{"id":16866,"date":"2020-07-20T15:06:47","date_gmt":"2020-07-20T13:06:47","guid":{"rendered":"https:\/\/sendapp.live\/?p=16866"},"modified":"2020-07-20T15:09:09","modified_gmt":"2020-07-20T13:09:09","slug":"estrategia-de-mensagens-nissan-x-myelefant","status":"publish","type":"post","link":"https:\/\/sendapp.live\/pt\/2020\/07\/20\/nissan-x-myelefant-strategia-messaggistica\/","title":{"rendered":"Estrat\u00e9gia de mensagens Nissan x myElefant"},"content":{"rendered":"
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Nissan x myElefant: criando um mensagens m\u00f3veis<\/a> para cada etapa da jornada do cliente<\/p>\n

A empresa japonesa, com quase 100 anos, \u00e9 uma das maiores fabricantes de autom\u00f3veis do mundo. A Alian\u00e7a Renault-Nissan-Mitsubishi foi\u00a0\u00a0o grupo automotivo l\u00edder mundial em termos de vendas em 2017 e 2018<\/strong>\u00a0.<\/p>\n

O ciclo de vida do cliente automotivo \u00e9 longo e a Nissan est\u00e1 envolvida em cada uma dessas fases. Como resultado, a empresa japonesa rapidamente atribuiu consider\u00e1vel import\u00e2ncia \u00e0\u00a0\u00a0m\u00e9todos de comunica\u00e7\u00e3o local usados por seus revendedores<\/strong>\u00a0\u00a0para manter contato com seus clientes.<\/p>\n

Nos \u00faltimos anos, a Nissan observou uma deteriora\u00e7\u00e3o da\u00a0\u00a0desempenho dos canais de comunica\u00e7\u00e3o tradicionais<\/strong>\u00a0. A procura de solu\u00e7\u00f5es alternativas capazes de revitalizar as rela\u00e7\u00f5es com os clientes tornou-se assim essencial para este gigante autom\u00f3vel.<\/p>\n

Mensagens para relacionamento com o cliente<\/strong><\/h2>\n

Com a explos\u00e3o do tr\u00e1fego de smartphones e o desenvolvimento de novos formatos, a Nissan decidiu\u00a0\u00a0mensagens m\u00f3veis no centro de sua estrat\u00e9gia de relacionamento com o cliente<\/strong>\u00a0. Este foi o ponto de partida para a colabora\u00e7\u00e3o do myElefant com a Nissan Europa!<\/p>\n

O alvo:\u00a0<\/strong>\u00a0projetar e implementar uma estrat\u00e9gia de mensagens m\u00f3veis na Europa para cada etapa da jornada do cliente usando a plataforma myElefant.<\/em><\/p>\n

Ap\u00f3s um exerc\u00edcio POC bem sucedido, meuElefant<\/a> e a Nissan decidiram desenvolver uma estrat\u00e9gia de tr\u00eas frentes para conseguir isso:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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  1. Apoiar a Nissan no desenvolvimento de comunica\u00e7\u00f5es locais<\/li>\n
  2. Configure cen\u00e1rios de relacionamento autom\u00e1ticos por meio de uma conex\u00e3o com o Nissan CRM<\/li>\n
  3. Inovar experimentando novos canais de mensagens m\u00f3veis<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n
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    A fase POC<\/strong><\/h2>\n

    Em janeiro de 2018, a Nissan implementou seu primeiro caso de uso baseado no formato Rich da plataforma myElefant com o objetivo de apresentar o novo Nissan MICRA.<\/p>\n

    \"Fotos<\/p>\n

    O formato foi muito bem recebido pelos clientes da Nissan e os resultados da campanha s\u00e3o convincentes. A Nissan, juntamente com a myElefant, decidiu assim utilizar o formato Rich SMS para tr\u00eas novos tipos de campanhas que v\u00e3o ao encontro de objetivos espec\u00edficos:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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    • Campanhas destacando as \u00faltimas inova\u00e7\u00f5es da Nissan. (Veja acima)<\/li>\n
    • Campanhas promocionais personalizadas<\/li>\n
    • Campanhas interpessoais<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n
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      \"Imagem<\/p>\n

      Distribui\u00e7\u00e3o de comunica\u00e7\u00f5es locais<\/strong><\/h2>\n

      A Nissan, na sua estrat\u00e9gia de comunica\u00e7\u00e3o local, procura tamb\u00e9m equipar os seus concession\u00e1rios com uma plataforma de mensagens que lhes permita manter um contacto pr\u00f3ximo com os seus clientes. Isso significa que 150 contas myElefant foram abertas para seus revendedores em toda a Fran\u00e7a.<\/p>\n

      Cada concession\u00e1ria pode acessar um cat\u00e1logo de opera\u00e7\u00f5es que foram aprovadas pelo marketing central e ativ\u00e1-las sempre que desejar alcan\u00e7ar seus clientes locais.<\/p>\n

