VK Customer Experience Hub

The main articles are:

• Data management
• CRM (Customer Relationship Management System)
• Business Intelligence Definition

2024: Accessibility to freelancers and agencies

On April 10, 2024, the VK platform for self-dealing with customers became available to businesses, freelancers and agencies. With its help, you can automate interaction with buyers in one window and without IT specialists - from first acquaintance to repeated sales - in all channels, including mail, instant messengers, SMS and social networks. The service will increase the speed of processing requests, simplify communication with customers and reduce the burden on employees. The platform is based on the VK Customer Experience Hub marketing and data automation solution.

𝓲

Фото: VK

Client experience consists of dozens of contacts with business - from advertising on the Internet, to how quickly and efficiently the issue in the support service was resolved. It is difficult, long and not always effective to manually take into account the experience of each buyer. On the no-code platform, you can independently automate the entire chain of interaction with customers and analyze its impact on sales. Companies and entrepreneurs who find it difficult to work with marketing tools themselves will be able to choose a certified partner on the service website, "said Maxim Zenin, Deputy Commercial Director for Advertising Products and Innovations at VK.

Ready-made templates and visual script designer are available on the platform. With their help, you can quickly create a chat bot for instant messengers and configure email and SMS mailings for different groups of clients. For example, a chatbot will answer popular questions, and if necessary, it will transfer the dialogue to the operator. Using mailings, the business will simplify the adaptation of new customers and motivate those who are already familiar with the company's goods or services to re-purchase.

You can connect external solutions to the service: VK Advertising and myTarget, CRM systems, payment processing tools and others. Thanks to this, in one place, the business can solve most tasks in working with clients: collect and process applications, segment the audience, automate the sales funnel and personalize communication with users.

Specialists will be able to complete training and become certified partners of the VK Customer Experience Hub. For agencies and freelancers, this is an opportunity to expand the customer base and increase revenue. For business - optimize work with buyers and increase sales with the support of professionals. The list of certified partners is available on the platform website and will continue to expand.

2022: Business opportunity to create your own chatbot

VK has expanded the VK Customer Experience Hub platform. Thanks to this, the business will be able to create its own chatbot in 15 minutes to answer customer questions, record them for services, book tables in restaurants and solve other problems. The service is already available in a closed test at the Technology Beta Center for Business Promotion - VK announced on November 30, 2022.

"We launched the VK Customer Experience Hub platform a year ago. With its help, companies manage their data and personalize communication with customers in different channels. The solution is based on VK's own technologies, which are actively used in other products of the company for business. As of November 2022, the platform processes over 2 million events per minute and sends more than 350 million personalized communications per month. When developing the service, we studied practices and tried to make it so simple that any user could create their own chatbot in 15 minutes, "comments Maxim Zenin, Deputy Commercial Director for Advertising Products and Innovations at VK.

Dozens of ready-made scenarios will be available on the service, which each business will be able to quickly adapt to itself in order to launch a chatbot. For example, to answer frequent questions, register participants for an event, plan to send SMS, or send messages to people who added the item to the cart but did not buy it.

A ready-made chat bot can simply be installed in different channels - in a community in social networks, an account in a messenger or on a website. In the future, the capabilities of the service will expand: it will be possible to connect internal systems, knowledge bases and advertising cabinets to it. This will help algorithms learn faster so that the user can get an answer to any question without the help of support staff.

2021: Expanding the VK Ecosystem in Business Solutions

On November 9, 2021, VK announced the launch of the VK Customer Experience Hub, a technology platform that allows companies to improve the customer experience of users at all stages of the sales funnel. With the platform, businesses can build and automate personalized communication strategies based on data. This allows you to show your customers key messages in the relevant channels at the current time. Using the solution, you can take into account the experience of user interaction with a business or product and optimize communication scenarios in different channels, depending on the behavior of the audience. This approach provides an opportunity to increase consumer loyalty and engagement, reduce their outflow and acquisition costs, and increase sales. The VK Customer Experience Hub is based on the company's PREDICT, Tarantool and VK Cloud Solutions algorithms and technologies and is integrated with VK ecosystem solutions.

"Due to the fragmentation of communication channels and the growing need for working with data, it becomes more difficult for companies to personalize communication with their customers. To help partners meet their business challenges, we have developed a platform using technologies and solutions that have already proven themselves to work with high-load systems. This area will allow companies to qualitatively improve the experience of their customers. The VK Customer Experience Hub enables businesses to centrally and simply work with data from all their sources and automate customer communications across channels. And if the company does not yet maintain its own CRM base using ML algorithms, we can form impersonal audience segments to show ads on the resources of the VK ecosystem and partners, "- comments Maxim Zenin, Deputy Commercial Director for Advertising Products and Innovation at VK.

