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How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?

2016-01Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorCardoso, Elizabete
dc.contributor.authorAlmeida, Rodrigo de Oliveira Pimentel Sequeira de
dc.date.accessioned2016-06-16T14:19:50Z
dc.date.available2016-06-16T14:19:50Z
dc.date.issued2016-01
dc.description.abstractThis work studies the current Portugal Telecom’s Customer Journey, exploring opportunities to do channel migrations into online touchpoints by using E-mail and SMS as tools, as a way to be more efficient. In-depth interviews were conducted to access PT’s strategic aim, and 913 persons were surveyed about their path when contacting the company and its competitors. Statistical evidence was found for differences between the telecommunications operators in the use of some touchpoints, mainly Word-of-Mouth and the Call-Center. Furthermore, some other online touchpoints were found to be not leveraged in PT’s strategy. Recommendations and best practices are presented to perform the changes suggested, targeting the use of E-Mail to acquire new customers, the increase of the online selling channel weight, the opportunities of using Word-of-Mouth to create awareness and loyalty, the migration of the post-purchase services to online channels and the use of SMS to communicate relevant contents.pt_PT
dc.identifier.tid201525518
dc.identifier.urihttp://hdl.handle.net/10362/18241
dc.language.isoengpt_PT
dc.subjectChannel migrationspt_PT
dc.subjectE-mailpt_PT
dc.subjectSMSpt_PT
dc.subjectCustomer Journeypt_PT
dc.subjectTouchpointspt_PT
dc.subjectDigital marketingpt_PT
dc.subjectPortugal telecompt_PT
dc.titleHow can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?pt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economicspt_PT

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