Making sense of mobile    CRM/Messaging     Jason Cross, Marketing Director     12 September, 2012Copyright Incentivated L...
Contents      Introducing Incentivated      CRM basics      Client case studies                                 Copyright ...
We are the UK’s leading mobile business specialists                                         Copyright Incentivated Limited...
We are a Google preferred partner                                    Copyright Incentivated Limited 2012
Some examples of our work                            Copyright Incentivated Limited 2012
TechnologiesWe know how to optimise for the mobile internet                                                  Copyright Inc...
Contents      Introducing Incentivated      CRM basics      Client Case studies                                 Copyright ...
CRM   Consumers are used to managing their personal relationships with    mobile phones (facebook, twitter, SMS, instant ...
Loyalty   Keeping your customers loyal is increasingly difficult as consumers    move online to search for and compare pr...
Customer Service   We know that mobile can significantly improve and accelerate your customer    service strategy, but on...
Some practical hints for CRM messaging   First, do the back-end database work        Append and segment your database wi...
Some practical hints for CRM messaging   Develop copy        Sign off by business unit, team sending the SMS and legal d...
Some practical hints for CRM messaging   Work out who you are sending too       Target using internal sales information ...
Measuring Success                  Incremental sales                      Per customer mailed, basket spend, footfall   ...
Test - Evaluate - Adapt   Do more of what works and change    what doesn’t   Try different offers   Different segmentat...
Contents      Introducing    Incentivated      CRM   basics      Client   Case studies                                 ...
Mobile modernises Tate’s visitor engagement strategyBusiness need                                        The solution     ...
RBS welcomes new customers by text message Business need                          The solution                            ...
SMS shortcode provides rapid access to NSPCC’s HelplineBusiness need                                         The solution ...
M&S weekly messaging                       Copyright Incentivated Limited 2012
M&S mobilises CRM activity with messaging alerts Business need                                  The solution              ...
Copyright Incentivated Limited 2012
Mobile enhances passenger experience for BA     Business need                            The solution                     ...
And now… in-app messaging                            Copyright Incentivated Limited 2012
In-app messaging   The next stage in personalised CRM        Goes directly to your customers (they’ve already downloaded...
Thank You                                                  Jason Cross                                               Marke...
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Mobile CRM webinar

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Mobile CRM webinar

  1. 1. Making sense of mobile CRM/Messaging Jason Cross, Marketing Director 12 September, 2012Copyright Incentivated Limited 2012 www.incentivated.com
  2. 2. Contents Introducing Incentivated CRM basics Client case studies Copyright Incentivated Limited 2012
  3. 3. We are the UK’s leading mobile business specialists Copyright Incentivated Limited 2012
  4. 4. We are a Google preferred partner Copyright Incentivated Limited 2012
  5. 5. Some examples of our work Copyright Incentivated Limited 2012
  6. 6. TechnologiesWe know how to optimise for the mobile internet Copyright Incentivated Limited 2012
  7. 7. Contents Introducing Incentivated CRM basics Client Case studies Copyright Incentivated Limited 2012
  8. 8. CRM Consumers are used to managing their personal relationships with mobile phones (facebook, twitter, SMS, instant messaging… phone calls!). So it makes sense for businesses to manage customer relationships through the same medium. Building a digital CRM system can be difficult and utilising it even more complex, which is why Incentivated offers comprehensive CRM solutions to clients that include:  building databases  distributing content to customers.  integrate comprehensively with your existing systems  Account managed or fully manageable by the client. Copyright Incentivated Limited 2012
  9. 9. Loyalty Keeping your customers loyal is increasingly difficult as consumers move online to search for and compare products. Thats why its more important than ever to develop CRM-based retention strategies that are personal, time-sensitive and relevant. Only one medium can push communications to specific customers, at specific times, at specific locations: mobile. Mobile marketing loyalty programmes can deliver:  Exclusive products and promotions through text messaging campaigns  Innovative apps and mobile internet sites to engage customers with your brand and encourage repeat purchases, through special offers and mCommerce  Location-aware deals delivered immediately into customers hands. Copyright Incentivated Limited 2012
