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Adeolu Dairo is the Director, Consumer Segments, Etisalat Nigeria. In this interview, he speaks to BuisnessDay’s JUMOKE AKIYODE about the company’s unique strategies responsible for the speedy growth of the network and customer loyalty amidst stiff competition in the industry. Excerpt.
Etisalat Nigeria is one of the largest telecoms network in Nigeria in terms of subscriber base despite being a late entrant to the market, how do you keep up with the stiff competition in the sector?
Our main pillar at Etisalat is the customer. That is why everything we develop is centered on meeting the needs of the customer and envisaging their future needs guided by our core values such as – innovation, simplicity, and putting the customer’s needs first in developing all our product and services.
How does etisalat reward its customers or give back to the society?
We have different schemes and programs designed to reward our customers. One of such is a loyalty program called Etisalat GEM launched in 2014, where we are able to reward customers for being loyal to the brand and network. Since its launch, we have rewarded customers with several high end devices, free data and airtime as well as all-expense paid trips to several international destinations. In the past years, some of our GEM customers have been rewarded with trips to Brazil to watch the 2014 World Cup Final and to Barcelona, Spain for the 2015 La Liga Finale. This year, some of our GEM customers were also given the opportunity to watch the 2016 Champions League finale live in Milan, Italy.
Etisalat Nigeria recently rolled out a new consumer offer known as the “Super Recharge” Offer. How different is this from other offers on recharge previously launched?
In the Telecoms sector, some operators promise mouth-watering bonuses of 500 percent bonus on every recharge, but in most cases this is just to attract you. Some of these bonuses expire within a day; others are billed at outrageous tariffs. The Super Recharge offer is a bonus offer that guarantees no hidden charges or stringent conditions. Basically what you see is what you get.
Nearly all brand owners, including telecoms service providers like Etisalat Nigeria give bonuses to their customers, what does Etisalat set out to achieve with the Super Recharge Bonus Offer?
The Super Recharge offer is simply designed to give our esteemed customers real value for their recharges. We have tagged this bonus #RealBonus. This is because there are numerous bonuses out there but with underlying terms and conditions. However with the Super Recharge Offer, Etisalat reinstates its position as the network that gives real bonuses without any special terms and conditions. We take pride in upholding transparency and quality of service;
Super Recharge offer is genuine and has no hidden charges or costs, just real value for your recharges.
You describe the offer as the “Real Bonus.” Are you inferring that there are fake bonuses?
We give customers 250 percent bonus airtime on their recharges charged at 40kobo per second and valid for 7 days. The seemingly high bonus offered by some other networks are only at face value. When you take a closer look, you will realize the tariff charged is either very high or the bonus has expired before it can be fully exhausted. Etisalat Nigeria always seeks to give customers more value to enjoy what they truly desire to connect with their friends, family and associates. Every recharge on the Etisalat network comes with multiple bonuses.
Talking about hidden charges and restrictive terms, most brands are known to attach these to their various promotional offers as ‘terms and conditions.’ So, why is Etisalat doing this differently and why now?
Etisalat has always been transparent and will continue to lead with integrity in all dealings especially where the customer is concerned. Etisalat never uses “terms and conditions” to hide restrictions; we simply give it as it is. We began with Double Double, where we gave 100 percent bonus, then we moved up to 150 percent bonus and now 250 percent bonus. This is exclusive of our other bonus inclined offers such as the Easyflex package.
Similar to the hidden charges and restrictive terms, is also the issue of regressive billing and does Etisalat indulge in this?
Regressive billing is when the tariff starts at a premium and steadily drops based on usage. With regressive billing, the more you use the lower your tariff. There is no regressive tariff on the Super Recharge offer; the tariff is charged at a flat 40 kobo per second from the very first second and to any network.
Can you explain the mechanics of the Super Recharge offer – what does one need to do to benefit from the offer?
The offer is open to new and existing customers on our easystarter, easycliq, talkzone and cliqlite packages. Once a customer recharges N100 and above, they receive 250 percent bonus airtime instantly. For instance, if you recharge N200 you will get N500 + your N200 recharge making N700. With your N700 you can call all networks at a flat rate of 40 kobo per second. The N500 bonus is valid for 7 days, however the N200 remains without expiry. Customer will also continue to receive some other freebies that are unique to their package, e.g. the free data on Easy Starter and Easycliq. New customers get this offer automatically, but for customers already on the network, they simply need to dial *611*1# to opt into the offer.
You have several other voice and data plans under your stable including Easybusiness, Easyblaze, Easylife, Classic Postpaid, Easyflex and so on. Will customers on any of these tariff plans be affected if they subscribe to the Super Recharge offer?
Etisalat customers on any package other than easystarter, easycliq, talkzone and cliqlite will have to migrate to any of the eligible packages to enjoy the offer. Every package on the Etisalat network comes with its own unique benefits. Easyflex for instance, offers customers amazing bundle data and as much as 3 times value on their talktime. Customers on Easylife enjoy a flat tariff of 11k per second to all networks with a N5 daily access fee.
Can customers benefit from this offer when making international calls?
The Super Recharge Offer does not apply to international calls or roaming because we already have a special offer for customers who are roaming. The beauty here is that with Etisalat, you enjoy the Super Recharge Offer in Nigeria, then still go ahead to enjoy free incoming calls in major countries across the world. Simply recharge N5000 on your line before you travel, and this qualifies you to receive calls for free for the next 30 days while roaming in select countries.
Finally, could you please let us know how Etisalat gained over 22 million subscribers on its network less than 8 years after its entry into a competitive market like Nigeria’s telecoms space?
I would say three words as our watch words- Innovation, Customer-Centricity and Tenacity. We have a culture of innovation and a strong passion for excellence that fuels us at Etisalat.
JUMOKE AKIYODE
