I was delighted to present a webinar about "How Mobile is Transforming Enterprise Customer Experience" with TMC Net, on behalf of OpenMarket. The one-hour webinar explored how to fully integrate mobile messaging into a customer engagement processes, using a new approach to customer service. This webinar also shared practical steps for designing new and differentiating experiences that will attract and retain customers, including best practice examples of how OpenMarket customers have re-engineered specific touch points for mobile engagement. Topics included: The benefits of superior customer experience Improving customer experience with mobile How customer experience spans the entire lifecycle Using mobile messaging to improve specific customer touch points Delivering relevant content via mobile across the enterprise How to get started with mobile

1. “How
Mobile
is
Transforming
Enterprise
Customer
Experience”
Oisin
Lunny,
Senior
Market
Development
Manager
OpenMarket
/
TMC
Webinar

2. 2
OpenMarket

3. Proprietary
&
Confidential
to
OpenMarket
OpenMarket
helps
enterprises
use
mobile
to
transform
their
business.
OpenMarket
provides
mobile
engagement
solutions
for
organizations
to
optimize
their
operations
and
enhance
relationships
with
their
customers
and
employees.
Major
enterprises
choose
OpenMarket
for
our
domain
expertise,
service
flexibility,
demonstrated
performance
and
reliability,
global
scale,
and
corporate
maturity.
Our
clients
trust
us
to
power
their
mobile
business.
3
Our
Mission

4. Proprietary
&
Confidential
to
OpenMarket
About
OpenMarket
4
Supporting
4
of
the
Top
10
most
respected
global
brands1
40%
of
mobile
messaging
vendors
rely
on
OpenMarket2
Over
1
billion
mobile
messaging
interactions
each
month
Offices
in
Seattle,
Detroit,
London,
Sydney
&
Pune,
India
A
division
of
Amdocs
(NASDAQ:
DOX)
Smart,
interactive
connectivity
to
over
200
countries
1
Harris
Interactive
2014
2
Forrester
Mobile
Messaging
Vendor
Overview
report
2013
For
more
than
15
years,
OpenMarket
has
been
the
leading
provider
of
multi-­‐
channel
mobile
solutions
for
enterprises
to
engage
with
their
customers
and
employees

5. Proprietary
&
Confidential
to
OpenMarket
About
Amdocs
OpenMarket
is
a
division
of
Amdocs.
Amdocs
is
a
leading
provider
of
software
and
services
for
communications,
media
and
entertainment
industry
service
providers
5
Global
revenues
of
>
$3
billion
20,000
employees
globally
Trusted
by
250+
enterprise
customers
in
70
countries
Annual
operating
income
of
>
$400
million
Cash/Cash
Equivalent/
Short-­‐Term
holdings
>
$1.1
billion
30
+
years
of
industry
expertise

6. Proprietary
&
Confidential
to
OpenMarket
Our
Approach
A
flexible
and
highly
customizable
platform
to
support
mobile
messaging
use
cases
across
the
entire
enterprise
• SMS,
MMS,
Push,
Long
Codes,
Land
lines,
etc.
• Value
added
services
• APIs
or
Service
UI
• Direct
&
Indirect
customers
• Professional
Services
and
Consulting
6

7. 7
Why
OpenMarket
We
help
enterprises
use
mobile
to
transform
their
business
Domain
Expertise
–
OpenMarket
resolves
the
complexities
and
fragmentation
of
the
mobile
ecosystem
by
providing
expertise
in
mobile
engagement
solutions,
regulatory
compliance,
and
industry
best
practices
Service
Flexibility
–
OpenMarket’s
portfolio
of
solutions,
flexible
Mobile
Engagement
Platform
and
professional
services
allow
enterprises
to
support
multiple
use
cases
for
customers
and
employees
Demonstrated
Performance
&
Reliability–
Global
enterprises
trust
OpenMarket
with
their
mobile
engagement
business
because
of
our
scalable
and
highly
reliable
platform,
industry-­‐leading
SLAs
and
operational
expertise
Global
reach
–
A
number
of
the
world’s
largest
enterprises
choose
OpenMarket
for
our
global
reach,
market
leadership,
capacity
and
support,
helping
them
engage
with
their
customers
and
employees
globally
Corporate
maturity
–
Enterprises
partner
with
OpenMarket
for
our
breadth
of
solutions,
global
scale,
industry
expertise,
financial
stability,
mature
business
practices,
and
data
security
and
privacy
policies,
all
of
which
help
minimize
business
risk
and
optimize
ROI Proprietary
&
Confidential
to
OpenMarket

