For the first time on The State of Retention Marketing Podcast, we’ve got a telecom growth leader join a conversation with Ankur Gattani.
In this episode, with Anshul Agarwal, AVP – Growth at Airtel, shares invaluable insights into how legacy telcos like Airtel have mastered the art of retention since the 90s, highlighting the significance of retaining customers in a fiercely competitive industry.
We begin by exploring the multifaceted approach Airtel employs to retain its massive customer base, exceeding 330-350 million prepaid customers. Anshul emphasizes the importance of transitioning users from low-value prepaid services to high-value offerings like postpaid and broadband. Airtel’s strategy involves leveraging user behavior data to identify buying triggers and purchasing power, enabling targeted marketing efforts.
Anshul sheds light on the automation and segmentation processes Airtel utilizes to effectively manage its vast customer base, ensuring personalized communication and engagement. The discussion delves into Airtel’s efforts to expand customer relationships beyond telecommunications services, offering a diverse range of products and services to enhance customer lifetime value (CLTV).
Furthermore, Anshul provides insights into Airtel’s sophisticated system architecture, which facilitates seamless communication between various departments to prevent churn and foster long-term loyalty. He outlines Airtel’s initiatives to target rural markets in India, with 30,000 sites.
This episode serves as a valuable resource for businesses seeking to enhance their retention strategies, drawing inspiration from Airtel’s success in building enduring customer relationships in a dynamic and competitive market landscape.
