Magenta Telekom dials up personalisation with MoEngage to grow app engagement by 150%

Austria’s second-largest telecommunication brand, Magenta Telekom, has boosted digital engagement, growing app use and interactions by 150%, thanks to a solution from MoEngage, the leading insights-led customer engagement platform.

With over 5 million connected customers and devices, Magenta Telekom provides fixed broadband, and mobile services, entertainment and digital solutions to both businesses (B2B) and consumers (B2C).  With a strong focus on customer-centricity, Magenta Telekom wanted to enhance its customer engagement strategy, allowing it to reach more of its customers digitally through its app.  It also wanted to personalise interactions depending on where the individual was in their buying journey to create long-lasting relationships with its customer-base, to drive loyalty and customer lifetime value (CLV).

Traditionally, the telecoms brand had relied on SMS messaging and e-Newsletters as its primary engagement channels with customers, however, recognising the changing needs and demands of its audience, it wanted to increase engagement with its app, and move towards a multichannel, mobile-first engagement strategy.

Partnering with MoEngage, Magenta Telekom was able to digitally transform how it interacted and engaged its customers.  Leveraging MoEngage’s insight-led customer engagement platform, which uses AI-powered automation to unlock data-led analysis of consumer behaviours, it was able to improve segmentation, and enhance personalisation at each touchpoint.  Creating onboarding campaigns to bring customers to the app, using channels including SMS and social media, it was then able to build shopper journey campaigns to engage and convert customers on the app through Push Notifications.  It also powered personalised product and content recommendations to build hyper-personalised engagement across the app and add relevancy to customer experiences.

Herbert Schöberl, SVP Digital Business at Magenta Telekom: “With digitalisation, we were able to explore new avenues and observed that even our customers are excited to be more digital.  With MoEngage’s insights-led engagement platform, we created a seamless digitalised customer engagement where we were engaging our customers using personalised push notifications, and in-app messages.”

And this approach saw app use grow by 150%, with a 4-fold increase in add-on activations on the app and a 140% rise in conversions for tariff changes offers.

Jason Smith, VP EMEA at MoEngage, commented: “Magenta Telekom is all about connecting and opening up communication and conversations between its customers, so it follows that customer-centricity and forging true, one-to-one connections with its shoppers sits at the heart of its go-to-market strategy.  It understood it needed the granular levels of customer insights and data to drive personalisation at the scale needed for success, and we’re delighted to have helped them dial-up these capabilities even further with our solution.”

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