CRM has become a core digital growth engine at Circles.Life, delivering measurable improvements in retention, engagement, and operational efficiency. Through our partnership with CleverTap, we activate our unified Customer 360° view to deliver real-time, personalized experiences across markets, including Singapore, Mexico, and Australia.
CleverTap’s end-to-end journey orchestration capability allows us to scale engagement while maintaining relevance and performance. As we move toward AI-native, predictive engagement, this foundation positions us strongly for the future.”
Founded in 2014, Circles is a global technology company reimagining the telco industry with its innovative SaaS platform, empowering telco operators worldwide to effortlessly launch innovative digital brands or refresh existing ones, accelerating their transformation into Tech companies.
Today, Circles partners with leading telco operators across 14 countries and 6 continents, including KDDI Corporation, Etisalat Group (e&), AT&T, and Telkomsel, creating blueprints for future telco and digital experiences enjoyed by millions of consumers globally.
Besides its SaaS business, Circles operates three other distinct businesses. One of which is Circles.Life, a wholly-owned digital lifestyle telco brand based in Singapore, Circles.Life is powered by Circles’ SaaS platform and pioneering go-to-market strategies. It is the digital market leader in Singapore and has won numerous awards for marketing, customer service, and innovative product offerings beyond connectivity.
Circles is backed by renowned global investors, including Peak XV Partners (formerly Sequoia), Warburg Pincus, Founders Fund, and EDBI (the investment arm of the Singapore Economic Development Board), with a track record of backing industry challengers.
To learn more about how Circles enables digital transformation for leading telcos worldwide, visit circles.co.
Operating in a highly competitive digital telco landscape, Circles.Life set out to build a customer engagement ecosystem that could fully activate its proprietary customer intelligence, scale personalised engagement, and maintain strict ownership of data, segmentation, and decisioning.
The business required seamless integration with its enterprise data warehouse, deeper analytics-driven segmentation, and the ability to significantly increase campaign volume without adding operational overhead. Empowering business teams to independently design, test, and automate engagement was a critical objective.
As Circles.Life expanded its digital journeys and product portfolio, it also needed to accelerate feature discovery, drive sustained user adoption, and deliver measurable activation and engagement outcomes. Achieving this demanded a scalable, future-ready engagement framework capable of supporting rapid innovation while maintaining performance and consistency across markets.
Circles.Life integrated CleverTap with the enterprise data warehouse to create an Integrated Customer View (ICV), consolidating more than 100 profiling attributes across telco metrics, behavioural signals, and usage KPIs.
Internally developed churn propensity models and AI-powered behavioural segmentation frameworks drive all engagement logic. These models are operationalised through robust integration with CleverTap, allowing Circles.Life to manage churn and proactively engage customers at critical lifecycle moments.
Real-time behavioural triggers captured in CleverTap, along with access to historical consumption patterns, help continuously refine micro-segmentation, enabling customer journeys to dynamically adapt to individual actions.
Circles.Life utilizes CleverTap to segment, trigger, and personalize user engagements. Campaigns are executed across push, in-app, and email channels to deliver context-aware, real-time interactions.
CleverTap enables the team to trigger highly engaging activity-based nudges to high-intent customers with relevant transactional and lifecycle messaging. Continuous experimentation across content, timing, and channels ensures ongoing performance optimisation for Circles.Life.
Today, these initiatives contribute 10% of total digital activations, while channel performance insights, such as push and in-app outperforming email in key journeys allow Circles.Life to allocate resources more efficiently.
With CleverTap, Circles.Life redesigned its CRM operating model around automation with ease.
Using journey orchestration capabilities, the team increased campaign volume by 5x while reducing operational dependency from four team members to one.
A flagship example is the BabyCare onboarding journey – a fully automated 90-day lifecycle program guiding customers through early engagement and feature discovery, forming the foundation for long-term retention.
Circles.Life’s churn management strategy is governed by its proprietary predictive models. When high-risk customers are identified, personalised interventions are automatically triggered through CleverTap, delivering offers and messaging tailored to individual usage patterns and risk profiles.
This approach has driven a 10% reduction in churn, while also accelerating the adoption of AI-powered features such as CirclesAI. Personalisation, therefore, extends beyond retention, actively deepening customer value and long-term engagement.
Through CleverTap, we have scaled campaign execution by 5x while operating with a leaner team structure. Its automation capabilities, combined with seamless integration with our internal AI models, allow us to design and launch highly personalised customer journeys in days rather than weeks.
This transformation has materially improved our speed-to-market, operational efficiency, and ability to respond to customer signals in real time at scale.”
CleverTap enables us to define, test, and launch hyper-personalised segments with speed and consistency. Its intuitive interface allows cross-functional teams to experiment independently, without heavy reliance on engineering support.
By combining our internal data hub with AI-driven modelling capabilities, we now deliver context-aware, real-time personalisation across channels, driving measurable improvements in engagement, retention, and ARPU.”
Circles.Life is advancing toward an AI-native engagement model built on real-time intelligence, predictive decisioning, and autonomous optimisation. The next phase of its customer engagement evolution will unify currently separate engagement engines into a single intelligent decision layer – enabling context-aware interactions that deliver the most relevant actions for each customer. These include proactive plan optimisation, early churn intervention, and personalised recommendations for non-telco products and add-ons, all dynamically informed by individual behaviour and historical KPIs.
This strategy will materialise through an advanced in-app AI experience, providing customers with bespoke offers, product guidance, and real-time behavioural insights – creating a continuously learning, self-optimising engagement ecosystem.
Supported by its AI decisioning partnership with CleverTap, Circles.Life is moving toward true one-to-one personalisation at scale. This evolution will maximise customer lifetime value and reinforce Circles.Life’s position as a leader in AI-driven, customer-centric digital engagement.
