TTS TOAST FOR CHAN­NEL PART­NERS

Tata Do­como, the uni­fied brand of Tata Te­le­ser­vices (TTS), re­cently an­nounced an in­dus­try-first post­pay seller en­gage­ment, re­wards and re­ten­tion pro­gramBonus Plus for sell­ers work­ing for or top Club Pre­mier Part­ners

DQ Channels - - Cover Story - ANUSHRI MON­DAL (anushrim@cy­berme­dia.co.in)

Tata Do­como, the uni­fied brand of Tata Te­le­ser­vices (TTS), re­cently an­nounced an in­dus­try-first post­pay seller...

The Bonus Plus lets the Top rung Chan­nel Part­ners and Sell­ers earn points ba­sis ac­ti­va­tions done month on month which can be re­deemed af­ter a lock-in pe­riod of 3 months.

The ac­crued points can be re­deemed against a plethora of items from the Bonus Plus web­site like Mo­biles, Con­sumer durables, Vouch­ers, etc. With added func­tion­al­i­ties to the loy­alty pro­gram, the ob­jec­tive is to gen­er­ate long term re­la­tion­ship with sell­ers in the TTL post­pay ecosys­tem.

Un­der the Bonus Plus pro­gram, ev­ery ac­ti­va­tion is awarded 100 points where each point is equal to Re 1. Ac­crued points can be used for re­demp­tion. A part­ner/seller will get a join­ing bonus of 3000 points and will also en­joy a loy­alty bonus on com­ple­tion of 3 (1000 points), 6 (2000 points), 9 (3500 points) and 12 months (5000 points) among other benefits.

AT­TEN­TION PART­NERS!

“Our chan­nel part­ners are one of the most sig­nif­i­cant stake­hold­ers for the com­pany. They are in many cases the face of the com­pany and a di­rect connect be­tween the users and the com­pany. Not only do they help us sus­tain our busi­ness model but also be­come a source of in­sights from the end users about our prod­ucts and ser­vices. Through that, we are able to pivot our course of ac­tion and in­no­vate to bring re­fresh­ing and util­ity-driven of­fer­ings,” says Elango Tham­biah, Pres­i­dent-Mo­bil­ity, Tata Te­le­ser­vices Limited.

Along with re­ten­tion and loy­alty pro­grams such as Bonus Plan for our chan­nel part­ners and sell­ers, TTS en­ables part­ners to fur­ther en­joy a dis­tinct and dif­fer­en­ti­ated brand iden­tity with their en­tire cus­tomer fac­ing BTL and other para­pher­na­lia get­ting spe­cially branded by Tata Do­como. With sig­nif­i­cant benefits and re­mu­ner­a­tions as­so­ci­ated with the ‘Club Pre­mier’ and Bonus Plus pro­grams, TTS aims at pro­mot­ing healthy com­pe­ti­tion amongst chan­nel part­ners en­cour­ag­ing them to re­tain their club mem­ber­ships and make at­tempts to grad­u­ate to higher lev­els. Bonus Plus would also ad­dress seller at­tri­tion and im­prove pro­duc­tiv­ity.

TO BE OR NOT TO BE A CHAN­NEL PART­NER

TTS’ ser­vices and so­lu­tions are quite di­verse and have found ad­e­quate ac­cep­tance by var­ied cus­tomer bases. From 2G to 3G, from re­tail foot­print ex­pan­sion to on­line por­tals, TTS aims to tar­get as many en­ter­prises and in­di­vid­ual cus­tomers as pos­si­ble. With­out dis­clos­ing dis­close the count of part­ner base due to com­pany pol­icy on con­fi­den­tial­ity, Tham­biah marked out in­volve­ment in busi­ness and pas­sion for cus­tomer ser­vice as the qual­i­ties to be­come TTS part­ner. “Propen­si­ties to sell and sight op­por­tu­ni­ties are pre­ferred over pedi­gree,” adds Tham­biah. TTS’s chan­nel strat­egy is quite sim­ple- to ex­pand the net­work as much as pos­si­ble with ded­i­cated part­ners across the coun­try. For ob­vi­ous rea­sons, TTS aligns its ini­tia­tives with the de­mands of a spe­cific mar­ket/cir­cle in away so that it syncs in with TTS’ over­all ob­jec­tive and ide­ol­ogy. “Through pro­grams like Bonus Plan, we also try to in­cen­tivise more and more chan­nel part­ners and sell­ers for sus­tain­ing a long last­ing re­la­tion­ship,” adds Tham­biah. We are look­ing at ex­pand­ing and re­tain­ing large part­ner base and high pro­duc­tiv­ity sell­ers. We want a win-win sit­u­a­tion for high per­form­ers and help them achieve their as­pi­ra­tions in terms of re­wards & recog­ni­tion.

DIG­I­TAL DIVIDE?

The com­pany be­lieves that a strong as­so­ci­a­tion with the chan­nel part­ners di­rectly im­pacts the sub­scriber base, be it en­ter­prises or HNI (high net worth in­di­vid­u­als). “Our key in­no­va­tion in terms of strat­egy would be to com­bine brand­ing with chan­nel part­ner ini­tia­tives more strongly in the com­ing times. We be­lieve that a strong brand as­so­ci­a­tion will not only mo­ti­vate the part­ners and sell­ers but also will re­sult in a bet­ter brand re­call with our end users. This long last­ing im­pres­sion will lead to bet­ter re­sults, sense of loy­alty and a healthy com­pe­ti­tion,” ex­plains Tham­biah.

There is no deny­ing that there has been a shift to­wards on­line. The com­pany is cog­nizant of the mar­kets where off­line sales still hold a sig­nif­i­cant po­si­tion. TTS is com­ing up with plans and ini­tia­tives that builds its port­fo­lio on both the plat­forms and make them equally ben­e­fi­cial for the part­ners in­volved.

The com­pany has a com­pre­hen­sive dig­i­tal pres­ence and a ro­bust Lead Man­age­ment ap­pli­ca­tion that helps lever­age the new me­dia pro­lif­er­a­tion. TTS be­lieves that both on­line and off­line shall co-ex­ist for a long time to come and hence are ad­e­quately rep­re­sented in both the for­mats.

We be­lieve that a strong brand as­so­ci­a­tion will not only mo­ti­vate the part­ners and sell­ers but also will re­sult in a bet­ter brand re­call with our end users. This long last­ing im­pres­sion will lead to bet­ter re­sults, sense of loy­alty and a healthy com­pe­ti­tion

ELANGO THAM­BIAH, Pres­i­dent Mo­bil­ity,

Tata Te­le­ser­vices

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