how to create a winning mobile customer engagement strategy
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Discover how consistent, contextually relevant and personalized messaging makes a powerful difference in today’s increasingly mobile world. You'll also get tips to create a winning mobile engagement strategy for your company. Visit www.ibm.com/xtify to learn more.TRANSCRIPT
© 2014 IBM Corporation
How to Create a Winning Mobile Customer Engagement Strategy
#SmarterCommerce
© 2013 IBM Corporation
Presenters
Jennifer Wise Analyst
Forrester Research, Inc.
Josh Rochlin Global Business Leader for Mobile
Customer Engagement
IBM
#SmarterCommerce
Making Leaders Successful
Every Day
How To Create A Winning Mobile
Customer Engagement Strategy
Jennifer Wise, Analyst
May 28, 2014
© 2014 Forrester Research, Inc. Reproduction Prohibited 5
Agenda
› How mobile is today’s customer?
› What does this mobile shift mean for marketers?
› How can marketers successfully engage mobile customers across the customer life cycle?
© 2014 Forrester Research, Inc. Reproduction Prohibited 6
Agenda
›How mobile is today’s customer?
›What does this mobile shift mean for marketers?
›How can marketers successfully engage mobile customers across the customer life cycle?
Your customer.
© 2014 Forrester Research, Inc. Reproduction Prohibited 8
Source: January 29, 2014, “The State Of Consumers And Technology: Benchmark 2013, US” Forrester report
Customers have many devices
“Which of the following devices do you personally use?”
Base: US online adults (ages 18+)
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
Source: North American Technographics Online Benchmark Survey (Part 2), 2013
Are online frequently
“How often do you access the internet from each of the following devices?”
Cell phone:
Base: US online adults (ages 18+) who use a smartphone
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Source: January 29, 2014, “The State Of Consumers And Technology: Benchmark 2013, US” Forrester report
And go online from many locations
“Where do you use each of the following devices to access the internet?”
Your customer is perpetually
connected.
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
Agenda
›How mobile is today’s customer?
›What does this perpetually connectivity mean for marketers?
›How can marketers successfully engage mobile customers across the customer life cycle?
The Mobile Mind Shift:
The expectation that I can get what I
want in my immediate context and
moments of need.
Mobile Moments:
A mobile moment is a point in time and
space when someone pulls out a mobile
device to get what they want in their
immediate context.
© 2013 Forrester Research, Inc. Reproduction Prohibited 15
Your new marketing imperative:
…through personalized, utility-based experiences
What your
customers
want
What they
actually
get
Shorten the distance…
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
To many, this means creating an app
Categories of applications used on a smartphone in the past month:
Source: North American Technographics® Online Benchmark Survey (Part 1), 2013
Base: US online adults (ages 18+) who use a smartphone
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Marketers can identify and create mobile moments across the customer life cycle
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
Agenda
›How mobile is today’s customer?
›What does this mobile shift mean for marketers?
›How can marketers successfully engage mobile customers across the customer life cycle?
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Understand who your
customer is.
Understand when,
where, and why this
person is engaging
with you.
Understand what
needs your
customer has that
you can fulfill.
Understand what technical mechanism you will
need to deliver service or value.
Craft a customer-centric strategy
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
Stage: Discover Support the discovery of a brand, product, or personal need
1. Person: Limited or
dormant brand
relationship
2. Context: Not currently
interacting with the brand
or product
3. Needs: Uncover a
personal need, be
introduced to a
brand/product
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Source: US Open, Krispy Kreme
Reach the right person at the right time
US Open alerts those interested in the event to
ticket information
Krispy Kreme helps customers discover fresh doughnuts
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Stage: Explore, buy Support customers as they explore options and make purchases
1. Person: Early-stage
relationship
2. Context: Aware and
interested in brand
3. Needs: Looking for
more information and
how to purchase
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
Source: IHG iPhone app, Sephora iPhone app
Precisely target to drive action
IHG sends targeted
messages to members
Sephora helps members
explore products and
redeem rewards
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
Stage: Use, ask, engage Support the customer as they engage with the brand post-purchase
1. Person: Known and
active customer
2. Context: Interacting with
brand or adjacent
experience
3. Need: Help, utility, value
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
Source: Walgreens, US Open app
Offer personalized, value-added content
Walgreens helps
customers stay on track
US Open sends
contextually relevant
offerings
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
Customer can be engaged with at all stages of the customer life cycle
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
What does it mean?
