Background
The company used SMS, push notifications, and email as their primary channels of communication. In order to centralize their communication channels, eliminate overlaps and deliver personalized messages to their target audience they recognised the need to integrate Rakuten Viber as their flagship marketing tool.
Goals
- Streamline and optimize omnichannel marketing campaigns
- Enhance communications used in the customer renewal lifecycle
- Improve E2E customer experience & satisfaction
Solution
- Rakuten Viber is integrated into the company’s Salesforce Marketing Cloud
- In synergy with other channels, Viber Business Messages are used at specific points in the customer renewal journey
Results
- 68% Viber Business Messages delivery rate
- 72% Open rate out of delivered
- 20% Rakuten Viber share in each customer journey
Jovana Lapčević
Partnering and Life-cycle Loyalty Lead Expert, Product marketing at A1 Srbija d.o.o.
Customer renewal lifecycle is one of the key customer journeys for us, so communication for it is crucial. Viber Business Messages have become a major element of this lifecycle, delivering effective communication and even allowing us to reach clients who wouldn’t engage with other channels. It’s now a key component of our strategy to communicate with customers at the right time, with the right channel, and the right content.
