Sms marketing workshop bdma

Delivering Cloud Communications since 1991 !
SMS
Marketing
Tailor-made
phone solutions
(SMS & VOICE)
SMS
notifications
Workshop 29th of January 2015

SMS Marketing Agenda
1. What is an SMS ?
2. Why you may want to use an SMS to contact customers ?
3. What are the applications for your company ?
4. What are your SMS Marketing objectives as marketer ?
a. Build a Database
b. Activate a Database
5. What does it cost?
6. What else can you do with an SMS?
2

What is an SMS?
• SMS = Short Message Service
• Contains Text
• It can contain links (url) to your website
• It can contain text variables from your
CRM or ERP
• 160 signs per SMS, Maximum 5 SMS
• You can send a long SMS or a concatenated SMS, 1 message
composed with more text messages of 160 signs each
• An SMS can be send from a mobile phone to another
• An SMS can also be send from an SMS application to a mobile
phone and conversely
1

What is an SMS?
• When we speak about SMS applications, an SMS can be
• MO (Mobile Originated): sent from a mobile phone user to
an SMS application. User pays the message.
• MT (Mobile Terminated): sent from an SMS application to a
mobile phone. It is free of charge for the consumer, charged
to the sender (company).
• MTR (Mobile Terminated Reversed Billing): sent from an
SMS application to a user but the message is billed to the
user at a premium tariff.

Proven technology
Cloud
Communications
Why you may want to use an SMS to contact
customers ?
Stable
Cheap
Avoid call to customer or customers do not call
One number – one owner that can be identified
No data connection needed – mobile
network is sufficient
SMS open rate is 97% (e-mail is 10 to 30%)
Rate of SMS being remembered is 60%
Sending and Delivery Status are available

Phone self-service
inbound
One-Time
Password
Appointment
reminders
Alerts & notifications
Automated
helpdesk
Satisfaction
survey
Automated call
campaigns
Debt collection
Crisis
communication
Contest & voting
Direct marketing
Cloud
Communications
Shipping
notifications
Call Centre
optimization
What are the applications for your company ?

Your primary objective with SMS marketing as
marketer ?
• As Marketer you may want to
1. Build a contact database
2. Activate a contact database

What to consider to build a contact database?
1. Concept:
game, coupons, co-branding action
2. Where to publish:
press, web, radio, TV, street display
3. Shortcode and keywords:
• Shared shortcode – It’s the same as other brands
• Dedicated shortcode – Unique and linked to your brand
• Keywords – what do prospects need to answer ?

What to consider to build a contact database?
4. Legal:
Legal texts to include in your communication (price, time frame…)
e.g., Surf naar Grohe.be of SMS ‘GROHEDOC naam en adress’ naar
3536 (0,50€ per SMS)
5. Handling Replies:
Who/What receives the messages? What is the answer you give?
6. Statistics:
Volumes per keyword, per media

Example: Build a contact database
• A car brand wants to build a prospect database for a new car
launch (e.g. Hyundai)
• Car brand uses web banners, leaflets, ad space in magazine etc.,
to display the action
• User sends keyword (e.g. Test i30) by SMS to a short number (e.g.
8810)
• Car brand collects numbers – Call Centre makes appointment –
Car brand sends all details to local dealer

What would it cost ?
• Price of the SMS
• Application development cost – developer hour rate
• Shared shortcode – Free of charge
• Dedicated shortcode – 160,00 €/month
• All costs linked to your marketing action

What to consider to activate a contact database?
1. Concept:
Discount code, activation code
2. Where to publish information about the action:
website, in-shop display, leaflets
3. Shortcode and keywords:
• Shared shortcode – It’s the same as other brands
• Dedicated shortcode – Unique and linked to your brand
• Call to action – what do prospects need to do with what you
offer ?

