Genesys - Creating More Personalized Mobile Marketing Strategies That Drive Value

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Creating More Personalized Mobile Marketing Strategies That Drive Value

Creating More Personalized Mobile Marketing Strategies That Drive Value

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  • 1. Creating More Personalized Mobile Marketing Strategies That Drive Value July 16, 2014
  • 2. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Lindsay Frazier Mobile Marketing Offer Lead Genesys Chris Connolly Strategic Director, Digital Channels Genesys Speakers
  • 3. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Today, you will learn… Why personalization matters to your bottom line 1 2 3 How to create personalized experiences across multiple touchpoints & channels Best practices, examples and tactics for personalizing your mobile marketing programs
  • 4. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.  Market Leader in Customer Experience Solutions – Available in the Cloud and On Premise  Award-Winning Customer Engagement Platform  Top 10 Largest Private Software Companies Globally  Top 50 Largest Software Companies Globally  Over 4,000 customers in 80 countries  100 million+ customer interactions managed daily  5 cloud acquisitions in last 12 months Gartner 2013, 2014 - Leader in Contact Center Infrastructure Magic Quadrant Frost & Sullivan 2013 - Company of the Year Contact Center Systems 2013 - Global Workload Mgmt Innovation Award
  • 5. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Engage your customers where they interact Connect experiences across the customer lifecycle Maximize revenue, reduce costs, and improve loyalty Genesys Mobile Engagement Offering We simplify multi-channel mobile marketing to help you create personalized conversations that lead to great mobile customer experiences and drive tangible business results
  • 6. Why Personalization Matters
  • 7. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Personalization is Important to the Bottom Line More Business Value Increased Loyalty Better Customer Experiences Personalization
  • 8. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Personalization is Important to the Bottom Line More Business Value Increased Loyalty Better Customer Experiences Personalization • Personal & contact info • Demographics • Communications history • Purchase & activity history • Loyalty & account info • Preferences • Location • Most recent activity
  • 9. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Personalization is Important to the Bottom Line More Business Value Increased Loyalty Better Customer Experiences Personalization The revenue impact from a 10 percentage point improvement in a company’s customer experience score can translate into more than $1 billion. Sources: eMarketer, Forrester, Genesys 50% of US cross-channel shoppers expect to be offered promotions or merchandise that reflect their past online shopping behavior and purchases U.S. companies lose $83 billion each year due to bad customer experiences. By 2020, customer experience will overtake price and product as the key brand differentiator
  • 10. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Personalization is Important to the Bottom Line More Business Value Increased Loyalty Better Customer Experiences Personalization JetBlue stated that a customer who is a PROMOTER is worth $33 above the average value of its customers, while a DETRACTOR is worth $104 below average. Source: Customer Experience Matter Blog: “CX Insights from Marriott and JetBlue”
  • 11. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Personalization is Important to the Bottom Line More Business Value Increased Loyalty Better Customer Experiences Personalization Create tangible business value through increased revenue and reduced costs 94% of customers with low effort will repurchase 46% of cross-channel shoppers would buy more from retailers that personalized the shopping experience across channels Source: CEB, eMarketer
  • 12. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Poll Question How would you rate your organization’s current use of personalization across multiple channels to create better customer experiences?  5 – Excellent  4 – Very Good  3 – Good/Average  2 – Fair  1 – Poor or Non-Existent
  • 13. Creating Personalized Experiences Across Multiple Touchpoints & Channels
  • 14. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Frost & Sullivan Omni-channel is all about ensuring that data and context from initial contact carries over to subsequent channels — reducing customer effort, improving the customer interaction, and enabling the business to tailor the customer journey.
  • 15. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. y Marketing/Sales/ServiceMarketing/Sales/Service Multi-Channel vs. Omni-Channel: Simplified Multi-Channel Omni-Channel
  • 16. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. The Challenge with Multiple Channels • Various devices, CRM platforms and marketing programs create fragmented data about consumers • Data is just data until you can act on it in a meaningful way Collect Info & Monitor Behavior Perform Actions Based on Data Store & Organize Data
  • 17. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Customer Journeys Are Varied EMAIL IN-STORE WEB/ mWEB SMS/MMS SOCIAL CONTACT CENTER ServiceTransactionConnectionAwareness APPS
  • 18. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Customer Journeys Are Varied APPS EMAIL IN-STORE WEB/ mWEB SOCIAL CONTACT CENTER ServiceTransactionConnectionAwareness SMS/MMS
  • 19. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. From Anonymous to Verified Targeted Ad Post-Sale SupportTargeted Email Anonymous Identified Verified Web Research Cart Abandonment Sales Associate Experience Survey
  • 20. Best Practices, Examples & Tactics for Personalizing Mobile Marketing Programs
  • 21. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. WEB BROWSING SHOPPING ENTERTAINMENT SOCIAL NETWORKING RESEARCH REVIEWS GET HELP
