to provide telcos with the flexibility of offering their customers the ‘the ENTERTAINER’ co-branded app or a tailored white-label product. 

Peter Hubbard, head of the ENTERTAINER Business, explains: “Through the ENTERTAINER business’s mobile app solutions, telecom operators have the ability to incentivise certain behaviours and actions throughout the customer lifecycle - from acquisition stage, to retention and upgrades.

“Beyond the thousands of rewards available through the solutions, the platforms also allow operators to accumulate data on their customers, from location-specific data to their redemption behaviour. This information can be used by telecom operators to create and improve on their marketing strategies, increase customer retention, and enhance their customer offering.” 

Hubbard adds that by showing customers the immediate value and ongoing savings in real time, operators can give their subscribers more reasons to join their network and stay loyal to the brand. The ENTERTAINER platform can also be leveraged by telcos to design tactical retention campaigns.