Case Study: XL Axiata achieves 22% increase in app stickiness and improved customer engagement with MoEngage

XL Axiata Drives 22% Increase in App Stickiness and Improves Customer Engagement

XL Axiata, one of Indonesia’s largest telecom operators, needed an integrated customer engagement platform with advanced analytics to improve onboarding, personalize communications, and boost retention. To address this, XL Axiata partnered with MoEngage, using MoEngage’s AI-based Recommendation Sherpa and Customer Insights & Analytics to orchestrate lifecycle communications and optimize campaigns.

MoEngage implemented AI-driven personalization, A/B testing, segmentation aggregation, and automated omnichannel engagement, giving XL Axiata actionable customer insights and reducing manual campaign effort. The results included a 22% increase in average app stickiness (2021–2022 vs. industry benchmark 17%), a 29.5% conversion rate for the rewards program, a 26.19% lift in CTR on weekend deals, and a 16–17% overall CTR boost—all achieved using MoEngage.

XL Axiata

Reza Zahid Mirza

Group Head Corporate Communication