New Releases/ Enhancements
- DND Customer database enhancements
- New filters in Audience Manager
- Notification to Brand POCs when the coupon issual limit reaches a certain threshold
DND Customer database enhancements
Access to DND customer database:
Since last year Capillary, brand or Gateway companies cannot have direct access to the DND customer database. The current DND status against any customer profile in Capillary database is not accurate.
We have made the following changes in Engage+ due to above mentioned reasons:
- Change 1: Through Engage+ brand will reach out to all customers and won’t honor the current NDNC status in Capillary’s database.
This is because DND customer’s data is maintained by Telecom Operators and they do not share it with third parties (Capillary or Gateway companies). Operators will block the messages at their level.
- Change 2: Removed the option of “Send to NDNC customers” from Campaign Message delivery settings.
Since, the data regarding DND status of any customer is not accurate and operators are filtering the DND customers at their end we have removed this option. Brands can reach out to all customers and Operators can take care of not delivering the message to DND customers.
- Change 3: Removed NDNC related filters from Audience Manager
Expected changes in Member Care
- NDNC Status field will show ‘Info not Available’.
- 'Mobile number opt-in status' field will be removed. This field gets populated with Yes/ No if a customer has done a transaction in the last 6 months. So a NDNC customer who had transacted in the last 6 months is considered as opt-in/ Yes for communication and if hadn’t transacted in the last 6 months then was considered as opt-out/ No for communication. This logic is no longer applicable.
Upcoming Changes Planned
Reading delivery status of DND customers
- The only way for Capillary to understand if a customer has opted for DND is through the delivery status we get from Gateway partners.
- If for any customer in the Audience list we get the delivery status as ‘customer preference is DND’, then we will update this information in the NDNC field in that customer’s Member care profile.
Enable the option of “Send to NDNC customers” back in Campaign Message delivery settings.
- The only way to understand if a customer is in DND is by first sending a message and then reading the delivery status. So slowly, the brand will be able to understand the actual DND customers.
How will this help the brands?
- Increase in Reach: In India, when a customer applies in NDNC (National Do No Call) registry, they opt out of communication from an industry (BFSI; Real Estate; Education; Health; consumer goods and automobiles; communication/ broadcasting/ entertainment/IT; tourism and leisure; food and beverages.)
A brand from any of these industries can still take explicit consent (valid for 6 months) from a DND customer and share this consent data with the Telecom operators. The consent overrides the DND status only for the brand and thus the brand can still reach out to the customer. For other countries, the Product team is trying to understand if such a similar process exists.
- Reduction in communication cost: Brands need to pay the same charges for messages to DND or Non-DND customers. In Phase 2, when we understand the DND-customers brands will be able to remove them from the Audience list and will not have to pay the SMS communication cost.
New filters in Audience Manager
To boost customer engagement through campaigns, we offer various types of filters to help the user in targeting a precise audience set. Certain categories of filters are based on loyalty, user profile, transaction, etc. We continuously try to add valid filters so that brands can have more edges while creating an audience base for running campaigns.
Currently, we do not calculate the value (price and quantity) of products at the item level due to which defining the audience base against a particular product is not possible. This creates a problem for brands to identify users of particular products and their purchase patterns around them.
The following are some examples of use cases that cannot be achieved:
- Brands want to target users who have bought item A more than n times (5 times) in different transactions in the respective time period.
- Brands want to target users who have TA(ATV) more than n amount ($120) bought item A more than 3 times in a defined time range.
- Brands want to target users who have spent on item A for more than n amount ($150 ) in the respective time period.
- Brands want to target users who have averagely spent on item A for more than n amount ($200) in the respective time period.
To address above mentioned pain points we have introduced 3 new filters.
1. Shopped for distinct Products/Categories/Attributes
To filter audiences who have shopped a particular product (Item) n times in different transactions.
Example: Filter users who have bought soybean more than 3 times distinctively in July.
The following table shows the number of soybeans purchased by Zoha and Raj on different days.
|Name||Jul 7||July 10||July 11||July 13||July 25|
Who will make it to the filter list?
Raj, we want a user who has done more than 4 transactions distinctively that has a Soyabean item in the bill in the selected time range.
For more details, see Shopped for distinct Product/Category/Attribute
2. Average Item Value
To filter out audience on their average spent on selected items.
Example: Customers who buy Soybean more than $40 per bill in July.
Assume Zoe has bought soybean as mentioned in the following table:
Will Zoe come on the list?
Yes, Zoe will fall under the filter condition. As by logic, 10+50+70 = 130 and 130/3 = (>40).
For more details, see the Average item value filter.
3. Favorite Product at the item level
To filter out audience on their absolute amount spent on respective selected items.
Example: Customers who buy Soybean for more than $150 in July.
Consider Roy has bought Soybean on different days as mentioned in the following table:
Will Roy come in the list?
Yes. As we want to filter out the audience who has spent specifically on the selected item(Soybean) in the specific date range and the total amount spent on soybean is $190.
- Brands will be able to filter audiences based on their average spending towards a particular item.
- Brands will be able to filter audiences based on their absolute purchase amount towards a particular item.
- Brands will be able to filter audiences based on their distinct purchase of items.
All the above-mentioned filters can be used with other filters and with help of permutation combination, various customized audience lists can be created.
For more details, see Favorite Product at the Item Level.
Notification to Brand POCs when the coupon issual limit reaches a certain threshold
In the Incentives module, we provide the user with advanced settings that allow brands to configure offers in a more customized nuanced manner. Through these settings, brands can create coupon series with various rules on issual and redemption of an offer.
Currently, we provide the functionality of configuring ‘Issual Limit’ that will allow users to put a limit on the total issuance of coupons from an offer.
We did not have functionality that can notify brands on exhaustion of the issual limit which was causing a problem to brands for running offer-related campaigns as:
- When the issual limit is exhausted, end-users (brand’s audience) will not receive any offer in spite of the brand explicitly communicating about the offer.
- Certain times, brands want to increase the issual limit if the campaign is getting good engagement.
We have introduced a new field, ‘Send notification for issual limit which will allow users to get notification when there are certain (user input) coupons remaining.
For example, the user can have an issual limit of 1000 for a coupon series and want to get notified when there are 20 coupon codes remaining to be issued. So, the user can input ‘20’ in getting notify field, and an email will be sent to all the registered brand POCs.
- Brands will be able to get a notification before exhaustion of issual limit which will allow them to stop running a campaign at the desired respective time.
- Brands will be able to get a notification before exhaustion of issual limit which will enable them to increase buzz around the offer saying. For example, Only 20 more lucky folks will get this offer.
- Brands will be able to get the pulse of the campaign and offer engagement and can take timely calls to increase the issual limit.
- Brands that are running offers by uploading coupon codes will get notification well in advance on exhaustion of issual limit. So that, they can upload more coupon codes in advance if required and increase the limit.
For details on how to configure, see Step 5: Advanced settings of Create offers.