Feb 22, 2022
This is the story of how Airtel Wynk Music leveraged insights to engage their dormant customers.
Wynk Music by Airtel is home to India’s largest mobile entertainment platforms for music and on-the-go entertainment. With over 100 million App Installs, Wynk houses 15 million songs in 14 languages and boasts 3+ billion Monthly Song Plays. Their audience is mainly made up of urban students and young professionals.
The Growth team at Wynk observed the streaming behavior on their mobile app and realized that a significant percentage of customers who stream music regularly have a tendency to go dormant until there is a new music album or a movie that is released.
But due to Covid-19, new music releases in India went down. Instead of relying on customers to come back to the app on their own, the Growth team wanted to introduce nudges to win back these dormant customers.
The Growth team at Wynk first started by segmenting their customers based on their last activity on the mobile app. They considered customers who were inactive for the last 20 days.
The team then used MoEngage’s insights-led platform to orchestrate a dedicated customer journey with relevant Push Notification campaigns at strategic intervals.
Next, the team used MoEngage’s segmentation capabilities to create customer cohorts based on content affinity, i.e., the language of the songs they’ve listened to the most on the app.
The Growth team wanted to invoke ‘fear of missing out’ by sharing content recommendations via Push Notifications.
Through MoEngage’s insight-driven customer journey builder and Push Notification suite, Airtel Wynk’s Growth team was able to successfully reactivate 44% of their dormant customers within 90 days.
We were able to successfully win back 44% of our dormant customers thanks to Insights-led Engagement. MoEngage helped us gather intelligence about which customer cohorts are going dormant and enabled us to act on the insights by sending out relevant content recommendations to these valuable customers before they churned.
MoEngage is an Insights-led Customer Engagement platform built for customer-obsessed brands.
With industry-leading AI and Machine Learning capabilities, MoEngage provides insights on customers, their journey, behavior, interests, preferences, and the short and long-term impact of campaigns on key business metrics like customer retention and LTV.
Brands use MoEngage to leverage these insights and enable hyper-personalization at scale across multiple touchpoints like mobile push, email, in-app, website push, on-site message, SMS, Whatsapp, and social messaging platforms.
Fortune 500 brands across 35+ countries such as Deutsche Telekom, Samsung, Vodafone, Nestle, McAfee, and internet-first brands such as Ola, OYO, Bigbasket, and InMobi use MoEngage to orchestrate cross-channel customer journeys and delight their customers across multiple touchpoints.
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