Indonesian mobile network operator achieves real time SMS communication with a targeted community using InTelestage™

Business Logic Systems, a specialist in customer intelligence, marketing automation and customer loyalty solutions for mobile network operators, is playing a key role in helping Indonesia’s newest mobile operator, AXIS to drive customer loyalty and increase revenues from its recently created AXIS Salam community.

Launched in August 2008 to coincide with the preparations for Eid, AXIS Salam is a pre-pay offering which is aimed at the Islamic community.  To persuade new customers to join the community and encourage existing users to top up, AXIS Salam is giving subscribers the chance to enter a Lucky Draw competition to win a trip to ‘Hajj’ and ‘Umrah’.

InTelestage™ is being used to communicate with all customers in real time.  When a new customer joins AXIS Salam they receive an automatically generated text message to welcome them to the network and to let them know that they have been entered into the Lucky Draw competition. 

When users top up, points are allocated to their account in accordance to how much they spend.    InTelestage™ manages this entire process and sends further text messages to let subscribers know how many points they have, as having more points increases the likelihood of winning. Every six weeks InTelestage™ automatically chooses the winners.

“Creating a highly targeted and specialist community is a very clever idea,” commented Vicks  Kanagasingam, President Asia Pacific, Business Logic Systems.  “By using a two-pronged approach where the Lucky Draw campaign attracts new customers and our InTelestage™ technology creates and maintains regular customer contact, AXIS Salam can reward profitable customers, boost retention and increase the lifetime value of its pre-paid customers.”

“Over 90 per cent of mobile phone users in Indonesia are pre-pay, which makes ongoing customer contact and customer loyalty extremely difficult,” explained Johan Buse, Chief Marketing Officer, AXIS.  “When we launched AXIS Salam, we wanted to buck the trend and have regular, discreet contact with our users; Business Logic Systems has been key to allowing us to do this. 

“Once customers have joined the AXIS Salam community, InTelestage™ is the all important ‘glue’ that enables us to have a regular, two way communication flow with our subscriber base.  The system automatically sends informative SMS messages to our customers, which encourages them to top up regularly. This drives ongoing loyalty, which is helping us meet our aim of signing up 200,000 new AXIS Salam customers by the end of 2008.”