{"id":12644,"date":"2022-05-02T13:55:45","date_gmt":"2022-05-02T13:55:45","guid":{"rendered":"https:\/\/customlytics.com\/case-studies\/telekom-hallo-magenta-case-study-push-notifications\/"},"modified":"2023-04-20T06:46:05","modified_gmt":"2023-04-20T06:46:05","slug":"telekom-hallo-magenta-case-study-push-notifications","status":"publish","type":"page","link":"https:\/\/customlytics.com\/de\/case-studies\/telekom-hallo-magenta-case-study-push-notifications\/","title":{"rendered":"Telekom Hallo Magenta Case Study: Push Notifications"},"content":{"rendered":"\t\t
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Case Study \/<\/b> MOBILE CRM<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Durch Hypothesen Testing das optimale Setup f\u00fcr Push-Benachrichtigungen definieren<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Durch Testing von Push-Benachrichtungen und
Anpassung verschiedener Elemente die CVR und CTR optimieren.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Conversion Uplift<\/div>\t\t\t
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Click Rate<\/div>\t\t\t
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Hintergrund<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Der Telekom Smart Speaker ist eine komfortable Sprachsteuerung f\u00fcr Ihr Zuhause. Die dazugeh\u00f6rige Hallo Magenta App hilft bei der Einrichtung des Smart Speakers. \u00dcber die Sprachsteuerung k\u00f6nnen Nutzer\/-innen verschiedene Dinge wie MagentaTV steuern oder die neuesten Nachrichten abrufen, Anrufe entgegennehmen und vieles mehr \u2013 alles mit der eigenen Stimme. In dieser Fallstudie sprechen wir \u00fcber die CRM-Strategie, insbesondere Push-Benachrichtigungen, die Customlytics f\u00fcr die Hallo Magenta App entwickelt hat.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Um die richtige Kommunikation den Nutzer\/-innen zum passenden Zeitpunkt zukommen zu lassen, m\u00fcssen Hypothesen Testings durchgef\u00fchrt werden. Die Learnings, die daraus generiert werden, spezialisieren sich auf die Beantwortung von Fragen wie: <\/span><\/p>

Worauf reagieren Nutzer\/-innen?

Welche Inhalte interessieren sie?

Wann finden Pushes den gr\u00f6\u00dften Zuspruch?

Welche Ansprache is am eing\u00e4ngigsten?<\/strong><\/h3>

Durch w\u00f6chentliche, redaktionelle Push-Mitteilungen k\u00f6nnen ganz flexibel und zeitnah wichtige Themen verst\u00e4rkt angegangen werden. Au\u00dferhalb der automatisierten Flows kann das entstehende Content Marketing also explizit Themen hervorheben, wie z.B. neue Skills oder NPS-Befragungen zur Kundenzufriedenheit.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Die L\u00f6sung<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Mit auf Nutzer\/-innen zugeschnittenen Push-Benachrichtigungen inklusive komplement\u00e4rer Bildsprache, haben wir die Nutzer\/-innen dazu animiert, den Telekom Smart Speaker regelm\u00e4\u00dfig zu nutzen, die Vielfalt der Anwendungsf\u00e4lle des Speakers im Alltag zu erkennen. Die Nutzer\/-innen sollten in der App \u00fcber wertvolle Features und Funktionen des Smart Speakers informiert werden. MoEngage bot uns die richtige Plattform, um verschiedene Hypothesen f\u00fcr den Versand der Push-Benachrichtigungen zu testen und unseren Erfolg zu messen.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Die Ergebnisse <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ma\u00dfgeschneiderte Push-Benachrichtigungen animieren die Nutzer\/-innen erfolgreich zum \u00d6ffnen der Hallo Magenta App und verleiten sie zur regelm\u00e4\u00dfigen aktiven Nutzung des Telekom Smart Speakers. Folgende Learnings f\u00fcr die Optimierung des CVR und CTR wurden generiert:<\/span> Unterschiedliche Versandzeiten, unterschiedliche User Segmente, A\/B Testing f\u00fcr Textversionen, sowie Push Benachrichtungen mit und ohne Bildern. Um die Nutzer\/-innen erfolgreich \u00fcber die Nutzung des Ger\u00e4ts aufzukl\u00e4ren, ist Testing elementarer Bestandteil des Erfolges.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mit Push-Mitteilungen konnten wir ideal auf Nutzer\/-innen eingehen, auf ihre Vorlieben und den Status innerhalb des Customer-Lifecycles. So waren unsere Nachrichten f\u00fcr die Empf\u00e4nger\/-innen immer hilfreich, was zu intensiverer Nutzung der App und des Smart-Speakers gef\u00fchrt hat.<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"\"<\/p>\n

Adrian Kasprzak,<\/strong> 
Former <\/span>Mobile CRM Lead at Customlytics<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Insights<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Hintergrund<\/div>
Ermutigung der Nutzer, den Telekom Smart Speaker regelm\u00e4\u00dfig zu nutzen und das Engagement hoch zu halten.<\/div><\/div><\/div><\/div>
<\/div>
Highlights<\/div>
Was macht diese Kampagne besonders?<\/b>

\n\u2022 Effektiver Einsatz von Push-Benachrichtigungen
\n\u2022 Die Bedeutsamkeit von Anpassung und Testing
\n\u2022 Aufmerksamkeit von Nutzer\/-innen erh\u00f6ht
\n\u2022 Durch Vielfalt an Push-Benachtigungen die optimale Effizienz definieren\n<\/div><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
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Wir setzen die erfolgreiche Partnerschaft mit der Telekom f\u00fcr ihre neue App MagentaZuhause <\/span>(<\/span>Google Play<\/span><\/a> \/ <\/span>App Store<\/span><\/a>) <\/span>mit einer erweiterten, ma\u00dfgeschneiderten CRM-Strategie fort, die Customlytics umsetzen wird.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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L\u00f6sung<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Push-Benachrichtigungen<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Deutschland<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Smart Home, Produktivit\u00e4t <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Sucht ihr nach einem tieferen Einblick in CRM? Werft einen Blick auf unsere anderen CRM-Fallstudien, die wir mit unserem Kunden Telekom durchgef\u00fchrt haben!<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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CRM: Cards<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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CRM: Flows<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Erfahrt mehr dar\u00fcber, wie ihr Push-Benachrichtigungen effektiv nutzen k\u00f6nnt.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tMEHR ERFAHREN<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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M\u00f6chtet ihr eigene CRM-Kampagnen automatisieren? Meldet euch bei uns.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tKONTAKT<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Case Study \/ MOBILE CRM Durch Hypothesen Testing das optimale Setup f\u00fcr Push-Benachrichtigungen definieren Durch Testing von Push-Benachrichtungen und Anpassung verschiedener Elemente die CVR und CTR optimieren. + 0 % Conversion Uplift + 0 % Click Rate Hintergrund Der Telekom Smart Speaker ist eine komfortable Sprachsteuerung f\u00fcr Ihr Zuhause. Die dazugeh\u00f6rige Hallo Magenta App hilft […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":2606,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","footnotes":""},"class_list":["post-12644","page","type-page","status-publish","hentry","entry"],"yoast_head":"\nTelekom Case Study - 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