Introduction

The Airtel Thanks Program, launched in July 2019, evolved from its earlier loyalty program, "My Airtel." It aimed to enhance customer loyalty and retention in the highly competitive Indian telecom industry. Facing fierce competition, Airtel sought to differentiate itself by offering compelling rewards and a superior customer experience. This later went on to lay the foundation for a unique super app.

Brief

Business Objectives

1. Enhance Customer Loyalty and Retention: One of the primary objectives was to increase customer loyalty by providing added value and rewards to Airtel customers.
2. Increase Average Revenue Per User (ARPU): Airtel sought to boost its ARPU by encouraging customers to spend more on Airtel services.
3. Reduce Churn: Airtel aimed to reduce customer churn, which refers to the rate at which customers switch to competing telecom providers and other services like Paytm.
4. Drive Cross-Selling and Upselling: Airtel Thanks aimed to promote its various services, such as postpaid plans, broadband, DTH, and digital content subscriptions, as part of the program's benefits.
5. Data Monetization: Airtel intended to monetize data usage by providing premium content, such as streaming services, was expected to lead to increased data consumption among program members.

Design Objectives

1. New Look: Redesign the Airtel app to seamlessly integrate the Airtel Thanks Program
2. Enhanced User Experience: Deliver a seamless and enjoyable experience for both existing and new program members.
3. Simplified Program Access: Make program benefits and rewards easily accessible and understandable.
4. Personalization: Offer personalized rewards based on user behavior and program tier.
5. Unified Experience: Deliver a consistent design language that fosters brand recognition and reinforces Airtel's commitment to delivering a delightful user experience.
6. Data Optimization: Ensure the app works well on low-resolution devices and in low-connectivity regions.

The Construct

The construct of the Airtel Thanks Program is designed to reward and cater to a select set of Airtel customers based on their subscription type and usage. Based on ARPU and tenure the users were segmented into three tiers, each offering distinct benefits and privileges. Here's an overview of the program's tiers and their associated benefits:

Eligibility Criteria:

1. Prepaid Customers: Prepaid customers became eligible for the Airtel Thanks Program by purchasing unlimited combo recharge packs with a minimum value of ₹249 and above.
2. Postpaid Customers: All Infinity Postpaid customers were eligible for the Airtel Thanks Program. Add-on connections and corporate plans are excluded from the program.
3. Broadband Customers: All broadband customers, except on corporate plans, were eligible for the Airtel Thanks Program.

User Segmentation:

This tiered structure allowed Airtel to cater to the diverse needs of its customers and provide personalized rewards and privileges based on their usage and loyalty. It also encouraged customers to explore and use more Airtel services, ultimately contributing to customer retention and revenue growth. This program segmented users into three tiers based on their monthly Average Revenue Per User (ARPU) and their tenure with Airtel:

Silver Tier

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• Customers: Entry-level tier for customers with a relatively lower ARPU.
• Eligibility: Achieved by purchasing an unlimited combo recharge plan of less than Rs 249 for prepaid customers.
• Benefits: Includes access to Airtel TV and a Wynk Music subscription. Users need to download and install the Airtel Thanks application and recharge with a qualifying plan to access these benefits. </aside>

Gold Tier

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• Customers: Intermediate tier designed for customers with a moderate ARPU.

• Eligibility: Prepaid customers become Gold members by purchasing an unlimited combo recharge plan of Rs 299 or above.

  Postpaid customers qualify by choosing Infinity plans.

  Broadband customers with plans less than Rs 1099 also fall into this category.

• Benefits: Gold tier members enjoy benefits such as access to Amazon Prime, ZEE5, HOOQ, Eros Now, ALT Balaji, Free Airtel TV Premium subscription, unlimited song streaming and downloads via Wynk Music etc. </aside>

Platinum Tier

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• Customers: Premium tier tailored for high-value customers with higher ARPU and longer tenure.

• Eligibility: Postpaid customers qualify for the Platinum tier by opting for a plan of Rs 499 or above.

  Broadband customers need to choose a plan of Rs 1099 or above to be eligible.

• Benefits: Platinum members enjoy an extensive array of benefits, including one year of Amazon Prime and Disney+ Hotstar at no extra cost, Apollo 24/7 Circle Membership for one year, free Handset Damage Protection, unlimited song streaming and downloads via Wynk Music, 3 months of Netflix and priority customer support etc. </aside>

Implementation