Sicap and RateIntegration, providers of customer loyalty management solutions for global communications service providers, have told OSS News Review about the selection and subsequent implementation of their Loyalty Manager (RLM v3) product at Zain Bahrain. Zain Bahrain is part of the Zain group, a leading mobile telecommunication operator in the Middle East and Africa with over $4 billion in annual revenue in 25 countries.
According to RateIntegration, “Zain Bahrain needed a loyalty solution that could be implemented rapidly without impacting their existing BSS systems and deliver immediate business impact through highly targeted, real-time promotions as well as traditional one-way campaigns.” Zain Bahrain will use the Loyalty Manager solution to launch a constantly changing array of targeted promotions to improve the customer experience, reduce churn, and encourage usage/ARPU and add new subscribers as well as maximize the revenue from the large number of roamers that visit its network daily.
Zain selected Sicap and RateIntegration through a competitive process with emphasis on a specific set of business and technical requirements including:
— Rapid implementation without any change to existing BSS/OSS systems
— Minimal impact on internal IT resources and projects both underway and scheduled
— Support for immediate creation and launch of any promotion in the context of very dynamic, creative marketing in the future
— Support for a potentially large number of constantly changing promotions
— Capability to process full usage in real-time in order to build custom subscriber statistical profiles for highly personalized, real-time offers Solution design that gives the business teams direct control over promotions and launch new promotions without costly and time consuming IT projects
— Turn-key system with very low on-going operational costs
Sicap and RateIntegration met all these criteria. The product was implemented in less than five weeks with almost no impact on Zain’s IT organization. The RLM v3 loyalty manager interfaces to a number of existing Zain systems to enable automated end-to-end delivery of promotions using the existing in-place BSS/OSS. Master subscriber records are referenced directly from existing billing and subscriber management platforms without data duplication.
The Loyal Manager solution creates messages and offers that are delivered through multiple existing outbound channels, all of which can be driven on-demand through the connection points established during the RLM integration.
The Loyalty Manager’s Catalog Manager (RCM) is a point and click promotions development environment that supports the rapid creation of any loyalty concept developed in Marketing. It then tracks subscriber behavior by direct processing of all usage records (XDRs for voice, SMS, data, reload events, etc.) in real-time and triggers highly personalized, targeted and timely promotions based on the promotion rules This powerful “third-generation” approach to loyalty management software is currently not available from other vendors.