      Em seis meses, 200.000 clientes receberam essas comunica\u00e7\u00f5es por SMS de sua concession\u00e1ria.<\/p>\n

      A conex\u00e3o CRM para estender os casos de uso<\/strong><\/h2>\n

      Dada a extens\u00e3o do uso da solu\u00e7\u00e3o myElefant pela Nissan e a expans\u00e3o da gama de cen\u00e1rios de relacionamento com o cliente, a myElefant e a Nissan optaram por conectar myElefant \u00e0 plataforma Adobe Campaign usada pela Nissan Europa.<\/p>\n

      Esta conex\u00e3o tem muitas vantagens, incluindo:<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n

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      • Utiliza\u00e7\u00e3o de listas din\u00e2micas e segmentadas no Nissan CRM. Isso significa que n\u00e3o \u00e9 mais necess\u00e1rio fazer upload de bancos de dados de clientes em nossa plataforma<\/li>\n
      • Carregue os dados de desempenho da campanha myElefant diretamente no Adobe Campaign para aproveitar toda a sutileza anal\u00edtica fornecida pelo myElefant<\/li>\n
      • Distribui\u00e7\u00e3o autom\u00e1tica de campanhas. Isso permite automatizar o envio de comunica\u00e7\u00f5es ao longo do ciclo de vida do cliente<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n
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        \"Imagem<\/p>\n

        Esta liga\u00e7\u00e3o permitiu implementar um primeiro cen\u00e1rio que automatizou o envio de um SMS para indicar a concess\u00e3o mais pr\u00f3xima para todos os candidatos ao teste. (veja foto acima)<\/p>\n

        Mensagens no centro da inova\u00e7\u00e3o<\/strong><\/h2>\n

        Rumo a campanhas preditivas...<\/strong><\/h3>\n

        Em 2019, e novamente com o objetivo de melhorar a relev\u00e2ncia de seu conte\u00fado, a Nissan planeja levar suas campanhas Rich SMS para o pr\u00f3ximo n\u00edvel, tornando-as ultrapessoais. A conex\u00e3o de CRM, juntamente com a an\u00e1lise realizada pelo provedor de servi\u00e7os de marketing preditivo da Nissan, permitir\u00e1 a cria\u00e7\u00e3o de modelos de campanha din\u00e2micos e personalizados no futuro.<\/p>\n

        Na vanguarda da inova\u00e7\u00e3o<\/strong><\/h3>\n

        Paralelamente a estas campanhas Rich SMS e em constante busca de inova\u00e7\u00e3o, a myElefant, parceira do Google RCS, abordou as equipas da Nissan para lhes apresentar este novo canal de mensagens m\u00f3veis!<\/p>\n

        Feliz com a experi\u00eancia myElefant, refor\u00e7ada pela parceria com o Google, a Nissan adotou imediatamente este novo formato.<\/p>\n

        Essa colabora\u00e7\u00e3o levou ao desenvolvimento de um caso de uso \u201cp\u00f3s-venda\u201d, um piloto apresentado no Mobile World Congress 2018, que hoje permite que a Nissan se posicione como pioneira em mensagens m\u00f3veis.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>","protected":false},"excerpt":{"rendered":"

        Nissan x myElefant: Criando uma estrat\u00e9gia de mensagens m\u00f3veis para cada etapa da jornada do cliente A empresa japonesa de quase 100 anos \u00e9 uma das maiores do mundo\u2026<\/p>","protected":false},"author":22,"featured_media":16870,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_daim_seo_power":"","_daim_enable_ail":"","footnotes":""},"categories":[1343,884],"tags":[53,49,833,31,50,128,40,39,840,119,110,45,846,64,125],"class_list":{"0":"post-16866","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile","8":"category-sms","9":"tag-archivia-chat-whatsapp","10":"tag-come-inviare-messaggi-che-si-autodistruggono-su-whatsapp-e-possibile-inviare-messaggi-whatsapp-che-si-autodistruggono-dopo-24-ore-utilizzando-funzione","11":"tag-how-to-set-up-auto-reply-for-whatsapp-guide-for-2020","12":"tag-free-whatsapp-bulk-sender","13":"tag-come-archiviare","14":"tag-custom-message","15":"tag-da-android-su-iphone","16":"tag-da-iphone-su-android","17":"tag-google","18":"tag-come-inviare-messaggi-che-si-autodistruggono-su-whatsapp","19":"tag-marketing","20":"tag-messaggi-whatsapp-eliminati","21":"tag-telegram","22":"tag-whatsapp-virus","23":"tag-whatsapp-web"},"yoast_head":"\nNissan x myElefant strategia messaggistica<\/title>\n<meta name=\"description\" content=\"Nissan x myElefant:creazione di una strategia di messaggistica mobile per ogni passaggio del percorso del cliente. 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