Starting with word-of-mouth interactions in pre-industrial trade, evolving into one-way interactions with the advent of print, radio, and television.Today, thanks to the powerful support of technology, especially smartphones, brand-customer interactions have become diverse, multidimensional, engaging, and instantaneous.
The emergence of “The Master Channel”: a new concept to rewrite history?
The digital age’s explosion brought about the birth of numerous social interaction platforms, laying the foundation for the idea of multi-channel communication between brands and customers.
Multi-channel customer outreach, also known as Omni Channel, has been popular since the 2010s. However, businesses need a lot of resources and costs to maintain it, and unifying the customer experience is challenging.
In 2022, PhD. Dinh Mong Kha and the Pango Team first introduced the concept of “The Master Channel,” which immediately attracted the attention of marketers and business owners in Vietnam. The Master Channel harnesses the power of Super Apps with two key components: Official Account (OA) and Mini App (apps that run directly on the platform without needing separate installation). This is a combination and supplementation for Omni Channel: when businesses invest in The Master Channel, they focus resources on one main channel to create better experiences for customers at lower costs. The remaining channels will direct customers to “The Master Channel”.
“The Master Channel” Volume 1: A must-have book for marketers
The secret sauce that sets The Master Channel apart is the combination of a Super app/Social app platform and deep industry know-how that the author and team have cultivated through years of hard work. Just like a skilled chef selects the finest ingredients and combines them to create a unique and delicious dish, The Master Channel does the same.
Throughout the content is the history of business interactions, with detailed success stories of implementing The Master Channel concept worldwide.
The application by industry is detailed by real-life cases in the final two chapters, featuring two leading companies successfully applying The Master Channel concept: Mr. Mai Thanh Viet – Deputy General Director of Nutifood, and Mr. Nguyen Duc Thinh – Deputy Director of Marketing at CellphoneS.
On the journey of The Master Channel’s explosion, the essential role of data cannot be overlooked. How is data operated? How is it expanded? What is the method of applying data to exploit every touchpoint on the customer journey? The story of data is vividly depicted by Mr. Lee Nguyễn – CEO & Founder of ByteTech.
Chapter 1: History of Business-Customer Interaction Channels
Chapter 2: The main interaction channel “The Master Channel”
Chapter 3: Super Apps and the Power of Mini Apps
Chapter 4: Data, the Starting Point to Build “The Master Channel”
Chapter 5: FMCG Consumer – The Battle for Customer Attention and Support
Chapter 6: The Journey to Discover the “Data” Treasure in Retail
PhD. Dinh Mong Kha, the initiator of The Master Channel concept and the main author of the book, shared: “The success of ‘The Master Channel’ method in general is not only reflected in revenue growth figures, but, more importantly, it helps businesses form a sustainable connection with their customers.”
The book was read by over 500 readers, including marketers and senior managers of businesses, within the first week of its release.
“An attractive book from content to form. The book illustrates the development process of interaction between businesses and customers, helping Vietnamese businesses stay ahead of the trend of multi-dimensional interaction through Super App, thereby promoting effective growth.”
If you are a business owner, marketer, digital transformation department, or after-sales service team, this book will provide different perspectives and highly applicable insights for industries such as FMCG (fast-moving consumer goods), retail chains, F&B, services, manufacturing, and distribution.
The book is now available at Fahasa, Phuong Nam, Hai An, Ca Chep bookstores, the 24h book stalls, and e-commerce platforms Tiki, Shopee, Tiktok Shop. You can also quickly order the book here: https://i.o2o.vn/gXba
