MTN Group has signed an agreement with Flytxt to automate both inbound and outbound marketing across its entire network of more than 217 million subscribers.
The three-year licensing deal means that all the company’s operations across Africa and the Middle East will be using Flytxt’s flagship product NEON-dX to provide an improved, personalised service for MTN customers, resulting in higher product uptake and reduced customer churn.
Dr. Vinod Vasudevan, CEO of Flytxt, said: “NEON-dX will provide MTN Group with a unique competitive edge across its markets by allowing the firm to personalise engagement for each of their customers, resulting in an uplift in net revenue.
NEON-dX will be used for outbound marketing and inbound marketing across traditional and digital touchpoints. The software will enable MTN to better understand its customers through learning their behaviour and predicting what they want in real time, creating deeper and longer relationships.
The solution replaces MTN’s existing system and is designed to use machine learning to provide deeper understanding of customers and recommend next best offers. The insights from advanced analytics will allow MTN to personalise offers and services to reflect the customer’s contextual needs and interests in real-time.
Since starting operations in 1994, MTN has grown its subscriber base to more than 217.2 million people in 22 countries, including one of the largest telecoms networks in Africa. Countries in which it operates include Nigeria, Iran, South Africa, Ghana, Cameron, Uganda and Ivory Coast.
Albert Fernandez, the Head of Group Consumer at MTN, said: “Our strategy includes providing the best customer experience and harnessing the potential of the market-leading technology. In NEON-dX, we believe we have chosen a product that meets both of those objectives.”
The agreement is just the latest major deal for Flytxt, which also recently announced an agreement with Viettel Telecom in Vietnam and with another major operator in the Arabian Gulf.