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Business News of Tuesday, 13 October 2015

Source: Airtel Ghana

Airtel attributes growth in subscriber numbers to deep consumer insight

Lucy Quist, Managing Director of Airtel GhanaLucy Quist, Managing Director of Airtel Ghana

The Managing Director of Airtel Ghana and reigning CIMG Marketing Woman of the year, Lucy Quist has attributed the Telecom brand of the year’s sterling growth in its subscriber base to deep consumer insights and the company’s singular focus on providing differentiated and superior products and services to customers.

Speaking to the consistent growth recorded by the Changemaker Company since January, Lucy said “our growth is driven by clarity of vision, the alignment of our employees focused on realizing their individual potential and our connection with customers”.

She continued “At Airtel, we are ruthlessly committed to understanding and bonding with our customers, gaining insights into their current and future needs and providing cutting edge solutions to meet these needs. For a very competitive industry such as ours, the surest way to grow your business is to be clearly differentiated as far as the customer is concerned”.

Airtel Ghana in the latest Telecom voice and data subscription trend report released by the National Communications Authority (NCA) showed consistent growth in subscriber base from January to June 2015 crossing the 4 million subscriber mark and adding more than 360,000 new voice subscribers and over 330,000 data subscribers representing an organic growth of 8.77% and 13.3% respectively for voice and data. The results clearly shows Airtel’s outstanding growth trajectory – making it the fastest growing telecom brand in the country.

According to Lucy, the effort Ghana’s Smartphone Network expends to connect with the customer at every touchpoint is fueling customer’s affinity for the brand and driving more new subscribers to choose Airtel as their network of choice – in percentage terms.

She elaborates “When you spare no effort at delighting the customer as we do at Airtel, the result is a deep association with your brand which is clearly why we are the most loved [telecom] brand in the daily lives of Ghanaians.

Quite recently, Socialbakers, the renowned provider of social media analytics recognized Airtel as the most socially devoted brand in Ghana due to our deep connection with our customers on social media. You see it’s 360 degree connectivity to the customer that makes Airtel stand out of the pack and this cannot easily be copied”.
Lucy was recently crowned the CIMG Marketing Woman of the year for her sterling contribution to the telecommunication industry and the marketing fraternity as a whole.

The award is in recognition of her exceptional leadership in driving transformational change in the sector evidenced by Airtel Ghana’s innovative and cutting edge communication, connectivity and collaborative solutions.

Lucy dedicated her award to ‘every African child who has a dream’.

Airtel is Ghana’s fastest growing telecommunication company and a clear leader in digital innovation offering unparalleled voice, data and business solutions to meet the needs of every customer.