Keeping Customers Engaged with Dynamically Triggered Communications

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Marketers need to communicate and engage effectively with their prospects and customers in order to succeed. This means branding and messages have to be consistent, timely and relevant to have the most impact. Digital messaging is not only a great and easy way to communicate with customers but, if used strategically, can yield incredible returns.

Join Anne-Marie Thompson, Digital Campaigns Manager at MBNA UK, who will give an invaluable insight into how the company addressed a lack of timely and relevant communications with customers and discover how, in partnership with Teradata eCircle, the business set up an award-winning multi-branded alerts program.

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  • Responsive public website
    Mobile site
    Secure Online Card Services site
    Online Application
    Secure messaging & live chat
    market leading Mobile Text Services including Text 2 Travel and Bon Voyage
    suite of email comms
  • So next we’ll look at the challenges we were facing – what were the problems?

    As a digital team we are looking firstly at how we can increase engagement in our online channels. No genius to work out that information relating to account is going to grab attention – but need to avoid flooding inbox whilst concentrating on pertinent information
    Key to point 1) was to provide information that would engage customers and provide them with a reason to stay online. We had identified that customers were calling in “just to check” – it would be more efficient to provide them this info via email and redeploy resource to value-add calls
    Proactively doing this – predominantly calls to SMS channel – supporting growing range of SMS services
    Multiple brands – trigger engine would require 52 separate creatives – creates control and resourcing issues
    Data latency – 4 week turnaround. Needed to move to a quicker turnaround for alert-type comms
    Fraud strategy is extremely effective but is targeted at individual level – looking at ways to widen the reach by reaching out to Customers to proactively identify potential fraud
  • So next we’ll look at the challenges we were facing – what were the problems?

    As a digital team we are looking firstly at how we can increase engagement in our online channels. No genius to work out that information relating to account is going to grab attention – but need to avoid flooding inbox whilst concentrating on pertinent information
    Key to point 1) was to provide information that would engage customers and provide them with a reason to stay online. We had identified that customers were calling in “just to check” – it would be more efficient to provide them this info via email and redeploy resource to value-add calls
    Proactively doing this – predominantly calls to SMS channel – supporting growing range of SMS services
    Multiple brands – trigger engine would require 52 separate creatives – creates control and resourcing issues
    Data latency – 4 week turnaround. Needed to move to a quicker turnaround for alert-type comms
    Fraud strategy is extremely effective but is targeted at individual level – looking at ways to widen the reach by reaching out to Customers to proactively identify potential fraud
  • Simply, we built a programme that would deliver email notifications to customers

    Identify transaction
    Can range from a customer changing their address through to a promotional offer for balance transfers

    Select data
    This is key – data is selected automatically and daily

    Populate & send email
    Again, this is key – all happens automatically
    Dynamically published emails – full partner branding for the first time
  • Went out to our business areas to collate ideas
    Key areas identified
    Used contact centre analysis to identify “just calling to check” calls – typically change of address, payment received, BT completed
    Common fraud transactions – OLCS registration, address changes, account activated
    Marketing offer expiries – closing window for promotional cash offers or reward points triple points deadline
    Shortlist had to meet one of the following criteria:
    FTE saving (call deflection, channel migration)
    Fraud savings (proactively detecting fraud quickly)
    Revenue generation (cash offers)
  • Timeline -
  • So next we’ll look at the challenges we were facing – what were the problems?

    As a digital team we are looking firstly at how we can increase engagement in our online channels. No genius to work out that information relating to account is going to grab attention – but need to avoid flooding inbox whilst concentrating on pertinent information
    Key to point 1) was to provide information that would engage customers and provide them with a reason to stay online. We had identified that customers were calling in “just to check” – it would be more efficient to provide them this info via email and redeploy resource to value-add calls
    Proactively doing this – predominantly calls to SMS channel – supporting growing range of SMS services
    Multiple brands – trigger engine would require 52 separate creatives – creates control and resourcing issues
    Data latency – 4 week turnaround. Needed to move to a quicker turnaround for alert-type comms
    Fraud strategy is extremely effective but is targeted at individual level – looking at ways to widen the reach by reaching out to Customers to proactively identify potential fraud
  • Problem statement…..
    Open rates dropping off for repeat campaigns (e.g. PSA)
    Lack of timely and relevant email comms with customers about their accounts
    Stick rates within channel (email to online) not high

    Objectives …..
    Change customer behaviour
    Drive value add for customers
    Optimise journey

    Solution…..
    timely, relevant and consistent communications

    Result…
    We have seen high levels of customer engagement maintained, with average open rates 114% higher than our monthly newsletter.
    The open rate on our “payment received” confirmation is above 50%; more than double the industry average.