4. Legal:
a. Legal texts to include in your communication (price, time frame…)
b. If opt-in, ok, you can send an SMS
c. People should have the right to unsubscribe by sending STOP. This has
to be mentioned in the first SMS.
d. An SMS sent out via shortcode is always bi-directional, people must
have the right to answer
5. Handle actions:
place on website to insert code? Is your salesforce in your sales point ready
to accept the SMS and the code?
6. Statistics:
How many people received the SMS ? How many activated the promotion
codes ?
What to consider to activate a contact database?

Example: Tease a contact database
• Rabobank wants to make new clients
• They sent an SMS to a prospect database
• The SMS contained a promotion code to use when you register
online for a new bank account
• When bank account opening process is completed, new
customers are invited to enter the code on the website
• Their bank account is directly credited with 50 €

What would it cost ?
• Price of the SMS
• Application development cost – developer hour rate
• Shared shortcode – free of charge
• Dedicated shortcode – 160,00 € per month
• All costs linked to your marketing action

Phone self-service
inbound
One-Time
Password
Appointment
reminders
Automated
helpdesk
Satisfaction
survey
Automated call
campaigns
Debt collection
Crisis
communication
Contest & voting
Direct marketing
Cloud
Communications
Shipping
notifications
Call Centre
optimization
What else you can do with an SMS ?

SMS Notification Solution
Challenge :
• Telenet wants to reduce the number of calls to their Call
Centre in order to better use agent’s time
Solution Provided :
• Set up an outbound SMS-/automated call system allowing
Telenet to proactively inform their customers
Advantages, results, ROI for Telenet :
• Reduce the number of calls to the Contact Centre
• Increase customer satisfaction
• Easy implementation

SMS Appointment Reminder
Challenge :
• VOO needs to send SMS messages to clients for various reasons.
• Customers can answer back and VOO must treat these responses to
properly serve its customers.
Solution Provided :
• Setup an outbound SMS/automated call system directly connected to
ERP
• Develop a special tool in order to smooth the SMS sending rate during
VOO contact-centre opening hours to avoid peaks in # of calls /
answers
Advantages, results, ROI for VOO :
• Unique tool for the users – fully integrated in the ERP
• Smoothing tool avoiding peaks fully managed by VOO through web
interface
• Statistical results of the operations
• ROI on several applications (Debt collecting…)
• Improve attendance on appointments with technicians for
installation/repairs

Debt Collection
Challenge :
• EDF Luminus needs to reduce the number of payment
reminders they send to customers
Solution Provided :
• Set up a fully integrated solution for different channels
• EDF Luminus delivers a file via ftp and platform sends
SMS, Voice or e-mail notifications according to a
predefined process
Advantages, results, ROI for EDF Luminus :
• Fully automated solution
• Quick and cost effective solution
• Proven result : 30% less invoice reminders sent

Phone self-service
inbound
One-Time
Password
Appointments,
reminder
Automated
helpdesk
Satisfaction
survey
Automated call
campaigns
Debt collection
Crisis
communication
Contest & voting
Direct marketing
Cloud
Communications
Shipping
notifications
Call Centre
optimization

SMS shipping notifications
Challenge :
• Reduce the number of undelivered parcels due
to customers’ absence.
Solution provided :
• Set up a shipping notification solution by SMS.
• Consumers are notified before the arrival of
their parcels.
Advantages, results, ROI for 3 Suisses :
• Decrease number of non retrieved orders.
• Increase customer satisfaction
• increase of 3 Suisses service quality level.
• Decrease number of calls to 3 Suisses call centre
regarding delivery problems.

Voting Eurovision Song Contest
For the past 10 years,
Belgian votes for the
Eurovision Song Contest
& Junior Song Contest were
managed by IVR and SMS
applications.
This important "voting
operation” is carried live on
IVR & SMS platforms.

