Contour Segment + (formerly Customer Base Reactivation Service)

2025: Renaming to "Segment +" and adding "Feedback Trap"

Additional features have been added to the Customer Feedback Service from Contour. The developer announced this on February 19, 2025.

The "Feedback Trap" in the Segment + service (formerly Scena, also the Client Base Reactivation Service) allows you to request customer feedback and filter negative ones.

This tool will allow you to request feedback using any selected trigger/event and invite the client to place feedback on a convenient site. In the event that the customer gives a score from 1 to 4 on a 5-point scale, the system will ask for clarification to understand why such a score is given. This will open up the opportunity for businesses to work out the negative and improve the quality of service without reducing the rating on recall sites.

If the customer score is 5, the Feedback Trap will send the customer a prepared message with reference to the sites where the feedback can be left. After this scenario starts working, in the personal account of the service, the company will be able to see all customer responses, quickly respond to negative reviews, thereby maintaining customer loyalty.

In the spring of 2024, a Scena product called Customer Base Reactivation Service was integrated into the ecosystem for the Contour business. The service expands the capabilities of businesses to build a more targeted and productive chain of interaction with customers in the service sector. In the winter of 2024-2025, the service is experiencing a new round of development, so the name "Segment +" was chosen for it. The + segment simplifies the management of the company's reputation, and helps to better understand the needs of customers, to offer an individual approach.

The service team will continue to innovate, help companies build and learn customer experience to build personalized and effective customer communications.

{{quote 'author=said Roman Kuvychkin, Head of Sales Automation and Marketing Services in Contour. | Our goal is to replenish the ecosystem of the Contour with services that will allow the business to close the tasks of attracting and retaining customers. The + segment, the first of them, already helps to collect the client's profile, build personalized communications taking into account his preferences, form a client-centric approach, without which the business can hardly develop in modern realities,}}

2024: Purchase of Scena.one service "SKB Kontur"

SKB Kontur acquired the service of analytics and automation of communications with the client base Scena.one. On April 26, 2024, representatives of SKB Kontur informed TAdviser about the transaction, the terms of which were not disclosed.

The Scena.one service was integrated into the ecosystem for the Contour business, and the entire Scena.one platform team was included in the Contour structure.

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This transaction was the next step of SKB Kontur in the development of its customer-centric ecosystem for business. As noted in the company, the customer base reactivation service (ex. Scena.one) expands the capabilities of its partners to build a more targeted and productive chain of interaction with their customers in the service sector.

It is based on artificial intelligence which the service aggregates data CRM systems about the preferences of existing and temporarily inactive customers and allows you to predict their future needs. Based on the information received, the service forms a personal offer and directs it through popular ones. messengers This algorithm is designed to increase customer loyalty, increase the frequency of visits and the average purchase check.

The service operates in the markets of client data platforms (CDP), artificial intelligence solutions for business and b2c services. According to SKB Kontur estimates, the potential number of platform users is over 300 thousand companies, primarily in retail and services.

The service market Russia is rapidly developing: over the past couple of years, it has grown 2.5 times. Due to the active transition of sales and communications to online, the business has more and more digitized data on customer preferences. We have acquired one of the promising solutions on the market, which will expand the capabilities of the Kontur ecosystem in the segment small and medium-sized businesses and will become an additional tool for our partners, - commented on the deal, Mikhail Srodnykh General Director of SKB Kontur.

According to him, in general, the product does not require a long implementation, while it allows you to automate and personalize communication, activate customers and increase revenue.