Web3 Strategies to Foster Customer Loyalty | European Blockchain Convention

[Music] hi everyone my name is Melina tag I'm the CMO of a tech VC based in Switzerland one of our adventures is called nowhere which is a private members Club in Geneva We Gather the tech CEOs and the SE Su from the finance industry so if you want of them then um come and talk to me so today I'm very happy to be um welcoming two Innovation leaders from the world's best telecommunications company telica and orange and Clara and Gom and I'm going to let you introduce yourself in in more detail Clara you want to go first I'm super happy to be here today my name is Clara Cara I work in telica digital Innovation H in the web three and uh meta office and as product manager there hi everyone my name is G Brun I'm working as head of web three product and services for orange at group level giving support to all the countries where orange is uh implemented perfect so as you head up projects in blockchain Ai and Virtual Worlds um if we go straight into the topic of Customer Loyalty um and how you manage to retain and sustain customers within the web 3 space I would love to know um what are the strategies that you start with and what have you used to actually Market to your existing customers or new communities that you tap into U using web3 technology maybe claraa do you want to start yeah uh well well the first part is always knowing your customer I think is the most important part because sometimes we try to take all the new technologies and try to H put them in all our products and I think that's not the way so yeah uh the first time the first thing is knowing your customer and trying to make their life better with the technologies that we have nowadays so I think that's the first part yeah and in orangan we do have a customer Loi program uh or in Spain um with is pretty much Web Two I would say um and we think that web 3 can improve this um this customer Loy program uh through gamification through um a new narrative in terms of what you have with digital assets on blockchain and um of course it's a challenge and I will come back later on the case study very concrete that we do in a ranch but uh yeah we do have this customer related pro project and uh and area let's say in Orange great and so more concretely can you tell us the the tools or the platforms that you guys are using internally and that you have found the most effective for your customer loyalty campaigns yeah sure H in telica Innovation digital we are doing a token reward loyalty program it's called M tokens and we give tokens to the user for being more digital for doing digital uh ER actions uh we can say it like that for using our digital products and services we also have a nft marketplace where our customers can get uh artworks ER they can also be participating in sustainable products and and initiatives and yeah and we uh we also are imp mating cryptocurrency payments and the last part I think is one of the more interesting ones is that we have a blockchain security uh program and we are doing a partnership with chain link and we are validating notes uh with uh blockchain and oracles and yeah we're we are trying to get in our security services better with blockchain excellent but what about yourself G other similar ones of course uh it's quite similar in terms of customer lity program the only thing it's not so yet uh tokenized and blockchain level as I told you before it's very web to for the moment what we have basically is some deals with big Brands such as Amazon cashback we have a fantasy football league for example that we deal with us the the big newspaper in in in sports and what we do is kind of so rare you know use case where you have players and you can make them play but of course it's a it's a web to for the moment um these deals are working very traditional way you know with a website uh you can enter through as a prospect inside the website of orange directly or you can enter in your private area uh so when you are in private area you are from Orange and the the program is called s the orange you can check it and of course uh being from Orange telecommunication operator you are eligible for this kind of advantages but for now the tools that we are using are very uh web analytics traditional um not yet blockchain but I will come back on the case Jud around that okay okay excellent so um one of the questions that comes back when it comes to you know web 3 and how we integrate web 3 within big corporates like this is obviously education so how do you how do you do that how do you educate customers existing customers new customers about a new product or and and and still keep them engaged you know and and keep that adoption High you know yeah I think in terms of Education uh it's about the story that you are telling to the the customers or the prospects you you have to be very easy you know in in the way you talk to the customers and so on so what I think is you have to to look into the assets that you are sponsoring for example orange recently is sponsoring the Real Madrid for example it's a big big uh sponsorship that we have we also have things around music around Cinema we sponsoring mcool Festival in Madrid so all these assets are very good value in terms of emotions what you want to promote for for the people in a marketing way and then with that uh you can educate around uh digital assets okay you can link you know the digital assets blockchain level through the the asset that you are sponsoring and um I will come back on this later um I think the education is more in terms of what you are going to tell in terms of story and the story has to be easy pretty understandable and not inside okay the blockchain technology we know we know it because we are a specialist on that but we cannot uh make the same arguments and the same dialogu that we have with our technical Engineers of course okay so you are using very simple Jaron and maybe not web three jargon exactly when it comes to the user experience right okay