Managing The Customer Journey in A Multi-Channel World

January 2013

MMA Forum

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Introductions

Sammar Faraj Director of Digital Relationship Marketing

Michael Della Penna SVP, Emerging Channels

Today’s Agenda Timing (EST) Topic

1:25 – 1:30 Introductions

1:30 – 1:35 Mobile & Cross Channel Trends

1:35 – 2:05 Q&A Quicken Loans

2:05 – 2:10 Wrap Up

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2/4/13

Relationship Marketing with Display. Opportunities to drive new and additional revenue. 4

Looking for a variety of content: Consumers want discounts, location-based offers & more

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Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from November 9 to 13, 2012. The data has been weighted to reflect the demographic composition of adults in the U.S.

0 10 20 30 40 50 60 70 80 90

100 General discounts & deals Location-based offers

In-store sales & events

Invites to sweepstakes & contests Gift guides & product recs

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Email subscribers also welcome SMS promotions

•  Responsys consumer research revealed that 44 percent of consumers who opt into email promotions from retailers are also interested in receiving deals from those retailers via SMS

44%

Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from November 9 to 13, 2012. The data has been weighted to reflect the demographic composition of adults in the U.S.

Proprietary and Confidential 7

Requires building a “Relationship-First” approach to Mobile

Customers say text spam is more invasive to them than junk mail or even spam emails. And sometimes, the recipients even have to pay for the texts that they never wanted in the first place.

- Pew Research Center

Its about the customer journey

Proprietary and Confidential

Alerts: Send an alert about a product or special deal. “Winter coats on sale starting Monday!”

Voting: Vote on the products/designer collection you are most looking forward to this fall season. “Text ‘Lopez’ or ‘Conrad’ for the designer you are most excited about seeing this season.”

Competition: Join in instant-win or trivia contests around various products. “Which celebrity owns more than 500 pairs of white sneakers?”

Notifications: Get real-time alerts for shipping, inventory, or deals. “Your sneakers have shipped and are out for delivery.”

Customer Service: Get an immediate response for those time consuming customer service issues. “Text ‘HELP’ to get a call from customer support.”

Text for Location: Text for the location of the nearest store. “Text your Zip Code to find a store.”

Awareness à Consideration à Intent à Purchase à Experience à Loyalty

Text for Response: Text to get additional info about products. Responses can include offers. “Reply ‘tablet’ to get more information.”

Today, communication with known individuals is often different across digital touch points

Responsys Confidential

With Progressive Profiling we found that Susan likes ETFs. While that information led to a more specific email, other channels are still providing different information.

“Most Popular Loans” “refinance”

“Open an application” “Rate alert”

Social

Email Display

Mobile

“David”

Known Individual

Inconsistent messages, due to different targeting, and a lack of coordination and orchestration, creates inefficiency and lowers effectiveness.

What if we could deliver more unified marketing across all digital channels?

Responsys Confidential

What if we could deliver more unified marketing across all digital channels based upon customer indicated or implied interests?

Unified Targeting

Mobile

Social

Email

Display

Unified Messaging

“David”

Known Individual

Unified Orchestration

Unified Reporting & Optimization

Unified targeting, orchestration, messaging, reporting, and optimization will drive better customer experience and improved results.

Relationship Marketing with Display. Opportunities to drive new and additional revenue.

—  Rouch communication strategy —  Co-branded or generic display ads, based on segment and

data collected during quote process

We can and are…. Lead Nurture = Email + Display + SMS

Group (Other) Retail

Group (A)

Group (B) Group

Retail Display Ad

Display Ad

Display Ad Display Ad

Meet David – he lives in San Francisco and works as a creative director and a cool boutique ad agency. Over the past 5 years David has been saving diligently for the down payment on his first home in the expensive bay area. With interest rates at a record low he begins to accelerate his search looking to strike quickly when the perfect house and opportunity appears. As a result he is diligently keep track of the rates and decides to start the pre-qualification process for his mortgage.

Tell us more about Quicken Loans & David?

February 4, 2013 Confidential 14

How are you incorporating Mobile into Dave’s experience with the brand?

February 4, 2013 Confidential 15

How do you think about Mobile at Quicken Loans?

February 4, 2013 Confidential 16

What other digital channels are you using in conjunction with your mobile efforts?

February 4, 2013 Confidential 17

What would you say were some of your key digital learnings & accomplishments in 2012?

February 4, 2013 Confidential 18

What are some of your key objectives & strategies for 2013?

February 4, 2013 Confidential 19

Tips for evangelizing mobile within the organization?

February 4, 2013 Confidential 20

The Multi-Channel Effect Home Works Newsletter

Email Relevant Off-Site Quick

Loans Banner

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Working together, customer specific email, SMS, social and display marketing can multiply the amplify the effect of each other.

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Timely SMS Alerts

New 15 year rates available now. Click here to have a customer service representative call you. SSSTOP to Stop txt HELP for info

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What are your mobile priorities this year?

•  Take our brief survey and get a chance to win a $150 Amazon gift card

•  Text MMA2013 to 88350 now!

Q&A Thank You! Michael Della Penna – SVP, Emerging Channels