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engagement opportunity with a relevant,  like cart abandonment, email triggers,
        attractive proposition for the customer.             bounce rates, interest-based triggers,

        Capturing the significant changes                    category-based triggers, location-based

        in customer behavior and actions,                    triggers are all up for grabs.
        understanding the explicit and implicit              Timely responses to influence

        needs and intent, and then responding                customer decisions and outcomes

        to them on time with a highly contextual             Below is an attempt to capture a few
        proposal is bound to create a superior               scenarios that capitalize on triggers

        impact when compared with generic                    generated for a customer:




                           Objective:                                            Trigger:
                        Cross-Sell / Up-Sell                          Customer Service Activation




                                   CROSS-SELL VOICE SUBSCRIPTION TO A DATA USER



                     Segmentation Criteria                                      Value Proposition
                                                  Objective: Cross Sell
                     Data pack subscription,                                    Customer is primarily a
                       customer usage and                                      data user --> Discounted
                        average revenue                                         offering for voice pack

                                                 Follow Up Campaign



                       Segment                         Objective                    Communication


               Customers converted in trigger campaign  Customer Loyalty        Greet message to the consumer expressing
                                                                                gratitude for being a loyal customer
               Customers not converted in trigger campaign  Seeding
                                                                                Seed minimal free air-time or deep
                                                                                discounted offering to customer
               Customers seeded after X quota of usage  Pack adoption
                                                                                Offer discounted proposition


                                                       Fig - 2-3-2                              Source: Flytxt



        offers and a ‘one-size-fits-all’ kind of             Extending to Non-Telco world

        engagement.                                          The benefits of real-time marketing are

        Along with the traditional customer                  not confined to telco marketers alone.
        actions, such as service activation,                 Envision targeting a customer landing in

        making payments etc., today there is a               Disneyland between 3:00 pm and 5:00
        huge surge in customer’s digital lifestyle           pm on a weekday based on their prior

        events as well. The triggers such as                 interest as seen on social media.
        browsing a site, using a mobile wallet,              The author can use the location trigger

        buying patterns, e-commerce triggers                 to capture the moment and set a rolling



       36                                                                              INSIGHTZ - VOLUME 03, 2018
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