  • Problem statement…..
    Bespoke creatives for each brand, for each creative
    Building up to 52 versions
    Inherent control process for change
    Resource intensive
    Objectives …..
    Resource
    Control
    Branding
    Solution…..
    Working with eCircle, a bespoke email template has been created.
    Depending on the branding and content required, the variable elements such as logos and colours are pulled into the template and deployed.
    This allows us to create variations for each Strategic Partner within one template for the first time.
    Test and live environment
    Result…
    52 variations managed within 1 template.
    Fully tested content change has reduced from 4 weeks to a matter of hours
  • Problem statement…..
    Customers calling in when they can complete tasks online or by text
    Objectives …..
    Change customer behaviour
    Automate process
    relevance
    Solution…..
    Cross channel promotion – e.g. reminder to use our “Text2Travel” service to notify us of travel abroad.
    Promotion of DD services
    All email content CTA is “log in”
    Result…
    customers are 10 times more likely to use our SMS service, saving £200k in contact centre staffing costs.
    Migration to DD from manual payments

  • Problem statement…..
    Dealing with “just to check” calls – have you received my payment? Have you changed my address? When does my cash promo expire?
    Time is money concept….
    Objectives…..
    Change customer behaviour
    Identify high call volume drivers
    Timely alerts
    Solution…..
    a suite of automatically generated emails covering account activity that customers call about most frequently (e.g. address changes, payments, promotional offers).
    Result…
    48% reduction in related call volumes, generating a 12 FTE saving.
  • Problem statement…..
    Data out of date
    Lack of timely comms

    Objectives …..
    automated
    Controlled
    relevant

    Solution…..
    an automated “trigger engine” detects changes or activity in customer account data. T
    he engine selects the information and securely transfers it to eCircle.
    The data is automatically fed into the email template and deployed to the customer.

    Result…
    the end-to-end data process runs daily and is 100% automated.
  • Problem statement…..
    Fraud on a case by case basis
    Relies on mbna detecting fraud

    Objectives …..
    Strategy covered high risk transactions - individually
    Look for quick wins
    How can it be measured?

    Solution…..
    automatically generated emails asking customers to check certain account activity (e.g. online banking registration).

    Result…
    Over £450k fraud savings achieved. Fraudulent activity detected up to 7 times more quickly within 7 days
  • These are monthly KPIs we publish to leadership team
  • Keeping Customers Engaged with Dynamically Triggered Communications

