Airtel Thanks 2.0 - THATGUYABHISHEK

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

Enhance Customer Loyalty and Retention: One of the primary objectives was to increase customer loyalty by providing added value and rewards to Airtel customers.

Increase Average Revenue Per User (ARPU): Airtel sought to boost its ARPU by encouraging customers to spend more on Airtel services.

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.

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.

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

New Look: Redesign the Airtel app to seamlessly integrate the Airtel Thanks Program

Enhanced User Experience: Deliver a seamless and enjoyable experience for both existing and new program members.

Simplified Program Access: Make program benefits and rewards easily accessible and understandable.

Personalization: Offer personalized rewards based on user behavior and program tier.

Unified Experience: Deliver a consistent design language that fosters brand recognition and reinforces Airtel's commitment to delivering a delightful user experience.

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:

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.

Postpaid Customers: All Infinity Postpaid customers were eligible for the Airtel Thanks Program. Add-on connections and corporate plans are excluded from the program.

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

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.

Gold Tier

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.

Platinum Tier

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.

Implementation

The implementation of the app redesign was a collaborative effort involving product managers, designers, developers, and user feedback. It followed best practices in user experience design and software development, with a focus on providing a seamless and user-friendly interface while effectively integrating the Airtel Thanks Program.

The phased approach allowed for flexibility and the incorporation of user feedback, ultimately resulting in a successful implementation that enhanced user engagement and satisfaction, improved retention rates, and contributed to revenue growth. The design implementation of the Airtel Thanks Program reflects a user-centric approach and a commitment to enhancing the customer experience.

✅ Designing for User Needs

The team prioritised understanding user pain points and the problem statement as the foundation for the design iteration. The primary goal was to address these pain points effectively. This approach ensures that the design changes align with the actual needs and preferences of Airtel users.

✅ Personalisation and User Context

The team has embarked on a journey to create personalised user experiences within the Airtel Thanks app. This involves understanding user context and preferences to offer relevant content and actions. For instance, introducing quick actions tailored to individual users' preferences enhances the app's usability.

✅ Feedback Mechanism

An interactive feedback form was integrated into the app, allowing users to provide comments, suggestions, and report issues. This feedback loop was closely monitored by the product team for quick action.

✅ Reducing Noise and Decluttering

To create a more user-friendly experience, the team aimed to reduce noise and declutter the interface. This involved streamlining the display of telco vitals and benefits, simplifying information hierarchy, and eliminating unnecessary elements that might confuse users. The result is a cleaner and more intuitive design.

✅ Unified Design Language System

Planning and designing a unified design language system is a strategic move to ensure consistency across all digital assets. This approach aims to deliver a seamless and engaging experience for customers. A consistent design language fosters brand recognition and reinforces Airtel's commitment to delivering a delightful user experience.

✅ Simplified Navigation

The app's navigation was overhauled, with a focus on simplicity and clarity. User testing and feedback informed the placement of program-related links and features for optimal usability.

✅ New Look and Enhanced User Experience

Redesign the Airtel app to seamlessly integrate the Airtel Thanks Program. And deliver a seamless and enjoyable experience for both existing and new program members.

✅ Modernising the Digital Language

The team recognised the importance of speaking the current digital language to resonate with contemporary users. This includes adopting design elements and patterns that are in line with current industry standards. However, it's crucial to strike a balance between modernisation and maintaining familiarity for Airtel users who are accustomed to the previous design.

✅ Phased Rollout

The rollout followed a well-planned phase-by-phase approach. Initially, the program-related features and sections were updated, ensuring minimal disruption to the core app functionalities. Each phase was thoroughly tested before moving to the next.

Results

The Airtel Thanks Program has delivered significant results and generated excitement in the market since its launch. Here are key results and achievements of the program:

✅ Increased User Engagement:

The program witnessed a remarkable ~75% increase in daily engaged customers who activated one or more Thanks offers in May compared to the Mar-Apr average. This indicates a substantial boost in customer engagement with the program.

✅ Customer Retention and Churn:

The program contributed close to +8% increase in customer retention rates quarterly, as customers were more inclined to stay with Airtel to enjoy the program's benefits. There was +10.5% quarterly gain in MAUs

Enhanced user engagement and cross-selling of Airtel's services have resulted in revenue growth for the company.

✅ Valuable Data Insights:

The program has provided Airtel with valuable data insights into customer behaviour and preferences. This data is instrumental in shaping future product offerings and marketing strategies.

✅ Streamlined User Experience:

The app redesign focused on decluttering and simplifying the user interface. This approach led to a more intuitive and user-centric design, improving the overall user experience and making it more accessible for both iOS and Android users.

✅ Revenue Growth:

The program has contributed to revenue growth for Airtel, not only through increased 13% Average Revenue Per User (ARPU) but also through the acquisition of new customers (24%) attracted by the program's offerings.

70% Online penetration of recharge during lockdown (up from 35% before the lockdown)

✅ Customer Segmentation:

The program has allowed Airtel to effectively segment its customer base based on usage and loyalty, enabling more targeted marketing and service delivery.

✅ Positive Customer Response:

The program's value propositions and rewards have resonated well with customers, leading to increased program engagement and adoption.

Customers responded positively to the program's offerings, including insurance benefits, Amazon Prime membership, and other exclusive rewards.

✅ Data Monetization:

The program's focus on providing premium content has led to increased data consumption among program members. This data monetisation strategy has generated additional revenue for Airtel.

✅ Consistent Brand Experience:

The implementation of a unified design language system ensured a consistent and engaging experience across all of Airtel's digital assets, creating a strong brand identity and making it easier for users to navigate.

Learnings

User-Centric Approach: Prioritise user needs and expectations throughout the design process.

Iterative Design: Continuously gather and incorporate user feedback for ongoing improvement.

Balancing Complexity: Simplify complex information for better user comprehension.

Consistency Matters: Maintain brand and design consistency across platforms.

Inclusivity: Account for low-resolution devices and low-connectivity regions in design decisions.

Effective Construct: Customer loyalty programs proved to be effective tools for reducing churn and increasing customer lifetime value.

Customer Segmentation: Segmentation based on customer behaviour (ARPU, tenure) allowed us for more personalised rewards.

Progressive Approach: Regular evaluation and evolution of the program are essential to stay competitive and meet changing customer expectations.

Key Partnerships: Partnerships and exclusive offers proved to be powerful incentives for customers.

Key Metrics: Measuring the program's impact on key metrics like ARPU and retention (D1, D5, D25 etc) is crucial for assessing its success.

What did we do well as a team?

What we could have done better as a better?

Conclusion

The redesign of the Airtel Thanks Program and the app homepage was a multifaceted project that successfully addressed various challenges while enhancing user satisfaction and engagement. By focusing on user-centric design principles, iterative improvements, and phased implementation, Airtel achieved its goal of providing a more rewarding and user-friendly experience to its customers. Airtel Thanks program and app redesign not only enhanced customer loyalty and satisfaction but also created a buzz in the market. The program's tiered structure, coupled with valuable offerings, attracted more users, and the redesigned app provided a seamless and consistent user experience. This success has set the stage for Airtel to further innovate and provide personalized services to its customers.

⬅️

Go back to homepage

🔗

Check out more projects

Airtel Thanks 2.0: Redesigning Airtel Thanks Program