  • 22. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Static Data/Previous Actions  Name  Contact info  Home address  Demographics  Purchases  Loyalty # and points  Stated preferences  Past behavior  Interactions w/customer service  Customer value/segment Real-Time Information  Web page browsing  Current location  Device type  Channel  Time of day  Search entries  Most recent activity Leverage all the contextual data available to create consistent, personalized, and relevant conversations
  • 23. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Recognize Moments & Take Action Take proactive action with customer in real time or at a later date • WHO the customer is • WHAT they need • WHEN and WHY they contacted us or we contacted them • WHICH channel is being used • HOW the business wants to help them CONTEXT RULES
  • 24. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. First, Collect the Info… • Use the mobile channel to increase speed and reduce effort • Create a Preference Center • Ask for express consent opt-in • Utilize your loyalty program, CRM and purchase data
  • 25. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Account # 123456789 Reward Points 750 First Katy Last Perry Mobile # 703-403-1212 Email katyperry@gmail.com Zip 22201 Gender Female Birthday 03/15/1977 Recognizing Moments: Birthdays & Anniversaries Utilize customer profile info to send relevant communications, as well as surprise & delight members
  • 26. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Recognizing Moments: Loyalty Program Updates & Milestones
  • 27. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Recognizing Moments: Survey Opportunities • Trigger survey upon completion of customer service activity • Close the loop with unhappy customers
  • 28. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Recognizing Moments: Reminders & Status Updates • Text in for status • Push out automated status updates based on activity or stage in process • Reduce inbound calls
  • 29. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Recognizing Moments: Location & Timing • User-supplied address or zip code • Mobile carrier query • IP address lookup • GPS • HTML5 mobile web • Native app • Passbook • Beacons Location Timing • Enters a store or location • Clicks on an ad or link in SMS • Responds to a marketing promotion • Watches a video • Posts to social media • Makes a purchase • Flight is leaving soon
  • 30. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. • 17% click-through rate for personalized rewards offers via SMS • SMS redemption rates significantly higher than typical direct mail • 10% redemption rate of mobile coupon – in less than 3 hours! • $15 in incremental sales for each $1 spent Regional Superstore Chain Mobile Personalization Drives Tangible Results Convenience Store • Pre-paid top-up reminder doubled on-time replenishment rates and lowered churn U.S. Mobile Operator
  • 31. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Recognizing Moments: Showrooming “Amazon is stealing my profits!” Customers are increasingly using mobile devices in store to make more informed purchases and then buy the same or similar product elsewhere.
  • 32. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Customer is browsing items in store and scans QR code, or a Beacon recognizes the customer is in proximity Conversation Manager Task Distribution Capture Context Store associate is alerted in real time about a potential sale and is shown suggestions about he should talk about Context is captured for use in another channel in the future http://store.mobi/F5fSs3 Recognizing Moments: Showrooming
  • 33. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Recognizing Moments: Showrooming
  • 34. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Customer has been sent an SMS or Email regarding a new offer from the company IVR application is aware of the outbound SMS/email activity and is able to infer the customer intent Customer picks up the phone and calls the company The right agent is selected Screen pop shows entire customer history Conversation Manager Recognizing Moments: Phone Call Triggered by Marketing Campaign
  • 35. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. • Instant click to call or call scheduling • Capture browsing history (context) • Identify location • Bypass duplicate authentication • Trigger chat based on rules • Use push or SMS to send follow up Recognizing Moments: Mobile Assisted Customer Service
  • 36. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Case Study: Missed Opportunity • Recognize a moment (purchasing a part for an old VW bus) • Tailor marketing and CRM communications to capture $$
  • 37. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. • What do I know about this customer? • What actions have they taken in the past? • What action are they taking right now? • What action do I want him/her to take next? • What channel should I use to communicate?
  • 38. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. What Problems We Can Solve • Showrooming • Anonymous customer journeys • Marketing sales attribution • Reverse CRM • Service resumption • Call deflection • Connecting Marketing with Care • Making data actionable
  • 39. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Delivering End-to-End Mobile CX CONVERT ENGAGE REWARD & INFORM CARE & SUPPORT RETAIN & GROW Genesys End-to-End Mobile CONNECT Harvard Business Review The Truth About Customer Experience “Touchpoints matter, but it’s the full journey that really counts.” Only Genesys offers a comprehensive vision for mobile customer journeys
  • 40. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Summary 1. Mobile should be a core component of your omni- channel marketing and communications strategy 2. A great personalization strategy utilizes customer info, past behavioral data and real-time actions 3. Recognize moments and take action
  • 41. © 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved. Exclusive for Webinar Attendees FREE ASSESSMENT OF YOUR PERSONALIZATION STRATEGY 60-minute phone call + recommendation plan within 7 days Contact mobilemarketing@genesys.com
  • 42. Q & A
  • 43. thank you Lindsay Frazier – Mobile Marketing Offer Lead lindsay.frazier@genesys.com Chris Connolly – Strategic Director, Digital Channels christopher.connolly@genesys.com