yes yes for for the moment because we think that the education blockchain is moving uh today in a Range I think the same telica everything is about gen generate generate when before it was into XR it was into uh of course blockchain web 3 but I think these three pillars are the same topic which is the new internet the the internet of tomorrow if you are able to talk about that in a very easy way you know where you can uh just tell some stories and you say okay these three pillars are going to to be the story of tomorrow in terms of the new internet that our children our grandchildren are going to use you have this way to uh to to to tell the story and to be very educational in this in this aspect but of course you know you have to know the terms internal technical with Engineers we we know it but in terms of marketing you have to make some vulgarization I would say of the of the thematics the topics keep as simple as possible what about yourself clar yeah I super agree with GM we are on the same page I think telephonic and orange H we have to H try to engage our customers with sometimes more easy products easy to use products when we are talking about H web 3 ER Ai and these new technologies so yeah I think this is the path uh to go from the minimum and the more most accessible language to maybe in some years to H some more difficult or saying like that H products and services excellent and so today we wanted to also share a a use case um something that is a bit more concrete tangible that you have developed or you are developing something successful so tell us can you share a project that um you're proud of or that you are currently working on maybe Clara do you want to go first okay perfect yeah ER I'm working right now in two projects in the one that I told you the MTO one the Loyalty program and we are releasing a new product in telica this 16th of October in an event that we have in Madrid so you are all invited of course and it's called to wallet is a crypto wallet for non crypto users for saying like that interesting yeah yeah it was super connected H with what we were speaking about that we have to make products for our customers and this crypto wallet is made for our customers for uh the main people that maybe is not used to H interact with cryptocurrency assets with cryptocurrency products and services so yeah this is our new prod product that I think is super connected with our loyalty program because with this H wallet we want to connect everything that we are doing in crypto and in in onchain as the nft marketplace H the security systems based on on chain assets and yeah I think this is the the Oracle and I think this is the the last H painting for for completing the circle so yeah I this is how are you going to on board these million of customers when you are going to reveal this new wettin yeah well I think as gam said H the education part is super important this is a we have like a plat platform guidance in the app and then we have a landing page with all the information uh translated for normal not not crypto users so yeah I think the the tutorials are super interesting then we are having this in app guidance tutorials and yeah then I think the worst part was translating all the crypto language to the main users so to the main users yeah I get you excellent what about yourself G project you the project that we're working on yes uh one in specific you know um which is quite similar uh to the the project that Clara mentioned but um everything started with a discussion on a coffee machine with Chief digital marketing officer of ranch Spain and uh he's not into web three but he's very techno push guy and he wanted to test something he told me okay you Gom you're on this web three environment and you talk about blockchain talk about digital assets what if we do something you know a prototype with an agency of uxui and also a SAS uh uh provider uh which is going to to deliver to give some nfgs digital assets let's say on blockchain to um prospects and customers let me give you one figure we have uh roughly four millions of users every month in Orange Spain okay 60% of the traffic are prospects so non non clients when I heard this number I was like no way I was thinking that the people entering in the website are mostly customers you know to check the bill and so on but no 60% are uh prospects exactly non- clients and what what do we do with this traffic how can we increase uh the engagement with them uh the convention rate of course with them so we think uh in a ranch that um digital assets can be way I I'm not saying that it's going to be the killer app and okay it's sure it's it's this but we have to test of course in Innovation you have this test dimension in what you what you do so what if what if we do a prototype with this agency of uxui and we did it and uh again the the the topic was to deliver some digital assets to our prospects as well as customers in relationships with what we we do uh in terms of sponsoring so content uh music Cinema Tech uh Sports of course all these contents are very valuable for orange and what we want to do is basically to deliver some nfts digital assets uh so let's say for example you Melina you will have the music nfg you will have the cinema uh nft and for that you will have utilities and the util utilities are going to be different in relation with the nft that you have so we are working with this SAS provider which give us um a crypto wallet but OT totally transparent for the customer it doesn't have to create metamask 26 words and so on so it's very very familiar web web app uh very um easy to understand and then with your nfts you are going to be uh involved in challenges so the challenges is qu quite similar to what you have with Sten for example or sare so let's say for example a running challenge if you do like 1 kilomet or 5 kilomet running or walking every day you will have some tokens additional which can be web to as well but related with your web free of course digital asset and then with this points