MAU New York 2016 Keynote — 2:30pm - 2:50pm In a mobile-centric world, brands must focus on the mobile customer experience. Marketers must fit into their customer's journey and adhere to their mobile behaviors to connect, engage and retain their most valuable customers. Mobile is different than other digital channels - it's personal, in the moment, and always with you. Brands need to understand how they need to fit into their customers' lifestyle. Interaction cannot be random. Experiences and engagement has to fit and be relevant with your users' mobile moments. Martin Doettling, Chief Marketing Officer @ Swrve

1. Mobile Moments
San Francisco
@mdoettling
Martin Doettling
Chief Marketing Officer | Swrve
© 2016 Swrve Inc.
Mobile Moments.
Engaging Your Most Valuable Customers
@Swrve_I
nc
#MAUNYC

2. Mobile marketers have the power
to create a great mobile
experience by interacting with
each and every user.
—No code, no engineering
dependency
—No developer support needed
—No app store re-submission
Mobile Moments | Delivered

3. Onboard
New
Customers
Nurture
Customer
s
Personall
y
Interact
Drive
Revenu
e
Service
Messagi
ng
Customer
Satisfactio
n
Full Mobile Lifecycle Marketing
Mobile Moments | Delivered

4. Great Mobile Moments. Delivered.
270
Billion
Events Every Month
2 Billion
Mobile Devices
100
Thousand
Events Every Second
300
Million
Messages Delivered
(May’16)
99.96%Platform Uptime
12
Hundred
Apps in Production
Mobile Moments | Delivered

5. Mobile is
massive.
Mobile Moments | Delivered

6. Mobile is everywhere.
Mobile Moments | Delivered

7. Mobile Moments | Delivered
Mobile success is app driven.

8. Money Sports
Entertainment
TravelNews
Mobile Moments | Delivered

9. Mobile Moments | Delivered
15
0
times /
day
Mobile is
the first
screen.
1
0
times /
hour
1
times / 6
mins
60
%
check
phone
per hour
54
%
check phone
while lying in
bed
40
%
use
phone
on toilet

10. Agree the worst that can
happen is “losing my
phone.”
Consumers have their smart-
phone with them all the
time.
Mobile is
personal.
Mobile is
contextual.
Mobile Moments | Delivered

11. Mobile Moments | Delivered

12. Mobile Moments | Delivered
Most companies
know nothing
about their users.

13. Mobile Moments | Delivered
Swrve lets you
know each user
personally.
Activated
Top-Up
Customer
Disappearin
g
LTV $4,300
Post-
Paid
LTV $480
ONBOA
RD
ENGAGE/RET
AIN
NURTUR
E
1st App
Open

14. Mobile Moments | Delivered
Mobile
Transformation
Know and personally
interact with every
single user. Think of
it as a conversation.

15. Mobile Moments | Delivered
…mobile app users are
10 times more valuable.
Mike Ghaffary CEO | Yelp Eat24
VB Mobile Summit | April 2016

16. Mobile success is
imagine the
customer
experience from the
consumer’s perspective
Mobile Moments | Delivered

17. Mobile success is to
imagine services that
fit the lifestyle of today’s
consumers.
Mobile Moments | Delivered

18. Mobile success is
to imagine the
impact of every
great customer on
your brand.
Mobile Moments | Delivered

19. This year alone, 100M people will
book travel on smartphones …
(50% of all digital travel sold).
Interacting with mobile-first
customers changes everything.
Source: eMarketer
Mobile Moments |

20. experience + loyalty
Not only does mobile influence the purchase,
mobile is the constant companion throughout the journey.
Mobile app users are most likely
the airline’s most valuable customers.
Mobile Moments |

21. How is this
state of
the art?
Yesterday
Mobile Moments | Delivered

22. “How was your
flight?”
Shouldn’t this be the first
question an airline asks
its most valuable
customers?
When they turn on the
phone right after landing?
Before anyone gets out of
their seat?
Mobile Moments | Delivered

23. Visual Surveys…
…entice real customer
feedback. At the exact
moment when it matters.
This mobile moment is
about starting a
conversation.
Mobile Moments | Delivered

24. More than 50% of customers complete visual surveys.
Mobile Moments | Delivered

25. Mobile Moments | Delivered
/ Highly engaging – customer insight in real time
/ Outstanding response rates at scale
/ Use insight across marketing ecosystem
/ Truly great customer experience
Visual
Surveys
A Truly Great Experience.
Delivered.
> 50% completion rate
(Email: 0.7%)

26. FTUE /
Onboarding

27. FTUE /
Onboarding

28. Use Case | How was our service today?
Advantages
1 / Conversational
2 / Structured feedback
3/ Simple UI designed for mobile
4/ Works at scale
5/ Graphic report how users respond
6/ Incredibly easy to create & send
Star Rating
Mobile Moments | Delivered

29. Star Rating
Report
Mobile Moments | Delivered

30. Star Rating Template
Mobile Moments | Delivered

31. Use Case | Why do customers abandon a
purchase?
Advantages
1 / Personal and conversational
2 / Tracks users responses
3/ Trigger different journeys based on response
4/ Partition questions over several screens
5/ Simple set up
Conversation
s
Mobile Moments | Delivered

32. App Review: Only ask
for feedback from users
who’ve actually used
your app.
Offering a
conversatio
n
has profound
impact on
engagement
Mobile Moments | Delivered

33. Create specific
conversation
journeys
Happ
y
Deep link
to App
Store
Mobile Moments | Delivered

34. Shaping the Mobile
Experience
Survey
Tutorial
Referrals

35. Sports
Travel
Hospitality
News
Entertainment
Mobile First
Money
Retail
Lifestyle
Games
Imagine what’s possible in
mobile
Mobile Moments | Delivered

36. Mobile Moments
San FranciscoThank You
Mobile Moments.
Delivered to every single
customer.
@Swrve_I
nc
© 2016 Swrve / Confidential