Project Context
Nowadays, businesses have multiple ways to interact with customers, from traditional above-the-line product/service advertising techniques to more recent, customer-targeted interaction mechanisms, which utilize instant messaging (IM) applications, SMS, email, mobile apps, website advertising, and more. The more recent Rich Communication Services (RCS), a communication protocol replacing SMS, which has multiple features present in IM applications and can be used on most Android smartphones, is also emerging as an option for facilitating interactions between businesses and customers. However, the diversity of interaction channels and the difficulty in creating omnichannel strategies, the inability to provide a unified business database across channels, and the underutilization of information businesses hold about their customers, often lead to poor customer engagement.
To address the interaction issues between entities and customers, the OmniContent project proposes the R&D of an innovative platform for creating personalized content of various types, to be made available through an omnichannel strategy, using the innovative RCS as the primary communication channel. OmniContent will include a content creation, management, and analysis platform, a mobile application for customers, which will function as one of the ecosystem’s interaction channels, and a cloud infrastructure that will support the storage and processing of much of the business logic. To increase customer engagement, consumer profiling mechanisms and gamification strategies will be conceptualized and implemented to encourage customers to interact with entities.
USER INTERFACES
Features
Brand/entity configuration
Users can define the brand/entity name, phone number, email address, image/icon, etc.
Product/Service creation and management
This feature allows users to create and manage products and/or services associated with the entity/brand. Each product/service must have a name, type, tag, image, and price.
Business message creation
Through this feature, entities can send messages to consumers regarding business-related events. These messages can be merely informative and may be accompanied by an image or video.
Predefined interaction flow configuration
Users of the web tool will also be able to configure predefined interaction flows between entities and consumers, creating messages and responses that consumers can provide (quick replies).
Real-Time Chat Tool
This chat tool will allow users of this platform to respond in (near) real time to interactions initiated by consumers. Thus, it is intended to be possible to present appropriate responses to requests that do not refer to any keyword already known to the system.
Send broadcast or segmented campaigns
This feature allows campaigns to be sent to all consumers or to a specific group of consumers. It is allowed to choose the campaign channels, the campaign duration, the product/service to be advertised, etc.
Creation and management of gamified content
Feature that allows gamified content to be created and managed through the web tool. This content, to be sent through established communication channels, can be multiple-choice games presented to consumers, where they earn points/prizes based on their answers.
Content interaction statistics
The platform will have graphs, tables, or dashboards that will present statistics on consumer interaction with the content made available to them, such as number of users per channel, etc.
Features
Chat with Brands/Entities
An in-app chat tool with entities so consumers can clarify any questions they may have about the services provided.
Service/product management
A feature that allows consumers to manage services and/or products purchased from brands/entities (e.g., view remaining customer points; view a list of purchased products, etc).
Promotional campaigns
The mobile app will allow consumers to receive personalized promotional campaigns that will showcase content of interest to them.
Use of gamification content
Consumers will be able to enjoy simple in-app games that will allow them to earn points/credit to spend on purchasing new products/services.
Deliverables
