Celcom expects 25% of its customes to sign up for loyalty programmes

He said the programmes -- Club Celcom First (for post-paid customers), Xclub (pre-paid customers) and Frenz club (Celcom's foreign customers in Malaysia) -- were a revolutionary way to thank the company's loyal customers.

"We offer incentives for regular use of our services and provide them with redeemable rewards," he told a media briefing after the launch of the programmes here today.

Zalman said Celcom was the first telecommunications company to introduce gamification concept in its loyalty programme.

"The concept offers an interactive, engaging, stimulating and competitive experience that enable customers to maximise and leverage on their daily voice, short messaging service (SMS) and mobile data consumption, thus facilitating the effectiveness of the programmes," he said.

He said the programmes offered real-time data usage which could lead to improved customer relationship management and the ability to deliver enhanced services to customers and give personalised offers that match customers interests.

"This is the first phase, we will launch more programmes in soon," he said.