Celcom aims 25% take-up for loyalty programmes

KUALA LUMPUR: Celcom Axiata Bhd is targeting a 25% take-up of its eligible subscriber base for three of its loyalty programmes – Club Celcom First, XClub and Frenz Club – by year-end, said its chief marketing officer Zalman Aefendy Zainal Abidin.
"That's aggressive, but we feel the gamification concept and the real-time nature of the programme will help us to achieve it," he told reporters after the launch here yesterday.
Celcom currently has over 13 million customers and about 40% are on the new platform that allows real-time loyalty and campaign tracking. About 90% are prepaid customers.
The loyalty programs will help Celcom gain insights on customer interaction based on real-time data usages that leads to improved customer relationship management and the ability to efficiently deliver enhanced services to customers and give personalised offers that match customers' interests.
"It's in our efforts to enhance customer experience. Our market is saturated and we need to make sure customers stay with us. The end goal is one-to-one marketing, which is the best customer experience," said Zalman.
By joining Club Celcom First, XClub and Frenz Club, customers can take advantage of exclusive benefits and promotions, instant rewards and enjoy an engaging, interactive, hassle-free experience on their mobile devices. The programme incentivises customers for regularly using Celcom's services with redeemable rewards.