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#CNX14 - Powering the Mobile Customer Journey

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Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.

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#CNX14 - Powering the Mobile Customer Journey

  1. 1. Track: Mobile & Web Marketing #CNX14 #CNX14 Powering the Mobile Journey Mark Hendrix Practice Director - Mobile Strategy and Services David Galante Director - Mobile Product Management
  2. 2. Track: Mobile & Web Marketing #CNX14 A NEWCustomer Mindset powers the need for creating Mobile Journeys
  3. 3. Track: Mobile & Web Marketing #CNX14 3 Proliferation of Connected Customers Decomposition of the Mobile Journey Fragmentation of Mobile Ecosystem KEY MOBILE TRENDS
  4. 4. Track: Mobile & Web Marketing #CNX14 proliferation
  5. 5. Track: Mobile & Web Marketing #CNX14 decomposition
  6. 6. Track: Mobile & Web Marketing #CNX14 fragmentation
  7. 7. Track: Mobile & Web Marketing #CNX14 Mobile Journeys Matter Customer interactions happen during a multi-event, multi-channel journey. For every $1 spent on mobile, yielded $1.67 in ROI +65% Of all online activities start on a smartphone, 64% move on to another screen >50% $1.67 Sources: 1 Source: IPSO Study - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, McKinsey Research: Customer Journey Transformation, September 2013, Yankee Group - Anywhere Enterprise–Large: U.S. Mobility and Applications Survey
  8. 8. Track: Mobile & Web Marketing #CNX14 ETMC – Powering Successful Mobile journeys MobileConnect MobilePush Location: Geofences Journey Builder C C C
  9. 9. Track: Mobile & Web Marketing #CNX14 x
  10. 10. Track: Mobile & Web Marketing #CNX14 A technology enabled service connecting employers and job seekers. Focused exclusively on hourly paying jobs.
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  18. 18. Track: Mobile & Web Marketing #CNX14 QUESTION – It sounds like SAJ is really a mobile first company. How does this experience set you apart from your competition?
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  24. 24. Track: Mobile & Web Marketing #CNX14 QUESTION – What a great customer experience. It’s clear you’ve thought through the mobile journey. How did you engage with these customers prior to building this mobile journey? Was it successful?
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  31. 31. Track: Mobile & Web Marketing #CNX14 We’re behind the scenes in areas you might not expect. • Processing credit card applications • Customizing marketing from one to the masses • Running customer call centers • Managing insurance claims processes • Overseeing automated highway toll collections • Delivering healthcare benefits management
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  34. 34. Track: Mobile & Web Marketing #CNX14 Optimizing communications across the recipient journey Welcome Kit Welcome letter with QR code for mobile app registration and opt-in to e-delivery Inbound Customer Support Call Triggers summary of discussion via email with links to additional resources Medication Alert Letter Letter alerting member to potential conflict in medications and requesting response Refill Reminder Text Refill reminder with one-click conversion to mail order pharmacy Interactive EOB Customized, interactive EOB with multi-media wellness content Year –End Benefits Summary With personalized YoY savings comparisons and tips Welcome Call Review of available services and encourage activation and gather preferences. Medication Alert Text Text alerting member to potential conflict in medications with one-click response New Claims Email Email to alert member of new claim available for viewing Appointment Reminder text Text sent 24 hours ahead of health assessment lab tests with reminder not to eat/drink
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  38. 38. Track: Mobile & Web Marketing #CNX14 Optimizing communications across the customer lifecycle Xerox’s influence in customer communication is What are some of the KPIs or metrics you all look at to understand whether or not your Welcome Kit mobile journeys are successful? Welcome letter with scannable QR code for mobile app registration and opt-in to e-delivery Inbound Customer Support Call Triggers summary of discussion via email with links to additional resources Medication Alert Letter Letter alerting member to potential conflict in medications Refill Reminder Text Refill reminder with one-click conversion to mail order pharmacy Interactive EOB Customized, interactive EOB with multi-media wellness content Year –End Benefits Summary With personalized YoY savings comparisons and tips QUESTION – really interesting. Welcome Call Review of available services and encourage activation and gather preferences. Medication Alert Text Text alerting member to potential conflict in medications and requesting call back New Claims Email Email to alert member of new claim available for viewing Appointment Reminder text Text sent 24 hours ahead of health assessment lab tests with reminder not to eat/drink QUESTION – Let’s talk about lessons learned. If you could create this journey all over again, what would you do differently?
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  44. 44. Track: Mobile & Web Marketing #CNX14 QUESTION – Sounds like DIB has an interesting business model. What would your customers says is the most valuable aspect of this mobile journey? QUESTION – Interesting. So what’s next for DIB? What your plans to further refine and enhance this mobile journey? Do it Best
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  47. 47. Track: Mobile & Web Marketing #CNX14 QUESTIONS?
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