In an exclsuive interaction with ChannelTimes, Elango Thambiah, President-Mobility, Tata Teleservices shares new channel programs for the channel retention.
Excerpts
CT:Could you explain Bonus Plus program for sellers? How is it different from the existing program?
Thambiah: Bonus Plus is an industry-first postpay seller engagement, rewards and retention program. Further it is a differentiation for top sellers working for Club Premier Partners (top partners). The Bonus Plus program 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.
We work on various plans for the channel partners and this is the new offering which is definitely unique in its proposition and objective & scope. Including sellers directly in a digital platform is unique in the industry.
CT: What are Club Premier Partners? How many such premier partners do you work with?
Thambiah: Club Premier Partners are the top selling partners who are associated with the brand. Partners get to be a part of this initiative under three key categories- Silver, Gold and Platinum availing distinctive advantages under each club category. As a company policy on confidentiality we don’t disclose the count of partner base available with us. However, we can only say that we are the market leaders in many markets/circles.
CT: How does Tata Docomo ensure healthy competition and sellers attrition among its channel partners?
Thambiah: Stronger association with the company, constant touch and recognition catalyses a productive environment. Through our program we show the gratitude we have for the partners’ contributions. Also, such plans are performance-based initiatives and hence bring in a healthy competition between the partners. With significant benefits and remunerations associated with the ‘Club Premier’ and Bonus Plus programs, we aim 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 with sticky rewards and attractive incentives over a period of time.
CT: What are your channel expansion programs for 2015?
Thambiah: We are looking at expanding and retaining a 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.
CT: What are products and services that you have for your partners?
Thambiah: 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.
Along with retention and loyalty programs such as Bonus Plan for our channel partners and sellers, we enable 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.