Webinar with MoEngage talking about the importance of customer experience, how to create a great experience especially on mobile and why data unification is critical. Read more of my posts here: https://www.namratabalwani.com/blog

1. Customer Experience And Why
It’s Crucial Today
SPEAKER- NAMRATA BALWANI, DIGITAL MARKETING CONSULTANT,
EX LANDMARK GROUP AND OGILVYONE WORLDWIDE
WEBINAR

2. Speaker
NAMRATA BALWANI
An experienced head of digital marketing and skilled in digital, omnichannel
marketing, customer journeys, e-commerce, CRM, customer analytics and
product management, Namrata is currently consulting with corporates and
startups in marketing, digital, and transformation. She has been CEO and Co-
Founder of an independent, award-winning digital agency that launched back in
2005. she has also led and managed P&Ls for large agency networks in the WPP
Group. You can visit her website- www.namratabalwani.com.

3. MoEngage Inc
MoEngage is an Intelligent Customer Engagement Platform that allows
consumer brands to engage users with the right content on the right channel,
at the right time.
MoEngage is built for the mobile-first world. With AI-powered automation,
optimization capabilities, and in-built analytics.
MoEngage enables hyper-personalization at scale across multiple channels like
mobile push, email, in-app, web push, On-site messages, and SMS.
Fortune 500 brands across 35+ countries such as McAfee, Samsung, and Nestle
use MoEngage to orchestrate their omnichannel campaigns.
MoEngage has been featured on Gartner’s Magic Quadrant
for two consecutive years and is the youngest company on the list.

4. Pioneer in Marketing
Automation
with continued industry-first innovations every year.
Smart Triggers
Push
Amplification
Geo Fencing
Sherpa
Dynamic Product
Messaging
2014 2015 2016 2017 2018 2019
Analytics

5. Trusted by Fortune 500 brands

6. BUILDING CUSTOMER
EXPERIENCE ON MOBILE

7. 7
Good CX More Revenue
CUSTOMER EXPERIENCE
● Every Interaction Matters
● People And Product
● Micro-experiences Matter
POSITIVE CX CAN MEAN
● Customers Willing to Pay More
● Awareness To Advocacy
● Brand Advocates Spend More
● Evangelists Lead To More Referrals
VIRTUOUS LOOP
Icon made by Srip from www.flaticon.com

8. 8
Building a UX
START WITH THE CUSTOMER JOURNEY
● Motivations
● Moments of Truth
MOBILE USER JOURNEY
● User Stories
● Use Cases
SIMPLE
● Let The User Achieve Their Goal
● Make Navigation Easy
FEATURES THAT ENHANCE THE USABILITY
● Aid Efficiency
● Make The Experience Enjoyable

9. 9
Native apps Vs PWA’s
PROGRESSIVE WEB APPS
➔ They help in increasing
customer base
➔ They improve conversions

10. 10
Data Linkage
SINGLE CUSTOMER VIEW
1. Ensure that customer data is unified across all sources.
2. Use the right software/platform and appropriate connectors.
DO NOT TREAT MOBILE AS A STANDALONE CHANNEL
1. Omnichannel marketing strategies not siloed marketing activities.
2. Data collected from each channel can be used to improve overall CX experience.

11. 11
Data Usage
USING FIRST PARTY AND THIRD PARTY DATA
● All data points should conclusively help in creating a customer profile.
HELPS IN PERSONALIZATION OF THE MOBILE EXPERIENCE
● Various data points can assist you in creating specific acquisition and retention programmes.
● As a starting point, location based offers, timed offers and re-engagement campaigns assisted by
data help in improving CX.
● However, personalisation should help customers through their buying journey. Basic recognition of
a customer is not good enough.

12. 12
Opt-ins
Use opt-ins to encourage customers to willingly share information for personalisation in this age of
privacy concerns.
Proactively use surveys etc. to reach out and collect more information thereby inferring high value
moments.
Provide a better experience that shows the value exchange.

13. 13
Analytics
➔ Use the right tools to track - keep building the single customer view
➔ Measure every interaction in the user journey and analyse it with
respect to other channels
➔ Understand which actions are more effective - don’t over personalise
➔ Move customers along the journey

14. 14
➔ Use the analytics framework to predict churn
➔ Introduce the right measures that delight customers
➔ Make personalisation truly effective
Churn

15. 15
MAU - MONTHLY ACTIVE USERS
DAU - DAILY ACTIVE USERS
RETENTION RATE
CLTV - CUSTOMER LIFETIME VALUE
ARPU - AVERAGE REVENUE PER USER
REFERRALS
Measuring Success

16. 16
Examples-Nike
1. The footwear and apparel retailer’s growth in its third
quarter was led by NIKE Digital, which grew 36%
globally.
2. Nike’s SNKRS App traffic and revenue were up triple
digits in the quarter.
3. Across Nike’s fleet, shoppers using the NIKE app at
Retail average 40% higher sales than those that
don’t.
4. Nike has also fully digitized its palette of over 6,000
footwear materials.

17. 17
Examples-Sephora

18. Thank You!
Any questions?