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Activating 1 to-1 Customer Service Relationships with Mobile
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Activating 1 to-1 Customer Service Relationships with Mobile

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Organizations like the National Dating Abuse Helpline (NDAH) and DoSomething.org have found overwhelming success using mobile to connect with their constituents. This success stems from the fact that …

Organizations like the National Dating Abuse Helpline (NDAH) and DoSomething.org have found overwhelming success using mobile to connect with their constituents. This success stems from the fact that mobile establishes a direct, 1-to-1 connection with the end user, as opposed to a more impersonal, 1-to-many interaction.

Brands and agencies should take note, as this same line of thinking applies to consumer-focused, customer service communication. Drawing on best practices from organizations like NDAH and DoSomething.org, for-profit corporations can learn to modernize customer service communication and retain lasting customer satisfaction.

Viewers will walk away understanding what type of mobile communication produces 1-to-1 customer relationships, as well as the process for monetizing these best practices.

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  • 1. Waterfall Industry* Insights * Activating 1-to-1 Customer Service Relationships With Mobile Kane Russell Vice President of Marketing Waterfall Mobile 1Tuesday, August 13, 2013
  • 2. Corporate ๏ Founded August 2005 ๏ Offices in SFO (HQ), Austin & NYC ๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS, IVR, Passbook, QR Codes, Coupons & Social ๏ Access @ waterfallmobile.com ๏ Personalized engagement for mobile ๏ Intuitive user interface ๏ Full-service compliance support, including provisioning, certification & audit management Platform 2Tuesday, August 13, 2013
  • 3. Agenda For Today’s Webinar 1. The tenets of customer service 2. Mobile in a customer service world 3. Limitations of current digital service offerings 4. An innovative approach 5. Use cases and tactics 6. Key opportunities and takeaways 3Tuesday, August 13, 2013
  • 4. Source: eMarketer, 2013 The Tenets of Customer Service 1. Put customer service and satisfaction first 2. Conduct a back and forth with customers rather than talking at them 3. Identify customer needs as soon as possible; use data to anticipate these needs 4. Make customers feel individually appreciated rather than generally bucketed 5. Give customers opportunities to reduce friction for themselves 6. Use an honest dialogue strategically 7. Set and exceed expectations 8. Solicit feedback, but do so in a convenient way 4Tuesday, August 13, 2013
  • 5. Agenda For Today’s Webinar 1. The tenets of customer service 2. Mobile in a customer service world 3. Limitations of current digital service offerings 4. An innovative approach 5. Use cases and tactics 6. Key opportunities and takeaways 5Tuesday, August 13, 2013
  • 6. 2012 2017 28.2 14.7 Trillions of mobile messages Source: eMarketer, 2013 What’s the forecast for worldwide mobile messaging traffic (SMS, MMS, IM, email, social)? service and satisfaction 6Tuesday, August 13, 2013
  • 7. Source: eMarketer, 2013 back and forth What are the main benefits of text message communication for your business? Immediacy and urgency High open rates Low cost Reach to wide audience Easy to set up Easty to test Easy to schedule 37% 40% 40% 42% 45% 45% 63% 7Tuesday, August 13, 2013
  • 8. Source: eMarketer, 2013 use data to anticipate What types of mobile marketing does your company use currently? Mobile website Mobile app Mobile email Mobile ads Mobile QR codes SMS Mobile search Mobile push notifications Location-based marketing Passbook Other 2% 3% 16% 20% 30% 38% 41% 42% 49% 60% 76% 8Tuesday, August 13, 2013
  • 9. Source: eMarketer, 2013 Average U.S. Email Marketing Open and Click Rates, By Device individually appreciated Open Rate Clickthrough Rate Click-to-Open Rate 8% 15% 26% 17% 78% 65% Desktop Mobile 9Tuesday, August 13, 2013
  • 10. Source: comScore, 2013 reduce friction How has smartphone penetration increased in the U.S. market? 30% 35% 40% 45% 50% 55% 60% Oct 2011 Jan 2012 Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013 10Tuesday, August 13, 2013
  • 11. Check text messages Check email Read the news Make a voice call Check Twitter/Facebook Browse the web 5% 8% 8% 8% 24% 32% Source: eMarketer, 2013 an honest dialogue What’s the first mobile action you take upon awakening in the morning? 11Tuesday, August 13, 2013
  • 12. Source: eMarketer, 2013 exceed expectations What percentage of app users did you retain based on push notification engagement? Month 1 Month 2 Month 3 Month 4 19% 24% 29% 39% 34% 36% 44% 57% 39% 45% 55% 68% High Engagement Low Engagement No Engagement 12Tuesday, August 13, 2013
  • 13. Agenda For Today’s Webinar 1. The tenets of customer service 2. Mobile in a customer service world 3. Limitations of current digital service offerings 4. An innovative approach 5. Use cases and tactics 6. Key opportunities and takeaways 13Tuesday, August 13, 2013
  • 14. Changes in Consumer Spending & ACSI 14Tuesday, August 13, 2013
  • 15. 15Tuesday, August 13, 2013
  • 16. 16Tuesday, August 13, 2013
