Following Twimbit’s “CXMark: ASEAN Telco Prepaid and Recharge Journey” report, we discovered interesting takeaways from the best telcos across 5 Southeast Asian countries. From simplifying browsing processes to seamless activation and onboarding experiences and quick recharging processes for users, these telcos excelled with tremendous skill in these key areas.  

These telcos have also showcased high prominence, clearly understanding the foundations of what makes a good telco great. However, one feature is slowly emerging as a crucial aspect of customer engagement and customer experience (CX) – Gamification.

What is gamification?

‘Gamification’ involves incorporating game-like features into non-gaming contexts. A simple example is Duolingo, a popular language-learning platform. Not only does Duolingo gamify its teaching and learning processes, but it also encourages users to return regularly by maintaining their Streaks.  

These streaks are represented by a small fire icon that grows into a bright fire as users complete daily lessons.

Gamifying the telco industry

The excitement that gamified features can cultivate is why users keep returning to an app regularly. This strategy is beneficial for boosting customer experience, retention, and engagement. Let’s explore some telcos that successfully integrated gamification into their apps:

1. Smartfren (Indonesia)

• SmartPoins: Points are awarded for purchasing internet packages and playing in-app games (i.e., Scratch & Win), which can be exchanged for attractive prizes and vouchers.

• Daily Missions: Users can complete missions while playing treasure hunt mini-games to win additional prizes.

2. AIS (Thailand)

• Serenade Loyalty Program: Through AIS’ tiered point system, users can redeem exclusive rewards such as dining experiences, travel benefits, shopping discounts, health perks, and more.  

3. StarHub (Singapore)

• StarHub Stars: Stars are awarded daily for playing games (i.e., Snap Treats, Play & Win) and can be exchanged for dining and shopping vouchers, raffle draws, and more.

Learning from other industries

Telcos can draw inspiration from other industries that have successfully implemented gamification:

1. Shopee (Southeast Asia)

• Offers rewards like Shopee coins for every purchase, which can be redeemed as money during checkout.

• It features mini-games such as Shopee Farm, where users take care of a virtual tree daily to earn coins. Another game is Shopee Claw, which mimics an arcade machine, allowing users to win coins and other prizes.

2. Apple Fitness (Global)  

• Provides unique digital badges upon completing specific fitness goals.

• Badges are categorized into regular achievements, and players are provided with monthly challenges plus special limited-edition badges to earn during specific events or holidays throughout the year.

3. MY Banglalink (India)

• Trivia and Quizzes: Hosts text, audio, and video-based quizzes about trending topics. The app features the Indian Premier League, music, and more. Completing these quizzes can also unlock exclusive content for users, such as music, games, and other rewards.

Key takeaways for telcos on implementing gamification

Gamification presents a powerful opportunity for telcos to:

• Encourage customer retention: Integrate mini-games and design a points system where users earn points for every top-up, bill payment, or data purchase. Points can redeem free data bundles, exclusive discounts, or early access to new plans.  

• Reward loyal customers: Implement a tiered loyalty program based on monthly spending. Higher tiers would unlock premium benefits like priority customer service, free-roaming data, or access to special events.

• Build a strong community: Host community events and challenges where users can compete and collaborate, fostering a sense of community.

Integrating engaging elements and drawing inspiration from other industries will position telcos for significant success. Enhancing CX is crucial for fostering deeper user engagement and loyalty, ultimately driving business growth and building lasting customer relationships.