← Back to work & case studiesCase study · Smartfren Telecom · 2019–2022

A cashback that brought users back

Customers bought a package and disappeared until they needed another one. I designed a cashback they could only use on their next purchase.

+70%monthly active users of the mySmartfren app

8owned channels used

↓churn went down

The situation

The problem

I was product owner of the mySmartfren app and Senior Manager of Customer Lifecycle. I owned retention, customer lifetime value and ARPU.

Too many people bought once and didn't come back until they had to.

Buy a packageEarn cashbackCome back to the appSpend it on the next package

What I did

01
Cashback for the next purchase
The cashback could only be used on the customer's next package, so the reward itself brought them back.
02
Put it where people see it
I used 8 owned channels, from SMS and Flash SMS to in-app banners, push and email.
03
Start from churn
I looked at why people left first, then designed the lifecycle program around it, and adjusted timing with A/B tests and surveys.

Result

Monthly active users of the mySmartfren app went up 70%, and churn went down.

I was named top performer in the division and became the youngest Senior Manager in the company.

What I learned