Multichannel Customer Engagement

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Best practices and stratagies to engaging customers across multiple channels to deliver value and loyalty. Presented at the Professional Association for Customer Engagement conference (PACE), May 2012.

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Multichannel Customer Engagement

  1. 1. Channel of Choice: Let’s get started!
  2. 2. “It’s not physical versus virtual – it’swhich brand creates the best experienceto drive an event that increases loyalty” Brian Dunn CEO Best Buy Feb 2012 Mobile World Congress Session Barcelona
  3. 3. A m ob ile sho wr oom for F o rd 3
  4. 4. MOBILE MARKETING TRENDS 4
  5. 5. MOBILE MARKETING TRENDS MEDIA FORMS IMPACT ON PURCHASEMOBILE PHONES PENETRATION WORLDWIDE DECISIONS SMART PHONES PENETRATION WHERE DO PEOPLE USE THEIR MOBILE DEVICES? WORLDWIDE Sources: InMobi - First wave of mobile media consumption – Q4 Survey Internet Statistics Compendium, December 2011 5
  6. 6. EXPECTATIONS ARE EVOLVING INSTANT GRATIFICATION INFORMED Customers are all about Customers know your NOW. products, and your competitors products. RECOGNIZED COMPARE Customers want to be Customers evaluate customer acknowledged and service across industries. rewarded. VALUED SOCIAL Customers expect value Customers are socially from their interaction with interconnected your brand. 6
  7. 7. SO ARE SERVICING TECHNOLOGIES SOCIAL LOCAL MOBILESocial media is now a Leverage location based Mobile bridges the socialprimary channel for marketing to target the and location withcommunicating and right message in right time personalization that wasservicing your customers. at the right location never possible before 7
  8. 8. CUSTOMER SERVICE IS A COMPETITIVE ADVANTAGE P/ Ratio of brands with exceptional customer service vs Industry Average ESource: Yahoo Finance, 4.27.12 8
  9. 9. 9
  10. 10. UNDERSTANDING CROSS-CHANNEL COST, BENEFITS & CHALLENGES FACE2FACE VOICE CHAT Direct Mail IVR APP SOCIAL BROWSER $26.00 $7.00 $1.50 $0.50 $0.25 $0.20 $0.15 $0.12 COST: • Personal • Dynamic • Interactive • Physical • Easy • Rich • Viral • Rich •Persuade •Complex • Un- • Arrives • Natural •Controlled • Social Media BENEFITS: •Complex •Personal obtrusive at home language experience Trust • Dynamic •Interactive • Secure content drivenCHALLENGES:•Impractical • Control • Scale • 0.2% Open •Impersonal •Requires • Security • Connect- • Limited Rate download • Uncontrol- ivity • Scale • Data customer • Limited able Mine adoption • 2-5 days complexity • Repeat • Viral limits lead time usage 10
  11. 11. How can I create an effective multi-channel strategy to optimally servicemy customers, while driving loyaltyand revenue? 11
  12. 12. 12
  13. 13. Leverage the best features eachchannel offers to drive usage andengagement
  14. 14. THE CHALLENGE THE SOLUTION  Drive Opt-in user base throughStreamline service Your ACE JH1OX 6290 is acquisition, dealer network, and ready after service. Pleasecommunication and contact your service advisor at 9500336001 phone response channels for taking delivery.offers /promotionsacross dealer network  Establish triggered & scheduled messages to support service and resale lifecycle delivered by rules-based engine integrated RESULTS with Tata’s CRM system: 1. service alerts, 30,000,000 2. promotions / offers, Messages sent 3. new vehicle announcements) Ser vic e no tif ica tio ns red uc ed in bo un d 14 an d ou tb ou nd
  15. 15. Ensure the content and userexperience across channels are – • Consistent • Available • Accurate
  16. 16. THE CHALLENGE THE SOLUTION Shift from outbound call to  App-like navigation mobile engagement to (360° views of vehicles, showcase Ford’s lineup and make it easier for consumers rotating cube, etc.) on to research and purchase sophisticated HTML5- vehicles across channels. based m.ford.com  “Locate a Dealer”RESULT “Search Dealer  Inventory”100M+ 2x SMS your address to  schedule a test drive  Price comparison linksPage views Time spent per visit vs. industry average  Opt in to find out more  Social media 16
  17. 17.  Enable communication across channels to provide a holistic support system for your customers  Click to call or chat  Text to call or chat  IVR support …many more Provide customers with multiple options to communicate with your brand and pick the one they are most comfortable with! Facilitate 100% availability 17
  18. 18. OBJECTIVEDrive traffic to the mobile site, andengage users to SMS sweepstakes &community through:• Use Incentives: wallpaper downloads, sweepstake entries and trailer views• Text-to-Actions in magazines, newspapers and posters each with different keywords RESULT• Links to ticket purchase sites & cinema MOBILE SITE MOBILE MEDIA SMS location finders +345k +131k +182k 2.29• Unique Channel tracking specific to each channel and media to learn & optimize Total page views Total S visitors ite Total Click Average S Sper M performance. Through User 18
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  20. 20. 1. Put customers at the centre of your strategy2. Define your rules of engagement per channel3. Measure, analyse and optimize (repeat)4. Invest and resource appropriately
  21. 21. GETTING IT RIGHT RIGHT OBJECTIVES RIGHT CUSTOMERS RIGHT CHANNELSWhat are you optimizing for? Who are you optimizing for? What channels to use? v v v v Volume  Robust CRM Cost  Segmentation Revenue  Adoption Satisfaction  Maturity Loyalty 21
  22. 22. Mobile Telephony/ Mobile Print Outdoor touchpoints Web Messaging Applications Web TV/ Radio Store Media Media Social GamesMULTI-CHANNEL ENGAGEMENT product Rich Media placement Ad Unit QR code Media enabled Print Interactive Ad Billboard In-Store TV Spot Poster Brand presence Mobile Shortcode/ Print Sponsored Website Phone number Website Outdoor Package 80800 events Something cnged today. SODA bottles are now coming with hidden codes under the cap. Redeem the codes to collect points and win cool prizes! 22
  23. 23. Mobile Telephony/ Mobile Web Store/ Print Outdoor media/ Web Messaging Applications TV/Radio package Media Events Registration 1 +10 points 2 80800 3 CXV5342445Interaction Thanks! You now have 50entries! Do 4 you know which famous actress starring in our TV spot? Reply with A) M.Fox or B) C.Theron for 20 bonus entries A Congratulations! You now have 70entries 5 23 Personalized challenges +80 points 24
  24. 24. Redemption Rate: 25%-35% Revenue /Customer: 10%-15% 0.9 m 1.4 m 1.4% 2.1% 2.3% Mobile Web Sponsored Events 0.7 m % MessagingResults Mobile App 2.1 m 4.3 m Web Cola Orange Lime Participation: 50% -70% Reduced Attrition: 15%-25%% 45 % 32 % 18 % 3.5 % 1.5 % Mobile Web Messaging Web Mobile App Sponsored Events Soda Soda consumer profile consumer profile 24
  25. 25. IT’S BEEN Reach me at derekfmartin@gmail.com, #derekfmartin, or my blog, http://beterbusinessbanter.com 25

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