The platform consists of two modules: Customer Experience Platform (CXP) and Customer Data Platform (CDP). CXP is a module for analytics and the formation of strategies for personalized communications with business customers. CDP is a module for processing and storing company data from various sources and managing it, including segmentation and profiling of audiences based on stable IDs (Universal IDs).

Communication channels

With the platform, you can automate cascading personalized communications in different channels: through, SMS- email mails, messages social networks in,,, Vkontakte messengers widgets on the platform, VK Mini Apps push notifications in. mobile applications

VK Customer Experience Hub is seamlessly integrated with advertising platforms myTarget and VKontakte. This allows you to launch marketing campaigns on VK ecosystem resources and in the advertising network and quite accurately reach the target audience among more than 90% of users. RuNet

The use of extensive advertising opportunities and tools in addition to direct communication channels allows you to quickly launch campaigns to attract audiences and work with current customers. Thanks to this, the business can communicate with users in channels that are priority for them and offer current goods or services in order to increase conversion rates.

The integration of the platform with its own ecosystem service - "VK Checkback" - makes it possible to use additional mechanics of online and offline shopping validation, involve users in promotions and increase the business's own CRM customer base.

Working with Data

With the VK Customer Experience Hub, you can aggregate, store, and manage company data from multiple sources. For example, to profile the audience of the company's clients (CRM) on the basis of impersonal data more than 90% of Runet users and create custom segments - both according to their own data and according to the VK ecosystem. This makes it possible to form groups of users with general characteristics by portrait of the audience and by experience of interaction with the brand. Thus, companies can single out users who have not made a purchase, form groups of consumers of certain product categories or segment the audience by key features.

In addition, the VK Customer Experience Hub allows you to deduplicate data from different sources for promotion on myTarget and "Vkontakte" advertising platforms using stable IDs. This approach helps to highlight unusual users, improve the effectiveness of advertising campaigns through deeper analytics and high-quality segmentation.

The platform also provides the ability to test hypotheses by running A/B tests and receive insights about consumer behavior. Based on these data, brands can not only increase the efficiency of communications, but also solve current business problems - for example, improve the quality of support services or optimize the product.

"Our mission is that with the VK Customer Experience Hub, companies can independently launch and optimize the entire customer experience chain and improve their user experience without involving IT professionals. We see that this allows the business not only to increase the profitability of costs, but also to increase the effectiveness of the data strategy at all stages: from collecting and processing data to activating it in communication campaigns. This is especially true in conditions when attracting a user costs a business more than retaining current customers, "- adds Maxim Zenin, Deputy Commercial Director for Advertising Products and Innovation at VK.

One of the first VK Customer Experience Hub tested the Purina brand. According to the company, for 10 months of 2021, the brand managed to expand the CRM customer base by 65% compared to 2020, including using the projects of the VK ecosystem - "Pets of Mail.ru" and "VK Checkback." The platform allowed not only to automate the process of working with data and speed up the formation of audience segments, but also to increase user involvement in communication by 20%. In addition, thanks to the developed strategy for personalizing communication with clients, Purina increased the opening rate of email mailings by 13 percentage points. and reduced the percentage of unsubscribes.

"Pet owners are an extremely versatile audience, and the right use of data helps us in areas ranging from building personalized communication to optimizing the cost of targeted media contact. The integration of the VK Customer Experience Hub with VK Checkback allowed us to distribute product samples and personalize offers for different segments of the audience. And the ability to show ads based on Universal ID, in turn, helped broadcast an appropriate message to audiences from our CRM on VK ecosystem projects where our consumer expects it, "- comments by Alexandra Kravchenko, Digital Group Head Purina.

Platform functionality will continue to expand. VK Customer Experience Hub customers will have access to chat bot scripting designer in instant messengers, data visualization tools and expanding the capabilities of loyalty and landing programs. Companies will be able to use even more solutions and channels for personalized communication with the audience, including Promo Builder.

An important area of development of the platform is further integration with VK ecosystem solutions and technologies for users and for business, as well as the expansion of affordable inventory and communication channels in partnership with other market players.

At the current stage, you can work with the platform with support for the VK command. In the future, the VK Customer Experience Hub will be available to companies to self-launch and automate personalized customer communications strategies.