A starry relationship
Ensuring you stay in pole position in a competitive market means building mutually rewarding relationships with your customers. And that’s exactly what we did for Qtel – Qatar’s national telecom carrier.
Challenge
As Qatar’s telecom market opened up, Qtel wanted to create a stronger, value-added bond with its consumers to ensure long-term profitable relationships.
Strategy
We set out to build a rewarding programme which would create a life-enriching experience that incorporated Qtel’s ‘Quad-Play’ offering (mobile, data, cable and landline). We chose the name ‘Nojoom’ (Arabic for ‘Stars’) to reflect the VIP treatment received by customers who enrolled. We developed an engaging value proposition grounded in sound customer insight, on-boarding aspirational partners, and managing exciting communication campaigns from ATL to 1-to-1 – all backed by robust business rules. And it made Nojoom the ideal platform for Qtel to say ‘thank you’ to its customers
Results
Positive member feedback, high awareness, partners eager to join the program and a thoroughly delighted client. Adel Al Mutawa, Executive Director, Group Communications, Qtel commented; “Nojoom is one of the biggest, most immediate successes in Qtel’s history. We are delighted with the response, and we believe that as Nojoom continues to develop and offers a wider variety of rewards, more people across Qatar will join the programme.” We also achieved high penetration of the top tier segment, more enrolments than anticipated and greater redemptions in less than six months since launch.
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