successful strategies for optimized customer experience management

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Successful strategies for optimized customer experience management

Robert Waaler Head of Strategy and Solutions Marketing

Server Software and Services Division

Giesecke & Devrient

AfricaCom

2013 November 12

Successful strategies for

optimized customer experience management

CONFIDENTIAL

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Page 2

Africa, a growing mobile market…

128% Mobile penetration in South

Africa. There are more active

SIM cards than there are

people in the country.

Sources: Inmobi 2013, Wireless Intelligence Database

141 Minutes spent daily using

mobile media in Kenya.

15% Year on year growth of African

connections.

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2013 November 12



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Page 3

Mobility is

EVERYWHERE

We are all part of the

CONNECTED SOCIETY

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2013 November 12



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Page 4

Needs of the connected society

CONNECTED SOCIETY

SECURE

IDENTITY

SECURE

TRANSACTIONS

SECURE

MOBILITY

SECURE

CONNECTIVITY

Today´s mobile and connected society needs solutions and

technologies to provide security anywhere, anytime for all devices.

TRUST and SECURITY

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2013 November 12



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Page 5

”The future is already here -

it´s just not evenly distributed.”

William Gibson

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2013 November 12



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Page 6

It is all about people not devices…

738 million handsets year-end 2013 in Africa

but only about 52 million will be smartphones

686 million will not be smartphones

About 15% will be smart in 2015

Shipments will grow from ~18 in 2013 to 30%+ in 2017

56+million Facebook users in Middle East and Africa –

33 million access via tablet or cellphone

~40% of population 15 and under

Sources: Samsung, IDC, Facebook, African Union Commission

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2013 November 12



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Page 7

SIM Based Interactive Mobile VAS

Reach 100 % of your subscribers – regardless of

handsets

Anywhere, anytime

100 %REACH

SIM SERVICES Work on all phones Interactive Immediate Integrated

Use non-intrusive communication to open new revenue streams, enhance customer experience

and brand stickiness. Social marketing enables reaching customers beyond the subscriber

base.

COST EFFICIENT

INTERACTIVE DIALOGUE

Ads always displayed with non intrusive displays, e.g idles screen

High response rate, better than with a simple SMS

CUSTOMER INTIMACY

One click call to action for customers e.g on Call terminated

Expand your brand exposure with social networking ads

Build personalized and targeted messages

Location based services and events campaigns for an efficient

qualification

TARGET DIALOGUE CONVERT RETURN

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2013 November 12



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Follow the customer lifecycle

Obtain Update

Retain

Walk-out-Working

Sign up

Opt-in

Always timely and fresh

Increase services

Renew those you

have

Stay in-touch with

your customer

Interactivity

Proactivity

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2013 November 12



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Page 9

Leverage the SIM for efficient customer engagement

SIM based Mobile Marketing allows you to create interactive messages using a

multi-channel and multi-event strategy

Power On Idle Screen Cell Broadcast (LBS) Call disconnected

USSD SMS IVR BROWSER

PRE-Personalized Local or remote services CHANNEL

S

TRIGGERS

Double confirmation

Consistent dialogues

Interactive User entered data

Survey

Menus

Handset driven action

Multiple choice list Sequences of ads

Opt-out

Automatic download of

new ads

Not now /Never

CALL TO

ACTION

INFORM RECRUIT IMPROVE

1 Alert

Inform

Promo

2 Permission

based

marketing

Opt-in

3 Loyalty

Retention

Survey

ACTION

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2013 November 12



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Page 10

The mobile phone is our constant companion and Mobile Ads resonate well

In South Africa,

~65% of the Millenials are

responsive to mobile ads

InMobi 2013

14% response rate to basic SMS ads

Dynmark

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Interactive messages

Immediate Call to Action that

is non-intrusive

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Page 12

Use location with Call to Action to drive promotions

USE CASE: CROSS SELL PROMOTIONS / LOCATION BASED CO-BRANDED

COUPONS

Allow your customer to apply to a partner offer or service.

Monetize your opt-in subscriber base

BENEFITS

Generate new revenue linked to your subscriber´s base

Enhance customer satisfaction by sending coupons only when they are the location

**SERVICES Welcome! Outlet Shopping’s Deals for You mobile coupon service has great deals when you visit. Select OK to sign up

Thanks! You are now signed up for Deals for You. Your coupons will be sent by text message when you vist Outlet Shopping. Enjoy!

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2013 November 12



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**MNOX** Hello Mr Customer, we have important information about your subscription. Select OK now to initiate a call to our customer service center

**MNOX** Calling 333

Create a customer dialogue that goes beyond text

USE CASE: OPERATOR SERVICE PROMOTION

One click to connect to the call center

Opportunity to sell upgraded subscription or other new services

BENEFITS

New revenue streams

Increased customer satisfaction

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**MNO SERVICES

Looking for a new ebook reader or tablet? Press OK to visit the webshop.

