Airtel Africa partners with WebEngage to manage digital value for nearly 150 million subscribers

Airtel Africa, a leading telecommunications group with over 150 million subscribers in 14 African countries, has announced a partnership with WebEngage to support the group’s efforts to manage its digital customer base. Airtel is the second largest telecommunications service provider on the continent with over 60 million data subscribers and over 150 million customers. Airtel also offers its users the ability to transfer money via their mobile phones, as well as a range of entertainment and digital services, building on its vision to bridge the digital divide and promote financial inclusion in Africa.

Integration with WebEngage enables Airtel to monitor user activity in a highly personalized way while improving customer retention and engagement. The partnership extends to Airtel Money and Smart Cash in Nigeria, as well as Airtel TV, to deliver a personalized and seamless digital experience across websites, apps, Meta and Google platforms, in addition to traditional channels like SMS and email.

Commenting on the topic, Priya Thakur, Senior Vice President, Digital Products and Services, Airtel Africa Group said: “We completed the adoption of WebEngage Customer Data Platform in three months and it is currently monitoring over 600 customer user behaviour across all 14 markets.” In addition to developing a practical list of digital customer categories, over 30 personalised customer experiences were rolled out, covering over 1 million subscribers and helping to increase purchases by over 30%.

Our goal is to increase customer lifetime value by offering a range of personalized services across channels to meet their specific needs. The management of the digital customer base in the My Airtel app is based on the WebEngage solution, which enhances customer engagement and helps expand the adoption of payment solutions, mobile remittances and other digital services. We emphasize that in all these services, customer privacy is fully protected.”

Hitarth Patel, Vice President, Emerging Markets (MEA, Americas and APAC) at WebEngage said: “We are delighted to partner with Airtel Africa to support its efforts in the area of ​​Customer Value Management. Through our advanced customer data platform, modern analytics tools, generative AI and our custom capabilities, the Group will be able to engage directly with customers across owned and paid channels. Our goal is to increase app usage, customer retention on digital channels and improve customer lifetime value levels. Our Customer Success Operations teams in Nairobi and Dubai are working with teams at Airtel and the Airtel Group to accelerate the implementation of this partnership.”

The partnership reflects the massive digital transformation that the telecom industry is going through, with telecom companies seeking to transform themselves into technology-based companies by partnering with innovative solution providers such as WebEngage. Telecom companies are able to excel in digital transformation because of their deep understanding of customer experience and their ability to measure the success of unique customer experiences across channels, including traditional, digital, paid and owned media, and third-party.

WebEngage works with more than 800 companies around the world in retail, education, finance, food and beverage, media, publishing, healthcare and more, leveraging WebEngage’s exceptional capabilities in global marketing software-as-a-service. WebEngage’s diverse partnerships also help to achieve amazing results in customer experience, operational revenue and digital transformation. By partnering with Airtel Africa, WebEngage seeks to achieve significant financial and social impact.