  10. 10. Customer Service We know that mobile can significantly improve and accelerate your customer service strategy, but one of the biggest challenges is figuring out how to integrate mobile with your existing services. Weve been delivering customer service strategies through mobile for 10 years for a host of SME and large businesses. We have helped clients deliver first class customer service by, for example:  Delivering enterprise messaging solutions for appointment reminders, ticket requests, and service or interruption updates  Providing location-based services such as Find My Nearest…  Providing (secure) account access through mobile internet sites  Creating apps to deliver a richer and more useful customer service experience. Copyright Incentivated Limited 2012
  11. 11. Some practical hints for CRM messaging First, do the back-end database work  Append and segment your database with mobile numbers  Keep database ‘clean’ to minimise opt outs & failures  Match phone numbers to customer records (for tracking) Integrate the messaging with the rest of your marketing  Look at other scheduled marketing activity  Liaise with different business units (Womenswear, Menswear, Flowers, Food, etc) and “share” the budget expenditure (a good trick if you can pull it off). Copyright Incentivated Limited 2012
  12. 12. Some practical hints for CRM messaging Develop copy  Sign off by business unit, team sending the SMS and legal department  All messages should include an opt out e.g. ‘To stop txt sms stop to XXXXX’  Have relevant content for the message created: UPC codes (bar code number), Online codes, T&Cs Wap pages, URL redirects, etc  Communicate offers and processes for redemption with the rest of the business: store staff/online team etc  Let customer services know (as the first line of questions from customers) Copyright Incentivated Limited 2012
  13. 13. Some practical hints for CRM messaging Work out who you are sending too  Target using internal sales information (eg from loyalty or credit card records):  Shopping habits (what they buy - by department or specific product e.g. womenswear or lingerie or bras)  Customer value (how much they spend and/or how often they shop)  Redemption (Whether they have redeemed specific offer before)  Geographical location, age, gender, etc Work out what you are sending them  Different segments for different customer groups receiving different copy or offers  Order of priority determines order of de-duping Setup tracking of loyalty customers  Ensure there are Control Groups for each segment (track variations from the ‘norm’)  Different segments with the same copy but different customer types to track sales for different types of customer  Look at how loyalty card holders spending, basket size, etc, can be tracked across different business units online and offline over a given period – and if it’s different Copyright Incentivated Limited 2012
  14. 14. Measuring Success  Incremental sales  Per customer mailed, basket spend, footfall  Divided by customer segment  ROI = Incremental Sales / Costs  Profit = Incremental Sales - VAT x Margin - Costs  NAMAD = Net Achieved Margin After Discount  Profit + Campaign Costs  Click through rate for URL’s in message  Opt out rate  Use different keywords for different segments so opt outs can be attributed to different customer groups  Complaints  From customer services Copyright Incentivated Limited 2012
  15. 15. Test - Evaluate - Adapt Do more of what works and change what doesn’t Try different offers Different segmentation (customer groups) Different copy Other factors  Time of day  TV advertised Dine Ins  Timing with other offers  What else is going on in the business Copyright Incentivated Limited 2012
  16. 16. Contents Introducing Incentivated CRM basics Client Case studies Copyright Incentivated Limited 2012
  17. 17. Mobile modernises Tate’s visitor engagement strategyBusiness need The solution Results To improve the speed and accuracy of To complement an electronic sign-up form • Over 1,000 email addresses and mobile Tate’s data capture process for visitors via at the ticket desk (hosted on an iPad) which numbers were entered and validated into mobile. has replaced the paper-based system. Tate’s database within four months. Visitors are asked to provide their email address by SMS and sign up for e- newsletters from Tate. Posters advertising the Gauguin exhibition, tickets for the exhibition and promotional materials at Tate itself will all include the option to sign up for Tate information and the chance to enter a free prize draw for a Gauguin-inspired holiday. Customers simply text TATE followed by their EMAIL 3% to 84420. conversion rate to test drive 90,000 unique users Case study: Enterprise messaging | Shortcodes & QR codes beinspired@incentivated.com Entertainment: Tate Modern www.incentivated.com
