Driving mobile money adoption and usage with advanced promotion tools
As mobile money is still a new financial solution in many markets, service providers must continuously search for the right tools to encourage subscription and increase usage. An emerging trend from innovative operators and financial service providers is to harness the potential of user stimulation and promotions with services such as mobile money or recharge in order to ensure uptake of their services.
Promotions are a particularly powerful tool to drive customer usage. A promotions campaign can be activated at different stages of the customer journey depending on the outcome that the service provider hopes to achieve. Employing a promotion at the point of registration for example, will provide the opportunity to trial mobile money, and to increase account subscription. Alternatively, promotions offered post registration, upon reaching a certain level of activity, can encourage usage and customer retention.
What tools are available to ensure ongoing customer activity?
eServGlobal has developed an easy-to-use web-based application to create and manage promotions.
The self-service Advanced Customer Adoption (ACA) tool enables service providers to deliver targeted, customised and timely promotions, and rewards, each with a quick turnaround time to market. With a step-by-step approach to launching a promotional campaign, service providers can simply import or configure eligible customer lists, which will help drive the right strategy to achieve the most effective results.
Used additionally alongside segmentation, the ACA tool can dramatically improve not only mobile money adoption, but increase rates of continued activity, and promote a loyal customer base which will assist with future marketing strategies.