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Personalizing Mobile Interactions to Create Lasting Customer Loyalty

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  • 1. Personalizing Mobile Interactions to Create Lasting Customer Loyalty Kane Russell Vice President of Marketing Waterfall Don Keane Vice President of Marketing Angel
  • 2. Housekeeping Items ü The recording of today s webinar will be emailed to you within 24 hours ü Use the Questions panel in the lower right hand corner of your GoToWebinar console at any time to ask a question for one of our speakers ü We ll answer all questions at the conclusion of the presentation
  • 3. Today s Presenters Kane Russell Vice President of Marketing Waterfall Don Keane Vice President of Marketing Angel
  • 4. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  • 5. Angel §  Founded in 1999 and is now a division of §  Patented IVR Technology: 25+ granted §  Over 1,200 customers in 20 different industries §  Over 10,000 applications deployed including many of nation s top consumer brands §  Industry Awards for Technology Excellence
  • 6. Waterfall Mobile §  Founded August 2005 §  Offices in San Francisco (HQ), Austin and New York §  Backed by $6B software fund Vista Equity Partners §  Cross-channel mobile & social CRM
  • 7. Multi-Channel CX Platform
  • 8. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  • 9. Call to Action Overview Trigger that incites customers to participate in any marketing campaign 4 Ingredients & the Secret Sauce: 1.  Incentive 2.  Clarity 3.  Strategy 4.  Compliance v  Branding
  • 10. Relevant Information Meaningful and relevant information leads to increased customer engagement, higher success rates and improved customer satisfaction. Messaging is relevant if it is engaging, rewarding (provides compelling call to action) and timely.
  • 11. IVR vs. SMS IVR SMS
  • 12. Technical Considerations For IVR: •  Toll-free vs. local phone # •  Landline vs. cell phones For SMS: •  Dedicated vs. shared code •  Keyword characters
  • 13. Online vs. Offline Online Best Practices: •  Collect metadata for targeting •  Integrate into other channels Offline Best Practices: •  Expand reach using other channels •  Take advantage of progressive profiling
  • 14. Securing An Opt-In for Life Think about customers in terms of lifetime value
  • 15. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  • 16. What are Proactive Communications? •  Proactive Customer Communications (PCC) •  Notifications, Alerts, Messages •  Channels: Voice, Email, Push, SMS, and Fax •  Highly Relevant to customers •  Often Customer Solicited •  Provides for Customer Engagement
  • 17. Personalization is Key Personalization is Key • Individuals want to hear/see their name: –  Personalize greetings –  Avoid mass notifications • Interactions of sensitive nature, employ Right Party Verification practices –  This is an important message for Bill Smith. If this is Bill Smith press the * key. –  Secure email inbox • Utilize all customer data available to enrich the customer experience
  • 18. SMS Personalization Tactics: •  Dynamic field insertion •  A/B Testing •  Cross-channel messaging •  Location targeting •  List management •  Integrate at the Point of Sale
  • 19. The Importance of Voice SMS: interactive and immediate IVR: Personal and efficient
  • 20. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  • 21. IVR and SMS: Key Metrics Through Mobile Relationships Subscribers Reach Engagement Action Lifetime Value
  • 22. SMS & IVR Essentials Grasp the growth of your program and engagement with customers
  • 23. Advanced Metrics Tie customer engagement to company value creation
  • 24. Integrating Reporting Data Combine channels to obtain a holistic customer understanding
  • 25. Data Integration and Personalization
  • 26. Metadata vs. Content Fatigue Yes, data is important. Just don’t overdo it to the point where your customers lose interest:
  • 27. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  • 28. Continuous Customer Engagement
  • 29. Business Intelligence
  • 30. Keeping The Conversation Going
  • 31. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  • 32. Putting It All Together:
  • 33. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  • 34. Takeaways •  Keep conversations going through multichannel communications such as IVR and SMS •  Performance management must be a part of your customer experience management in order to deliver the right message, when and how your customers want it •  Key metrics identify how customers engage with your brand •  Personalize the phone or SMS experience using real-time data
  • 35. Q & A Kane Russell Vice President of Marketing Waterfall krussell@waterfall.com Don Keane Vice President of Marketing Angel dkeane@angel.com