Email and lead management for an optimised customer and employee experience
Customer: o2 Telefónica Industry: Telecommunications
port-neo services: mnichannel marketing, journey orchestration, journey analytics, customer needs and profiles, campaign development, experience design, employee experience
Case
Putting the customer in the driving seat and motivating employees
How can you create a multichannel shopping experience while simultaneously ensuring your employee’s needs are met? To solve this issue, mission-one (part of the port-neo Group) has developed a sophisticated lead management tool to connect ‘brick and mortar’ stores with online channels for o2 by Telefónica. mission-one has also taken complete care of email management from content creation for individual mailings to technical implementation. The result is a fully coherent customer and employee experience.
Das Unternehmen o2 Telefónica
An der Mobilfunkspitze – die Kunden im Mittelpunkt
Während der Mutterkonzern Telefónica seinen Sitz in Madrid hat, ist o2 seit 2002 deren Kernmarke in Deutschland. Vielfach ausgezeichnet gehört o2 zu den Top-Mobilfunkanbietern in Deutschland. Mit mehr als 45 Millionen Anschlüssen im Mobilfunk transportiert das o2 Netz 1 Milliarde Gigabyte an Mobilfunkdaten in nur einem halben Jahr. Allein 2020 gewann der Anbieter 1,3 Millionen neue Vertragskunden. Die Mission von o2 ist, den Alltag der eigenen Kundinnen und Kunden zu vereinfachen und zu verbessern – und das zu einem sehr guten Preis-Leistungs-Verhältnis.
Zentrale Telefónica in Deutschland Quelle: “Foto: Telefónica Deutschland”
The challenge
Lack of transparency in sales
Solution
A portal to unite all channels
The lead management tool tailor-made for o2 acts as an interface between all sales channels, optimising the customer journey while simultaneously supporting sales reps. Every rep is given a personal login for the tool’s portal. After, or during a consultation with a potential customer, the rep selects the suitable services. The intuitive interface and easy usability save a significant amount of time in this process. The tool automatically sends a personalised email to customers for them to read at home. Instead of facing pressure to make a decision in the store, which often results in a negative experience, customers can make decisions at their own pace. Leading to positive customer experiences and an increased conversion rate. If the customer then signs up for one of the services sent by email, the encrypted employee ID is transmitted in the background and the employee responsible for the sale will receive their commission.
Sales reps can view all current leads in the portal.
Interface and full service for newsletter
In order to benefit from cross-sell and up-sell potential, the newsletter is also linked to the tool. All it takes is one click from the sales rep once the customer has agreed to make a purchase. If the customer accepts another offer via the newsletter, the employee will also be paid commission for this purchase thanks to tracking.
Potential customers are also welcome to subscribe to the newsletter before or after their personal consultation. A corresponding form has be embedded on the o2 website.
Each year, the sending and technical management of around 140 million marketing emails takes place on systems operated by mission-one. Writing, sending and analysing emails is managed in the software dialog+, which improves targeting and customer analytics in email marketing, offers quicker feedback and minimises scattering losses.
Newsletter registration
Outcome
A fully optimised experience
Newsletter registration
Should we discuss next steps together?
Fritz Engels
Head of Business Development & General Manager
