{"id":43215,"date":"2018-10-01T09:55:00","date_gmt":"2018-10-01T09:55:00","guid":{"rendered":"https:\/\/sinchcomdev.local\/customer-stories\/nissans-path-to-better-sales-and-engagement-personalized-mobile-messaging\/"},"modified":"2025-12-18T16:15:34","modified_gmt":"2025-12-18T16:15:34","slug":"nissans-path-to-better-sales-and-engagement-personalized-mobile-messaging","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/es\/messaging\/customer-stories\/nissans-path-to-better-sales-and-engagement-personalized-mobile-messaging\/","title":{"rendered":"El camino de Nissan hacia mejores ventas y engagement: mensajer\u00eda m\u00f3vil personalizada"},"content":{"rendered":"\n<p>Comprar un autom\u00f3vil es una gran decisi\u00f3n, pero no es algo que la mayor\u00eda de la gente haga con mucha frecuencia. Entonces, una vez que haya realizado una venta, \u00bfc\u00f3mo mantienes una relaci\u00f3n s\u00f3lida con el cliente?<\/p>\n\n\n\n<p>Nissan, uno de los mayores fabricantes de autom\u00f3viles del mundo, encontr\u00f3 una soluci\u00f3n innovadora en asociaci\u00f3n con Sinch y Adobe Campaign. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Desaf\u00edo: Cambiar la estrategia de marketing m\u00f3vil <\/h2>\n\n\n\n<p>\u00bfSab\u00edas que la mayor\u00eda de las personas que compran un autom\u00f3vil nuevo esperan de cinco a siete a\u00f1os antes de elegir un veh\u00edculo? No es de extra\u00f1ar que muchos fabricantes de autom\u00f3viles luchen con el largo ciclo de vida del cliente de la industria.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.nissan-europe.com\/\">Nissan Europa<\/a> hab\u00eda visto disminuir el engagement de sus clientes a trav\u00e9s de los canales de comunicaci\u00f3n tradicionales, como el correo electr\u00f3nico. La empresa quer\u00eda seguir construyendo estas relaciones, impulsando el engagement y la lealtad a la marca, pero necesitaba encontrar una mejor soluci\u00f3n. Es por eso que en 2018, Nissan decidi\u00f3 implementar un cambio importante, colocando la mensajer\u00eda m\u00f3vil en el centro de su estrategia de relaci\u00f3n con el cliente.<\/p>\n\n\n\n<p>Nissan Europa recurri\u00f3 a <a href=\"https:\/\/www.adobe.io\/apis\/experiencecloud\/campaign.html\">Adobe Campaign<\/a> y su integraci\u00f3n con la plataforma de mensajer\u00eda m\u00f3vil Sinch. Esta soluci\u00f3n les permite usar sus datos de CRM para orquestar campa\u00f1as din\u00e1micas entre canales. Con la ayuda de ambas herramientas, Nissan Europa ahora puede desarrollar experiencias ricas y envolventes de medios y SMS al mismo tiempo que ofrece mensajes m\u00f3viles dirigidos a los clientes en cualquier lugar y en cualquier momento, incluso en la carretera, ya que aprovechan la tecnolog\u00eda del autom\u00f3vil conectado.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-10774\" width=\"705\" height=\"640\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Nissan-rich-spain-campaign-1_543001c8bcb5a94ae41378946a63b7f3.jpeg\" alt=\"Images on nissan offers on a cell phone\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Nissan-rich-spain-campaign-1_543001c8bcb5a94ae41378946a63b7f3.jpeg 705w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Nissan-rich-spain-campaign-1_543001c8bcb5a94ae41378946a63b7f3-300x272.jpeg 300w\" sizes=\"(max-width: 705px) 100vw, 705px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Soluci\u00f3n: Conectar con los clientes en su canal preferido<\/h2>\n\n\n\n<p>Nissan Europa ya hab\u00eda estado trabajando con Adobe Campaign durante varios a\u00f1os. Sinch, un socio de Adobe Campaign, fue la opci\u00f3n perfecta para ayudar a Nissan a llevar su mensajer\u00eda m\u00f3vil al siguiente nivel, convirti\u00e9ndose en la primera empresa automotriz en Europa en probar la mensajer\u00eda <strong>Rich SMS<\/strong>. <\/p>\n\n\n\n<p>La plataforma de Sinch permiti\u00f3 a Nissan usar sus datos de CRM existentes para orquestar campa\u00f1as personalizadas, dirigidas al usuario adecuado en el momento adecuado, incluso en la carretera, en su autom\u00f3vil, utilizando la aplicaci\u00f3n m\u00f3vil opcional NissanConnect.<\/p>\n\n\n\n<p>\u00bfTiempo para el mantenimiento de rutina? Nissan env\u00eda a los clientes un recordatorio amistoso unos meses antes. O tal vez un conductor a\u00fan no ha tenido tiempo de aprender todas las caracter\u00edsticas de su nuevo autom\u00f3vil. A los tres a cuatro meses, los compradores reciben un mensaje un Rich SMS con detalles sobre c\u00f3mo aprovechar al m\u00e1ximo los servicios conectados de su autom\u00f3vil.<\/p>\n\n\n\n<p>\u00abDependiendo del canal preferido de un cliente, qui\u00e9nes son y cu\u00e1ndo regresan al mercado, tratamos de enviar mensajes relevantes de manera estrat\u00e9gica en funci\u00f3n de sus necesidades de mantenimiento o incluso en funci\u00f3n del pron\u00f3stico del tiempo\u00bb, dice Claire Laurent, directora s\u00e9nior de cuentas de Publicis, socio de marketing de Nissan. \u00abPor ejemplo, si iba a llover o nevar, les envi\u00e1bamos un mensaje que dec\u00eda &#8216;Se acerca la nieve, as\u00ed que debes cambiar tus llantas'\u00bb.<\/p>\n\n\n\n<p>Y cuando un nuevo modelo del autom\u00f3vil que un cliente ha conducido y amado durante a\u00f1os est\u00e1 disponible, Nissan puede enviarle un mensaje personalizado con informaci\u00f3n, que incluye indicaciones para llegar al concesionario m\u00e1s cercano donde est\u00e1 disponible el color y el modelo exacto que desea. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-16979\" width=\"705\" height=\"640\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/Nissan-personalized-campaign-1_da0a4717c3dbe07f8e2f72118e1a59f9.jpeg\" alt=\"screenshot of nissan personalized campaign\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Resultados: Fidelizaci\u00f3n de clientes, a la medida de cada conductor <\/h2>\n\n\n\n<p>Los clientes de Nissan apreciaron y prefirieron claramente las nuevas campa\u00f1as. \u00bfQu\u00e9 te parece cuadruplicar el engagement de los clientes? \u00bfY un \u00edndice de conversi\u00f3n del 80%? Tras la primera prueba de las campa\u00f1as de Rich SMS de Nissan con Sinch, la empresa decidi\u00f3 continuar y ampliar sus esfuerzos de mensajer\u00eda m\u00f3vil. <\/p>\n","protected":false},"featured_media":43216,"template":"","meta":{"_acf_changed":false},"class_list":["post-43215","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nissan: Ventas y Engagement con Mensajer\u00eda | Sinch<\/title>\n<meta name=\"description\" content=\"Nissan used CRM data to customize personalized Rich SMS campaigns, forging long-lasting customer relationships after purchase.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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