Making Meaningful Mobile Moments for Millennials
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Transcript of Making Meaningful Mobile Moments for Millennials
Oisin LunnyOpenMarket
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• Heading 2Making Meaningful Mobile Moments forMillennials#MoNage Spring 2017
The rise of mobile
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Read more: Benedict Evans
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m-Commerce share of total digital Commerce
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m-Commerce share of total digital CommerceMobile accounted for 70% of all digital shopping time in the second quarter of 2016.
ComScore
Our evolution to “Phono Sapien”
Confidential and Proprietary to OpenMarket 18
Empowered customers have given rise to a new era
Read more: Forrester
Confidential and Proprietary to OpenMarket 19Read more: Forrester
Read more: Forrester
Make it personal
Personal interactions are informed by empathy and understanding.
They’re about being in touch with someone’s thoughts and emotions in their moments of need.
Apps
Image source:
“Your call is very important to us. Please enjoy this 40 minute flute solo.”
IVR
Paul doesn’t want to call your service desk. He doesn’t want to stop playing with his daughter.
He doesn’t want to hold until you’re ready to talk. He doesn’t want to explain who he is and why he’s calling. Again.
He especially doesn’t want to dig out that old invoice that has his order number on it – and especially not to confirm that the Tuesday 3pm delivery still works for him.
The Empathetic Interaction™
Empathetic Moments:
• Purchase moments • Payments moments • Action moments • Delivery moments • Behaviour moments • Request for info moments • Authentication moments
Ten minutes ago, Stan and his son Will received a text informing them there were short queues on Rocket Mountain. Now, it’s lift off.
That moment when... she rescheduled her car service without having to speak to anyone.
She’s re-planning her day tomorrow after receiving this handy reminder:
Your engineer arrives between 10 and 11am.
Text ‘A’ to confirm ‘B’ to arrange another time
They’ve just received a text from their train company telling them what platform their train is on – before it was announced at the station. So they beat the rush-hour stampede.
Virgin Trains • Removed overcrowding
problem at Euston • Won five awards for
Customer Experience • NPS > 28%
Virgin Trains • Removed overcrowding
problem at Euston • Won five awards for
Customer Experience • NPS > 28%
Club Mahindra • FAQ-bot • Customer survey • Response rose
from 5% on email to 12% on SMS
FICO • 2 Way SMS
conversations • 35% reduction in
fraud losses • Uplift in customer
satisfaction & NPS
A new vector of engagement
83% of millennials open text messages within 90 seconds of receiving them.
60% of millennials prefer two-way text engagement with companies because it’s convenient, fast and easy to use.
More than twice as many millennials (42%) would prefer to receive fraud alerts than are currently receiving them (19%) from their financial service providers.
Confidential and Proprietary to OpenMarket 44
CX
Empathy
SMS Bots
Authentication
Service
Logistics
Complaints +queries
Text helps managetrillions of interactions
The future of text is in customer operations:
Multiple connected steps in complex customer processes
Closes gaps between buying stages, channels and departments
Account set up, payment options, invoice delivery
Delivery and alerts
Cross sell and upsell, complaints management
“The more digital we become the more we need to haveface to facemeetings” Jeff Pulver
The advent of RCS
Thank You