› Customers today are perpetually connected,
which has created a mobile mind shift.
› A mobile engagement strategy can create
mobile moments, and enhance customer touch
points across all stages of the customer life
cycle.
› To succeed, put your customer’s context and
needs at the center of your strategy.
© 2014 IBM Corporation
Josh Rochlin
Global Business Leader for Mobile Customer Engagement
How to Create a Winning Mobile
Customer Engagement Strategy
Integrate mobile as part
of campaign design and
orchestrate a seamless
experience across
channels.
Omni-Channel Experiences
Real-Time Personalization
Single View of the Customer
Enhance profiling based
on mobile consumer data
and analytics to deliver
highly targeted content.
Present contextually relevant
and personalized messages
and offers, triggered by
consumers’ actions, behaviors
and even location.
Engage individuals with contextually
relevant messages at the right time, at the
right place, and in the right channel
Your customer is always mobile.
IBM offers push messaging for both Mobile Applications and
Mobile Web
iOS Android Windows Blackberry
Mobile Tablet Desktop
Dynamic Messages Build contextually relevant
and dynamic messages
based on customer
segment as well as
triggering location or
event.
Measurable
Actions Drive customers deeper
into the app, view mobile
websites, click to call,
take social actions, and
configure your own
action.
Simple Notifications Rich Notifications
Create better experiences and maximize engagement
with your mobile app users
Trigger targeted notifications
to drive the actions you want
on your website
Real-time segmenting,
targeting and engagement of
your mobile site visitors.
Consistent experience
across desktop, tablet, and
mobile
Create, refine, and execute campaigns in just minutes to maximize
engagement, reduce bounce rate and drive higher conversion.
IBM Mobile Web Push
Engage with mobile website visitors based on their actions
and device-derived data
Broadcast Narrowcast 1:1 cast
Message
specificity
Customer context
Generic
Specific
Simple Push Notification
Advanced Customer Segmentation
Personalized Experience
Fine-tuned segmentation and
personalized campaigns redefine
the mobile experience
Specificity of Messaging for
Multiple levels of customer engagement
User Info (Female, 34, Silver, last
purchase 3/14)
XID: 123-567-90-123
User Info: -Female, 22, college
-SMS: 555-555-5555
-Loyalty #: P892837
-Loyalty Points: 46
-Program Since:
10/9/10
-Email:
-Purchase history:
-XID: 123-567-90-123
IBM Behavioral Cloud Brand customer database
XID: 123-567-90-123
IBM
Behavioral Cloud (Push opens: 22, last opened: 3/15)
Enable 1:1 alerts
XID, a unique identifier assigned to each
individual app, links cross-channel
disparate data sources to yield
actionable customer insight
Send real-time API-generated service alerts,
connected via XID, so brand data remains on
brand database
Best-in-Class Mobile Customer Engagement Features
Simple and Rich Notifications
Event-based Messaging
To help your brand focus on improving engagement and building stronger customer relationships
Notification Inbox
Location-triggered
Advanced Segmentation
Performance Analytics
Simple and Rich Notifications
Simple Notification Rich Notification
Enable, a simple text-style
notifications to deliver quick content,
alerts or promote an action
Opt for rich notification to serve full
and enhanced content that the
marketers can easily configure
themselves to delight their
consumers.
Rich notifications are measurable
and can be designed to drive the
specific actions.
Drive 1x to 4x engagement with your applications.
