Engagement no Omnicanal - callcentermagazine.net · Engagement no Omnicanal Antoine Blanchys ......
Transcript of Engagement no Omnicanal - callcentermagazine.net · Engagement no Omnicanal Antoine Blanchys ......
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Engagement no OmnicanalAntoine Blanchys – General Manager Mediapost.pt
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A personalização é um element essencial de Engagement
• Driven by disruption across industries
Know Me Guide Me Make My Journey Effortless
Bring the Whole Team to Help Me
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Olá o meu nome é Clara,
tenho 34 anos, sou casada e tenho uma filha.
Mudei de casa e estou a pensar contratar uma empresa de telecomunicações!
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Na sua hora de almoço aproveita para fazer uma pesquisa no Google, sobre operadores de TV.
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Selecionou uma das operadoras e foi ver qual seria a oferta de pacote TV+NET+TELEFONE mais adequada para si.
Para ter mais informações sobre os packs a Clara fez login com Facebook, no pop-up do website.
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Ao fim do dia quando chegou a casa foi ver o seu email pessoal e já tinha um email com os packs que tinha consultado.
A Clara clicou para ser contactada.
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Depois de falar com o apoio ao cliente a Clara recebe um novo email com a proposta e com um desconto de adesão.
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Clara acaba mesmo por fechar o contrato ao telefone com o apoio ao cliente da operadora!
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Push Notification
OBRIGADO! Conheça agora todos os nossos serviços.
No dia a seguir a Clara recebe um “Welcome email” e um convite para fazer download da App.
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Na sua hora de almoço, a Clara aproveita para explorar a APP e recebe uma oferta!
Push Notification
Este mês, oferta de um canal à sua escolha. Aproveite já!
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A Clara recebe um inquérito de satisfação por email.
6 meses antes do fim do contrato
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A Clara não respondeu ao inquérito de satisfação: é contactada pelo CallCenter com uma campanha de renovação especial.
Push Notification
Win-win: a Clara renovou e tem um pack personalizado de canais conforme as suas preferências e da família
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Customer Journeys : difícil com os canais separados
Your BusinessYour Customers
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Audience PersonalizationContent
AppsService
AdsWeb Email
Mobile Social Group Messaging
Sales
Community
Customer Journey
SalesForce Marketing Cloud : Integrar todos oscanais…
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…em journeys personalizados
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… onde se mede o impacto efetivo
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4 perguntas essenciais
Conhece quem são os
seus clientes ?
Em que fase no
journey se encontram
eles ?
Está a aumentar
engagement e
avançá-los no
Journey ?
Estão a medir o
impacto efetivo nos
seus negócios ?
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Clientes de referências
TechnologyFinancial Services
& Insurance
3.1BAPI calls
in a month
100TBstored by a
single customer
21Bmessages sent
in a month
99.96%product uptime
Travel &
Hospitality
Internet
& eCommerce
™
Retail/CPGCommunications
& Media
Acrescentar Barcelona, Tranquilidade, Pernod-Ricard
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Experiência no Digital
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Marketing Cloud no mundo SalesForce
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*Transforming Customer Experience: From Moments to Journeys, 2013
Journeys are strongly
correlated with business outcomes.
+36%
Customer
satisfaction
+19%
Likely to
stay/renew
+28%
Willingness to
recommend
+33%
Less likely to
cancel/churn
Pay-back : 4 a 8 meses
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Obrigado