If we learned anything from last year, it’s the importance of positively utilizing technology during times of crises. We turn to organizations pioneering the way in tech for guidance, and we can look no farther than to Ooredoo. We’ve adjusted to work from home situations, and social distancing meant more time communicating with loved ones online, let alone how we’ve even shifted our buying habits from physical to virtual.
We spoke with Mijbil Alayoub, Senior Director of Corporate Communications at Ooredoo to better understand how the telecommunications giant is paving the way for a better future for its customers and employees alike.
With over 25 years of experience in the fields of Public Relations and Corporate Communications, Mijbil Alayoub is a seasoned expert who began his professional career as a TV Director and Producer at the Ministry of Information in the State of Kuwait. With a strong growth path that took him from the Kuwait Foundation for the Advancement of Sciences (KFAS) as a Communications Manager to becoming Group Director for Corporate Communications at Zain Group, today Mijbil is continuously raising the bar at Ooredoo Kuwait.
Mijbil successfully raised and sustained the corporate identity at Ooredoo Kuwait through adapting the best communications strategies, making the right timely decisions with the greatest value, and balancing between globalization, localization, and learning experience.
How did the pandemic affect Ooredoo’s communications strategy?
The COVID-19 pandemic has imposed new rules, and forced companies to undergo major transformations into their business process and strategies. Companies worldwide started depending more on technology to sustain their operations whilst adhering to the new procedures imposed by governments.
Internally, we at Ooredoo Kuwait, always seek to safeguard our employees, so we immediately shifted to a remote work policy, we demonstrated best communications practices in order to manage such a work-from-home culture. Employees were given intense online trainings in order to be prepared to manage such a change. Our employees’ safety was a top priority to us, so we also ensured that each and every employee receives consistent and accurate information and guidance to deal with the pandemic.
Externally, without a doubt, our business performance and operations were influenced by the COVID-19. However, we took proactive steps and consistent external communication strategies to maintain our business continuity. We conducted strategic partnerships with national and international companies to bring new products and services to our corporate customers. We also took a serious role in helping businesses thrive through launching exciting offers targeting companies in the country with the aim of helping them run their business smoothly and to stay connected.
We also incorporated CSR communications around COVID-19 efforts such as; providing customers with free 5GB internet and free calls for one month, and we gifted our customers in Ministries and Governmental Organizations which include the Ministry of Health, Ministry of Interior, Civil Defense, Kuwait Police, Kuwait Airways and the Directorate General of Civil Aviation free internet valid throughout the month of March in appreciation for their great efforts during the Coronavirus (COVID-19) situation in the country. We were optimistic knowing that this won’t last forever.
What is Ooredoo doing to bring people closer together at a time when we are asked to physically and socially distance?
People had to stay home and away from others during the outbreak of COVID-19, yet, it was important for them to stay connected with their family and friends. As a pioneering telecoms company in digital transformation in Kuwait, we took serious steps towards bringing people together since the onset of COVID-19. Hence, Ooredoo’s core values are; caring, connecting and challenging, while also upholding its commitment to providing customers with products and services that meet their expectations and lifestyle at home.
We developed safe social activities such as; launching the ProPing online gaming tournament, and the launching of our ‘Be Safe. Be Home. Be Online’ campaign which featured an array of digital offers and services designed to support customers and to ensure they are well connected and informed during the Coronavirus outbreak in the country. We also provided our customers with free 5GB internet and free calls for one month.
How does this trickle down to corporate policy?
During the start of the COVID-19 pandemic, we did not look at numbers, instead, we were keen on supporting the government to ensure the safety of the public. At Ooredoo Kuwait, we work with ethics and empathy, and people’s lives is our priority.
And as a responsible company we take responsible actions towards our society, and so we work for the social betterment. Thus, our corporate policy is developed to mainly accomplish social benefits along with the traditional economic gains which the firm seeks.
Did Ooredoo’s relationship with the local community change?
In fact, I am proud to say that we have always had a strong bond with our community, we have always took serious steps towards our society.
Although 2020 was a challenging year, yet, we believe that tough times bring people together, and so our relationship with our community has positively changed.
We engaged more with the public through the CSR initiatives including sending informative SMS with tips to stay safe and healthy, providing Ooredoo customers with free internet and calls, gifting all mothers under health quarantine and the medical staff at Sheikh Jaber Hospital on the occasion of Mother’s Day, and more.
The community’s interaction spurs us to devote greater energies and resources to CSR initiatives.
What are some of Ooredoo’s CSR goals for this year?
2020 was the year of challenges, change, and progress. COVID-19 was a challenging test for all companies for proving their ability to sustain. Through our CSR initiatives we were able to work together and support each other with the hope of building a safer, and brighter future.
2021 will be another uncertain year with uncertain events, yet, one thing that is as clear as crystal to us, is that we will continue devoting our efforts and resources to support the community, ensure the safety of its people, and strengthen our relationship with customers.
