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

Detalhes bibliográficos
Autor(a) principal: Almeida, Rodrigo de Oliveira Pimentel Sequeira de
Data de Publicação: 2016
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/18241
Resumo: 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.
id RCAP_2e91405cc134a735a694f3755e118121
oai_identifier_str oai:run.unl.pt:10362/18241
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?Channel migrationsE-mailSMSCustomer JourneyTouchpointsDigital marketingPortugal telecomDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis 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.Cardoso, ElizabeteRUNAlmeida, Rodrigo de Oliveira Pimentel Sequeira de2016-06-16T14:19:50Z2016-012016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10362/18241TID:201525518enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:57:03Zoai:run.unl.pt:10362/18241Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:24:35.590458Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
title How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
spellingShingle How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
Almeida, Rodrigo de Oliveira Pimentel Sequeira de
Channel migrations
E-mail
SMS
Customer Journey
Touchpoints
Digital marketing
Portugal telecom
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
title_full How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
title_fullStr How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
title_full_unstemmed How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
title_sort How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
author Almeida, Rodrigo de Oliveira Pimentel Sequeira de
author_facet Almeida, Rodrigo de Oliveira Pimentel Sequeira de
author_role author
dc.contributor.none.fl_str_mv Cardoso, Elizabete
RUN
dc.contributor.author.fl_str_mv Almeida, Rodrigo de Oliveira Pimentel Sequeira de
dc.subject.por.fl_str_mv Channel migrations
E-mail
SMS
Customer Journey
Touchpoints
Digital marketing
Portugal telecom
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Channel migrations
E-mail
SMS
Customer Journey
Touchpoints
Digital marketing
Portugal telecom
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description 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.
publishDate 2016
dc.date.none.fl_str_mv 2016-06-16T14:19:50Z
2016-01
2016-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/18241
TID:201525518
url http://hdl.handle.net/10362/18241
identifier_str_mv TID:201525518
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799137879176249344

Registros relacionados