การนำเอาระบบจัดการผู้สนใจเพื่อการตลาดแบบช่องทางไร้รอยต่อมาใช้เพื่อพัฒนาประสบการณ์ของลูกค้าสำหรับการให้บริการสุขภาพจิตแบบออนไลน์

Abstract

This study aims to investigate the implementation of a Lead Management System (LMS) integrated with Omni-Channel Marketing to enhance the customer experience for The Better You Counseling, an online mental health counseling service. This research was initiated due to issues identified in the promotional effectiveness and data management of The Better You Counseling, which was created to meet the growing demand for online mental health services. The lack of systematic management across multiple promotional channels led to a suboptimal user experience. To address these issues, an Omni-Channel Marketing approach was adopted to improve data management and interconnect various channels. Mapping the customer journey (Customer Journey) was utilized to analyze and understand customer needs at every touchpoint with the brand, from pre-purchase to post-purchase. This process helped identify areas for improvement more clearly. The implementation of the LMS allowed for the systematic collection and management of leads from diverse channels, including the website and social media platforms such as Facebook and Line. The collected data were systematically organized, enabling the segmentation of leads into groups such as lead, prospect, and customer. This segmentation facilitated more effective management and communication with potential customers, allowing for more targeted information and special offers based on each group’s specific needs. The research findings indicated that after implementing the Omni-Channel Marketing and LMS, business sales significantly increased. Additionally, follower satisfaction with the information and services provided showed a marked improvement. A satisfaction survey conducted via Line revealed an average satisfaction score of 4 out of 5, indicating a high level of user satisfaction. However, the study also identified a limitation where many leads preferred to find pricing or service details themselves through the Line menu, and did not respond when staff inquired about their interests. This behavior limited the ability to personalize information based on individual needs. Therefore, a recommendation for future improvement is to develop an automated menu within Line, allowing leads to easily select topics they need more information on. This approach would enable more precise segmentation and delivery of personalized information, enhancing communication and service efficiency.