8. 8
Global
Trends

9. 9
Desktop
Growth
Predictions
Proprietary
&
Confidential
to
OpenMarket

10. 10
Mobile
Growth
Trends
Proprietary
&
Confidential
to
OpenMarket

11. 7,351,011,604
7,289,122,584
mobile
connections
current
world
population
11
Proprietary
&
Confidential
to
OpenMarket
Mobile
Growth
Trends

12. Proprietary
&
Confidential
to
OpenMarket
Your
Customers
Are
Changing
12
MILLENIALS
now outnumber
BABYBOOMERS
Young,
Educated,
Social
&
Mobile

13. Proprietary
&
Confidential
to
OpenMarket
Reaching
Millenials
13
MILLENIALS own more
THAN

14. Proprietary
&
Confidential
to
OpenMarket
Mobile
is
Their
Channel
of
Choice
14
Customer support
Purchasing
Security
Appointment
Reminders
Online banking
Satisfaction
survey
of text
messages
read within
the first
98%
10
minutes
Service alerts

15. 15
So
Basically…
Proprietary
&
Confidential
to
OpenMarket

16. 16
Gerd
Leonhard,
Futurist
“80%
of
global
internet
traffic
will
come
from
always
connected
mobile
devices
within
three
years!”
Proprietary
&
Confidential
to
OpenMarket

17. 17
Eric
Schmidt,
Google
Proprietary
&
Confidential
to
OpenMarket

18. 18
Phillip
Clarke,
Tescos
“It’s
too
late
to
have
a
digital
strategy,
every
aspect
of
your
business
needs
to
be
digital.”
Proprietary
&
Confidential
to
OpenMarket

19. 19
Source:
Our
Mobile
Planet
(Google)
Mobile
Consumers
Are
Engaged
Proprietary
&
Confidential
to
OpenMarket

20. 20
Here’s
My
Number…
Proprietary
&
Confidential
to
OpenMarket

21. 21
From
silos
to
holistic
CX

22. 22
Mobile
Is
Silo
Smashing
Proprietary
&
Confidential
to
OpenMarket

23. 23
Mobile
Is
Also…

24. 24
Why
All
The
Silo
Smashing?
Proprietary
&
Confidential
to
OpenMarket

25. 25
Silos
Are
Confusing
Proprietary
&
Confidential
to
OpenMarket

26. 26
Holistic
Approach
To
CX
Source:
http://www.senseimarketing.com/bending-­‐the-­‐linear-­‐b2b-­‐customer-­‐lifecycle/
Proprietary
&
Confidential
to
OpenMarket

27. 27
The
Power
Of
CX
The
good...
•
More
than
80%
of
customers
with
a
good
experience
will
pay
more
for
a
product
or
service
•
More
than
40%
of
customers
with
a
good
experience
will
make
additional
purchases
The
bad...
•
More
than
80%
of
customers
with
a
poor
experience
will
switch
to
a
competitor
The
ugly...
•
More
than
70%
of
customers
will
share
a
poor
experience
on
social
media
and
online
review
sites
(Zendesk)Proprietary
&
Confidential
to
OpenMarket

28. 28
The
very
ugly...
•
86%
of
customers
quit
doing
business
with
a
company
because
of
a
bad
customer
experience,
up
from
59%
four
years
ago
(Forrester
/
halloween-­‐mask.com)Proprietary
&
Confidential
to
OpenMarket
The
Power
Of
CX

29. Proprietary
&
Confidential
to
OpenMarket
Quiz
Time
29
A
10%
improvement
in
an
enterprise’s
customers
experience
can
translate
to
more
than
how
much
in
increased
revenue?
A
-­‐
$1,000,000
B
-­‐
$10,000,000
C
-­‐
$100,000,000
(Forrester)

30. Proprietary
&
Confidential
to
OpenMarket
30
(Isfeed)
Quiz
Time

31. 31
Customer
Service:
A
Perspective
with
New
Opportunities

32. 32
Much
More
Than
A
Call
Centre
• Rookie
error
• Viewing
customer
service
solely
as
a
set
of
post-­‐purchase
activities
• Pushing
all
post-­‐purchase
activities
to
a
call
centre
• Customers
hate
• Being
transferred
from
one
agent
to
another
• Being
forced
to
navigate
an
IVR
system
• Having
to
wait
on
hold
• What
do
mobile-­‐centric
customers
want?
• Timing
thats
convenient
for
them
• Mobile
messaging
options
Proprietary
&
Confidential
to
OpenMarket

