Altech Autopage solves logistical and storage problems for customer retention programme by introducing Accor Services gift voucher.

Altech Autopage Cellular provides cellular services to a base of postpaid contract subscribers.  Nearly all of these customers are contractually bound for a 24-month period. Customer retention is done through renewal of the said contracts as well as by providing a new cellular handset and in many cases also a gift.  Historically, the gift included anything from an additional handset, car kit, hands free kit, microwave oven, Weber braai, or even gaming consoles like Playstation.

Providing such a wide range of products was needed in order to stay competitive in the market. It was clear though that a more elegant solution was needed. A significant portion of the contract renewals done monthly includes the delivery of handsets and gift through a courier service. The delivery and warehousing of the gifts became difficult and costly to manage. Paper based gift vouchers were introduced to address logistics and storage problems. The vouchers were store- or shopping mall-specific and, although they gave an improved solution, the need for a more universal solution remained.

The Altech Autopage Cellular Accor gift card was launched through the retention channel just over 2 years ago. Not long after, the same product was also made available to the acquisition offers.

Currently, over 8 million Rand in value is provided via the Altech Autopage Cellular Accor gift card through the retention channel alone. This is more than a third of the contract renewals monthly. The gift card provides a solution to offer any and all products offered in the market as the customer may use the card at any retail store to purchase what is desired. The retail channels reap additional benefits as the customer may spend some of the value on the card within the store, which increases their turnover.

The gift card has provided Altech Autopage Cellular with a much-needed solution to satisfy the ever-increasing customer need for variety and new products. “In an effort to win new business, one often forgets or neglects the existing customer,” says Gert Tuppinger CEO for Accor Services in South Africa.

In the current financial crisis, the card’s versatility has appealed to a cross section of industry and business segments, including airlines, financial institutions, advertising agencies, publishing houses and FMCG companies. Comparing the Compliments Card to an electronic purse versus cash, Tuppinger emphasises the aspect of safe money with an anti-fraud administrative support that permitted corporate branding and tracking of consumer spend. 

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