The document discusses the evolving expectations for customer engagement, emphasizing the need for proactive, hyper-personalized mobile interactions. It outlines essential criteria for selecting a mobile engagement partner, including industry expertise, compliance with regulations, flexible implementation, and the ability to automate engagement. Key takeaways highlight that personalized mobile experiences are crucial for competitiveness and that businesses must leverage new engagement automation solutions.

1. Gartner™ names Relay Network a
2017 Cool Vendor
10 CRITERIAFORSELECTING
AMOBILEENGAGEMENTPARTNER
March 2018

2. 2
MEET THE
PRESENTERS
Brie Tascione, CMO
Relay Network
btascione@relaynetwork.com
Casey Murray, Partner
The Virtual CRO
casey@thevirtualcro.com

3. 3
1. How customer engagement expectations
have changed
2. The rise of new types of mobile
engagement solutions to help businesses
address customers in their moments of
need
3. The must-have criteria for selecting a
mobile engagement partner so you can
buy with confidence
WHAT YOU’LL
LEARN TODAY
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4. 4
“Enterprises must pivot toward delivering
proactive, hyperpersonalized content and
services when and where a consumer needs or
wants them.
These solutions will gradually fail.”
But…this is at odds with how businesses have
approached customer engagement; they build
apps and websites to do all things for all
people and encourage customers to self-serve.
4

5. PHASE NAME
Sources: Relay Enterprise Self-Service Landscape Survey, 2017; https://www.zendesk.com/resources/searching-for-self-service/
They are overkill for most experiences and still require the customer to do all the work.
WHAT’S MISSING?
They are overkill for most experiences and still require the customer to do all the work.
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Forrester, 2017
THE APP BOOM
IS OVER
The majority of U.S. consumers download
zero apps per month.
- TechCrunch
https://www.recode.net/2016/6/8/11883518/app-boom-over-snapchat-uber
https://techcrunch.com/2017/08/25/majority-of-u-s-consumers-still-download-zero-apps-per-month-says-comscore/

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PERSONALIZATION IS NOW TABLE STAKES
Forrester, 2017
Creating deeper customer engagement through in-the-moment, mobile-first experiences will become
a core competency for businesses moving forward.
This has given rise to mobile engagement automation solutions, which give businesses the tools
to serve customers in their individual moments of need.
Mobile engagement automation solutions:
✓ Digitize customer journeys with curated content
✓ Proactively orchestrate interactions
✓ Automate and scale engagement for consistency and efficiency
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8. FORSELECTINGAMOBILE ENGAGEMENTPARTNER
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1. VERTICAL + INDUSTRY EXPERTISE
Every industry has its unique set of micromoments — bill explanations, card activations, managing
moves, or closing a patient care gap.
Pro Tip: Find a partner who’s already familiar with the CX friction points, ideal journeys,
compliance guidelines and trends in your industry, so they can make informed recommendations.
Questions to ask:
• Do they have proven experience and results in your industry?
• How does their solution ensure compliance with regulatory and compliance requirements?
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2. MOBILE CONSENT CAPTURE & MANAGEMENT
Most mobile engagement solutions allow you to message customers you can already reach. To really
break through, you need a partner that can help increase your mobile reach and manage your risk.
Pro Tip: TCPA compliance is a requirement for any business. Make sure your partner has the
capability to capture, store and manage mobile numbers and consent so you can onboard users
faster and stay compliant with TCPA regulations.
Questions to ask:
• Does the provider do anything to help you capture (and manage) mobile numbers and opt-ins?
• Does the provider offer ongoing TCPA monitoring services to ensure compliance?
• How does the provider handle opt-outs?
• How does the provider stay on top of the latest TCPA interpretations?
• Does the provider offer customer validation services?
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3. TCPA-COMPLIANT SMS CAPABILITIES
It’s not just capturing the initial consent. It’s what you do with that consent that really matters. TCPA
compliance requires several steps, and not all providers can manage them.
Pro Tip: What kind of consent do you have? What can you message with that consent? What
happens if they opt-out? Find a partner that has the right guardrails in place so you remain
compliant for the life of the program.
Questions to ask:
• How does the provider’s solution account for the different types of consent?
• What professional services does the provider offer, if any, to help you develop compliant mobile messaging?
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4. FLEXIBLE IMPLEMENTATION OPTIONS
Whether you are far along in your mobile engagement strategy or just getting started, you need a
partner that can meet you at any state of technical or resource readiness.
Your Capabilities Today File Based Real Time
Exporting Customer Data Batched, SFTP, Manual API, In-the-Moment
Segmenting Customers Batched, SFTP, Manual API, In-the-Moment
Messaging Customers Batched, SFTP, Manual API, In-the-Moment
Questions to ask:
• Does the provider offer implementation options including API, file-based and manual push?
• Does the provider assign a dedicated project manager to help you align resources and deploy on time?
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IDEA/DESIGN ADDRESSABLE
MARKET
DELIVERY
EXECUTION
MEASURECONTENT
CREATION
• What needs to be improved
• How will performance get
measured
• Expected ROI
• Who can be messaged
• How to increase reachable
base
• How will it integrate with
existing systems/data
• How will messages be
delivered
• How to deploy on time
• How to construct an ideal
mobile web experience
• CX best practices
• Tools to easily build and
visualize
• How to know if it’s working
• Tools to quickly optimize
• Identification of expansion
areas
Serve
5. PROFESSIONAL SUPPORT
Look for an MEA provider that has a team trained to help you execute the whole project successfully,
from designing the best journeys to deployment to optimization. Dedicated Client Success Managers
can help fill in resource gaps, and deploy your program on time and within budget.
MOBILE WEB
CX CREATION