  18. 18. RBS welcomes new customers by text message Business need The solution Functions To extend customer relationship New customers of RBS motor insurance • Alerts programme by making emergency phone (Direct Line, Churchill and Privilege) • Enterprise messaging numbers easily accessible to motor receive a text message alert. insurance customers. The text message contains the phone number for the relevant call centre and advises recipients to save it into their mobile’s address book to use in a case of emergency (e.g. following an accident or any other incident where the insurer’s help is needed). The SMS service was back-dated for 1.4m existing customers, merging in theirFROM: Privilege correct details.Dear customer. Pleasesave 08452460216 to yourphone. If involved in anaccident please call at thescene so we can help youstraight away. Inspiration guide: CRM | Enterprise messaging beinspired@incentivated.com Property & financial: Royal Bank of Scotland www.incentivated.com
  19. 19. SMS shortcode provides rapid access to NSPCC’s HelplineBusiness need The solution Results To help increase access to and use of the The service, which is integrated with the • Average of 240 text messages received helpline by mobile users, through a simple support centre, allows NSPCC Helpline from users per month to use SMS interface. counsellors to access and respond to • Average of 170 text messages sent from messages received from members of the the helpline per month general public in close to real-time. Adults seeking advice regarding a child’s welfare can contact the NSPCC Helpline by SMS to a simple, memorable, dedicated short code 88858. 240 The messages involved are by their very Average number nature are incredibly sensitive, so we have of text messages provided strong encryption and end-to-end data security. received per month 170 Average number of text messages sent per month Case study: Acquisition | CRM | Enterprise Messaging| Shortcodes beinspired@incentivated.com Charity: NSPCC www.incentivated.com
  20. 20. M&S weekly messaging Copyright Incentivated Limited 2012
  21. 21. M&S mobilises CRM activity with messaging alerts Business need The solution Results This campaign was M&S’s first venture into The M&S mobile database grew • 700,000 opted-in customers as of mobile CRM. The overall aim was to significantly by exploiting various channels August 2010, exceeding the goal several increase the size of their mobile database (press, in-store, direct mail, email, times over and communicate with their customers in a magazines, and online) as well as text-to- • Low opt-out rate of 0.61% more relevant and timely way. win competitions. • Weekly positive ROI • Campaign triggered an increase in in- Using this database, the campaign reached store purchases out principally to customers who had signed up for text alerts, with offers, deals, promotions and news about M&S. This meant that M&S could engage with 700,000 customers through the mobile channelFrom M&S: directly and use this new method toPssst! Want great deals compliment existing DM and email contactacross clothing & home?The M&S Sale starts strategies. new opted-intomorrow! Beat thecrowds & get all your customersfavourites. To opt out, Tailored messages were delivered toreply ALERTS STOP subscribers every other week, targeting M&S’s different segments, to drive footfallOPTIONS BACK in-store and therefore revenue growth. 0.61% opt-out rate Case study: Acquisition| CRM | Enterprise messaging beinspired@incentivated.com Retail & automotive: M&S www.incentivated.com
  22. 22. Copyright Incentivated Limited 2012
  23. 23. Mobile enhances passenger experience for BA Business need The solution Results An instantaneous communication channel Passengers enter their mobile numbers • During the air crew strikes of March for sharing flight update information, via ba.com. 2010, BA sent out over 47,000 SMS including delays, re-bookings and alerts to passengers over 10 days, saving cancellations. Up-to-the-minute SMS alerts are sent unnecessary trips to the airport and if their flight is going to be delayed or is allowing plans to be reorganised. cancelled. Messages are sent in a number • During the two days of disruption of languages. caused by Icelandic volcano activity in April ’10 over 180,000 SMS alerts were The service integrates with BA’s existing sent to passengers and cabin crew in the information system. UK.From: British AirwaysFlight BA0214 10/08BOS/LHR ref 2v2t5h iscancelled. Please seeba.com/mmb. Or callBA8777677970 (US)or08450551155 (UK).CONTINUE MORE Case study: CRM | Enterprise messaging beinspired@incentivated.com Entertainment & travel: BA www.incentivated.com
  24. 24. And now… in-app messaging Copyright Incentivated Limited 2012
  25. 25. In-app messaging The next stage in personalised CRM  Goes directly to your customers (they’ve already downloaded your app!)  Costs you less (no network fees)  Allows you to increase the value of your app for your customers by highlighting/ reminding them about offers, functionality etc available through the app. BUT…  Not an excuse to ‘spam’ – as (at least) one (nameless) high street retailer might be guilty of at the moment  Be as vigilant with opt-in permissions, quality of messaging and tracking and reporting on results as for other marketing  Quality > Volume every time Copyright Incentivated Limited 2012
  26. 26. Thank You Jason Cross Marketing Director jasonc@incentivated.com @jcmobile10 Incentivated 23 Curtain Road London EC2A 3LT Tel: 0845 130 3985(No code reader? Text CODE to 62233 fora link to a reader appropriate for yourphone) Copyright Incentivated Limited 2012 www.incentivated.com

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