Customer advocacy in a mobile world
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Mobile is everything… the most personal multi-purpose device. Because mobile customers are never offline.
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Customer advocacy in a mobile world
- 2. Hidden Agenda ü Mobile is everything… the most personal multi-purpose device ü Customer intimacy via branded mobile services - a game changer. ü Mobile CX & Customer Advocacy. ü Mobile is the most formidable media platform in Africa. ü Customer insight, 1:1 marketing, wallet share & Life Time Value.
- 3. Mobile truly is the first screen. times / day check phone per hour The smartphone is the most personal device
- 4. What’s the worst that can happen? Losing the mobile phone. Millennials admit their smartphone is always with them. The first screen experience sets the stage. Because mobile customers are never offline.
- 5. Mobile provides customer choice https://www.youtube.com/watch?v=zhEAhiPo5GE
- 6. 6 The Mobile Multiplier 2-3x more smart phones than PCs by 2020 Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use Vastly different customer experience
- 7. Why is Mobile the most important channel in Africa? https://www.youtube.com/watch?v=QRDNHVHEVFo
- 8. Key Insights To Be Shared 4 Communications is more meaningful when in context, resulting in better producing mobile programs Humans plus machines form the winning combination in today’s marketing world Mobile marketing automation enables brands to address customers and prospects holistically and to drive business results
- 9. 9 A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. - Wayne Gretzky
- 10. BROADER MARKET CONTEXT INCREASING FRAGMENTATION AND COMPLEXITY § Key Market Trends § Voice & data becoming a commodity: margins î § Growing demand for network capacity: cost ì § Varied customer requirements: complexity ì § Telco Operators’ ICT Challenge: § Traditional products not enough: low perceived value § Product development too slow and costly § Many new segments too small to justify products § Revenue migrates to Over-the-Top players § Opportunity for Focused MVNOs: § Recognized brand, retail presence and loyal base § Understanding of customer requirements § Low incremental operating costs § Services with high perceived value, generating OTT revenues and core business benefits Players who can deliver relevant and innovative services, generate Over-The-Top (OTT) revenues, and enhance their core business will benefit in the ICT Solution Dominant Era. ICT SOLUTION DOMINANT ERA VOICE & DATA DOMINANT ERA Traffic $ Time TELCO REVENUES OVER THE TOP REVENUES NETWORK COSTS
- 11. PERSONALISED EXPERIENCE! TODAY’S CONSUMER EXPECTS RELEVANCE and empowerment - IMMEDIATELY & PERSONALIZED MECHANISM FOR CUSTOMER ENTANGLEMENT ! TRANSACTIONAL RELATIONSHIP! (NO GRUDGE)! EMPOWERED SELF SERVICE! DETAILED BEHAVIORAL DATA! ABILITY TO INTERACT WITH BRAND! Today’s consumer expects relevance and a ubiquitous customer experience from brands across multiple channels – mobile services are a natural and intuitive progression of this phenomenon
- 12. Mobile Insurance Innovations Airtel Nigeria https://www.youtube.com/watch?v=4JmZmA4CXcM
- 13. The need for branded mobile services Our interaction with just over 40 large consumer- facing brands has revealed that compelling strategic imperatives are driving their pursuit of greater ownership of the telecoms value chain
- 14. Branded telecoms services as the next natural step in consumer engagement § Branded Mobile services afford large consumer facing brands the ability to in effect extend their existing brand to include a mobile service offering by Ø Issuing its own branded SIM card, Ø Designing its own tariff plans & value propositions e.g. R89c per minute for calls; Ø Sell and promote Mobile Deals to its existing subscriber base as part of its normal day-to-day operations
- 17. The Importance of Context The sum total of what your customer has told you and is experiencing at his moment of engagement Forrester Context includes: The current location, altitude, and speed the customer is experiencing The history or personal decisions the customer has shared with you The feelings or emotions implied by the customer’s actions or logistics Situation Preferences Attitudes 14
- 18. The Addition Of Context § Knowing that the weather affects how we buy (and what the weather is at the time!) .. https://www.youtube.com/watch?v=ECZa9UPkA-s
- 19. Explosive Growth of Mobile Comparison with other Mass Media Channels 0 5 000 10 000 15 000 20 000 25 000 30 000 35 000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 MILLIONS Radio TV Home telephone Cellphone Internet Any Newspaper Magazine SPONSORED BY Source: AMPS 2015
- 20. Paradigm shift in Mobile Marketing Marketing The Mobile Paradigm Audiences Individuals Interruption Assistance Batched In-the-moment Campaigns Experiences Irritation Effectiveness
- 23. What’s App as a service channel Turn email into live chat via What’s App or Self service offer the customer freedom of direct interaction.
