5 strategies for effectively integrating sms, ivr and social

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5 strategies for effectively integrating sms, ivr and social

  1. 1. 5 Strategies for Effectively Integrating SMS, IVR and Social Kane Russell Vice President of Marketing Waterfall Amy Brennan Marketing Manager Angel
  2. 2. Your Presenters Kane Russell Vice President of Marketing Waterfall Amy Brennan Marketing Manager Angel
  3. 3. Today s Discussion Angel & Waterfall Mobile Channel Overview 5 Steps For Integrating SMS, IVR and Social Audience Q&A
  4. 4. Angel Company Overview §  Founded in 1999 as a BU of (NASDAQ: MSTR) §  Patented IVR Technology: 25+ granted §  Over 1,200 customers in 20 different industries §  Over 10,000 applications deployed including many of nation s top consumer brands §  Industry Awards for Technology Excellence
  5. 5. Why Move To the Cloud? §  Highest level of security §  Platform Scalability & Geo-Redundancy §  Eliminate/reduce Capital Expense §  Continual Technology Refresh §  Speed to Market §  Instant IT bandwidth §  Pay for what you use
  6. 6. Best-in-Breed Solutions Inbound IVR Outbound IVR Virtual Call Center Angel Vision: Redefine VoiceCustomerExperiencePlatform Web Accessible Data Integration Multi-Channel Interaction Capability Web Mobile Email PhoneSMS Seamless Data IntegrationData Warehouses ERPCRM Voice Biometrics CTI Name & Address Capture Phone Payment Solution Real-time Transcription Mobility Chat Plug & Play Apps GPS MULTI-CHANNEL / MULTI-MODAL COMMUNICATION On-Demand Business Intelligence Analytics Intuitive BI Analytics
  7. 7. The IVR experience is just as important as the technology. User-centered design methodologies, evaluation tools, and best practices will deliver better IVR experiences and business results.
  8. 8. Let s Face it: Many People Hate IVRs… 1) You are asked by the agent to repeat information that you already provided. 2) You are made to listen to several minutes of nonsense before you are offered anything that you care about. 3) You are made to wait a long time only to be routed to an agent who doesn t know who you are or what you want. 4) You wait a long time only to discover that you are in the wrong queue. 5) You are bounced from one IVR system to another IVR system.
  9. 9. Good automation: •  Knows who you are… •  Caters to your preferences… •  Anticipates your needs… •  Respects your time… •  Serves you quickly! And now… knows WHERE you are But They Like Good Automation Your order has been confirmed Need Help? 888-692-6435
  10. 10. Waterfall Overview §  Founded August 2005 §  Offices in San Francisco (HQ), New York City and Austin, TX §  Backed by $6B software fund Vista Equity Partners §  Cross-channel mobile & social CRM
  11. 11. Success comes down to execution Channel Overview SMS IVR Social
  12. 12. SMS is an interactive and immediate form of communication. SMS Execution 1)  Include time sensitivity in your messaging 2)  Integrate a clear call to action informing next steps 3)  Focus on driving customer lifetime value as opposed to one-off engagement 4)  Use language appropriate for the text message environment 5)  Mind time of day when delivering messages How to create interactivity and immediacy:
  13. 13. The IVR experience is just as important as the technology. IVR Execution 1)  Asked to repeat information that you already provided 2)  Made to listen to several minutes of non-substantive filler 3)  Made to wait a long time only to be routed to an a agent 4)  Wait a long time only to discover that you are in the wrong queue 5)  Bounced from one IVR system to another Poor experience includes:
  14. 14. 1)  Dedicate resources to listening to social conversations 2)  Generate one-to-many conversations with the desired audience 3)  Use multimedia resources to invigorate your social ecosystem 4)  Address negative feedback honestly rather than covering up 5)  Embrace social across your organization Social media is a give and take means to engage a desired audience. Social Execution Focus areas:
  15. 15. 5 Steps For Integrating SMS, IVR & Social Address the low hanging fruit Drive innovation with multiple channels Share data across channels Use data to inform and iterate Develop ongoing personalized conversations
  16. 16. 1) Address The Low Hanging Fruit Collect data via multiple channels Integrate calls to action across media
  17. 17. Case In Point: Stella Artois Multichannel commitment increases # of eyeballs & campaign trust
  18. 18. 2) Drive Innovation With Multiple Channels 1)  Assess each individual channel to understand how it interrelates with others. 2)  Understand each channel’s role within a multichannel campaign 3)  Preplan the follow- up strategy Roadmap
  19. 19. Case In Point: Jay Z Decoded 1)  Pre-book launch, every page released to the public using encoded pages placed in strategic locations 2)  Fans decoded pages over the course of a month 3)  Clues found in person or online via Bing.com 4)  Text in unique game code from found and decoded pages 5)  Credit for decoding awarded online upon which players could share via social media sites 6)  Participants also entered to win various prizes including NYE Jay-Z concert 2011 Multi-platform search experience and interactive game to decode Jay-Z’s life and lyrics
  20. 20. 3) Share Data Across Channels Moving from multichannel to cross-channel marketing Multichannel marketing puts customers and data as recipients of multi-pronged communication strategy. Cross-channel marketing puts customers and data at the center of an integrated communication strategy. CUSTOMERS CHANNELS BRAND
  21. 21. Case In Point: PayNearMe Partnership between PayNearMe and 7-Eleven 1)  Allows for the purchase of online goods using zero cash or credit cards on hand. 2)  Users execute a purchase using their PayNearMe account and later settle the balance in person at a local retailer like 7-11. 3)  Account holders can check account balance, transaction history, and payments history in real time via the web, IVR and SMS. 4)  User-centric CRM, with user information shared and updated across SMS, IVR and online simultaneously.
  22. 22. 4) Use Data To Inform And Iterate Strategy: Send the right message, at the right time, to the right person, in the right place in the optimal format Subscriber Data Segmentation points about individual subscribers, such as date of birth, gender, zip code, shoe size Operational Data Analysis of subscriber behavior in aggregate, such as opt out rates, open rates, inventive level
  23. 23. Case Almost Point: Assorted Campaigns Stop marketing – create personalized engagement instead
  24. 24. 5) Develop Ongoing Personalized Conversation SMS, IVR and social communication should replicate consumer conversation. 1) Interactive 2) Ongoing 3) One channel picks up where another leaves off 4) One-to-many communication moves to one-to-one
  25. 25. 5) Case Almost Point: PETA Use collected data to personalize the conversation
  26. 26. Key Takeaways •  The result: Delight your customers by delivering the right message, at the right time, to the right person, in the right place in the optimal format. Disseminate calls to action across media Grab the low hanging fruit Drive campaign innovation Use multiple channels Develop a cross-channel perspective Integrate SMS/IVR/Social data Determine messaging strategy from data Optimize to the user Deepen engagement and insight over time Create conversations
  27. 27. Q&A Kane Russell Vice President of Marketing, Waterfall krussell@waterfall.com Resources: Blog | eBooks Amy Brennan Marketing Manager, Angel abrennan@angel.com Resources: Blog | Mobility White Paper

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