{"id":196906,"date":"2026-07-08T03:16:16","date_gmt":"2026-07-08T03:16:16","guid":{"rendered":"https:\/\/sinch.com\/customer-stories\/nespresso-2\/"},"modified":"2026-07-08T03:16:16","modified_gmt":"2026-07-08T03:16:16","slug":"nespresso","status":"publish","type":"customer-stories","link":"https:\/\/sinch.com\/pt\/cases-de-clientes\/nespresso\/","title":{"rendered":"Como a Nespresso impulsiona um maior engajamento do cliente com o RCS conversacional"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A Nespresso,\u00a0marca de caf\u00e9\u00a0premium\u00a0da Nestl\u00e9,\u00a0\u00e9\u00a0conhecida\u00a0pelos amantes de caf\u00e9 em todo o mundo\u00a0por suas m\u00e1quinas de caf\u00e9 individuais de alta press\u00e3o\u00a0e c\u00e1psulas.\u00a0Para tornar seu caf\u00e9 ainda mais acess\u00edvel,\u00a0a Nespresso oferece um\u00a0programa de\u00a0assinatura\u00a0mensal\u00a0que permite aos clientes:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comprar\u00a0uma nova m\u00e1quina\u00a0com desconto\u00a0<\/li>\n\n\n\n<li>Receber cr\u00e9ditos para gastar em produtos Nespresso\u00a0<\/li>\n\n\n\n<li>Automatizar entregas de caf\u00e9\u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Mas,\u00a0por mais f\u00e1cil e conveniente que o programa seja, os\u00a0benef\u00edcios\u00a0e os termos\u00a0eram muito complexos para serem\u00a0explicados\u00a0atrav\u00e9s do\u00a0limite de 160 caracteres\u00a0do SMS.\u00a0A Nespresso precisava de\u00a0uma maneira\u00a0envolvente\u00a0e flex\u00edvel\u00a0para\u00a0deixar os clientes empolgados com o servi\u00e7o de\u00a0assinatura.\u00a0<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=XlNuFgSZcI4\" class=\"lazy-video-link\" data-lazy-video=\"XlNuFgSZcI4\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"pt\" data-thumb=\"https:\/\/img.youtube.com\/vi\/XlNuFgSZcI4\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/XlNuFgSZcI4\/maxresdefault.jpg\" alt=\"How Nespresso increased conversion rates with RCS for Business\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=XlNuFgSZcI4#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/XlNuFgSZcI4\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/XlNuFgSZcI4\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=XlNuFgSZcI4\",\n    \"name\": \"How Nespresso increased conversion rates with RCS for Business\",\n    \"description\": \"What do you do when 160 characters isn't enough to tell your story?\\n\\nIf you're Nestl\\u00e9 Nespresso SA, you create something entirely new.\\n\\nSinch is proud to have partnered with them to elevate their mobile messaging strategy. Using the interactive power of Google RCS for Business, they transformed a complex subscription process into a rich, conversational journey.\\n\\nThe outcome? A more intuitive experience for their customers and an impressive +11% uplift in conversion versus SMS.\",\n    \"uploadDate\": \"2026-04-14T17:25:37+00:00\",\n    \"duration\": \"PT2M17S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<h2 class=\"wp-block-heading\">Transformando clientes em detetives de caf\u00e9\u00a0com o RCS<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Com a ajuda da Sinch e\u00a0do Google, a Nespresso desenvolveu uma\u00a0experi\u00eancia interativa\u00a0com o\u00a0RCS\u00a0for Business. Eles constru\u00edram a\u00a0campanha em torno do tema &#8220;O Mist\u00e9rio do Caf\u00e9 Perdido&#8221; da Nespresso, convidando os usu\u00e1rios a se tornarem &#8220;detetives de caf\u00e9&#8221;.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Veja\u00a0como funcionou:\u00a0<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li>Os usu\u00e1rios com dispositivos compat\u00edveis recebem uma interactive RCS message rica, enquanto os demais recebem um Rich SMS conversacional.\u00a0<\/li>\n\n\n\n<li>A &#8220;investiga\u00e7\u00e3o&#8221; guiou os usu\u00e1rios por uma s\u00e9rie de perguntas\u00a0para descobrir\u00a0seus h\u00e1bitos e prefer\u00eancias de consumo de caf\u00e9.\u00a0<\/li>\n\n\n\n<li>O chatbot recomendou a m\u00e1quina de caf\u00e9 mais adequada e a oferta de assinatura ideal para suas necessidades.\u00a0<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Este projeto marcou um verdadeiro avan\u00e7o na nossa estrat\u00e9gia de CRM m\u00f3vel\u201d, disse\u00a0Arnaud\u00a0Caillon, Diretor de E-Business de CRM de Dados na Nespresso France. \u201cGra\u00e7as ao suporte das equipes da Sinch e do Google, conseguimos transformar uma oferta complexa em uma experi\u00eancia conversacional envolvente, alinhada com o storytelling da nossa marca.\u201d\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Impulsionando o\u00a0engajamento e as\u00a0convers\u00f5es\u00a0com o RCS\u00a0for Business<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A campanha apresentou\u00a0resultados ainda melhores\u00a0do que a Nespresso esperava. Juntamente com\u00a0uma\u00a0taxa de cliques de 15%\u00a0e uma taxa de conclus\u00e3o de 36%,\u00a0a experi\u00eancia conversacional de RCS\u00a0gerou\u00a02,3 vezes mais conclus\u00f5es\u00a0do que\u00a0a experi\u00eancia de fallback de Rich SMS.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comparado a outros canais, o RCS gerou\u00a09% mais convers\u00f5es do que o e-mail e\u00a0convers\u00f5es 11% maiores do que o SMS.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cEssa abordagem conversacional confirmou todo o potencial do RCS como um canal estrat\u00e9gico de relacionamento com o cliente\u201d,\u00a0disse Arnaud. &#8220;Isso abre as portas para cen\u00e1rios ainda mais personalizados sobre as prefer\u00eancias de caf\u00e9 e o universo Nespresso, conectados diretamente aos nossos fluxos de produtos ou adi\u00e7\u00f5es integradas ao carrinho.\u201d<\/p>\n","protected":false},"author":19,"featured_media":184588,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"customer_stories_industry":[657],"customer_stories_products":[650],"class_list":["post-196906","customer-stories","type-customer-stories","status-publish","has-post-thumbnail","hentry","customer_stories_industry-varejo","customer_stories_products-rich-sms"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como a Nespresso promove o engajamento do cliente com o RCS<\/title>\n<meta name=\"description\" content=\"Descubra como a Nespresso France usou o rich communication services (RCS) para levar os clientes a uma jornada em dire\u00e7\u00e3o ao seu programa de assinatura.\" \/>\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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