Personalizing Mobile Interaction To Create Lasting Customer Loyalty

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Experience, loyalty, satisfaction, engagement. No matter the goal, marketers are responsible for creating compelling experiences that keep customers coming back. Whether the first line of communication occurs via phone or SMS, marketers must use these channels to create personalization and engagement in order to drive ongoing interaction with their customer base.

This joint webinar, brought to you by Angel and Waterfall Mobile, analyzes how to make mobile interaction more compelling. As with every webinar from the Getting It Right In Mobile series, the webinar examines best practices, analyzes relevant case studies and presents actionable next steps to launch a mobile marketing strategy to the next level.

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Personalizing Mobile Interaction To Create Lasting Customer Loyalty

  1. 1. Personalizing Mobile Interactionsto Create Lasting Customer LoyaltyKane  Russell Don  KeaneVice President of Marketing Vice President of MarketingWaterfall Mobile Angel
  2. 2. Agenda  Angel, Waterfall Mobile and Multichannel CXCalls to Action for IVR and SMSProactive CampaignsReporting and AnalyticsOngoing Customer EngagementExample CampaignsKey Takeaways
  3. 3. Today s Presenters Don  Keane   Vice President of Marketing Angel Kane  Russell Vice President of Marketing Waterfall Mobile
  4. 4. Multi-Channel CX Platform
  5. 5. Agenda  Angel, Waterfall Mobile and Multichannel CXCalls to Action for IVR and SMSProactive Communications and CampaignsReporting and AnalyticsOngoing Customer EngagementExample CampaignsKey Takeaways
  6. 6. Call to Action OverviewTrigger that incites customers to participate in any marketing campaign 4 Ingredients & the Secret Sauce: 1. Incentive 2. Clarity 3. Strategy 4. Compliance Branding
  7. 7. 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.
  8. 8. IVR vs. SMSIVRSMS
  9. 9. Technical Considerations For IVR: Toll-free vs. local phone # Landline vs. cell phones For SMS: Dedicated vs. shared code Keyword characters
  10. 10. 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
  11. 11. Securing An Opt-In for Life Think about customers in terms of lifetime value
  12. 12. Agenda  Angel, Waterfall Mobile and Multichannel CXCalls to Action for IVR and SMSProactive Communications and CampaignsReporting and AnalyticsOngoing Customer EngagementExample CampaignsKey Takeaways
  13. 13. 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
  14. 14. Personalization is KeyPersonalization is Key Individuals want to hear/see theirname: Personalize greetings Avoid mass notificationsInteractions of sensitive nature, employRight 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 toenrich the customer experience
  15. 15. SMS Personalization Tactics: Dynamic field insertion A/B Testing Cross-channel messaging Location targeting List management Integrate at the Point of Sale
  16. 16. The Importance of VoiceSMS: interactive and immediate IVR: Personal and efficient
  17. 17. Agenda  Angel, Waterfall Mobile and Multichannel CXCalls to Action for IVR and SMSProactive Communications and CampaignsReporting and AnalyticsOngoing Customer EngagementExample CampaignsKey Takeaways
  18. 18. IVR and SMS: Key Metrics Through MobileRelationships Subscribers Reach Engagement Action Lifetime Value
  19. 19. SMS & IVR EssentialsGrasp the growth of your program and engagement withcustomers
  20. 20. Advanced MetricsTie customer engagement to company value creation
  21. 21. Integrating Reporting DataCombine channels to obtain a holistic customer understanding
  22. 22. Data  Integration  and  Personalization  
  23. 23. Metadata vs. Content FatigueYes, data is important. Just don t overdo it to the point whereyour customers lose interest:
  24. 24. Agenda  Angel, Waterfall Mobile and Multichannel CXCalls to Action for IVR and SMSProactive Communications CampaignsReporting and AnalyticsOngoing Customer EngagementExample CampaignsKey Takeaways
  25. 25. Continuous Customer Engagement
  26. 26. Business  Intelligence  
  27. 27. Keeping The Conversation Going
  28. 28. Agenda  Angel, Waterfall Mobile and Multichannel CXCalls to Action for IVR and SMSProactive Communications and CampaignsReporting and AnalyticsOngoing Customer EngagementExample CampaignsKey Takeaways
  29. 29. Putting It All Together:
  30. 30. Agenda  Angel, Waterfall Mobile and Multichannel CXCalls to Action for IVR and SMSProactive Communications and CampaignsReporting and AnalyticsOngoing Customer EngagementExample CampaignsKey Takeaways
  31. 31. TakeawaysKeep conversations going through multichannelcommunications such as IVR and SMSPerformance management must be a part of yourcustomer experience management in order to deliver theright message, when and how your customers want itKey metrics identify how customers engage with yourbrandPersonalize the phone or SMS experience using real-timedata
  32. 32. Q&A Don  Keane   Vice President of Marketing Angel dkeane@angel.com angel.com Kane  Russell Vice President of Marketing Waterfall Mobile krussell@waterfallmobile.com waterfallmobile.com

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