Aligned with every customer's unique experience, automated communications can deliver relevant high-impact messages, which allows to drive sales and grow customer loyalty more effectively.
As a telecommunication service, you are expected to provide automated communications perfectly aligned with your customers' unique experiences. Let's take a look at the basic user lifecycle stages and see what user actions (Events) can be the starting points of your communication. Based on that, you'll see some examples of content you can use at every stage and how it'll affect business metrics.
Look into a real-world case study: learn how Telecom Armenia, The biggest Armenian broadband and telecommunications company, has achieved 50% higher engagement
Opt-In (Getting Subscribers)
Before you can communicate with users via push notifications, you need to get their permission first (they need to opt in, or subscribe). Opt-In Rate is one of the most important metrics - the success of your marketing communications depends on how many subscribers you have.
To get more subscribers, show in-app messages to your new users, explaining the benefits of receiving your push notifications. Also, allow users to choose the topics they want to be updated on. This way, they will see the value of your messages and know that they won't be spammed with irrelevant content.
Trigger event: App installation
User segment: All users
Channel: In-app messaging
Content:
Influenced KPI: Opt-In Rate (number of subscribers)
Onboarding
Customer onboarding is crucial for moving new customers down the sales funnel by telling them about the values of your services and motivating them to make their first purchases. Successful onboarding speeds up service adoption, making users more satisfied with their experience and typically increasing user LTV by up to 300%.
Onboarding via push notifications and emails works great for user retention. Remind users about your app by talking about the benefits of a certain feature. Unlike in-apps, a push notification will be displayed on the users' screen even if the phone is locked.
Entry event: Account created
User segment: All users
Channel: Cross-channel (Push notifications, Emails) + In-App messages
Example of message flow in Customer Journey:
Content:
Behavior-based in-app banners can also guide newcomers inside the app, simplifying their first journey. Offer intros, tips, and other help-related onboarding materials to help them avoid confusion as soon as they open a new page and improve the overall user experience.
Content:
Other examples:
"See this guide on how to set up auto-payments"
"Use this support chat to quickly get answers for all of your questions"
"Thank you for registering! Please, set up your profile to enjoy the freedom of online payments"
Influenced KPIs: User engagement, user retention, conversion rate
Improving User Experience
If you want your customers to stay active, you need to constantly improve their experience. Relevant and well-timed messaging is an essential part of that. It helps customers stay informed, avoid questions and confusion. You can use emails for transactional messaging, deliver special offers and personalized promotions via push notifications/emails, introduce and showcase new features via in-apps.
Channels: Push notifications, emails In-App messaging
Content:
Influenced KPIs: User engagement, user retention, conversion rate
User Retention
All of your user acquisition efforts are pointless if you cannot retain newcomers and keep them active. That's where push notifications and emails come to the rescue. These communication channels are highly effective for user retention and preventing churn.
User segment: Users that haven't been active for a certain period of time
Channels: Emails, Push Notifications
Content:
Influenced KPIs: Time since the last app launch, DAU, MAU, time in the app, number of app launches, screen opens, user LTV.
Driving Sales
Driving revenue growth is the ultimate goal of all marketing communications. Here are some automation scenarios for driving sales, cross-selling and upselling.
User segment: Accounts for upselling
Channels: Push notifications, emails, in-app messages
Content:
Influenced KPIs: Revenue, conversions
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