From the lessons of major global brands that have succeeded on Super App like WeChat, building The Master Channel is no longer just a trend, but almost “The Future That Has Been Seen”.
The Ideal Master Channel viewed from a 5-year ahead story of global brands
Đọc thêm: What is The Master Channel? Revolutionizing Interactive Channels for Business Success
The Ideal Master Channel is defined based on 3 core values that its implementation brings to the business:
- Better Experience
- Lower Cost
- Higher Response Rate
So, what are the necessary conditions for The Master Channel to provide these three values to businesses and reach the ideal state?
Starting with word-of-mouth interactions in trade and commerce during the pre-industrial era, progressing to one-way interactions thanks to the advent of printing, radio, and television industries. Today, with the strong support of technology, especially the advent of smartphones, multi-dimensional interactions between businesses and customers have become diverse, engaging, and instantaneous.
It can be observed that most businesses invest in appearing on platforms where their customers frequently engage, such as TikTok, Facebook, Zalo, etc. Reaching customers across multiple channels, also known as Omni-Channel, has been popular since the 2010s. However, businesses require substantial resources and costs to maintain this channel system, and it is not easy to standardize the customer experience.
Therefore, the concept of the main interaction channel – The Master Channel – has emerged to provide businesses with a new approach in customer engagement and care. Accordingly, investing in The Master Channel means that businesses focus their resources on a main channel to create better customer experiences at lower costs. The Master Channel can be any platform that suits the business, while other channels will direct customers to The Master Channel.
In recent years, we have seen the rise of Super Apps – applications that encompass many utilities, have a massive user base, and become the choice for businesses when they need a platform to serve as the main interaction channel. This is also the strategy that major brands in the Chinese market have identified and implemented effectively: leveraging the power of Super Apps as the Master Channel to create advantages in providing customer experiences.
The success of The Master Channel has been proven through the five-year ahead stories of Haidilao, Coca-Cola, and Nike on the popular WeChat app.
In Vietnam, with Zalo Official Accounts (OA) and the Mini App ecosystem on Zalo, businesses can learn from how leading retail brands in China such as Nike or Luckin Coffee in the F&B industry create impressive customer experiences on the main interaction channel, which is WeChat.
All these brands share a common characteristic: the volume of interactions on The Master Channel “overwhelms” other channels and creates a seamless experience for customers.
When a business selects the main interaction channel and the customer interaction rate through this channel reaches over 60% of the total online interactions, it’s considered to have reached the ideal state.
The benefits of having The Ideal Master Channel include:
- Saving up to 60% on marketing costs due to the ability to identify and interact directly with customers right from the first step.
- Conversion rates in campaigns can double, or even increase fivefold, due to excellent experiences on the Mini App.
- Most importantly, users who are already familiar with Super Apps will also become accustomed to seeing the business as a friend they frequently “chat” with or “view stories” from. Regular interaction between businesses and customers becomes inevitable.
For each industry, The Master Channel will have different roles, values, and characteristics when reaching the ideal state. However, the ideal state will be flexibly interpreted depending on the specifics of each industry.
In the next section, PhD. Dinh Mong Kha will delve deeper into the ideal state for popular industries in the Vietnamese market.
(To be continued…)
The content belongs to Main Interaction Channel – The Master Channel’s, Volume 2.
If you are a business owner, marketer, digital transformation department, or post-sales service, this book series will provide different perspectives and high applicability for industries such as FMCG (fast-moving consumer goods), retail chains, F&B, services, manufacturing, and distribution.
The book series is now available at Fahasa, Phuong Nam, Hai An, Ca Chep, Minh Khai bookstores, 24h book stalls, and e-commerce platforms Tiki, Shopee, Tiktok Shop, or you can quickly order the book here!
