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Customer Value Management Campaign for Celcom | Xerago



Celcom Axiata Berhad, DBA Celcom, is the oldest mobile telecommunications provider in Malaysia. Celcom is a member of the Axiata group of companies. Celcom has the widest network in Malaysia with population coverage of 95% for 2G, 93% for 3G and 90% for 4G/LTE networks. It provides both prepaid and postpaid mobile and digital services with close to 9.1 million subscribers.


Celcom had invested on HCL Unica Campaign, erstwhile known as IBM Campaign in order to run Customer Value Management campaigns across its 9+ million customer base. Celcom had a campaign management team to conceptualize lifecycle campaigns across various products. However, to execute and manage campaign operations at scale, Celcom was looking for a campaign management partner. Xerago being IBM's preferred partner was recommended and awarded the project.


Xerago as part of its Campaign Management solutions, started with understanding of current marketing processes and made recommendations to optimize the same. Upon streamlining, monthly campaign calendar was prepared and shared with Xerago for exeuction.

Xerago planned and executed campaigns month on month in line with the campaign calendar. The campaigns were targeted at the following products

  • prepaid (2G, 3G and 4G)
  • postpaid (2G, 3G and 4G)
  • broadband and
  • OTT

Campaigns were targeted across the following goals.

  • awareness
  • acquisition
  • cross-sell
  • loyalty
  • monetization
  • retention
  • stimulation
  • migration
  • reactivation
  • upsell and
  • partnership offers

Over a period of 3 years, Xerago ran 4090 campaigns covering the above goals. 2039 individual offers were communicated to the customers across wide range of business goals.

Since SMS is a sunk cost for the client, a lot of these campaigns were relayed over on net SMS. Specific campaigns were run on multiple channels including Email and Push Notifications.

Also depending on customer nationality i.e.) whether local or expat, English / Malay language was chosen for communication.

Xerago also ran predictive model driven churn campaigns. These campaigns were run on scored lists generated by predictive models. These campaigns were targeted at retaining high value customers.


The client was able to seamlessly run all planned campaigns as per monthly campaign calendar. On specific retention campaigns Xerago achieved 100% retention. Overall the response rate hovered between 12-33%.

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