- 24. Variety of handsets… …operating systems … …and stakeholders Getting the right message to the right person. Ensuring a real Return On Investment • ROI is measurable flexibility to change campaigns in real time based on clearly defined metrics. A Complex Environment
- 25. Wi-fi 2G/ 3G/ LTE Access Brands Agencies Ad Networks Demand Campaign Management Inventory Management Targeting Analytics & Reporting Mediation / Yield Optimization [a•mo•bee] PULSE RTB 3D Rich Media Banner Video Text Ads Mobile Web Applications App Stores MMS SMS Channels Smart Phones Feature Phones Tablets Desktop Smart Devices Devices Supply WiFi Service Rands Impressions AdExperiences Our Focus :Connect Supply to Demand Sources Supply
- 26. Marketing in Real Time – Self Service ü Brands, agencies and publishers want to increase results by leveraging data to create and to execute the right strategy. ü One of the keys to success is real-time, scalable user intelligence. This intelligence enables the optimal engagement model, reaching the right users at the right times, at the right locations, on the right devices, on the right channels, in the right context. ü Media planners /strategists can design a campaign in 2 minutes and tweak based on clear KPIs
- 27. How Mobile Marketing Automation Works 321 DetermineTrackBuild Track every event your users take Determine the funnels you want users to experience and guide them down that path through personalized messaging Build campaigns that are triggered by user actions and delivered in real time 23
- 28. Leverage Your Data 24 Enrich CRM data with up-to-date mobile data Get a 360-degree view of your customers and optimize the omni-channel customer experience Create highly relevant end-to-end experience of your mobile customers
- 29. Leverage Your Data 25 Adding value to users by serving them in their mobile moments Making your marketing spend work harder and be more measurable Building brand loyalty through contextual engagement
- 30. Use All Five Levels of ENGAGEMENT STRATEGY Broadcast We are experiencing an issue with balance transfers. Please try again later. We apologize for inconvenience. Broad Reach 2 - 5% Segmentation We updated our app to add some great new features. Click here to update. Targeted Reach 5 - 12% Relevance Thinking about investing for your future? Visit our retirement resource page here. Custom Reach 12 - 18% Contextual Stop by Sandton branch for coffee and to find out about low home loan rates. Geo Fencing and Situation 19 - 24% Personalized 1:1 As a Platinum status account holder, you qualify for 5 commission free trades. Click here to learn more. CRM & Self- Triggered >25% Level Value Conversion rate Sample message
- 31. Omni Channel Approach + Toolkit Banner Ads QR Codes Content App Usability Rich Media SMS | MMS Coupons Search Augmented Reality Location based Native Ads 3D
- 33. Case Study Augmented Reality ü AR has taken off globally, market is set to increase from 60 million unique customers in 2013 to nearly 200 million in 2018. ü Gamification ü Nag Factor – buy more packs to win ü CPD campaign to drive downloads with limited budget , over 3 months , average of R18 per download + 10,000 downloads ( iOS & Android only ) in a few weeks.
- 35. 35 Geofence Sephora special -10% off every purchase over R100 Walk-in rewards Drive in store Push-based LBA SMS MMS marketing Street marketing Indoor Proximity-based marketing Geo-targeting Mobile CX = Geofencing
- 37. The Wi-Fi RevoluTon Wi-Fiis impacting mobile user behaviour 37 Wi-Fiis everywhere Wi-Fifirst is becoming a reality
- 39. Super Premium Ads for Premium Supply § PULSE 3D § Best Ads in the market § 3x Engagement vs. Rich Media § > 90 seconds spent in Ad § Customer driven experience § Incorporate mobile video § Use native capabilities of the device
- 40. § Monetization & engagement End to End Solution “White Glove” service “We keep it simple”
- 41. THANK YOU! the company defining digital advertising