  • 17. Brand} CONSUMER CONSUMER CONSUMER 1-­‐to-­‐1  customer  service   establishes  a  direct  connec/on   with  individual  customers Brand } CONSUMER CONSUMER CONSUMER CONSUMER CONSUMER 1-­‐to-­‐many  customer  service   establishes  a  general   connec/on  with  a  group  of   consumers 1-to-who? 17Tuesday, August 13, 2013
  • 18. Agenda For Today’s Webinar 1. The tenets of customer service 2. Mobile in a customer service world 3. Limitations of current digital service offerings 4. An innovative approach 5. Use cases and tactics 6. Key opportunities and takeaways 18Tuesday, August 13, 2013
  • 19. <12 13-16 17-19 20-24 25-55 56+ 1% 18% 23% 27% 30% 1% Anglo: 58% Black: 18% Hispanic: 12% Other: 12% Age Demographic Culture Demographic 19Tuesday, August 13, 2013
  • 20. Context • Send 200K messages/week to teens for social action • Texting is familiar, comfortable, fast, private and real-time Results • Found mobile to be 11X more powerful than email • Recipients revealed extremely personal details about their lives • Huge data potential 20Tuesday, August 13, 2013
  • 21. service and satisfaction back and forth use data to anticipate individually appreciated reduce friction an honest dialogue exceed expectations 21Tuesday, August 13, 2013
  • 22. Agenda For Today’s Webinar 1. The tenets of customer service 2. Mobile in a customer service world 3. Limitations of current digital service offerings 4. An innovative approach 5. Use cases and tactics 6. Key opportunities and takeaways 22Tuesday, August 13, 2013
  • 23. 23Tuesday, August 13, 2013
  • 24. Taco Bell: iPad Sweepstakes Pros • Easy process for collecting data Cons • Fails to develop an ongoing relationship 24Tuesday, August 13, 2013
  • 25. Frontier Airlines: Preference Manager Pros • Drives toward 1-to-1 without actually doing so Cons • User experience has to be on point 25Tuesday, August 13, 2013
  • 26. Chase: Text Banking Pros • Drives toward 1-to-1 conversation Cons • Information has to be presented clearly 26Tuesday, August 13, 2013
  • 27. Chase: Text Banking Pros • Drives toward 1-to-1 without actually doing so Cons • User experience has to be on point 27Tuesday, August 13, 2013
  • 28. Brother: Scan for info Pros • Access point for rich media Cons • Impersonal end user experience 28Tuesday, August 13, 2013
  • 29. Tactic: 2-factor authentication Pros • Eliminates some privacy hurdles Cons • Overall value of sharing mobile information could be more clear 29Tuesday, August 13, 2013
  • 30. Tactic: Passbook Pros • Targeted push messaging based on location Cons • Limited distribution, at present 30Tuesday, August 13, 2013
  • 31. Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI. http://artofthecta.com/ 31Tuesday, August 13, 2013
  • 32. Agenda For Today’s Webinar 1. The tenets of customer service 2. Mobile in a customer service world 3. Limitations of current digital service offerings 4. An innovative approach 5. Use cases and tactics 6. Key opportunities and takeaways 32Tuesday, August 13, 2013
  • 33. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. A Holistic View of Mobile Disparate Metrics Significant Customer Profile Data become 33Tuesday, August 13, 2013
  • 34. Marketing Operations SupportSales Benefits of Mobile Applied Across Channels Enrich Customer Profiles Drive Costs Down 34Tuesday, August 13, 2013
  • 35. Personalization & Mobile Source: eConsultancy, 2013 57% 43% Percentage of companies that deliver a personalized desktop experience. 87%13% Percentage of companies that deliver a personalized mobile experience. Percentage of companies that plan to adopt personalization for mobile in 12 months.46%54% 35Tuesday, August 13, 2013
  • 36. Immediate answers I can multitask Most efficient Saw demonstrated value Better than other channels I prefer to not talk on the phone I’m in control of the conversation Access at work Better information than if I called 15% 21% 29% 22% 29% 38% 46% 51% 79% Why do you prefer live chat for customer service? Source: eConsultancy, 2013 service and satisfaction back and forth use data to anticipate individually appreciated reduce friction an honest dialogue exceed expectations 36Tuesday, August 13, 2013
  • 37. service and satisfaction back and forth use data to anticipate individually appreciated reduce friction an honest dialogue exceed expectations The Stream: a 1-to-1 mobile conversation engine 37Tuesday, August 13, 2013
  • 38. Taco Bell: iPad Sweepstakes Pros • Easy step for collecting data Cons • Develop an ongoing relationship Reaching out to customer support Interacting with customer support evolves into service and satisfaction back and forth use data to anticipate individually appreciated reduce friction an honest dialogue exceed expectations 38Tuesday, August 13, 2013
  • 39. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Key Takeaways Start driving mobile opt-ins Establishes direct customer connection Identify service log jams Excellent starting point for mobile customer service Find near-term opportunities for 1-to-1 Can phase roll out to best target offering Message from a data perspective Use marketing channels to understand customer demographics actionable next steps 39Tuesday, August 13, 2013
  • 40. © 2013 Waterfall Mobile, Inc. Proprietary and Confidential. Don’t just message. Have a conversation. For more information visit www.waterfallmobile.com contact us directly at marketing@waterfallmobile.com or 40Tuesday, August 13, 2013