OnePoint Csat & Mobile MR best practice

Mobile Engagement Made Easy

2011 Webinar Series:

Customer Satisfaction Mobile Methodology Retail, Restaurant sectors

Jim Schwab

SVP North America


Housekeeping


Agenda – Csat and Mobile MR


Jim Schwab - Senior Vice President, N AmericaJim is responsible for OnePoint’s business in the USA and Canada.

Jim has lived first hand through the last 3 major MR methodology trends; Online at Harris Interactive ‘00-’08, Social Media ‘09-’10 & Mobile present day. As a result Jim brings a wealth of knowledge in how to educate, position and approach clients and the MR community with new technology enablers.

Prior to joining OnePoint, Jim was Vice President at social media monitoring start-up company Techrigy (since acquired by Alterian). Upon joining the six person company with ten clients Jim was instrumental in growing the client base to 150 clients in six months.

Previously Jim spent eight years in senior sales and marketing management roles at Harris Interactive. A strategic and tactical thinker, Jim partners with our clients to support them in achieving their goals.

Jim’s primary role is to help OnePoint clients utilize our platform to drive never before seen insights and create new products and services.

Jim holds a B.S. in Business Administration from State University of NY College at Brockport, NY


Market activity - Top 5 Applications

Analysed 20,000 OnePoint projects since 2008

1. Voice of the Customer (60%)

2. Diary tracking (20%)

3. In store product comparative shopping (10%)

4. Programme evaluation (5%)

5. LBS apps (5%)


What is Mobile MR?


Mobile MR

Online or

Mobile Online


Mobile MR

Think about the mobile device holistically.

Put yourself in your target respondent’s shoes.

Mobile Engagement Made Easy What is Mobile MR?

Mobile Device as Survey & Engagement Instrument

Applications -GPS Tracking

-Bar Code Scanning

SMS- Access to ALL phones- Reliable, fast, stable, mature- Message stays with phone,

always delivered

WAP (Wireless Access Protocol)/Web- Web enabled phones only- More flexible than SMS- Link to your online survey

platform

MMS- Picture, Video

Email - Upload picture or video

into mobile survey from cell or computer

FLEXIBLE- PUSH or PULL- Doesn’t require download of apps


Why mobile methodology?

3 main drivers…..

1) In location, In the moment insights

2) Speed of results

3) Hard to reach sample

The 5th Methodology………

Critical Success Factors for Mobile MR

http://www.onepointglobal.com/resources/white-papers.aspx


The details……..Why mobile is a good fit!

• Traditional methodologies are not working! – IVR and online url’s

• 2-4% response rate when pushing out invites

– Not enough completes when trying to pull in via receipt invites or other MarComm methods

Consumers communication habits have changed!

People love to TEXT!


The details……..

• Any good Csat program is multi-mode & integrated– Key drivers: In depth understanding via online & in person– Key drivers: operational tracking

• Operational tracking, touch-points– By store, by staff, by product or menu item, by time of day…etc.

How to get your customers to provide in the moment insights?


The details……..A few examples…

1) Wireless client, call center follow up– IVR & online 2-3% response, recall issues– First mobile pilot yielded 18% response rate, no change in

process, 22% response rate currently

2) Electronics retailer, 110 stores– Receipt based invite 800# & url, 250 completes per month total– Pilot direct replacement in 4 stores “Text BRAND to 91318”

invite on receipt– 280 completes in first month, at 4 stores!


The details……..A few examples…

3) Electronics brand– 21 months in full roll out, 12+ surveys across touch-points– Monthly avg 30-50% response rate across all surveys– In store, delivery, service follow up

4) Hospitality brand, 1000+ locations– Existing EFM program, but comment cards & mystery shopping

used for operational tracking prior to mobile program– Table top displays, receipt invites, staff encouragement – Control completes via invite process– Integrated mobile results directly to EFM provider


The details……..Best practices…

• Invitation process is key!• Speed, relevance and personalization are key!• Understand how many completes you need!• Tie results to locations and touch-points!

– Many ways to do this with mobile platform.

• 4-5 questions, ratings, multi choice + 1 open end– Add in alerts and routing of good and bad scores for internal

teams to follow up


Summary

• If you’re an agency doing Csat for big brands, you better jump on board the Mobile bandwagon

• Mobile methodology is many faceted and the wireless sector is very fragmented and complex so partner with experts

• Mobile response rates are very high when done right

• Time has come to be innovative


Text a keyword

CLIENT

WAP

CHOICE

PICTURE

VOICE

To a country Number

USA 91318

UK 85001

Canada 11122

Spain 661421118

Germany 15702472478

Australia 0437244395

Ireland (ROI) 833333976

Egypt 6833

South Africa 31027

Kenya 4625

India 9212352075

International +447797805207

Take a demo survey….. Text a key word to the number in

your country.

Thank you, for your time today.


OnePoint Csat & Mobile MR best practice

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