    1. 1. Brought to you by In association with Keeping Customers Engaged: How to use Dynamically Triggered Communications Effectively The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 20 3657 6783 Access Code: 530-336-202
    2. 2. Today’s Speakers Keeping Customers Engaged with Dynamically Triggered Communications Anne-Marie Thompson Digital Campaign Manager MBNA Jo Roberts Consultant Editor Marketingfinder.co.uk
    3. 3. Interact with us Keeping Customers Engaged with Dynamically Triggered Communications Follow the conversation on twitter #EngageCustomers
    4. 4. email triggers Keeping customers engaged with dynamically triggered communications 16th October 2013
    5. 5. 1. Who is mbna? 2. Today’s digital world 3. mbna’s digital services 4. Project overview 5. 6 challenges 6. What else? email triggers 5
    6. 6. Who is mbna? What do we offer? How do we do business? “We have a way of doing things, built on a foundation of respect for everyone we deal with, that means taking care of our customers and serving them well is the most important work we do as a company.” Ian O'Doherty, Chief Executive of MBNA Background 6
    7. 7. Quick Poll Keeping Customers Engaged: How to use Dynamically Triggered Communications Effectively
    8. 8. Today’s digital world 88 Key Consideration Creative Disruption – What do You Need to Take into Account? Source – Econsultancy – Mobile Statistics Compendium May 2013 56 of people in the UK use their mobile for online banking which is split equally between an app and website UK consumers opt-in to receive mobile messages from finance companies and retailers Mobile device usage is throughout the day Smartphone Location Device Being Used Tablet Location • Time of day • The device being used • Location of customers use their mobile of UK Smartphone owners also own a tablet and 44% of people in UK own a Smartphone, tablet and laptop 5% M 51%
    9. 9. mbna’s digital services 9
    10. 10. Project overview What? How? And so what…?
    11. 11. What online strategies needed focus? 11 Customer engagement in online channels Email creative process Channel migration
    12. 12. What offline strategies could we impact? 12 More efficient use of contact centre resource Data latency Widen reach of the existing fraud strategy
    13. 13. How did we do it? 13
    14. 14. Who did we target? 14 “I don’t recognise that…” “There’s an easier way…” “Don’t forget about this great offer…” •Address change •Transfer complete •Online banking registration •Account activated •Overseas travel •Payment received “Just calling to check…” •Balance transfer offers •Reward points offers
    15. 15. When was it done? 15 April – Oct 2012 • Trigger engine set built & set live with 4 triggers • Single mbna brand • BRD completed with Teradata eCircle • Solution workshops • Dynamic email solution built & tested Nov/Dec 2012 • 1 new trigger introduced • Dynamic email solution live with mbna brand Jan 2012 • Roll out dynamic emails across 2 more brands • Additional 2 triggers Feb 2012 • Dynamic emails for 2 more brands March 2012 • Additional 3 triggers • Final brand on dynamic solution
    16. 16. And so what? 16 Open rates up 114% 52 creatives from 1 template 10x more likely to use Mobile Text Services 48% call deflection Latency reduced from 4 weeks to 24 hours £1.3m+ fraud savings
    17. 17. 6 challenges A project to cover all angles…
    18. 18. Challenge 1 – customer engagement in online channels 18 ObjectivesResults SolutionChallenges Change customer behaviour Added value Optimise journey 51% Open rates Timeliness Contain- ment
    19. 19. Challenge 2 – email creative process 19 ObjectivesResults SolutionChallenges Bespoke creatives for each brand Change control process Resource intensive Create a dynamic publishing solution to: 1. accommodate full partner branding 2. streamline the creative process 3. minimise risk in change process 52 variations from 1 template Full branding for partners Fully tested content change completed in 1 hour
    20. 20. Challenge 3 – channel migration 20 ObjectivesResults SolutionChallenges Queries that could be resolved within online channels Maximise use of online servicing channels Change customer behaviour Automate processes Promote relevance Overseas travel… Payment made… more likely to use SMS next time
    21. 21. Challenge 4 – more efficient use of contact centre resource 21 ObjectivesResults SolutionChallenges Change customer behaviour Identify (and deflect) high call volume drivers Timely alerts High volumes of “just checking” calls Repeat callers
    22. 22. Challenge 5 – data latency 22 ObjectivesResults SolutionChallenges Data up to 4 weeks out of date 6 week lead time for data Manual selection process Trigger acts as selection flag Automate data transfer Secure •Automated data selections •Suppression waterfall •Runs daily •Secure data transfer •Data picked up automatically •Fed through to dynamic emails •Email sent instantly
    23. 23. Challenge 6 – widen reach of existing fraud strategy 23 ObjectivesResults SolutionChallenges How to widen reach of fraud strategy Customer engagement Lower risk transactions Engage customers in checking lower risk transactions Find quick wins Online registration… Account activated… £1.3m+ fraud savings Detected up to 7x more quickly
    24. 24. What else?
    25. 25. Exceptional results! 25 • Average call deflection rate of 29% per trigger • [x] headcount savings Efficiencies • Customers who receive the travel flag confirmation are 12 times more likely to use SMS next time Channel • Proactive Fraud detection 4x more likely where an address change email is sent • Estimated fraud savings = £1.3m Fraud Volume: 4.9m Open rate: 52% CTR: 7% Business reporting
    26. 26. Exceptional results! 26 Award winning results “This entry stood out in the category simply by delivering brilliant results. The judges thought the entire programme was well thought-out, reducing calls to contact centres, preventing fraud and delivering a fully branded experience to customers for the first time. But it was the results what won it.”
    27. 27. Expansion… •Phase 2 scheduled for Q4 this year • Residual interest • Contact details changed • Replacement card •Phase 3 being scoped • Business benefit cases • Extend to affinity partners •Convert to responsive design Next generation… • Real time alerts • Contact waterfall • Cross channel deployment And the winner is…. • CCA shortlisted • Card and Payments awards 2014 What’s next? 27
    28. 28. Quick Poll Keeping Customers Engaged: How to use Dynamically Triggered Communications Effectively
    29. 29. Next steps to consider •Talk to your email supplier •Indentify quick wins •Get stakeholder buy in/sponsorship •Introduce a proof of concept •Source data easily Sounds good – but where do I start? 29
    30. 30. Contact Details anne-marie.thompson@bankofamerica.com Image credits Images courtesy of : •Sheelamohan; sippakorn; Pixomar; jscreationzs; David Castillo Dominici; digitalart,; Master isolated images; Thewet supakitmod All at FreeDigitalPhotos.net 30
    31. 31. Your Questions Keeping Customers Engaged with Dynamically Triggered Communications Anne-Marie Thompson Digital Campaign Manager MBNA Jo Roberts Consultant Editor Marketingfinder.co.uk
    32. 32. 3 Great reasons to fill out the exit survey 1. You can give us your feedback 2. You can request a free copy of the ‘European Data-Driven Email Marketing Survey’ 3. You can request a free copy of ‘The Virtual Presenters Handbook
    33. 33. Thank You Brought to you by In association with Keeping Customers Engaged: How to use Dynamically Triggered Communications Effectively

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