CSG announced a new agreement with ZEE5, one of the leading over the top (OTT) streaming service platforms in India.
ZEE5 uses CSG’s platform to integrate its customer data with a unified platform that takes a data-driven approach to enhance customer experiences.

ZEE5 has over one million content options in more than 12 languages. Faster access to customer data generates information mapping that provides ZEE5 with insights into customers’ content preferences. This in turn drives content decisions for ZEE5’s streaming service to build customer loyalty and increase new customer acquisition.

“CSG helps ZEE5 harness its customer data to form the backbone of their downstream customer analysis, allowing them to offer better content and provide recommendations suited to the individual user’s interests,” Ian Watterson, head of CSG’s Asia-Pacific business, said.

CSG’s platform enables ZEE5 to leverage a 360-degree view of its 72.6 million active users to perform personalization while delivering cross-channel entertainment. The platform integrates first-, second- and third-party data, empowering ZEE5 to enrich its customer information and drive content-related decisions.

CSG’s Customer Engagement suite manages more than 1.5 billion customer interactions every year. The addition of Kitewheel in 2021 enhanced CSG’s engagement platform that orchestrates real-time, contextually relevant customer experiences for brands.