ContributionsMost RecentMost LikesSolutionsRe: Last question for Rappi during the 2024 CER AMA For over two years, Rappi has been using WhatsApp as part of its CRM strategy. The main advantage of this channel is also its greatest risk. Messages are not only delivered to the user but also have an exceptionally high read rate. However, you are entering a "part" of the user's phone that, although they granted access, is more personal. Non-personalized or unimportant messages are heavily punished with the cancellation of the subscription to the channel, so extreme care must be taken regarding when and in what context they are sent. Additionally, it is an expensive channel that demands superior results to ensure a viable repayment rate Re: Tell us more about the channels Rappi uses At Rappi, we utilize all available channels to achieve our objectives. When planning a new customer engagement campaign, after determining the goal, we proceed to decide which channels to utilize for this purpose. In the vast majority of cases, we never rely on a single channel alone to achieve the objective. Within in-product channels, Rappi heavily leverages in-app messages and banners. Additionally, we have native widgets within the app that are also utilized when necessary. Using action-based iAM has consistently delivered better results for us compared to journey-based approaches. This is because we can precisely select the moment when we want to capture the user's attention. On the external channels, Rappi has a structured email campaign tailored for each audience segment, often complemented with SMS or WhatsApp messages in cases where we want to ensure a higher probability of conversion. Lastly, in certain scenarios, we enhance these campaigns with strategies in Paid Media to reach a larger audience. Re: Let's hear more about how you collaborate cross-functionally at Rappi At Rappi, teams sync up in weekly meetings to keep things running smoothly. Working with the commercial teams feels like being part of a tight-knit crew, all focused on scoring great deals for our product, every time. In terms of data management with Braze, multiple teams are involved, typically convening on a weekly basis. While we have progressed to a more advanced stage in leveraging the tool, initial phases involved more frequent meetings with shared backlogs to maximize its potential (every 2 days) It is important to note that in the various tracks emerging within CRM teams, teams are always formed with representatives from Product, Data, Commercial, and Branding (sometimes even more teams participate). In each of these meetings, new ideas on how to use Braze to achieve objectives are always reviewed and emerge. Re: Let's discuss using data to drive deeper customer relationships With the assistance of the Data Science team, various Machine Learning models were created with the aim of capturing users' most recent activity and leveraging that information for segmentation purposes to understand when incentives should be offered to each user and when they should not. Additionally, it provides insight into users' areas of interest, which we leverage to match deals tailored to each profile. Subsequently, AI comes into play to generate unique messages based on this information for each user. Regarding user sentiment, Rappi focuses on providing special treatment to users who have had a negative purchasing experience. While the focus is on providing a prompt response to users, we acknowledge that this hasn't always been the case. Therefore, we have initiated campaigns aimed at reacquiring users who previously had a poor experience, providing content demonstrating the changes Rappi has made, and inviting them to give it another try. Re: Let's chat about automating with AI AI helps Rappi save time in two key moments; 1-Time saved in planning between CRM and Branding in relation to the need to create messages. 2- Savings in the creation and execution of CRM. It becomes fully automated, eliminating the need for manual adjustments. Previously, Rappi used AI to generate these messages, but then they were manually loaded to be sent to users, resulting in the same message being distributed to the entire audience + lot of execution time Re: AI in Rappi's marketing strategy The main usage of AI in CRM is to create engaging messages for our users at Rappi. The CRM strategy covers multiple channels, with a strong focus on Push Notifications. To construct these messages, we develop a set of variables to consider (such as the brand to communicate, local expressions, prohibited words, and offers applicable to users). For each element that we test (primarily personalization but also the use of emojis, buttons, and images), we conduct A/B testing to analyze downstream and upstream metrics (such as order rate and Open Rate). Regarding the impact, I believe there are two main benefits; 1-From a user experience perspective, we generate personalized messages for each individual automatically. This is a significant change because we incorporate various inputs to tailor the copy to each user. 2-It reduces the manual process of creating all these messages and assigning them to each campaign. AI helps us to move in this direction, ensuring that each message will have the desired content. Re: Nacho, let's hear your thoughts on this year's CER trends Even though today many companies are focused on how to leverage AI to automate tasks and improve/optimize user experiences, for me the most interesting topic is how mixing different channels for the same strategy achieves different results. I believe that there is a lot of room to test the best strategy for each audience or segmentation to achieve the goal of generating deeper engagement Re: Welcome to the 2024 Global Customer Engagement Review with Rappi + Braze! Hi! Thanks for this invite! I am the CRM Senior Automation Manager responsible for automating all strategies after we experiment with them and achieve good results. Also, I'm leading a project called 'Comms Machine' where we utilize ML models and AI to develop user engagement campaigns aimed at delivering more relevant content and spend efficiency. Rappi is a consumer tech company specializing in online delivery services, including food and groceries, e-commerce, and travel agency services. In some countries, we also operate a bank, further contributing to our strategic development. Regarding Braze, it's an important partner for us because it helps to deliver the exact experience that we want to give to each customer. It is worth mentioning that we use Braze not only for engaging with final customers but also for communicating with merchants who offer their products in the app, Rappitenderos (the individuals responsible for delivering each order), and with all the different agents that are part of the ecosystem.
GroupsBraze Customer Champions This is a private group for Braze Customer Champions, our advocacy program.0 Posts
Braze Customer Champions This is a private group for Braze Customer Champions, our advocacy program.0 Posts