ASCOMA ASSURANCE

Author: Anita BATAMURIZA

Department: Commercial
Director
Date: 29th May 2017

CUSTOMER LEADS GENERATION PROGRAM

Project Concept Note (PCN)

May 2017

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Ignite Power Limited
www.Ignite.Solar
 ASCOMA ASSURANCE

Author: Anita BATAMURIZA

Department: Commercial
Director
Date: 29th May 2017

1. Background

Early last year, the government set a target of eliminating kerosene lamps in homes all over Rwanda by 2018.
In line with the above government commitment, IGNITE POWER LTD needs to be part of this initiative and be a part of
Kerosene Lamp eradication campaign.
Dubbed URUMURI KURI TWESE (Light for everyone), the project aims at enhancing our marketing engine to bolster
this project.

2. Objectives

Customer Benefits:

Premium offering aimed at building customer loyalty & delight

To enhance customer experience
Benefits of rewards
To respond to research findings and offer which suits customers.

Business Benefits:

REC Churn and inactivity reduction.

Make Airtel the customers preferred brand and therefore cause an improvement in ARPU.
To be distinct in the market by focusing on Loyalty (Rewards).
Creation of Brand Ambassadors.
Increase Revenues.

3. Proposal

This proposal is to launch a loyalty program to the entire base of both Prepaid & Postpaid customers.
The program will majorly reward loyalty points based on customer usage. The usage will cover all revenue avenues
including Data, Voice, SMS, VAS, and Airtel Money

Points are acquired by doing the following actions:

Enrollment/Full KYC Registration

Usage of Voice, SMS, Data, VAS and Airtel Money

Customer can redeem points by getting the following:

On-Net minutes
On-Net SMS
Data Bundles
Phones
Dongles (Modems)

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Ignite Power Limited
www.Ignite.Solar
 ASCOMA ASSURANCE

Author: Anita BATAMURIZA

Department: Commercial
Director
Date: 29th May 2017

4. Business Case

Points are acquired by doing the following actions:

Enrollment/Full KYC registration 1 point

Usage of Voice, SMS, Data, and VAS
Airtel Money transaction

1. Customers earn 1 point for every. they spend (Earn Rate).

2. Customers burn for every 1 point they redeem (Burn Rate).
3. This gives a 1.0% return rate (Burn rate/Earn rate)*100.
4. The cost to the business is 1.0% of GR.
5. All HVC including postpaid will be enrolled by default.
6. Customer will lose points when he/she is inactive for 120 days and above.
7. Reward points will be valid for 12 months (1 year).
8. Points expire at the end of the 4th quarter.
9. Customers will be categorized in tier levels base on usage as seen from below.

Expected Tier Level Expected Points Range

Entry 0-3000
Medium 3001-7000
Premium >7000

10. Apart from Platinum, Diamond and Postpaid customers, all customers enrolling to the program will start from
entry tier and will be upgraded depending on usage.

5. Product Catalogue

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Ignite Power Limited
www.Ignite.Solar
 ASCOMA ASSURANCE

Author: Anita BATAMURIZA

Department: Commercial
Director
Date: 29th May 2017

Reward Product Type Product to Reward Cost of the Product Required Points Required Spend RR Revenue Earnings per Cost per point
1 Minute
2 Minutes
5 Minutes
On-Net Minutes 10 Minutes
20 Minutes
25 Minutes
30 Minutes
1 SMS
2 SMS
ON-Net SMS 5 SMS
10 SMS
20 SMS
Daily 25 MB
Daily 50 MB
DATA Weekly 80 MB
Night Pack 1 GB

Diamond and Platinum customers will be enrolled automatically; customers in other value segment will opt-in
individually.

Segment Subscribers September Usage Monthly Cost Net Usage(New) Incremental Usage Target Growth Additional Usage
Diamond
Platinum
Others Usage
Estimated Opt-in
Total
Summary

Return Rate (RR)

% opt-in out side Premium
Monthly Growth (Natural)
Break even growth
Target Growth
Monthly LMS Cost
Net Decrement/Usage
Target Decrement
Additional Usage

6. Mechanics

Customer can access the program in three different ways:

Dial USSD *141# and select option 1 or Direct string *141*1# to enroll
SMS ENROLL to 141 and enroll
Call MAMO (141) to enroll through IVR

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Ignite Power Limited
www.Ignite.Solar
 ASCOMA ASSURANCE

Author: Anita BATAMURIZA

Department: Commercial
Director
Date: 29th May 2017

Call to Call Centre and enroll via the GUI (Graphical User Interphase)
Enroll from Airtel Shops and Franchise Shops through the GUI

USSD Display will show as below:

Enrolment
De-enrolment
Redemption
Product List
Check points
More

1. Enrolment:
Welcome to the Airtel Loyalty Program, earn points from now on when you talk, SMS, use DATA, Airtel
Money! Or KYC

2. Opt Out (De-Enrolling):

Dear Customer you have opted out from the Airtel Loyalty Program

3. Redeem Loyalty Points

You can redeem:
-xx minutes
-xx SMS
-xx Data bundle
-xx Discount on phone of your choice or dongle

4. Checking Loyalty Points:

Dear Customer, you have xx points. To see redeemable items dial *156*3#

7. Implementation

The implementation will be done in 2 phases:

Phase 1:
The program will be open to only prepaid customers
HV customers (Diamond & Platinum) will be enrolled automatically

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Ignite Power Limited
www.Ignite.Solar
 ASCOMA ASSURANCE

Author: Anita BATAMURIZA

Department: Commercial
Director
Date: 29th May 2017

Other customers will be enrolling in the entry level

Customers will be able to redeem GSM as well as Non-GSM products.

8. Communication Strategy

The Airtel Loyalty program will be communicated both ATL & BTL using the mechanisms below.

Radio and TV
Digital Media
Posters & Fliers
SMS broadcasts
Out bound Dialers (OBD)
EOCN (end of call notifications)
Balance Check

The SMS message in English is:

Dear Valued Customer, thank you for choosing Airtel. We value your partnership and glad to inform that we have
launched a reward program just for you. Start earning points as you use all our products and services. Dial *141*1# to enrol
to Airtel Loyalty Program

9. Picture of Success

In order to track the success of the Airtel Loyalty Program, we will need monthly and daily tracker as shown below.

Monthly Success Tracker

Months REC Base Enrolled REC Churn % Churn % Enrolled Decrement MOU Points Earned Ponts Redeemed
Cost ARPU

Daily Tracking

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Ignite Power Limited
www.Ignite.Solar
 ASCOMA ASSURANCE

Author: Anita BATAMURIZA

Department: Commercial
Director
Date: 29th May 2017

Date REC Base Cumulative Enrolled Customers % Participation De-enrollments per day Cumulative De-enrollments Points earned per day Cumulative Redemptions
1-Jan
2-Jan
3-Jan
4-Jan
5-Jan
6-Jan
7-Jan
8-Jan
9-Jan
10-Jan

To track inactivity to see whether overall inactivity is reducing in the 4-90 day band.
Redemptions will be measured per day per reward item.
To track enrolled customers per inactivity band per segment.
To track enrolled customers per segment.
Decrement of the customers on the loyalty program versus that of customers not on the loyalty program.

10. Approvals

Approval Name Job Title/Role Signature Date

Initiated by Ubin Sam HVC Manager

Reviewed by Alex Mugisha Head Customer Service

Reviewed by Indrajeet Singh Head Sales & Marketing

Reviewed by Tano Oware Head Finance

Reviewed by Teddy Bhullar Managing Director

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Ignite Power Limited
www.Ignite.Solar