Drive web traffic to partner´s websites

USE CASE: PROMOTE A MOBILE WEBSITE

Drive web traffic via a teaser linked to user´s interests and handset capabilities

One click to transfer to website

BENEFITS

Extend dialogue to web sites

Leverage customer customer interest for greater response rates

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Page 15

Ask for permission - Customer Satisfaction

**MNOX** Currency Converter Get control when traveling of your money. Select OK to download the service.

SERVICES Currency Converter service is now available on your phone. Look in the SIM Menu under Travel Tools

**MNOX** Please confirm download of the Currency Converter service. Select OK to complete your download.

USE CASE: SERVICE PROMOTION

Drive user to subscribe to new services / permission marketing

Highlight critical services anytime, anywhere

BENEFITS

Increase service usage, promote and download in one GO

Build a trust relationship leading to increased revenue and traffic

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2013 November 12



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Page 16

Extend your brand

exposure

More than 6 Million South

Africans are on Facebook.

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2013 November 12



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Page 17

Social Marketing to extend your brand exposure

**SERVICES Welcome to the Waterfront! Sign up for the What’s on the Waterfront newsletter and get 15% off dinner for 2. Press OK to subscribe

Thanks! You are now signed up for the What’s on the Waterfront newsletter. Your unique dinner for 2 coupon will be sent by text.

Would you like share this offer on Twitter?

Tweeting…

USE CASE: LEVERAGE SOCIAL NETWORKS

Allow your customer to apply to a partner offer or service.

Extend brand exposure using social networks

BENEFITS

Cost effective viral campaigns, reach beyond your subscriber base

Create a dialog with your subscriber and increase their brand awareness

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2013 November 12



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Promote service loyalty: Feature and Smartphone

USE CASE: OFFER TERMINAL DEPENDENT RESULTS

Offer to all subscribers regardless of terminal

Prepare services for growing smartphone population

BENEFITS

Allow a campaign to reach all subscribers

Keep the cool factor for a service when subscribers change handset

**SERVICES** Welcome to Outlet Shopping. Subscribe to our Deals for You newsletter and get special offers just for you! Select OK to subscribe

Congratulations! You are now subscribed to the Deals for You newsletter. Select how you wish to receive your offers: Text Message QR Code

Here is your Outlet Shopping coupon for Christmas Toy shopping! Quote #3ABC870 and get 20% off a Toy purchase until Dec 24. (Each code may only be used once and not in combination with other offers.)

Scan this code at the cashier to

get 20% off a Toy purchase until

December 24. (Each code may only be used once

and not in combination with other

offers.)

#3ABC870

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2013 November 12



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Page 20

Big Data explosion: Metadata for profiling and targetting

2.5 quintillion bytes per day increasing by 100% per year1

Improve demographic info for 3rd parties

Product analytics (i.e. Event data recorders)

Crowdsourcing – information to public authorities and private sector

Unique added value of the MNO

Only the MNO truly knows if the subscriber is turned on

MNOs way of being the Smart Pipe

1http://www-01.ibm.com/software/data/bigdata/

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2013 November 12



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Page 22

Online survey to enhance brand satisfaction

SERVICES Thank you for your call to customer care. Tell us about your call experience by answering these 3 short questions. Select OK to continue or Cancel to not respond.

USE CASE: LOYALTY PROGRAM- SUBSCRIBER SURVEY

Short survey to improve quality of service and keep the dialogue open

Use open or closed questions

BENEFITS

Maintain a close relationship with customer and improve satisfaction

Improve ROI in the long term

SURVEY QUESTION 1 I am satified with the answer I received from customer care. YES NO

SURVEY QUESTION 2 The agent that helped me was courteous and polite. YES NO

SURVEY QUESTION 3 Let us know what we can do better. Tell us what we can do to improve and help you better. (max 1000 characters)

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2013 November 12



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Page 23

Giesecke & Devrient: Your Trusted Partner

350+ operators served worldwide

40+ years

experience in chip card technology

Subscription

Management

Pioneer first proven

commercial launch

1st commercial SIM card

1st SIM management system

1st commercial SIM OTA

system

1st integrated SIM and Device

Management system ~ 2 billion SIM cards managed in

over 80 countries

500+ million Roaming subscribers steered with

SmartRoam

+1 billion Devices managed globally

> 10 %of the world

market of devices

AfricaCom

2013 November 12



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Page 24

A Comprehensive Offering for MNOs

TSM Services

All IP Connectivity

Mobile Marketing

M2M

Mobile

Wallet

SIM Mgmt

Close Loop

Payment Systems

Subscription Mgmt

Contactless

Payments Roaming

Pin Distribution

Enterprise

Authentication

Mobile Couponing

On Demand

Activation

Secure End Point

Device Intelligence

Device

Configuration

Mobile Financial

Services

Identity and Access

Mgmt

Device Lifecycle

Mgmt

Value Added

Services

IDENTITY

TRANSACTIONS

MOBILITY

CONNECTIVITY

DIVERSIFY Your activity and grasp new

opportunities

OPTIMIZE Your networks and bring

efficiency

EXCEL In offering better service and

customer experience

M2M

Questions? Please visit us at booth F20 Hall 4.

Thank you for your attention

successful strategies for optimized customer experience management

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successful strategies

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mobile ads inmobi

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