Summary
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[Purpose]:
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Implement localized CRM strategy to enhance customer engagement and retention rate
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Improve the quality of customer service
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[Result]:
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Contributed in higher rentetion rate and payment success rate through Kakao CRM especially after integrating related Kakao app messages such as "Payment Reminder_30minutes, Split_Shipping, Order_Confirmation, Leave A Review.”
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The customer service SOPs to the oversea collegues improved in performance in customer service quality to local customers
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Kakao Chatbot contributed in reducing direct customer inquiries to the oversea customer service collegues and collecting complain data.
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[Contribtion & Role]:
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Coordinating whole the localized CRM marketing plan end to end
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Management of whole project and updating the process with stakeholders including c-levels
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Researching and collecting competitor’s cases and strategies
Kakao CRM Tool
Situation
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There was no localized strategy in crm marketing other than email and in-app pushes.
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Korean e-commerce platforms widely use Kakaotalk channel for CRM and customer management purposes.
Objectives
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Increasing the app retention rate and gmvs through Kakao CRM tools
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Delivering and adopting competitor’s strategey
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Devising a solution to provide a better localized customer service to local consumers of which we did not provide Korean customer service at that time
Action
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Integrated Kakao CRM tool called Kakao Alimtalk that enables corporate clients to send informative messages to users in Kakaotalk as long as the user records exist within the app
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Coordinated with internal tech team to synchronize various Kakao Alimtalk templates
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Developed a Kakao Customer Service Chatbot by planning and integrating necessary customer service scenarios.
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Internally, created localized customer service SOP to oversea customer service collegues
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Delivering competitor analysis while mapping the competitors into differentiated categories: fashion-ecommerce, fashion-brands, and SPA brands. Over more than 10 competitors were included.
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Recorded every single customer journey of each competitors and collected insights
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Proceeded comparison analysis with our company and extracted insights
Result
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Contributed in higher rentetion rate and payment success rate through Kakao CRM especially after integrating related Kakao app messages such as "Payment Reminder_30minutes, Split_Shipping, Order_Confirmation, Leave A Review.”
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The customer service SOPs to the oversea collegues improved in performance in customer service quality to local customers
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Kakao Chatbot contributed in reducing direct customer inquiries to the oversea customer service collegues and collecting complain data.
Feedback
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Want to plan more sophistifaced CRM campaign such as coupon strategy
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Should have spent more time in organizing customer complain data and exchanging the information internally more