Customer Care Survey Finds Businesses and Consumers Disagree on Customer Experience

1. The Care Gap SURVEY HIGHLIGHT MAJOR DISCREPANCY BETWEEN CONSUMER AND BUSINESS PERCEPTIONS OF CUSTOMER CARE

2. Brands and Consumers Wildly Disagree on How Businesses “Care” In a world where customer service, marketing and information technology (IT) are blending, the comprehensive consumer experience has become the focal point for brands. In this ripe arena of connection, brands’ ability to “Care” for their customers is the key to building enduring relationships and boosting sales. Because of its power to reach consumers at the time, in the place and in the manner they desire, mobile devices are increasingly pervasive in businesses’ communications and marketing strategies. A global survey of customers and businesses, Identifying the Care Gap in Business-to-Consumer Engagement, explores “Care” and measures consumer satisfaction. Findings show a large discrepancy between the way businesses and consumers view Care.

3. Key Findings 2

4. Key Finding 1: Brands and consumers disagree on “Customer Care” A 37 point perception gap exists between how businesses rate the care they provide and the scores customers assign to their experience Copyright © 2014 Mblox, Inc. All rights reserved. 3

5. Key Finding 1: Brands and consumers disagree on “Customer Care” Respondents rated financial services as the industry who cares most for them, and insurance as the one who cares the least. There’s still a large gap between what industry and consumers believe. Copyright © 2014 Mblox, Inc. All rights reserved. 4

6. Key Finding 2: Consumers are not satisfied with how they are being communicated with via mobile A 20 point perception gap exists between the way businesses and consumers rate satisfaction with mobile communication Copyright © 2014 Mblox, Inc. All rights reserved. 5

7. Key Finding 3: Together, SMS and email dominate consumer preference for mobile communication with brands o On l y 5 8% o f c omp a n i e s u s e mo b i l e to e n g a g e wi t h c o n s ume r s , y e t 8 6% o f c o n s ume r s i n d i c a t e t h e y a r e o p e n to mo b i l e e n g a g eme nt . o C o n s ume r s p r e f e r e m a i l a n d t e x t a s b r a n d s ’ m e t h o d s o f e n g a g e m e n t . o Us e ema i l fo r ma r ke t i n g me s s a g e s , a n d t ex t fo r u r g e nt c ommu n i c a t i o n ( o u t a g e n o t i f i c a t i o n s , r e p a i r s s t a t u s , f r a u d a l e r t s ) . Copyright © 2014 Mblox, Inc. All rights reserved. 6

8. Key Finding 4: The Privacy Fallacy: Consumers are not afraid of interacting with businesses via mobile Consumer preferences for mobile communications o O n l y 1 4 % o f c u s t o m e r s d o n ’ t w a n t t o b e c o n t a c t e d v i a m o b i l e - p r ima r i l y b e c a u s e o f p r i v a c y c o n c e r n s ( 6 4%) – C r e a t i n g c l e a r o p p o r t u n i t i e s to r e a c h 8 6% o f c o n s ume r s Copyright © 2014 Mblox, Inc. All rights reserved. 7

9. Closing the Gap

11. Closing the Gap The nature of the Communication determines the message channel, then the device channel IMMEDIATE password authentication fraud notification travel alerts location-based offers PROMOTIONAL coupons online offers brand advertising contests Copyright © 2014 Mblox, Inc. All rights reserved. 10

14. Closing the Gap Top 5 ways to close the Care Gap Use customer service as a marketing channel; build cooperative insights on consumers and pay close attention to communication channels Build relationships between marketing, customer care & technology; work together within departments to deliver a cohesive message Take some risks – brands doing the most creative things are usually doing what’s counter-intuitive Let the customer dictate how and when they’re communicated with; deliver messages in context and use influencers who “speak the same language” A mobile strategy is more than an app strategy Copyright © 2014 Mblox, Inc. All rights reserved. 13

15. Closing the Gap Excellence in customer experience = superior care + relevant, targeted marketing …using the right touch points in the right way to create the best experience for consumers Copyright © 2014 Mblox, Inc. All rights reserved. 14

17. About Mblox Report Methodology Mi l lwa r d Br own Di g i t a l o n b e h a l f o f Mb l o x s u r v e y e d a c o l l e c t i v e 1 , 6 5 0 mo b i l e p h o n e u s e r s o v e r t h e a g e o f 1 8 i n : t h e Un i t e d St a t e s , t h e Un i t e d Ki n g d om, a n d Au s t r a l i a . Wi t h i n t h i s g r o u p , 1 , 1 0 0 a d u l t s ( 1 8 +) c u r r e n t l y h a v e a n a c c o u n t o r i n t e r a c t wi t h a c omp a n y i n t h e r e t a i l , h e a l t h c a r e , f i n a n c i a l s e r v i c e s , i n s u r a n c e a n d /ma r k e t i n g a n d / o r t e l e c om/ c a b l e / u t i l i t y i n d u s t r i e s . Wi t h t h e s e i n d u s t r i e s t h e f i rm a l s o s u r v e y e d a n a d d i t i o n a l 5 5 0 a d u l t s ( 2 5 +) wo r k i n g i n a c u s t ome r s e r v i c e /ma r k e t i n g r o l e o r h i g h e r . o Larges t global A2P SMS provider o Del i ver mul t i - channel mes saging solut ions that suppor t enterpr i se market ing & cus tomer ser vi ce, inc luding: o SMS o MMS o Voi ce (**Ser vi ces ) o Push Copyright © 2014 Mblox, Inc. All rights reserved. 16

Customer Care Survey Finds Businesses and Consumers Disagree on Customer Experience

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