Personalizing Mobile Interactions to Create Lasting Customer Loyalty
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Personalizing Mobile Interactions to Create Lasting Customer Loyalty Kane Russell Vice President of Marketing Waterfall Don Keane Vice President of Marketing Angel
Transcript of Personalizing Mobile Interactions to Create Lasting Customer Loyalty
Personalizing Mobile Interactions to Create Lasting Customer Loyalty
Kane Russell Vice President of Marketing Waterfall
Don Keane Vice President of Marketing Angel
Housekeeping Items
ü The recording of today’s webinar will be emailed to you within 24 hours
ü Use the Questions panel in the lower right hand corner of your GoToWebinar console at any time to ask a question for one of our speakers
ü We’ll answer all questions at the conclusion of the
presentation
Today’s Presenters
Kane Russell Vice President of Marketing Waterfall
Don Keane Vice President of Marketing Angel
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways
Angel
§ Founded in 1999 and is now a division of
§ Patented IVR Technology: 25+ granted
§ Over 1,200 customers in 20 different industries
§ Over 10,000 applications deployed including many of nation’s top consumer brands
§ Industry Awards for Technology Excellence
Waterfall Mobile
§ Founded August 2005
§ Offices in San Francisco (HQ), Austin and New York
§ Backed by $6B software fund Vista Equity Partners
§ Cross-channel mobile & social CRM
Multi-Channel CX Platform
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø 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
v 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
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø 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
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø 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
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways
Continuous Customer Engagement
Business Intelligence
Keeping The Conversation Going
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways
Putting It All Together:
Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø 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 [email protected]
Don Keane Vice President of Marketing Angel [email protected]
