personalizing mobile interaction to create lasting customer loyalty
DESCRIPTION
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
Personalizing Mobile Interactions to Create Lasting Customer Loyalty
Kane Russell Vice President of Marketing Waterfall Mobile
Don Keane Vice President of Marketing Angel
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
Today s Presenters
Kane Russell Vice President of Marketing Waterfall Mobile
Don Keane Vice President of Marketing Angel
Multi-Channel CX Platform
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
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
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
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
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
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
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
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
Continuous Customer Engagement
Business Intelligence
Keeping The Conversation Going
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
Putting It All Together:
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
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 Mobile [email protected]
Don Keane Vice President of Marketing Angel [email protected]