In e-commerce, the efficiency and personalization of customer communication are decisive for the success of commercial strategies. By integrating various data and automation platforms, companies can offer an experience tailored to each customer’s needs. But this process can be challenging because it requires comprehensive technical development to ensure efficient alignment between multiple channels, thus facilitating management.

When managing its product sales streaming platform, one of the largest communication companies in Brazil faced the challenge of improving both customer experience and operational efficiency. To overcome these obstacles, the company sought support from act digital to integrate the Salesforce, Salesforce Marketing Cloud, and Big Query platforms.

The implementation of multichannel journeys was a crucial step in this project. This allowed personalized communications to be sent to customers at various touchpoints, such as email, SMS, and social media. Additionally, the automation of communication processes was essential to reduce manual work and minimize errors.

Through these integrations and automations, the company was able to optimize its operations and strengthen its position in the e-commerce market. Learn how the solution was developed!

Client: Leader in Media, Communication, and Audiovisual Content

The group that hired act digital for this project is the largest media and communication conglomerate in Brazil. The company consists of a set of businesses that operate across all audiovisual and editorial market platforms.

Their goal is to create high-quality experiences for the public, achieved through content, products, and services that provide information, entertainment, and culture to Brazilians. The group’s media production reaches more than 99% of the Brazilian population.

Challenge: Improving Processes, Communication, and Sales Management in E-commerce

With the growing need to improve communication with customers and manage contacts more efficiently, the e-commerce sales area faced challenges arising from using different data and automation platforms that were not integrated. This obstacle was related to the lack of an adequate data architecture to enable the implementation of communication journeys capable of quickly responding to changes in customer and market needs.

Solution: Integration, Automation, and Technical Development

To address the challenges presented, the project’s technical development was structured in several essential stages, planned to ensure that integration between different platforms was carried out efficiently. Another focus of the solution was to ensure that all communication processes were automated and personalized to meet customers’ specific needs. Check out the processes executed by the act digital team.

Stages, Methodologies, and Technologies

- Data Architecture Support: Implementation and management of data architecture through systems like CRM (Customer Relationship Management) and Salesforce Marketing Cloud, which organize and store customer information.

- Contact Management: Use of resources that allow efficient handling and automation of contacts.

- Process Automation: Simplification of workflows and contact control.

- Multiplatform Data Integration: Ensuring continuous data flow between platforms.

- Maintenance and Development of Multichannel Transactional Journeys: Ongoing support and creation within Salesforce Marketing Cloud.

- Template Development: Regular creation of templates using HTML (Hypertext Markup Language), which structures page content; CSS (Cascading Style Sheets), which defines design and visual presentation; and AMPscript, a scripting language used to personalize and dynamically adjust content on marketing platforms, providing a more personalized user experience.

- Automation Activities: Use of SQL for various automations.

- Agile Methodology: Focus on interactive and collaborative project management.

- UX Collaboration: Regular interaction with UX (User Experience) professionals for communication template development.

- Stakeholder Communication: Maintaining regular contact with strategy and business stakeholders.

- API Integrations: Use of Application Programming Interfaces (APIs) to facilitate the efficient and standardized exchange of data between different systems and platforms.

Results: Innovation and Efficiency in Communication

The solutions implemented by act digital brought improvements in both communication and operations. The main results include more aligned customer interactions, with integrated and automated processes. Thus, e-commerce management became more efficient. Understand the results achieved!

More Efficient and Personalized Communication

• Development of 80 multichannel journeys, allowing customers to receive personalized messages at different touchpoints, such as email, SMS, and social media. This ensured more consistent communication aligned with customer needs and preferences.
• Creation of hundreds of communication templates using HTML, CSS, and AMPscript, enabling personalized messages and greater agility in launching marketing campaigns.

Enhanced Integration and Automation

• Integration of platforms such as CRM, Salesforce Marketing Cloud, and Big Query allowed for continuous data flow between systems, improving visibility and access to information.
• Process automation reduced the need for manual interventions, minimizing errors and increasing operational efficiency. This also facilitated scalability, accommodating an increase in customer volume without compromising service quality.

Improved Customer Experience

• Personalization of communications and the use of multichannel journeys provided a more consistent and satisfying customer experience.
• Automation of responses and the use of real-time data enabled more proactive and agile communication with customers.

Effective Collaboration with Business Areas and Stakeholders

• The adoption of agile methodology facilitated collaboration between marketing, IT, and other business areas, ensuring all teams were aligned with project objectives.
• Regular communication with stakeholders allowed for continuous adjustments and improvements in communication and automation strategies, ensuring that the implemented solutions were always in tune with market demands and customer expectations.

How We Can Help Your Company

act digital is dedicated to driving digital transformation in telecommunications and media businesses, offering solutions that ensure efficiency, security, and innovation. With a technology-focused approach, we facilitate expansion and scaling.

In this sector, our solutions include the development of digital journeys, allowing for a more integrated and personalized customer experience. Additionally, we implement effective strategies for streaming platforms. Adopting an omnichannel culture promotes a consistent user experience across all touchpoints.

To ensure the security of processes and data, act digital employs advanced cybersecurity technologies, preventing risks that could compromise the integrity and privacy of information. Our teams are also specialized in API integration and development, facilitating communication between systems and creating customized digital solutions to meet each client’s specific needs.

Transform your company’s communication and contact management. Get in touch with us.