Idea Cellular uses Mahindra Comviva's Interactive End-of-Call Notifications

Idea Cellular announced a successful transition to contextual marketing from segmented mass marketing campaigns supported by Mahindra Comviva’ Interactive End-of-Call Notifications (iECON). Analytics-based contextual marketing has allowed Idea Cellular to achieve significant increase in recharge value, Mahindra said in its statement. [caption id=“attachment_1312641” align=“alignleft” width=“380”]  Image courtesy ibnlive.com[/caption] iEOCN is a digital marketing solution to improve marketing effectiveness by delivering contextual offers with end of call notification. iEOCN is designed to help mobile operators automate and manage the end to end marketing workflow right from targeting, sending offers and fulfillment tracking to reporting. “Mahindra Comviva’s Interactive End-of-Call Notifications enabled Idea Cellular to reduce customer churn, enhance customer loyalty by executing personalized and interactive campaigns which eventually generated incremental revenue.” “Rapid behavioral changes by consumers require focused and personalized marketing solutions. We are extremely proud to announce that Idea has advanced to real time contextual and interactive offer campaigns. The solution is based on understanding the customer’s intent rather than mass marketing campaigns. Mahindra Comviva’s Interactive End of Call Notification solution has been a key pillar in the significant increase in responses to contextual offers," Sashi Shankar, Chief Marketing Officer, Idea Cellular Ltd said.