Lampiris satisfaction survey via SMS
Challenge :
• Lampiris wants to evaluate service level in call center
• Contact customer directly with 1 SMS and 1 short question
Solution Provided :
• SMS Gateway to send question and receive answer
• Small question to evaluate service
• Grade service quality from 1 to 10
Advantages, results, ROI for Lampiris :
• Message sent automatically after the call
• Answers received directly in one Database
• Results directly displayed in system on graphs
• Ease of use for Lampiris and customers

One time password via SMS
Challenge :
• Reduce the number of inbound calls at the
Network Monitoring Centre
Solution provided :
• Field technicians register their access via sms
when they execute works on technical
equipment (7.500 access registrations/month).
• The Network Monitoring Centre is automatically
informed and the related alerts are
automatically coupled (45.000 alerts/month).
Advantages, results, ROI for customer :
• The number of inbound calls reduced with 30%
in the first month after the release.
• Alert-check is now possible anywhere, anytime.
The field technician receives the alerts via sms
(1.000 check-alert/month).

Crisis Communication Center

Phone self-service
inbound
One-Time
Password
Appointments,
reminder
Automated
helpdesk
Satisfaction
survey
Automated call
campaigns
Debt collection
Crisis
communication
Contest & voting
Direct marketing
Cloud
Communications
Shipping
notifications
Call Centre
optimization
Donations

Avoiding shortage of blood
Challenge :
1. Rode Kruis wishes to consult their donors database
when there is a shortage of blood.
2. Rode Kruis wants to contact new donors via SMS
Solution provided :
1. Set up an SMS solution directly connected to the
Rode Kruis CRM database using SOAP web services
for existing donors
2. Use SMS Mailer to contact new donors (sometimes
700.000 SMS / month)
Advantages, results, ROI for Rode Kruis :
1. Enable Rode Kruis to quickly communicate by SMS
with donors of specific blood types when necessary.
2. Add new donors to its database

SMS donations for CAP 48
Challenge :
• People need to have the possibility to send
money via SMS
Solution provided :
• Set up an SMS application to receive SMS
• Detect Amount and bank account number
number
• Deduct money from Donor bank account
Advantages, results, ROI for CAP 48 :
• Easily collect donations
• Know directly amount and where to deduct
money from
• 90.000 € were collected thanks to SMS in 2014

Phone self-service
inbound
One-Time
Password
Appointments,
reminder
Automated
helpdesk
Satisfaction
survey
Automated call
campaigns
Debt collection
Crisis
communication
Contest & voting
Direct marketing
Cloud
Communications
Shipping
notifications
Call Centre
optimization
Banking
Services

SMS banking Services
Challenge :
• bpost launched the BPAID prepaid credit card and
wants a simple way to provide the balance to its
cardholders.
Solution Provided :
• Manage the "On demand" SMS service consultation of
the balance for the BPAID card.
• The consumer sends an SMS to 8686 short number.
• App automatically checks balance via web services
and returns information to the consumer
through a secured system.
Advantages, results, ROI for BPost :
• Detailed statistics for bpost.
• Instant balance information for the card holders.

Phone self-service
inbound
One-Time
Password
Appointments,
reminder
Automated
helpdesk
Satisfaction
survey
Automated call
campaigns
Debt collection
Crisis
communication
Contest & voting
Direct marketing
Cloud
Communications
Shipping
notifications
Call Centre
optimization
Blackout
Notifications

Lampiris SMS notifications for Black-Out
Challenge :
• Lampiris needs to warn 140.000 people that the black-out
test is starting
• Message has to be sent to mobile devices
Solution Provided :
• SMS Mailer is a solution
Advantages, results, ROI for Lampiris :
• Mass Platform and quick treatment allowing
to reach 140.000 people in 30 minutes
• Answers to the SMS are delivered to Lampiris
• Continuous Support
• Monitor Sending and Delivery

Automated
phone
applications
VOICE
& SMS
notifications
www.RingRing.be +32 (0)2 334 23 00
Delivering Cloud Communications since 1991
Thank you
for your
attention!

Sms marketing workshop bdma

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