you will be able to redeem some points for for example let's say 10% cash back on your Netflix account or 10 EUR of roaming in the next month so so basically we worked with a triangle uh of course orange Advertiser but also the the SAS the provider by itself and the agency of uxui to deliver all the design process and and the prototype by itself and the experience itself amazing and so how did you um Define that was the right project for for the company for your prospects and you know your your your customers how did you define you know the the the pis and that will be that one project that will be successful for us amongst all the Technologies and you know and the projects that you have for this project concretely but for many projects as well we have three kpis uh I would say there are more but I'm going to focus on three the the first one is to increase the conversion rate as I told you okay how can we do that these prospects are going to become clients basically convert them so yeah convert convert prospects into clients so we think that blockchain and digital can do that this of course we are many many ways to do it traditional leads on call center and so on but we we put a lot of money on that we are not in a in a pull mode we are in push mode we we put a lot of money on that to to make some captation of leads but what what if we do some pool that the people are going into Our Brands okay so this is the first statement to raise the the first kpi to to raise the increase the ction rate the second one uh is also to raise the engagements towards the brand okay engagement towards okay we are talking about this nft digital asset uh you have a link direct link through the digital assets to your customer and you you don't collect the data you know the retargeting traditional with Amazon and Google have the data no you you you give the data to the the customer yeah it's totally transparent it's Unique and the third one which is very important for Telco is to reduce the churn the fact that we move from another operator to another and one figure um uh the you know that's uh for customer Loy programs owners uh they are three times less capable to change the from an operator if they are not so let's say for example I'm in a program loyalty programmer of ranch uh there are three times less chances that I'm going to change from operator and sometimes it's only for the 10 10% cash back of Amazon so imagine if you do more yeah amazing amazing what what about you claraa how how do you say that's the right project and that's going to make us achieve our kpis yeah well I think that ER what we have to do or what I do personally is H try to know your customer and try to know what question the customer have what problems the customer have and try to to help ER to get their lives better with technology I think that's that's what we have to do at the end with technology and yeah I'm I super agree with the kpis that gam said but I will add the customer satisfaction I guess and not only when the product is released also when you are defining and designing the product ER so then you can iterate and not make H the product fail at the end so yeah yes so you start with a user you start with a customer first and then you go and build a product and choose the right technology for it right excellent um I we don't have much time left uh but I do want to ask about challenges any anything that you came across that was you know not so easy to adopt Implement um when doing these projects oh well ER I would say I would love to add more gamification and play to earn strategies to our products because as I think that it's a super good thing for making the user engag with the product and have fun with the product too even is is this a financial asset I think that's a a good strategy yeah having an entertainment aspect to it and to me the main challenge I would say is to launch the Prototype because it's not let launch you know it's not as telica landed today on air let's say so what what I the main challenge I have is the organizational change that we have in a ranch because as you probably know there has been um a j Venture in in in Ran Spain with mass mobile so it's a new company mass rch and I have to talk again with new people that before I had and to start again you know with the project so but it's okay I mean we go to Innovation we go to marketing people and to have the business sponsor I think it's the key to have the correct business sponsor to launch the project and hopefully not only a Pock but also a a running project and running a product in the end brilliant um well last question and then I I guess we can we can wrap up any trends that you are looking into or that you are excited about um and wanting to integrate it um from a corporate perspective Ive Clara go okay so as almost everybody I'm super excited with the ji and all the possibilities of course and then I'm super excited too with uh the nft system and how we can sell common rpes like sculptures and that with the with nfts not only digital assets so I'm super thrilled to taking nft way blockchain a way for of selling in another businesses amazing yeah out of the box totally I'm super excited with the meta yesterday announcement of the r Glass a glasses yeah oron yes glasses which is something I expect from like five years ago uh of course could could be better than these glasses which are only smart glasses but um today it's very cost costly to do so it's like 10K to produce one glass so it's very expensive but um I think it's going to to be launched in the mass Market in the next years with a lot of challenge in term of technical you know batteries miniaturization and so on but I think all the topics are related again this is the new internet not the web 3 it's about blockchain it's about what you are going to see in you with your glasses in 3D and of course gen which is a big big pillar not not the only one but it's a big pillar of the of the new internet definitely amazing thank you so so much guys and thank you [Applause]