When a novel concept emerges, it often faces skepticism regarding its effectiveness and value. Even after proving its efficacy, “The Master Channel” continues to be questioned and compared to the decade-old trend of Omni Channel.
Omni Channel: Indispensable Multi-Channel Interaction in the Digital Age
More than a decade ago, Omni Channel became popular to meet customers’ needs for interaction and shopping across multiple channels. Consequently, businesses have invested considerable resources to establish a presence on all interaction channels, from social media and websites to phone calls and smartphone apps.
A business’ presence across online and offline channels consistently and continuously is known as Omni Channel.
Omni Channel helps businesses increase their reach, quickly connect with customers, and provide easy customer care.
However, in Vietnam, few businesses have successfully implemented Omni Channel to provide consistent customer experiences across multiple channels. Small and Medium Businesses (SMBs) often struggle to fully implement Omni Channel due to limited resources and budgets.
With the explosion of the internet, e-commerce, and social chat apps today, businesses must continue to make effort and investment to appear on platforms with large customer bases. Hence, Omni Channel still plays a crucial role.
However, to simplify resources and costs for Omni Channel, The Master Channel – the Main Interaction Channel – may be the appropriate solution.
This concept is also the title of the book by PhD. Đinh Mộng Kha – CEO of VietGuys and the PangoCDP team, launched in October 2023.
Upon the book’s release, it was widely embraced by readers who frequently followed the four event seasons: “Build and Warm the Master Channel” and its effectiveness metrics as applied by over 50 leading businesses.
The Master Channel – A Method to Complement Omni Channel and Beyond
The Master Channel, introduced by the PangoCDP team in June 2022, is defined as the main interaction channel helping businesses connect with customers.
Compared to the Omni Channel concept, businesses investing in The Master Channel means focusing resources on a main channel to create better customer experiences at lower costs. The Master Channel is built on a customer data platform combined with popular Super Apps and Social Apps like Zalo, MoMo, etc.
The Omni Channel can be compared to small roads, while The Master Channel is like a highway, all aiming to connect customers and businesses. Vehicles on Omni Channel can choose to move onto the highway, where everything is faster, more comfortable, and easier.
When businesses actively guide customers from Omni Channel to The Master Channel, they can easily build and provide lots of better experiences for customers, such as shopping, service support, member benefits, and more.
Additionally, customer interaction data throughout the journey is collected and unified on the PangoCDP customer data platform, helping to solve the issue of data fragmentation in Omni Channel. And at the same time, it helps businesses easily understand customer needs to initiate effective marketing campaigns.
When supported by a strong customer data platform, The Master Channel also helps businesses to enhance customer experiences with personalized messages, delivered at the right time in order to increase customer retention and drive growth.
About the Book: “The Master Channel: The Primary Interaction Channel” (Volume 1)
“The Main Interaction Channel – The Master Channel” helps you have a clearer understanding of this model based on four elements: Channel, Experience, Warm, and Education. And learn about the potential of Super Apps and Mini Apps like Zalo and MoMo – some of the most popular interaction channels today, chosen to build The Master Channel.
In particular, the book will not focus much on heavy theoretical content, but provide readers with real-life stories of implementing The Master Channel by leading companies like Nutifood and CellphoneS. These pioneers have applied this new trend to achieve breakthroughs for their businesses.
Despite being a new concept, The Master Channel has already demonstrated its effectiveness with impressive results. Nutifood has built a community of brand enthusiasts and advocates, while CellphoneS boasts an 80% return rate for customers upgrading their phones (Shared by Mr. Nguyen Duc Thinh – Deputy Director of Marketing at CellphoneS about The Master Channel at the RMIT A2A Circle event).
If you are a business owner, marketer, part of a digital transformation or customer service team, this book provides unique perspectives and high applicability for industries like FMCG, chain retails, F&B, services, manufacturing, and distribution.
Or, if you wish to transform your current approach and want your business to make a significant transformation in the market with The Master Channel, this book is for you.
The book is available at Fahasa, Phương Nam, Hải An, Cá Chép bookstores, 24h book stalls, and e-commerce platforms like Tiki, Shopee, and TikTok Shop. You can also order the book quickly at: https://i.o2o.vn/H767
