While it's important for companies to meet consumer demand and satisfy evolving expectations, those who rise above the competition go beyond the norm, anticipating future needs and proactively delivering these unknown desires. Forward-thinking creativity has become an essential component for companies looking to gain the competitive advantage and, for this year's lone winner in the 2014 Gartner & 1to1 Media CRM Excellence Innovation category, engagement stands as the primary differentiator.Portugal Telecom (PT) launched its personalized broadcast platform, MEO Kanal, in 2012, allowing all PT customers to create and share their own customized television channels. PT sought to put the power of television in the clients' hands, offering capabilities once only available to large corporate producers and distributors. With this free service, clients can broadcast their content publicly, for all MEO Kanal customers to see, or assign an account password that limits sharing to designated friends and family only.
While MEO Kanal's initial intent was to boost customer acquisition, retention, and loyalty, PT also wished to reinvent the television experience while creating brand awareness. In an internal push to generate word-of-mouth, employees were encouraged to create their own channels and share photos from their summer vacations. Outwardly, demo channels featuring local musicians, entertainers, and sports teams were established to showcase MEO Kanal's versatility and potential. By constantly capturing and analyzing customer feedback, PT was also able to incorporate live event capabilities as per the request of its clients, indicating the company's willingness to listen, evolve, and satisfy.
To learn even more about what sparked Portugal Telecom's MEO Kanal initiative and the platform's primary characteristics, watch the video below:
We at 1to1 Media congratulate the winner in the Innovation category. Please read each comapny's full story here, and be sure to check back on December 1st when the 2015 Gartner & 1to1 Media CRM Excellence call for entries opens.