{"id":210133,"date":"2026-09-15T11:25:43","date_gmt":"2026-09-15T11:25:43","guid":{"rendered":"https:\/\/sinch.com\/messaging\/customer-stories\/macif-2\/"},"modified":"2026-09-15T11:37:07","modified_gmt":"2026-09-15T11:37:07","slug":"macif","status":"publish","type":"messaging_cstories","link":"https:\/\/sinch.com\/pt\/mensagens\/cases-de-clientes\/macif\/","title":{"rendered":"Como a Macif se reconectou com os clientes por meio do envio de mensagens RCS relevantes"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Com quase 5 milh\u00f5es de pessoas seguradas muito satisfeitas (92,8% recomendariam), <a href=\"https:\/\/www.macif.fr\/assurance\/particuliers\/complementaire-sante-prevoyance\/complementaire-sante\">Macif<\/a> oferece seguro para o que mais importa para as pessoas desde 2009 \u2013 seus carros, casas, sa\u00fade e poupan\u00e7as. Ao identificar a necessidade de alcan\u00e7ar os clientes de forma mais pr\u00f3xima, a Macif buscou a parceria ideal para ajudar na inova\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Desafio: envio de mensagens inovador<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A Macif enfrentava um &#8220;congestionamento&#8221; nos canais de comunica\u00e7\u00e3o tradicionais; por isso, quis testar uma abordagem mais inovadora para avaliar o impacto na taxa de retorno. Idealmente, o objetivo era ver  <a data-entity-substitution=\"canonical\" data-entity-type=\"node\" data-entity-uuid=\"de78ec98-18fd-4207-976c-82c04adb0325\" href=\"https:\/\/sinch.com\/pt\/blog\/ferramentas-de-engajamento-do-cliente\/\">melhorias no engajamento<\/a>, mas a empresa tamb\u00e9m queria se reconectar com os clientes inativos no banco de dados, buscando retomar o relacionamento e gerar mais neg\u00f3cios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Era fundamental para a Macif contar com uma parceria que oferecesse o suporte necess\u00e1rio nessa nova empreitada \u2013  <a data-entity-substitution=\"canonical\" data-entity-type=\"node\" data-entity-uuid=\"7f8d2922-e300-427e-8bd7-4cb940db99a2\" href=\"https:\/\/sinch.com\/blog\/conversational-customer-service-tools-and-tips-build-lasting-relationships\/\">o envio de mensagens conversacionais ou bidirecionais<\/a>  n\u00e3o era algo com o qual tivessem familiaridade.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Solu\u00e7\u00e3o: iniciar uma conversa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Adotar uma comunica\u00e7\u00e3o mais conversacional e com  <a data-entity-substitution=\"canonical\" data-entity-type=\"node\" data-entity-uuid=\"e69e8181-7feb-4709-9f04-c3cd11bbb931\" href=\"https:\/\/sinch.com\/pt\/mensagens\/conversation-api\/rich-sms\/\">m\u00eddia rica<\/a>  \u00e9 a especialidade da Sinch \u2013 a equipe da Macif estava em boas m\u00e3os.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ap\u00f3s um r\u00e1pido chat com a Sinch, ficou \u00f3bvio que o Rich Communication Services, ou RCS, seria a melhor forma de alcan\u00e7ar resultados r\u00e1pidos e eficazes. Com taxas de abertura e de engajamento tradicionalmente altas gra\u00e7as \u00e0s imagens e v\u00eddeos na mensagem, uma campanha enviada por RCS tinha o potencial n\u00e3o apenas de gerar uma resposta positiva (literalmente) dos clientes devido \u00e0 familiaridade do canal, mas tamb\u00e9m de construir confian\u00e7a na Macif como marca gra\u00e7as \u00e0s oportunidades de branding dispon\u00edveis na plataforma.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Sinch ajudou a Macif a colocar a nova campanha no ar, ofereceu suporte durante o processo de design e envio e ajudou na an\u00e1lise p\u00f3s-campanha para avaliar o impacto que o uso do RCS como um novo  <a data-entity-substitution=\"canonical\" data-entity-type=\"node\" data-entity-uuid=\"f90d8f64-a33a-4f6a-a80a-c232904c43e7\" href=\"https:\/\/sinch.com\/blog\/cpaas-conversational-ai-what-makes-sinch-stand-out\/\">envio de mensagens conversacionais<\/a> canal teve nesta campanha.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-11124\" width=\"1382\" height=\"1068\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/macif_image_handset.png\" alt=\"macif handset\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/macif_image_handset.png 1382w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/macif_image_handset-300x232.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/macif_image_handset-768x594.png 768w, https:\/\/sinch.com\/wp-content\/uploads\/2024\/08\/macif_image_handset-1024x791.png 1024w\" sizes=\"(max-width: 1382px) 100vw, 1382px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Resultados: resultados instant\u00e2neos<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Um dos grandes pontos positivos do RCS \u00e9 ser enviado por um canal que j\u00e1 deixa a maior parte da base de usu\u00e1rios confort\u00e1vel \u2013 a pr\u00f3pria  <a data-entity-substitution=\"canonical\" data-entity-type=\"node\" data-entity-uuid=\"7b9d500a-f0c1-493f-9774-78cfe10abc7f\" href=\"https:\/\/sinch.com\/pt\/mensagens\/sms-api\/\">SMS<\/a> caixa de entrada nativa. Foi essa familiaridade que ajudou a impulsionar os resultados positivos vistos quase instantaneamente pela Macif. A disponibilidade de um estilo de comunica\u00e7\u00e3o mais conversacional tamb\u00e9m teve um efeito significativo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em compara\u00e7\u00e3o com campanhas anteriores que usaram  <a href=\"https:\/\/sinch.com\/pt\/mensagens\/conversation-api\/rich-sms\/\">Rich SMS<\/a> (e n\u00e3o o RCS), a taxa de cliques desta campanha teve um aumento de 100%. E, em compara\u00e7\u00e3o com os resultados de campanhas de e-mail anteriores, os n\u00edveis de engajamento e as taxas de cliques triplicaram.<\/p>\n","protected":false},"author":19,"featured_media":60296,"template":"","meta":{"_acf_changed":false},"class_list":["post-210133","messaging_cstories","type-messaging_cstories","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Como a Macif retomou intera\u00e7\u00f5es significativas com os clientes | Sinch<\/title>\n<meta name=\"description\" content=\"A Macif decidiu se reconectar com os clientes inativos e melhorar as taxas de resposta. Descubra como o RCS da Sinch fez as taxas de engajamento dispararem!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sinch.com\/pt\/mensagens\/cases-de-clientes\/macif\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Como a Macif retomou intera\u00e7\u00f5es significativas com os clientes | Sinch\" \/>\n<meta property=\"og:description\" content=\"A Macif decidiu se reconectar com os clientes inativos e melhorar as taxas de resposta. 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