personalizing mobile interaction to create lasting customer loyalty

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Personalizing Mobile Interactions to Create Lasting Customer Loyalty Kane Russell Vice President of Marketing Waterfall Mobile Don Keane Vice President of Marketing Angel

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Experience, loyalty, satisfaction, engagement. No matter the goal, marketers are responsible for creating compelling experiences that keep customers coming back. Whether the first line of communication occurs via phone or SMS, marketers must use these channels to create personalization and engagement in order to drive ongoing interaction with their customer base. This joint webinar, brought to you by Angel and Waterfall Mobile, analyzes how to make mobile interaction more compelling. As with every webinar from the Getting It Right In Mobile series, the webinar examines best practices, analyzes relevant case studies and presents actionable next steps to launch a mobile marketing strategy to the next level.

TRANSCRIPT

Page 1: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Personalizing Mobile Interactions to Create Lasting Customer Loyalty

Kane  Russell Vice President of Marketing Waterfall Mobile

Don  Keane Vice President of Marketing Angel

Page 2: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Agenda  

Angel, Waterfall Mobile and Multichannel CX

Calls to Action for IVR and SMS

Proactive Campaigns

Reporting and Analytics

Ongoing Customer Engagement

Example Campaigns

Key Takeaways

Page 3: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Today s Presenters

Kane  Russell Vice President of Marketing Waterfall Mobile

Don  Keane  Vice President of Marketing Angel

Page 4: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Multi-Channel CX Platform

Page 5: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Agenda  

Angel, Waterfall Mobile and Multichannel CX

Calls to Action for IVR and SMS

Proactive Communications and Campaigns

Reporting and Analytics

Ongoing Customer Engagement

Example Campaigns

Key Takeaways

Page 6: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

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

Branding

Page 7: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

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.

Page 8: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

IVR vs. SMS

IVR

SMS

Page 9: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Technical Considerations

For IVR:

Toll-free vs. local phone # Landline vs. cell phones

For SMS:

Dedicated vs. shared code Keyword characters

Page 10: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

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

Page 11: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Securing An Opt-In for Life

Think about customers in terms of lifetime value

Page 12: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Agenda  

Angel, Waterfall Mobile and Multichannel CX

Calls to Action for IVR and SMS

Proactive Communications and Campaigns

Reporting and Analytics

Ongoing Customer Engagement

Example Campaigns

Key Takeaways

Page 13: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

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

Page 14: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

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

Page 15: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

SMS Personalization

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

Page 16: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

The Importance of Voice

SMS: interactive and immediate IVR: Personal and efficient

Page 17: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Agenda  

Angel, Waterfall Mobile and Multichannel CX

Calls to Action for IVR and SMS

Proactive Communications and Campaigns

Reporting and Analytics

Ongoing Customer Engagement

Example Campaigns

Key Takeaways

Page 18: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

IVR and SMS: Key Metrics Through Mobile Relationships

Subscribers

Reach

Engagement

Action

Lifetime Value

Page 19: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

SMS & IVR Essentials

Grasp the growth of your program and engagement with customers

Page 20: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Advanced Metrics

Tie customer engagement to company value creation

Page 21: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Integrating Reporting Data

Combine channels to obtain a holistic customer understanding

Page 22: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Data  Integration  and  Personalization  

Page 23: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Metadata vs. Content Fatigue

Yes, data is important. Just don t overdo it to the point where your customers lose interest:

Page 24: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Agenda  

Angel, Waterfall Mobile and Multichannel CX

Calls to Action for IVR and SMS

Proactive Communications Campaigns

Reporting and Analytics

Ongoing Customer Engagement

Example Campaigns

Key Takeaways

Page 25: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Continuous Customer Engagement

Page 26: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Business  Intelligence  

Page 27: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Keeping The Conversation Going

Page 28: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Agenda  

Angel, Waterfall Mobile and Multichannel CX

Calls to Action for IVR and SMS

Proactive Communications and Campaigns

Reporting and Analytics

Ongoing Customer Engagement

Example Campaigns

Key Takeaways

Page 29: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Putting It All Together:

Page 30: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Agenda  

Angel, Waterfall Mobile and Multichannel CX

Calls to Action for IVR and SMS

Proactive Communications and Campaigns

Reporting and Analytics

Ongoing Customer Engagement

Example Campaigns

Key Takeaways

Page 31: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

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

Page 32: Personalizing Mobile Interaction To Create Lasting Customer Loyalty

Q & A

Kane  Russell Vice President of Marketing Waterfall Mobile [email protected]

Don  Keane  Vice President of Marketing Angel [email protected]

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