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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?
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Resumo(s)
This 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.
Descrição
Palavras-chave
Channel migrations E-mail SMS Customer Journey Touchpoints Digital marketing Portugal telecom