Event-based triggers to connect with your consumers in the most
opportune moments
Event-based Messaging
BLE and iBeacons
Enter & Exit
Geo-fence
Location Segments
Offers the most advanced selection of location-based messaging
Advanced Location Targeting
Location-triggered
Maximize Engagement with Custom Inbox
10 Dec 2013
Book appointments via app
Use the app to book your next
financial appointment
08 Dec 2013
Upcoming Online Webinar
Looking to learn about retirement
plans? Sign up for 22/12 session.
01 Dec 2013
Monthly statement available
Review your transaction
history and schedule
payments.
Encourage Greater
Utilization
Store rich push messages sent to
app users for future retrieval,
promoting higher adoption and
usage.
Passively Engage
Customers
Deliver rich push messages
without interrupting users.
These messages can be
delivered even if a user has
not opted into push
Notification Inbox
Integrate data from multiple sources for fine-tuned customer
segmentation
Client Defined Collections Database
Device Data Metric Data CRM Data Behavioral Data
Unified Console
) )
9
:
4
2
A
M
Data is collected and surfaced in a single interface so clients can easily build complex segments and manage omni-channel campaigns.
App Push Web Push
Advanced Segmentation
42
IBM Business Analytics
Understand how mobile users interact with your brand • Measure the impact of your mobile customer engagement efforts
• Track user, message, and campaign-level performance analytics
• Easily integrate into your reporting suite and CRM system
Mobile Performance and Analytics
USE CASES
IBM Mobile Customer Engagement ( Xtify)
• Real-time API-generated
service alerts
- Statement ready alerts
- Large transaction posted
alerts
• Users opt-in to the type of
messaging they want in
their in-app preferences
A large international financial institution delivers real-time Service
Alerts
Preference Center Preference-Based
Notification
Financial Services
A leading multi-channel electronic retailer creates awareness of
special sales and events in their mobile app
App users were notified of
anniversary watch sale
Push notifications used to direct
customers into the specific
product detail page without the
customer having to click around
inside the app
Notifications also reminded
customers about this retailer’s
popular YouTube channel
Retail
Simple iOS notification directs to relevant page
Cosmetics Cosmetics
Simple Notification
• This brand engages
customers by delivering
content of interest at the
perfect time
• Last-minute gift ideas for
shoppers
• On last guaranteed arrival
date, customers are
reminded it’s not too late to
shop and get Christmas
delivery
Message Inbox
Retail
Leading cosmetics retailer delivers value to customers
An online food ordering company reinforces promotions across
channels
Email Simple Notification
Deliver
consistent and
reinforcing
messaging
across mobile
channels to
remind, entice,
and delight
consumers.
Retail
Powered In-App Preference Center
• Users can easily customize the way they
are notified with alerts
• Personalizes the app experience and
deters users from opting out of push
notifications
• Client’s developers can easily customize
user preferences template
• CRM and Customer Database integration
allows for 1:1 messaging
Loyalty point thresholds
Savings earned
Shipping notifications
Receipts
Health organization provides information about services and alerts based
and customer preferences and even location
Health
A leading airline company sends messages in Local Language and
Timezone
Rich Notification Simple Notification -
Spanish
Travel & Transport
This company sends
notifications of promotions
to users in their local
language
Messages are sent to
relevant users in English,
Catalan, Dutch, French,
Italian, and Spanish
U.S. Federal Agency Uses Push to Alert Personnel
• Alerts provides real time
operating status for federal
government offices in the
Washington D.C. area
• Notifications alert personnel of
status changes
• User preferences allow
personnel to select which
status updates they receive
Simple iOS notification & notification
inbox
Government
1
3
Get started with IBM Mobile Customer Engagement
9:42
AM
2
Learn more about our mobile customer engagement solutions ibm.com/xtify
Sign up for a free consultation with our subject matter experts
Talk to your IBM representative or business
partner to find the right next step for you
© 2013 IBM Corporation 52
Additional Resources:
New eBook: 5 Key Strategies for Effective Mobile Engagement
Download at: https://ibm.biz/BdR6TQ
Sign-up for a free 30-day trial of IBM Mobile Web Push
Register at: https://ibm.biz/BdR6wF
© 2013 IBM Corporation 53