Idea Cellular shift to contextual marketing with Mahindra Comviva’s iECON

Powered by Mahindra Comviva’s Interactive End-of-Call Notifications (iECON), Idea Cellular has successfully transited to contextual marketing from segmented mass marketing campaigns. Analytics-based contextual marketing has allowed Idea Cellular to achieve significant increase in recharge value.

Some of the challenges faced by the operators today are high churn rate and stagnating prepaid revenues as well as recharge counts. Mahindra Comviva’s Interactive End-of-Call Notifications enabled Idea Cellular to reduce customer churn, enhance customer’s loyalty by executing personalized and interactive campaigns which eventually generated incremental revenue.

Speaking on the achievement Sashi Shankar, Chief Marketing Officer, Idea Cellular Ltd, said, “Rapid behavioural changes by consumers require focussed and personalized marketing solutions. We are extremely proud to announce that Idea has advanced to real-time contextual and interactive offer campaigns. The solution is based on understanding the customer’s intent rather than mass marketing campaigns. Mahindra Comviva’s Interactive End-of-Call Notification solution has been a key pillar in the significant increase in responses to contextual offers.”Read more

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