33. 33
Customer
Experience
Spans
The
Entire
Lifecycle
In
today’s
digitized,
mobilized,
and
customer-­‐centric
economy,
enterprises
must
define
customer
service
more
broadly.
Proprietary
&
Confidential
to
OpenMarket
Total
Customer
Experience
(TCE)

34. 34
Meeting
Customers
Where
They
Are:
On
the
Mobile
Channel

35. 35
Two-­‐Way
SMS:
Efficient
And
Delightful
• Simple
to
implement
• A
customer
with
a
new
product
opts
in
for
delivery
SMS
• Texts
back
“HELP”
for
a
call-­‐back
from
the
support
team
• Efficient
for
the
enterprise
• SMS
thread
already
contains
the
order
number
• CRM
system
can
generate
a
support
ticket
with
the
information
the
support
team
needs
when
calling
• More
efficient
process
• Lowers
call
centre
costs
• Delightful
for
the
customer
• No
need
to
navigate
an
IVR
system
or
sit
through
flute
solos!
• Experience
is
so
smooth
its
seen
as
fine-­‐tuning
rather
than
problem-­‐solving Proprietary
&
Confidential
to
OpenMarket

36. 36
• Apps
• Push
notifications
can
be
effective,
but
are
only
one
way
• Developing
a
mobile
app
requires
the
capability,
capacity,
and
capital
to
support
the
whole
lifecycle
• SMS
/
MMS
• No
such
commitments
• Efficient,
reliable,
flexible
• Supports
2
way
communication
Proprietary
&
Confidential
to
OpenMarket
Apps
vs
Messaging

37. Proprietary
&
Confidential
to
OpenMarket
Apps
vs
Messaging
37
Mobile
Apps Mobile
Messaging
Device
support
User
Acquisition
&
Adoption
Customer
Type
Frequency
of
Use
Features/Capabilities
Regulated
information?
Time
to
Market
Smartphones
&
Tablets
Discovery,
download,
learn
High
value/power
users
Generally
low
Access
to
device
capabilities
(e.g.
camera,
phone,
GPS)
Potentially
3
to
6+
months
All
mobile
phones
Native
support,
#1
most
frequently
used
feature
All
mobile
phone
users
High
SMS,
MMS,
clickable
URLs,
click-­‐to-­‐call
Depends
on
use
case
1
to
8
weeks

38. 38
SMS
Use
Case
Examples
• Finance:
SMS
CHAT
to
a
bank’s
short
code
with
live
agent
about
a
lost
credit
card
• Automotive:
Driver
files
an
insurance
claim
by
sending
an
MMS
(image
or
video)
to
the
insurance
provider’s
short
code
• Utilities:
SMS
broadcast
to
customers
about
a
forecasted
storm,
capability
to
text
back
to
report
power
outages
• Social
media:
A
customer
texts
a
keyword
to
reset
account
credentials
that
he’s
forgotten
• Retail:
Short
SMS-­‐based
survey
to
provide
feedback
on
a
recent
interaction
• Enterprise:
A
US
customer
texts
a
business’s
toll-­‐free
number
with
a
question
Proprietary
&
Confidential
to
OpenMarket

39. 39
Real-­‐world
examples

40. 40
Alerts
And
Notifications
• Fortune
100
retailer
• Improved
its
fulfilment
experience
• Customers
receive
three
SMS
notifications
during
the
shipping
process:
• when
the
order
leaves
the
warehouse
• when
it’s
handed
over
to
a
local
courier
• finally
when
it’s
delivered
• The
SMS
notifications
not
only
give
customers
real-­‐time
updates,
they
can
also
enable
them
to
request
a
change
to
the
delivery
date
or
destination
Proprietary
&
Confidential
to
OpenMarket

41. 41
Customer
Engagement
• Leading
UK
airline
• Instant
customer
feedback
program
• Immediately
after
passengers
board
a
plane,
they
receive
an
SMS
that
directs
them
to
a
“boarding
experience”
survey
• Makes
customers
feel
valued
and
important
• Elicits
feedback
while
still
fresh
in
their
minds
• Flight
attendants
• receive
continual
feedback
from
customers
• view
the
feedback
in
real-­‐time
• promptly
deal
with
any
complaints
or
problems
Proprietary
&
Confidential
to
OpenMarket

