Mastering Customer Interactions with The Master Channel

In a serene gathering in Ho Chi Minh City, over 50 RMIT alumni, who are prominent leaders and senior managers in leading Vietnamese businesses, came together for the 29th installment of the A2A (Alumni-to-Alumni) Circle event. This monthly event aims to foster knowledge sharing, provide industry updates, and nurture meaningful connections among its members.

The topic of discussion for this exchange session was "The Master Channel - Customer Connection Mastery." Dr. Dinh Mong Kha, CEO of VietGuys (also an RMIT alumnus), delivered an engaging presentation on this theme.

The session commenced with interactive questions concerning participants' shopping experiences, revealing a consensus that people are averse to repetitive, impersonal, and untimely messages from brands. Dr. Dinh Mong Kha noted:

"In reality, many businesses today invest substantial advertising budgets across various channels without precision in targeting the right audience with personalized messages. This leads to awkward and frustrating situations, such as existing customers receiving advertisements for products they have already purchased or receiving birthday messages on the wrong date. Such experiences create significant customer dissatisfaction and push them towards competitors."

This dilemma was the catalyst for The Master Channel's creation – the key interactive channel where businesses can provide enhanced customer experiences through personalized messages, delivered to the right audience at the right time, all while optimizing costs.

In contrast to Omni Channel, often referred to as a multi-channel approach, where businesses must allocate substantial resources and costs to maintain various customer interaction channels, unifying the user experience can be challenging. However, The Master Channel offers a solution by allowing businesses to concentrate their resources on a single primary interaction channel, thereby enhancing customer experiences at reduced costs. This innovative channel is built upon the Super App framework and the PangoCDP customer data platform.

The concept of The Master Channel was first introduced by Dr. Dinh Mong Kha and the PangoCDP team in June 2022, and it has since been successfully adopted by numerous industry leaders, including Nutifood and CellphoneS.

During the event, Mr. Nguyen Duc Thinh, Deputy Director of Marketing at CellphoneS, shared insights into the practical application of The Master Channel and PangoCDP.

Mr. Thinh noted: "Given CellphoneS's extensive channel network and vast customer base, it's impractical to allocate resources uniformly. Instead, we must discern the most effective sales channels to concentrate on and prioritize. The PangoCDP system has played a pivotal role in this regard. By gathering and centralizing data from diverse channels into a secure repository, it provides a clear overview of each channel's performance. Drawing from this data source, PangoCDP empowers us to segment our customer base, which amounts to 100,000 customer sets, and deploy automated care scenarios tailored to each group. This, in turn, leads to substantial optimizations in resource allocation and cost management."

Furthermore, Mr. Thinh underscored that while technology systems can assist in customer segmentation and scenario setup, developing compelling scenarios to motivate each customer group depends on each business's unique strategy.

Drawing from his experience with The Master Channel, Mr. Thinh shared that his customers have shown increased engagement in activities such as winning vouchers and visiting physical stores, thanks to gamification elements. This approach enhances the perceived value of vouchers when customers have to exert effort to earn them. Beyond this, distributing vouchers through The Master Channel helps CellphoneS overcome the limitations of traditional voucher distribution and facilitates the collection of comprehensive customer data, from game participation to voucher usage in stores.

The outcome of CellphoneS's efforts is that more than 80% of iPhone upgrade customers now choose to visit CellphoneS stores nationwide, as reported by Mr. Thinh. This clearly illustrates the effectiveness of implementing The Master Channel and PangoCDP in enhancing customer experiences, driving sales, and increasing brand loyalty.

Before concluding the exchange, Dr. Dinh Mong Kha, CEO of VietGuys, introduced her inaugural book titled "The Master Channel - The Key Interactive Channel." This book provides an in-depth exploration of the history of customer interaction channels, the rise of Omni Channel, its associated limitations, and the factors that led to the development of The Master Channel. Additionally, it highlights how The Master Channel complements and integrates with Omni Channel.

Notably, the book isn't purely theoretical; it features practical case studies from industry leaders like Nutifood and CellphoneS, offering valuable insights for businesses seeking to enhance their customer interactions and achieve significant growth.

For more images from the 29th A2A (Alumni-to-Alumni) Circle event, please visit here.