How can PT efficiently and effectvely align its e-mail and sms marketing efforts to drive channel migrations to online touchpoints?
Autor(a) principal: | |
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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. |
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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?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 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 SMS Customer Journey Touchpoints Digital marketing Portugal telecom Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Channel migrations 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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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