Personalizing Mobile Interactions
to Create Lasting Customer Loyalty
Kane Russell
Vice President of Marketing
Waterfall
Do...
Housekeeping Items
ü The recording of today s webinar will be emailed to you
within 24 hours
ü Use the Questions panel i...
Today s Presenters
Kane Russell
Vice President of Marketing
Waterfall
Don Keane
Vice President of Marketing
Angel
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Campaigns
Ø Reporti...
Angel
§  Founded in 1999 and is now a division of
§  Patented IVR Technology: 25+ granted
§  Over 1,200 customers in 20...
Waterfall Mobile
§  Founded August 2005
§  Offices in San Francisco (HQ), Austin and New York
§  Backed by $6B software...
Multi-Channel CX Platform
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and C...
Call to Action Overview
Trigger that incites customers to participate in any marketing campaign
4 Ingredients & the Secret...
Relevant Information
Meaningful and relevant information
leads to increased customer
engagement, higher success rates
and ...
IVR vs. SMS
IVR
SMS
Technical Considerations
For IVR:
•  Toll-free vs. local phone #
•  Landline vs. cell phones
For SMS:
•  Dedicated vs. sha...
Online vs. Offline
Online Best Practices:
•  Collect metadata for targeting
•  Integrate into other channels
Offline Best ...
Securing An Opt-In for Life
Think about customers in terms of lifetime value
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and C...
What are Proactive Communications?
•  Proactive Customer
Communications (PCC)
•  Notifications, Alerts, Messages
•  Channe...
Personalization is Key
Personalization is Key
• Individuals want to hear/see their
name:
–  Personalize greetings
–  Avoid...
SMS Personalization
Tactics:
•  Dynamic field insertion
•  A/B Testing
•  Cross-channel messaging
•  Location targeting
• ...
The Importance of Voice
SMS: interactive and immediate IVR: Personal and efficient
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and C...
IVR and SMS: Key Metrics Through Mobile
Relationships
Subscribers
Reach
Engagement
Action
Lifetime Value
SMS & IVR Essentials
Grasp the growth of your program and engagement with
customers
Advanced Metrics
Tie customer engagement to company value creation
Integrating Reporting Data
Combine channels to obtain a holistic customer understanding
Data Integration and Personalization
Metadata vs. Content Fatigue
Yes, data is important. Just don’t overdo it to the point where
your customers lose interest:
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications Campa...
Continuous Customer Engagement
Business Intelligence
Keeping The Conversation Going
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and C...
Putting It All Together:
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and C...
Takeaways
•  Keep conversations going through multichannel
communications such as IVR and SMS
•  Performance management mu...
Q & A
Kane Russell
Vice President of Marketing
Waterfall
krussell@waterfall.com
Don Keane
Vice President of Marketing
Ange...
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Personalizing Mobile Interactions to Create Lasting Customer Loyalty

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Personalizing Mobile Interactions to Create Lasting Customer Loyalty

  1. 1. Personalizing Mobile Interactions to Create Lasting Customer Loyalty Kane Russell Vice President of Marketing Waterfall Don Keane Vice President of Marketing Angel
  2. 2. Housekeeping Items ü The recording of today s webinar will be emailed to you within 24 hours ü Use the Questions panel in the lower right hand corner of your GoToWebinar console at any time to ask a question for one of our speakers ü We ll answer all questions at the conclusion of the presentation
  3. 3. Today s Presenters Kane Russell Vice President of Marketing Waterfall Don Keane Vice President of Marketing Angel
  4. 4. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  5. 5. Angel §  Founded in 1999 and is now a division of §  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
  6. 6. Waterfall Mobile §  Founded August 2005 §  Offices in San Francisco (HQ), Austin and New York §  Backed by $6B software fund Vista Equity Partners §  Cross-channel mobile & social CRM
  7. 7. Multi-Channel CX Platform
  8. 8. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  9. 9. Call to Action Overview Trigger that incites customers to participate in any marketing campaign 4 Ingredients & the Secret Sauce: 1.  Incentive 2.  Clarity 3.  Strategy 4.  Compliance v  Branding
  10. 10. Relevant Information Meaningful and relevant information leads to increased customer engagement, higher success rates and improved customer satisfaction. Messaging is relevant if it is engaging, rewarding (provides compelling call to action) and timely.
  11. 11. IVR vs. SMS IVR SMS
  12. 12. Technical Considerations For IVR: •  Toll-free vs. local phone # •  Landline vs. cell phones For SMS: •  Dedicated vs. shared code •  Keyword characters
  13. 13. Online vs. Offline Online Best Practices: •  Collect metadata for targeting •  Integrate into other channels Offline Best Practices: •  Expand reach using other channels •  Take advantage of progressive profiling
  14. 14. Securing An Opt-In for Life Think about customers in terms of lifetime value
  15. 15. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  16. 16. What are Proactive Communications? •  Proactive Customer Communications (PCC) •  Notifications, Alerts, Messages •  Channels: Voice, Email, Push, SMS, and Fax •  Highly Relevant to customers •  Often Customer Solicited •  Provides for Customer Engagement
  17. 17. Personalization is Key Personalization is Key • Individuals want to hear/see their name: –  Personalize greetings –  Avoid mass notifications • Interactions of sensitive nature, employ Right Party Verification practices –  This is an important message for Bill Smith. If this is Bill Smith press the * key. –  Secure email inbox • Utilize all customer data available to enrich the customer experience
  18. 18. SMS Personalization Tactics: •  Dynamic field insertion •  A/B Testing •  Cross-channel messaging •  Location targeting •  List management •  Integrate at the Point of Sale
  19. 19. The Importance of Voice SMS: interactive and immediate IVR: Personal and efficient
  20. 20. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  21. 21. IVR and SMS: Key Metrics Through Mobile Relationships Subscribers Reach Engagement Action Lifetime Value
  22. 22. SMS & IVR Essentials Grasp the growth of your program and engagement with customers
  23. 23. Advanced Metrics Tie customer engagement to company value creation
  24. 24. Integrating Reporting Data Combine channels to obtain a holistic customer understanding
  25. 25. Data Integration and Personalization
  26. 26. Metadata vs. Content Fatigue Yes, data is important. Just don’t overdo it to the point where your customers lose interest:
  27. 27. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  28. 28. Continuous Customer Engagement
  29. 29. Business Intelligence
  30. 30. Keeping The Conversation Going
  31. 31. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  32. 32. Putting It All Together:
  33. 33. Agenda Ø Angel, Waterfall Mobile and Multichannel CX Ø Calls to Action for IVR and SMS Ø Proactive Communications and Campaigns Ø Reporting and Analytics Ø Ongoing Customer Engagement Ø Example Campaigns Ø Key Takeaways
  34. 34. Takeaways •  Keep conversations going through multichannel communications such as IVR and SMS •  Performance management must be a part of your customer experience management in order to deliver the right message, when and how your customers want it •  Key metrics identify how customers engage with your brand •  Personalize the phone or SMS experience using real-time data
  35. 35. Q & A Kane Russell Vice President of Marketing Waterfall krussell@waterfall.com Don Keane Vice President of Marketing Angel dkeane@angel.com

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