Author: Fernando dos Santos Rodrigues

EMPRESA BRASILEIRA DE CORREIOS E TELÉGRAFOS

AGENCY CUSTOMER SERVICE CONCEPT

EXPERIENTIAL MARKETING

Experiential Marketing can be incorporated into

State-owned enterprises?

GENERAL CONTEXT

The central element of this research was to investigate how the marketing of experience can help public companies from Brazil to connect the consumer with your brand relevant and memorable way, thus moving away from the traditional model to show features and benefits of products and services.

Is a relatively new concept in Brazil, having been already used in countries such as England, the United States of America, France, Belgium, Portugal, Germany, Japan, Australia, among others. This approach is interesting because it offers a diverse response to the increasingly negative reaction of consumers in relation to form the traditional marketing.

CASE: AGENCY CUSTOMER SERVICE CONCEPT

Through experiential marketing, can be met with an interaction between a brand and its consumers, aims to offer pleasant experiences to the Group of potential customers, being able to generate a positive and permanent relationship with the brand.

With the change of perception of consumers in choosing the brand by intangible value and no longer by the technological value, people are choosing to spend their money with interesting and positive experiences, or better, with the experience and with the rewarding moments that bring emotional benefits than only with products and services.

EMPRESA BRASILEIRA DE CORREIOS E TELÉGRAFOS

The agency concept post office was opened in 6/3/2014 in the city of Brasília District Federal of Brazil, brought great innovation the first self-service terminal for sending and receipt of orders. Containing

430 square meters, the Unit received new ambiance, modern look, with unique areas and items

that take into account environmental sustainability, such

as water-saving faucets and furniture produced with certified

wood.

The self-service terminal enables customers to withdraw their

orders using previously passwords sent by SMS or email.

In addition to passwords, you may request customer’s electronic signature. The

terminals also have front-facing camera, which brings more security at the time of the

transaction..

BRAZIL POST OFFICE

CHALLENGE: The Agency post Concept was developed an interactive project that offers electronic digital games, provision

of packaging images in 3D augmented reality, audiovisual message with 3D information, products and other services of the

post office.

INVESTMENT IN LOGISTICS AND E- COMMERCE BY THE STATE COMPANY-

POST OFFICE.

DIFFERENTIATING THE BRAND EXPERIENCE MARKETING

AGENCY

CONCEPT

POST OFFICE

The use of experiential marketing in state institutions is not so easily applied as is in private companies, which can vary from institution to institution their applicability with regard to policies and rules of this concept. The intention is to provide good quality service and thus make a difference in the way of meeting the needs of society as a whole.

In this example of experimental hybrid, the State mail and Telegraph Company - managed to create in a single space, an innovative idea for you to experience the values and the main features of the mark. In addition to the modern design, the Agency Concept, you will find important attributes: Convenience and sustainability, service excellence, accessibility and comfort, and most importantly, gives the company a quality service by improving the efficiency of management publishes being a model to be copied by other State bodies.

AGENCY COSTUMER SERVICE CONCEPT - Example of experimental hybrid-owned

company-Post Office

DISSEMINATES MEDIA AGENCY CONCEPT

VISIT ONLINE: https://www.youtube.com/watch?v=qiC1xus7IOk&feature=youtu.be

Important to note that the use of experiential marketing is still shy in Brazil but has been gaining strength in this integration between customer, product and brand. In the public sector is something new to be assigned before the provision of service to the citizen. Despite the concept Agency be cited as one of the pioneering State-owned enterprises in creating emotional bonds , is still very small considering the number of existing public companies in Brazil.

Thus, the use of experiential marketing in public administration can be applied to various key sectors of society, such as education, security, health and others. There is a complexity of marketing in the public sector and improve services to Brazilians citizens, being open to new discussions and proposals of other methods that can exploit with greater accuracy the relationship of the Government with the citizen.

EXPERIENCE MARKETING

“

”Santa Claus Post Office - take your card and make a child happy

In the experiential field, the State-owned post office has other projects, one of the

projects is linked to the social area. Held for more than 20 years, the Santa Claus Post Office is one of the largest Christmas Brazil’s social

actions.

the campaign includes, besides the letters from

children of society who write directly to Santa Claus, letters

from school children from public schools( until the 5th grade of elementary school ) and partner institutions such as kindergartens, shelters,

orphanages and other social centers.

FINAL CONSIDERATIONS

Even with the various difficulties of a State-owned company, the post Office managed to create an

innovative space that offers self-service terminal with possibility of access after business hours, free Wi-Fi, video wall, executive room for negotiation service, sale of own

and third parties products, in addition to the products and services that you already know, our special service SEDEX

and Postal Bank banking service.

‘s presentation sought to bring into discussion the concept of experience marketing bringing reflections on

the subject, possibility of dialogue about the user experience on public sector so inherently to the Brazilian

consumer Behavior, marking it clear that the use of marketing in public institution has the purpose of bringing

government and citizens not of fool them by hiding the deficiencies of public administration.

REFERENCES

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KOTLER, Philip; LEE, Nancy. Marketing no Serviço Público: um guia para um desempenho mais eficaz. Porto Alegre: Bookman, 2008.

PRICEWATERHOUSECOOPERS. O futuro da prestação de serviços públicos: Atendendo à expectativa do cidadão. Disponível em:<https://www.pwc.com/en_GX/gx/psrc/pdf/the_road_ahead_for_public_service_delivery_brazil.pdf>. Acesso em 29 Mar. 2014.

PRICEWATERHOUSECOOPERS. Repensando o Governo: Inovação no Setor Público. Disponível em: <http://www.pwc.com.br/pt_BR/br/estudospesquisas/assets/rethinking-gover-11.pdf>. Acesso em: 10 Abr. 2014.

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