personalizing mobile interactions to create lasting customer loyalty

Personalizing Mobile Interactions to Create Lasting Customer Loyalty

Kane Russell Vice President of Marketing Waterfall

Don Keane Vice President of Marketing Angel

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

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 Reporting and Analytics

Ø Ongoing Customer Engagement

Ø Example Campaigns

Ø Key Takeaways

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

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

Multi-Channel CX Platform

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

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

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.

IVR vs. SMS

IVR

SMS

Technical Considerations

For IVR: •  Toll-free vs. local phone #

•  Landline vs. cell phones

For SMS: •  Dedicated vs. shared code

•  Keyword characters

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

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 Campaigns

Ø Reporting and Analytics

Ø Ongoing Customer Engagement

Ø Example Campaigns

Ø Key Takeaways

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

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

SMS Personalization

Tactics: •  Dynamic field insertion •  A/B Testing •  Cross-channel messaging •  Location targeting •  List management •  Integrate at the Point of Sale

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 Campaigns

Ø Reporting and Analytics

Ø Ongoing Customer Engagement

Ø Example Campaigns

Ø Key Takeaways

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 Campaigns

Ø Reporting and Analytics

Ø Ongoing Customer Engagement

Ø Example Campaigns

Ø Key Takeaways

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 Campaigns

Ø Reporting and Analytics

Ø Ongoing Customer Engagement

Ø Example Campaigns

Ø Key Takeaways

Putting It All Together:

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

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

Q & A

Kane Russell Vice President of Marketing Waterfall krussell@waterfall.com

Don Keane Vice President of Marketing Angel dkeane@angel.com