How would you say your company handled the Covid-19 situation overall?
We were efficient and effective. We were not looking at numbers and sales, instead, we were as supportive as possible to all; employees, customers, businesses, governments, and those in need. For corporates, we offered them efficient solutions when most of them implemented the “working from home” strategy. We offered them a reliable, fast, and stable connectivity which was critical for their business continuity.
From another side, we offered our customers exceptional packages at exclusive prices to encourage them to stay at home safely, last but not least, our employees were working safely from their homes, and government officials were given all the support from our side through offering them free SIM cards, internet, and calls to stay connected with their families and friends.
What were your key customer-focused initiatives of 2020 and what impact/results did you see?
Our customers are at the forefront of our priorities, and meeting their expectations and needs is not a choice anymore. Thus, we are always keen on providing them with the latest smart devices to satisfy their modern lifestyle, and offering them digital services and offers with the greatest value. As a customer-focused company, we place the customer experience as the most important part of doing business.
For instance, we have upgraded MyOoredoo app in which customers can conduct almost any kind of activity from recharging, to paying bills, redeem their Nojoom points and more. In other words, customers do not really have to spend extra time on roads to visit any of the company’s branches to finalize any purchase order. Hence, since the launching of MyOoredoo app until today, 88% of the company’s services are being activated through the application.
We have also launched ANA, which gives customers the ultimate freedom to pick and choose what they need in their plan. In short, customers can customize and build their own plan.
I can proudly say that we are mastering the digital transformation game with a proven track-record.
What has been Kuwait’s response to 5G especially that more users are now purchasing the new iPhone?
Ooredoo Kuwait announced the launch of its new 5G commercially that supports 5th generation of cellular network technology. The 5G network was a major upgrade in Ooredoo’s portfolio that offered customers superfast mobile broadband Internet to deliver incredible download speeds; bringing our mobile broadband experience to unparalleled new heights.
With the 5G network, customers witness ultra-low latency times meaning easier and more stable gaming and streaming. According to studies, Kuwait is one of the countries set to benefit from the delivery of 5G technology. Moreover, since we launched the iPhone 12 line, we witnessed massive turnout which proves the public’s interest in new technologies and 5G network.
We’re seeing a lot of new subscriptions and media offers from Ooredoo. How does that play into Ooredoo’s vision as a whole?
Ooredoo’s vision represented by enriching people’s digital lives, mirrors a roadmap of the future, and wild aspirations of the company. Our unique offers differentiate us and set us apart from the competition, in fact, we create and provide a value to our customers with every subscription or promotion. Our well-articulated vision originates from innovative imagination that is translated into a mission, which indicates tasks to be achieved.
Has Ooredoo updated the Nojoom program? How does it differ from other programs?
Nojoom is Ooredoo’s loyalty program and the biggest and only one of its kind in Kuwait by a telecom operator with free enrolment for all Ooredoo customers. Customers can earn points based on their Ooredoo spending to benefit from an attractive range of rewards, services and experiences.
Customers can then redeem their points for cash vouchers from Ooredoo’s network of partners such as Kuwait Finance House, eureka, and west elm, exchange their points to miles with leading airline companies such as; Kuwait Airways and Qatar Airways, select specific Ooredoo services and top-ups and transfer their points to friends or charity donations.
The newest redemption option is Nojoom Deals, offering the chance to unlock unique merchant discounts and deals. The Nojoom Rewards Program stands out due to its consistent growth, unique offerings, exclusive rewards, and exceptional experiences and benefits to customers. I would like to highlight that we have been awarded the “Best Loyalty and Rewards Program” at the 14th edition of Telecom Review Leaders’ Summit, the ICT industry’s biggest and first hybrid event in the Middle East, in November 2020.
With that being said, we constantly update the program to upgrade the customer experience through partnering with more brands, bringing new exciting offers and benefits.
With work from home formats being encouraged, can you tell us more about some of Ooredoo’s offerings that are making this possible?
Ooredoo Business offers SME a package of 3 month free services to provide them with a full support through these challenging times. In addition, customers will get an extra value on their virtual wallet which can be used to pay their bills or purchase new handsets. The offer allows customers to enjoy more benefits by doubling their local data and local minutes on mobile voice plans ensuring the smoothness in running their business.
Ooredoo Business is also launching new splendid offers to Employees in the government sector and all associations catering for all type mobile devices such as Apple, Samsung, and Huawei with affordable prices making sure that all the business sector is staying connected with the latest devices in the market.
Amidst the disruption and challenges caused by COVID-19, Ooredoo Kuwait offered an array of resourceful and efficient solutions to companies in the country. These solutions included free trials on virtual meetings, business continuity solutions, and smart solutions to help enterprises and business customers to stay resilient during this challenging period and to ensure their safety as well as their business continuity.
For more information, please visit Ooredoo.com.kw, and follow @OoredooKuwait on social media.