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This is the X-factor, and typically where engagement falls down.
Security is necessary, but so is accessibility and ease of use. The
right mobile engagement partner will give you a user interface that
can do both.
Pro Tip: Look beyond your app and portal or your audience will
be limited to the customers who have downloaded or registered
for them.
6. A SECURE, HIGHLY-ENGAGING DIGITAL CHANNEL
Questions to ask:
• What channels does the provider use to engage customers?
• Is the channel secure and compliant (HIPAA, PCI, etc.)
• Does the user interface provide a simplified, easy-to-navigate UX?
• What is the user adoption rate of the channel?
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“The average time to complete a large Customer Experience (CX) project is 21.5 months. By the time
they are completed, customer attitudes have changed, and other market factors have shifted.”
Pro Tip: Look for a solution that doesn’t require significant upfront investment. You want a
partner who can help you identify specific areas of improvement in the CX journey, repurpose
your existing content, and get solutions to market in weeks — not months.
7. SPEED TO MARKET
Futurion, 2018
Questions to ask:
• Do they offer an end-to-end solution, from user adoption to ongoing optimization?
• How quickly can they get your solution up and running?
• What tools do they provide to get new experiences to market quickly?
• What is required to get started?
15

16. Make sure your mobile
engagement partner provides
a platform that your entire
team can use to build and
deploy mobile web
experiences — without IT
dept or agency support.
Pro Tip: Look for a solution
that includes rich
visualization tools — they
simplify the creation and
editing process and will
save you hundreds of hours.
8. TURNKEY MOBILE WEB CX CREATION
16

17. Forrester pegs the current tally of micromoments at 30 billion per day. Manually configuring and
deploying experiences that address these moments is a non-starter.
Pro Tip: Automation is the only way to keep up. You need a solution that automates personalized
customer experiences so you can engage at scale.
9. AUTOMATE ENGAGEMENT
Triggered
• IVR, web visit, lifecycle event
Scheduled
• Lifecycle event, time delayed
In-the-moment
• Agent, in store, live events
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18. CX projects often require involvement from numerous stakeholders. Find a partner who can help you
create a business case, gain internal support, then work with you to measure and optimize success.
Pro Tip: Don’t go it alone. The right partner will save you time and accelerate project approval by
providing project justification language and ROI modeling templates so you don’t need to start
from scratch.
10. PROJECT JUSTIFICATION SUPPORT
CX Marketing
Product
YouTechnology
Digital
Strategy

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KEY TAKE-AWAYS
1. Personalized, mobile-first experiences are now table stakes for companies who want to compete in
today’s digital landscape.
2. New mobile engagement automation solutions allow businesses to deliver proactive, individualized
solutions at scale.
3. When evaluating mobile engagement solutions, there are a number of key competencies you need in a
partner to achieve your business outcomes, manage risk and deliver a great CX.
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20. THANK
YOU!sales@relaynetwork.com