42. 42
IT
Operations
and
Support
• OpenMarket’s
own
parent
company,
Amdocs
• SMS
alerts
solution
for
Indian
location
IT
support
• Minimise
inbound
calls
and
emails
when
outages
• SMS
solution:
• IT
can
initiate
an
alert
manually
to
keep
employees
informed
• filter
by
specific
groups
of
employees
• helps
to
manage
the
incident
• minimises
the
impact
on
productivity
• Works
regardless
of
network
impacts
on
IP
phones
or
email
servers
Proprietary
&
Confidential
to
OpenMarket

43. • Wanted:
• Improve
customer
experience
• Lower
support
costs
• Improved
technical
support
to
diagnose
mobile
phones
issues
• Needed:
• Global
reach
• Customer
familiarity
• Solution:
• SMS
link
initiated
diagnostics
• Streamlined
experience
• Reduced
support
calls43
Customer
IT
Support
• Global
Retailer
of
mobile
phones,
computers
and
tablets
Proprietary
&
Confidential
to
OpenMarket

44. 44
Mobile
Across
the
Entire
Enterprise,
for
the
Whole
Customer
Experience

45. 45
Mobile
Across
the
Entire
Enterprise

46. 46
Getting
Started
With
Mobile:
It’s
Easier
Than
You
Might
Think

47. 47
Quick
Fixes
• Account
Recovery
• Enable
phone
number
as
a
password
recovery
feature
• Authenticate
the
user
with
security
code
by
SMS
• User
re-­‐enters
code
to
verify
&
change
password
• The
whole
process
takes
30
seconds
or
less
Proprietary
&
Confidential
to
OpenMarket

48. 48
Quick
Fixes
• Fee
Avoidance
• Notify
customer
if
they
are
about
to
incur
a
fee
• Offer
an
opportunity
to
take
corrective
action
• Research
shows
that
mobile
users
open
nearly
all
SMS
within
seconds
• Great
way
to
help
customers
avoid
penalties
• Avoids
damage
they
cause
to
the
relationship
Proprietary
&
Confidential
to
OpenMarket

49. 49
Quick
Fixes
• Support
Tickets
• User
texts
in
a
support
keyword
to
your
short
code
• CRM
system
creates
support
ticket
&
routes
to
your
CSR
• 2-­‐way
SMS
can
retrieve
additional
details
Even
though
the
customer
initiates
the
process,
he
never
has
to
navigate
an
IVR
system
or
wait
on
hold
Proprietary
&
Confidential
to
OpenMarket

50. 50
Text
enabled
toll-­‐free
/
landline
numbers

51. 51
Text
enabled
toll-­‐free/landline
numbers
10
digit
phone
numbers
capable
of
sending
and
receiving
Standard
Rate
SMS
and
Voice
calls
Proprietary
&
Confidential
to
OpenMarket

52. Proprietary
&
Confidential
to
OpenMarket
52
64%
of
consumers
prefer
to
use
texting
over
voice
as
a
customer
service
channel
44%
of
consumers
prefer
to
send
a
text,
rather
than
waiting
on
hold
to
speak
with
an
agent
81%
of
consumers
are
frustrated
being
tied
to
a
phone
or
computer
to
wait
for
customer
service
help
77%
of
consumers
aged
18-­‐34
are
likely
to
have
a
positive
perception
of
a
company
that
offers
texting (Harris
Interactive
Report)
Why
are
they
important?

53. 53
What
our
clients
are
saying
“By
working
with
OpenMarket,
we
can
enable
companies
to
use
their
existing
landlines
and
toll-­‐free
numbers
to
send
and
receive
text
messages
and
provide
more
meaningful
interactions
between
mobile
customers
and
businesses.”
John
Pierson
GM
Proactive
Engagement
Solutions
Nuance
Communications
Proprietary
&
Confidential
to
OpenMarket

54. 54
OpenMarket
White
Paper
Proprietary
&
Confidential
to
OpenMarket
bit.ly/OMwhitepaper

55. 55
THANK
YOU

56. www.openmarket.com
@OpenMarket
oisin.lunny@openmarket.com
+44
7740
819
480