MTN improves customer loyalty

A Senior Manager in charge of Distributive Trade and Sale Support at MTN Ghana, Nii Adotey Mingle, said the company aimed to develop an emotional bond with their customers, aside the transactional relationship, to ensure customer loyalty to the MTN brand.

According to him, the scheme is in two parts; one for the entire base (those who sell the credit transfer) and a selected base who are rewarded based on their ability to improve their sales margin.

He said for the first category, for every GH¢80 worth of credit sold for a week, retailers would get two per cent incentive the following week and this would go on for seven weeks.

“For the other part, we have selected just a part of the entire base which is about 450,000 retailers for which we are running a three-year scheme for them and they will be rewarded on a quarterly basis,” he said.

A Sales and Distribution Executive, Mr Sam Adjei Saah, said such schemes which went beyond the usual transactional relationship mobile phone operators had with their key stakeholders had a positive effect on the citizenry, impacting their lives directly and indirectly impacting the economy.

“At the chamber, one of our goals is to provide a collective interface between mobile operators and key stakeholders within the industry and this includes promoting and protecting the common interests of retailers,” he said.

He added that for every thriving business, repeat purchases were the key to sustainability and that could be achieved through customer-focused sales, service and marketing strategies and an effective after sales or customer complainant management process.

Story: Jessica Acheampong