As a well-known fund management company in China, China Merchants Fund has a huge product system and user group, the company currently manages 33 open-end funds, and the average daily message sending volume of app alone has exceeded 100 million person-times. With the diversified development of social communication platforms, the number of message distribution channels facing the operation end is also increasing, and the increasingly complex message management and message sending urgently need a set of effective solutions or architectural systems to coordinate.
Thus, the concept of a message management middle office was proposed. As a leading mobile developer service provider in China, Aurora Mobile (NASDAQ: JG) has brought the unified messaging system UMS to help China Merchants Fund achieve multi-channel unified messaging, management and statistics, avoid duplicate construction, create a more intelligent, efficient and convenient message management middle platform, and further meet the core demands of enterprise cost reduction and efficiency increase.
9 channels and 1 station opened, and Aurora UMS defined a new generation of message center
As an important means for enterprises to reach user groups, feedback user behavior, and activate user value, messaging has always occupied an important position in operation. Among them, APP message push and SMS are the core channels that can reach and meet the needs of different types of users.
However, with the indiscriminate bombardment of various advertising and marketing information, the user's trust and attention to SMS continue to decline, and app message push is often placed in a state of silent notification, which cannot be successfully reached. For billion-level fund companies, the sending cost of daily expenditure should not be underestimated.
At the same time, the application of new message channels such as Mini Programs, public accounts, and DingTalk has also brought new problems to operators. On the one hand, cross-platform, multi-form message channels are bound to increase developers' R&D costs and maintenance costs; on the other hand, the operation side faces multi-channel, different templates of sending tasks, and needs to continue to repeat work, and the flexibility of message delivery is low, and the work pressure also increases exponentially.
The arrival of the message middle platform - Aurora UMS has brought more convenience to the multi-channel message transmission and management of China Merchants Fund. The product fully covers mainstream message channels such as App, WeChat public account, enterprise WeChat, WeChat Mini Program, SMS, email, Alipay life number, DingTalk, etc., and is also compatible with 5G messaging. When operators send multi-channel messages, Aurora UMS can help operators quickly manage the upstream request system and downstream transmission channels, and only need one docking to meet the message transmission of all channels, greatly reducing operational pressure.
In addition, Aurora UMS has innovatively upgraded the template management function, which can create single and multi-channel templates, preset message content, format and variables, so as to achieve one-time variable value transmission, multi-channel matching, and easy to send daily fund news. In the face of more complex management processes for customers in the financial industry such as China Merchants Fund, Aurora UMS has also designed the functions of member roles, message review, benchmarking enterprise organizational structure, separation of permissions, and security.
While completing the sending task, Aurora UMS also supports the integration of the transmission statistics of each channel, so as to help the operator observe the result data such as transmission frequency, delivery quantity, click rate and so on from multiple dimensions such as time, user, channel, and channel, and analyze the message transmission situation and trend at different times and in different scenarios, so as to assist the operator to form an intelligent and accurate sending strategy.
Innovative service 1+1>2, product-effect synergy injected into the "variable" value
As a diversified and intelligent messaging middle office product, Aurora UMS is more than just "sending". From sending co-ordination to back-office decision-making, Aurora UMS is giving full play to the advantages of 1+1>2 in the middle office, bringing more "variable" value to user operations such as promoting the transformation of China Merchants Fund.
For China Merchants Fund, the message sending task is not a static mechanical behavior, but a flexible response to different scenarios, different user groups, and even different businesses. For example, when issuing major news, market conditions and other news related to the interests of users, the operation side expects to better arouse user attention and trust, so instant, high-speed and accurate delivery is crucial. Aurora UMS provides a variety of sending strategy creation options, the operation side through real-time, timed sending, can effectively enhance the user's attention to the message, increase user viscosity; through the pre-creation of reissue strategy, but also can better ensure the blacklist, silent notification and other scenarios of the message delivery efficiency, to avoid users miss important transaction information, enhance the credibility of the platform, thereby greatly improving the retention rate and activity of high-quality users.
In addition, Aurora UMS also has a thousand people intelligent sending strategy, through the multi-channel variable template, multiple channels in the variables common, when sending messages, using a template to different users to pass different parameters, you can achieve efficient notification reminders of thousands of people.
"We attach great importance to the user experience, and highly active user communication can bring more incremental value in the future." The relevant person in charge of China Merchants Fund said: "We chose Aurora UMS as the middle platform of message management, which is precisely to value its efficient and high-quality overall planning and decision-making ability under the complex and heavy sending needs, effectively improve the user's new, promote and retain the conversion effect, and on the basis of reducing costs and increasing efficiency, help us consolidate the bridge of communication with users, close the user relationship, and finally realize the intelligent and refined management of user operation." "