Successful Strategies for optimized customer experience management

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Successful Strategies for optimized customer experience management

  1. 1. This document is offered compliments of BSP Media Group. www.bspmediagroup.com All rights reserved.
  2. 2. Successful strategies for optimized customer experience management Robert Waaler Head of Strategy and Solutions Marketing Server Software and Services Division Giesecke & Devrient
  3. 3. Africa, a growing mobile market… 128% 141 15% Mobile penetration in South Africa. There are more active SIM cards than there are people in the country. Minutes spent daily using mobile media in Kenya. Year on year growth of African connections. Sources: Inmobi 2013, Wireless Intelligence Database AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 2
  4. 4. Mobility is EVERYWHERE We are all part of the CONNECTED SOCIETY AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 3
  5. 5. Needs of the connected society Today´s mobile and connected society needs solutions and technologies to provide security anywhere, anytime for all devices. SECURE MOBILITY SECURE TRANSACTIONS SECURE IDENTITY TRUST and SECURITY CONNECTED SOCIETY AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 4 SECURE CONNECTIVITY
  6. 6. ”The future is already here it´s just not evenly distributed.” William Gibson AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 5
  7. 7. It is all about people not devices…  738 million handsets year-end 2013 in Africa but only about 52 million will be smartphones 686 million will not be smartphones About 15% will be smart in 2015 Shipments will grow from ~18 in 2013 to 30%+ in 2017  56+million Facebook users in Middle East and Africa – 33 million access via tablet or cellphone  ~40% of population 15 and under Sources: Samsung, IDC, Facebook, African Union Commission AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 6
  8. 8. SIM Based Interactive Mobile VAS Use non-intrusive communication to open new revenue streams, enhance customer experience and brand stickiness. Social marketing enables reaching customers beyond the subscriber base. 100 %REACH  Reach 100 % of your subscribers – regardless of handsets  Anywhere, anytime COST EFFICIENT SIM SERVICES Work on all phones Interactive Immediate Integrated  Ads always displayed with non intrusive displays, e.g idles screen  High response rate, better than with a simple SMS INTERACTIVE DIALOGUE  One click call to action for customers e.g on Call terminated  Expand your brand exposure with social networking ads CUSTOMER INTIMACY  Build personalized and targeted messages  Location based services and events campaigns for an efficient qualification TARGET AfricaCom 2013 November 12 Successful strategies for optimized customer experience management DIALOGUE CONFIDENTIAL All rights reserved Page 7 CONVERT RETURN
  9. 9. Follow the customer lifecycle Walk-out-Working  Sign up  Opt-in Obtain Stay in-touch with your customer  Interactivity  Proactivity AfricaCom 2013 November 12 Successful strategies for optimized customer experience management Update Retain CONFIDENTIAL All rights reserved Page 8 Always timely and fresh  Increase services  Renew those you have
  10. 10. Leverage the SIM for efficient customer engagement SIM based Mobile Marketing allows you to create interactive messages using a multi-channel and multi-event strategy INFORM 1 Alert Inform Promo RECRUIT IMPROVE Permission based marketing Opt-in 2 ACTION USSD SMS CHANNEL S PRE-Personalized Power On Loyalty Retention Survey Local or remote services TRIGGERS 3 BROWSER Idle Screen Cell Broadcast (LBS) Call disconnected Not now /Never Survey Consistent dialogues Opt-out Menus Multiple choice list Sequences of ads Automatic download of new ads Handset driven action CALL TO ACTION IVR Double confirmation Interactive User entered data AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 9
  11. 11. The mobile phone is our constant companion and Mobile Ads resonate well 14% response rate to basic SMS ads Dynmark In South Africa, ~65% of the Millenials are responsive to mobile ads InMobi 2013 AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 10
  12. 12. Interactive messages Immediate Call to Action that is non-intrusive AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 11
  13. 13. Use location with Call to Action to drive promotions **SERVICES Welcome! Outlet Shopping’s Deals for You mobile coupon service has great deals when you visit. Select OK to sign up Thanks! You are now signed up for Deals for You. Your coupons will be sent by text message when you vist Outlet Shopping. Enjoy! USE CASE: CROSS SELL PROMOTIONS / LOCATION BASED CO-BRANDED COUPONS  Allow your customer to apply to a partner offer or service.  Monetize your opt-in subscriber base BENEFITS  Generate new revenue linked to your subscriber´s base  Enhance customer satisfaction by sending coupons only when they are the location AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 12
  14. 14. Create a customer dialogue that goes beyond text **MNOX** **MNOX** Hello Mr Customer, we have important information about your subscription. Select OK now to initiate a call to our customer service center Calling 333 USE CASE: OPERATOR SERVICE PROMOTION  One click to connect to the call center  Opportunity to sell upgraded subscription or other new services BENEFITS  New revenue streams  Increased customer satisfaction AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 13
  15. 15. Drive web traffic to partner´s websites **MNO SERVICES Looking for a new ebook reader or tablet? Press OK to visit the webshop. USE CASE: PROMOTE A MOBILE WEBSITE  Drive web traffic via a teaser linked to user´s interests and handset capabilities  One click to transfer to website BENEFITS  Extend dialogue to web sites  Leverage customer customer interest for greater response rates AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 14
