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Airtel Africa partners with WebEngage to enhance digital customer management, driving personalised experiences and boosting engagement across Africa. (Image source: Airtel Africa)

Airtel Africa, a prominent telecommunications group with over 150 million subscribers in 14 African countries, has teamed up with WebEngage to enhance its digital customer base management

As Africa’s second-largest telecom provider, Airtel boasts over 60 million data users among its total customer base. Committed to bridging the digital divide and fostering financial inclusion across the continent, Airtel delivers mobile money, entertainment, and digital services to all its users.

How is digital engagement enhanced?

Through this integration, Airtel aims to closely monitor user activities and offer highly personalised services, thereby boosting customer retention and engagement. The partnership will extend to Airtel Money, Smart Cash in Nigeria, and Airtel TV, ensuring seamless and tailored digital experiences across various platforms, including Web, App, in-app, Meta, Google, and traditional channels like SMS and email.

Airtel Africa’s group senior vice-president: digital & product, Priya Thakoor, stated, “With a massive rollout completed within three-month timeframe, WebEngage’s CDP is now observing more than 600 user actions across all 14 markets and consistently building an actionable digital profile list. More than 30 highly personalized customer journeys are live, engaging more than one million subscribers and resulting in over 30% conversions.

Our objective is to improve CLTV for every customer with highly targeted offerings across channels that meet their individual needs. We have built a foundation of digital customer base management with WebEngage for My Airtel app, driving customer engagement and deeper product penetration into mobile money and adjacent digital services. It must be stated that in all this we ensure complete customer privacy.”

Hetarth Patel, vice-president - growth markets (MEA, Americas, APAC), WebEngage, said, “We are elated about this partnership with Airtel Africa to transform their customer value management. With our advanced customer data platform, cutting-edge analytics, generative AI, and personalided capabilities, we will help them achieve 1:1 customer engagement on owned, paid media, and digital channels. There are numerous use cases we have planned to increase app usage, retain users on digital properties, and improve CLTV. Our on-ground customer success teams based in Nairobi and Dubai will work hand-in-hand with Airtel OpCos and Group to accelerate this execution.”

This collaboration signifies a larger trend of digital transformation within the telecom industry, where companies are evolving into technology-driven entities by collaborating with innovative solution providers like WebEngage. Telecom companies are leveraging their deep insights into customers’ non-linear journeys and setting benchmarks for exceptional customer experiences across all channels, both traditional and digital, as well as paid, owned, and third-party media.

WebEngage is a distinguished player in the MarTech (marketing technology) SaaS sector worldwide, serving over 800 clients across various industries such as retail, education, finance, food and beverages, media and publications, and healthcare. Its partnerships have led to significant improvements in customer experiences, operational revenue, and digital transformation. With Airtel Africa, WebEngage anticipates a substantial impact both financially and socially.

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