  16. 16. Ask for permission - Customer Satisfaction **MNOX** **MNOX** SERVICES Currency Converter Please confirm download of the Currency Converter service. Currency Converter service is now available on your phone. Select OK to complete your download. Look in the SIM Menu under Travel Tools Get control when traveling of your money. Select OK to download the service. USE CASE: SERVICE PROMOTION  Drive user to subscribe to new services / permission marketing  Highlight critical services anytime, anywhere BENEFITS  Increase service usage, promote and download in one GO  Build a trust relationship leading to increased revenue and traffic AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 15
  17. 17. Extend your brand exposure More than 6 Million South Africans are on Facebook. AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 16
  18. 18. Social Marketing to extend your brand exposure **SERVICES Welcome to the Waterfront! Sign up for the What’s on the Waterfront newsletter and get 15% off dinner for 2. Press OK to subscribe Thanks! You are now signed up for the What’s on the Waterfront newsletter. Your unique dinner for 2 coupon will be sent by text. Would you like share this offer on Twitter? Tweeting… USE CASE: LEVERAGE SOCIAL NETWORKS  Allow your customer to apply to a partner offer or service.  Extend brand exposure using social networks BENEFITS  Cost effective viral campaigns, reach beyond your subscriber base  Create a dialog with your subscriber and increase their brand awareness AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 17
  19. 19. Promote service loyalty: Feature and Smartphone **SERVICES** Welcome to Outlet Shopping. Subscribe to our Deals for You newsletter and get special offers just for you! Select OK to subscribe Congratulations! You are now subscribed to the Deals for You newsletter. Select how you wish to receive your offers: Text Message QR Code #3ABC870 Here is your Outlet Shopping coupon for Christmas Toy shopping! Quote #3ABC870 and get 20% off a Toy purchase until Dec 24. (Each code may only be used once and not in combination with other offers.) Scan this code at the cashier to get 20% off a Toy purchase until December 24. (Each code may only be used once and not in combination with other offers.) USE CASE: OFFER TERMINAL DEPENDENT RESULTS  Offer to all subscribers regardless of terminal  Prepare services for growing smartphone population BENEFITS  Allow a campaign to reach all subscribers  Keep the cool factor for a service when subscribers change handset AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 18
  20. 20. Get to KNOW your users… Offer them the right service at the right time AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 19
  21. 21. Big Data explosion: Metadata for profiling and targetting  2.5 quintillion bytes per day increasing by 100% per year1  Improve demographic info for 3rd parties  Product analytics (i.e. Event data recorders)  Crowdsourcing – information to public authorities and private sector  Unique added value of the MNO  Only the MNO truly knows if the subscriber is turned on  MNOs way of being the Smart Pipe 1http://www-01.ibm.com/software/data/bigdata/ AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 20
  22. 22. Qualify customer Measure satisfaction Engage in DIALOGUE AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 21
  23. 23. Online survey to enhance brand satisfaction SERVICES SURVEY QUESTION 1 SURVEY QUESTION 2 SURVEY QUESTION 3 Thank you for your call to customer care. Tell us about your call experience by answering these 3 short questions. Select OK to continue or Cancel to not respond. I am satified with the answer I received from customer care. The agent that helped me was courteous and polite. Let us know what we can do better. YES YES NO NO Tell us what we can do to improve and help you better. (max 1000 characters) USE CASE: LOYALTY PROGRAM- SUBSCRIBER SURVEY  Short survey to improve quality of service and keep the dialogue open  Use open or closed questions BENEFITS  Maintain a close relationship with customer and improve satisfaction  Improve ROI in the long term AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 22
  24. 24. Giesecke & Devrient: Your Trusted Partner +1 billion Devices 350+ operators served worldwide 40+ years experience managed globally > 10 %of the world market of devices Subscription Management Pioneer first proven commercial launch in chip card technology 1st commercial SIM card 1st SIM management system 1st commercial SIM OTA system 1st integrated SIM and Device Management system AfricaCom 2013 November 12 Successful strategies for optimized customer experience management CONFIDENTIAL All rights reserved Page 23 500+ million Roaming subscribers steered with SmartRoam ~ 2 billion SIM cards managed in over 80 countries
  25. 25. A Comprehensive Offering for MNOs Mobile Marketing Roaming Device Configuration Contactless Payments MOBILITY Device Intelligence IDENTITY DIVERSIFY Your activity and grasp new opportunities Value Added Services Mobile Couponing Identity and Access Mgmt Enterprise Authentication Secure End Point M2M OPTIMIZE Subscription Mgmt All IP Connectivity SIM Mgmt On Demand Activation Device Lifecycle Mgmt M2M Close Loop Payment Systems TSM Services Mobile Financial Services Your networks and bring efficiency CONNECTIVITY TRANSACTIONS EXCEL In offering better service and customer experience Pin Distribution AfricaCom 2013 November 12 Successful strategies for optimized customer experience management Mobile Wallet CONFIDENTIAL All rights reserved Page 24
  26. 26. Questions? Please visit us at booth F20 Hall 4. Thank you for your attention

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