Phone Calls: The Forgotten Touchpoint in Your

Omnichannel Strategy

BRENNIE CONKLE, VP CUSTOMER STRATEGY AT INVOCA

90% of consumers move between multiple devices to accomplish their goals.

We live in an omnichannel world.

Omnichannel is the top priority for CMOs.

Omni-channel leaders outperform all others.

of CMOs are focused on connecting fragmented

campaigns into a complete customer journey.

61%

SOURCE:CMO Council Predicting Routes to Revenue 2016, IBM Global State of Marketing Report 2013

75.8

93.3

108.1

129.1

145.5

161.9

$19.20

$28.70

$40.50

$49.80 $57.80

$65.90

Voice experiences are more prominent than ever. 160+ Billion mobile calls to businesses by 2019

70% of mobile searchers have clicked to call a business based on search results.

Mobile Calls to Businesses Mobile Marketing Spend

Billions

The Forgotten Story

•  Why SunTrust started caring about calls •  SunTrust results •  Opportunities to drive results throughout Omnichannel

•  Optimize •  Personalize •  Enhance •  Expand

•  SunTrust was getting calls from the Mortgage paid search landing pages

•  SunTrust was getting lots of service calls to the sales call center

•  No call data was getting into any database of any kind consistently and marketing was not receiving any attribution from its activities to the call center

What SunTrust Mortgage Knew

SunTrust Mortgage Experience

MEASURABLE Prioritized loan officer experience that wasn’t trackable

CONVENIENT Call center CTA secondary

OPTIMIZED Optimizing only on the “Get Prequalified” CTA

PERSONALIZED All calls led to one place

SunTrust improves customer experience and operational efficiency by gaining visibility into inbound calls.

2x more calls vs. form fills for mortgage leads.

of mortgage calls coming from Google Click to Call.

increase in efficiency with same staffing levels.

33%

60%

•  100% higher conversion from phone calls than web forms

•  Routing based on campaign reduced transfers by 40%

•  Optimized paid media savings to expand mortgage to additional campaigns like first time home buyers

75% of consumers prefer to transact over the phone, with 33% of mortgage leads coming from Google Click-to-Call.

SunTrust increase agent efficiency by 60% with the same staffing levels through intelligent call routing.

WHAT NEXT

CUSTOMER

DIGITAL

PHONE

BRANCH

MOBILE APP

ATM SOCIAL

v  Phone Conversations

v  Facebook

v  Marketing Automation

v  Bid Management Platforms

v  Demand Side Platforms

v  Data Management Platforms v  Data Lakes

v  Personal Banking Systems

v  CRM

v  Teller Systems

v  Transaction Data

# SEARCH

5 WEBSITE

] DISPLAY

F SOCIAL

& EMAIL

Customer: Campaign:

Interest: Conversion: Next Steps:

UNKNOWN UNKNOWN UNKNOWN UNKNOWN UNKNOWN

Today’s marketing cloud applications are left out of the conversation.

THE UNTAPPED POTENTIAL OF DIGITAL + VOICE INTERACTIONS

Interested in first time home buyer campaign.

Engaged with latest Facebook campaign.

Considering competitor’s offerings.

Called about rates and timing earlier this week.

HIGHLY QUALIFIED PROSPECT.

Engaged in the Top 10 tips for New Home Buyers.

Likely to purchase today.

SIGNAL

CALL INSIGHT

Call Duration = 6:17

“What’s the best rate ”

CONVERSATION INSIGHT

Current Page = “First Time Home”

DMP ID = “23z94d9”

CONTEXT INSIGHT

Income > $100,000

Homeowner = False

CALLER INSIGHT

CAMPAIGN INSIGHT

Search Keyword = “First Time Mortgage”

“HOT PROSPECT” CUSTOM INSIGHT:

Automatically capture custom, actionable insights from 100’s of data points points on every call.

v  New Sales Call v  Up Sell Call v  Service Call v  Junk Call

CALL TYPE

v  Initial Inquiry v  Competitive Comparison v  Pricing Discussion v  Completed Purchase

PURCHASE FUNNEL

v  Evaluating Competitor v  Confused by Options v  Interested in New Offer v  Wants to Change Accounts

CONVERSATION TOPICS

v  Repeat Customer v  HOT PROSPECT v  Time Waster v  Cross-Sell Opportunity

CALLER PROFILE

v  Loaded Application Page v  Reading Support Page v  Looking at Offer page v  Browsing Product Category

CALLER STATUS

v  Add to Retargeting v  Send Follow Up Email v  Set Reminder v  Create Opportunity

NEXT STEPS

What insights will you uncover?

Signals: Omnichannel Automation Signal: High Potential Follow-Up

•  Call duration > 8 min •  Campaign = “Mortgage Refinance” •  Voice Signal “Refinance” = True •  Voice Signal “Ready to refinance” = True •  Current Customer= True •  Product = Checking

Signal: First time Homebuyer

•  Income = “$50,000- $75,000” •  Search Keyword= “First time homebuyer” •  Caller Status = First Time Caller •  Current Customer = False

If Signal: High Potential Follow-Up = TRUE Trigger Engage Event: Add to retargeting program with benefits of mortgage and checking together/ rate advantage Trigger Engage Event: Add to email follow up campaign

If Signal: First time Homebuyer = TRUE Adjust Routing Rules: Send caller directly to First time home buyer specialist If no application, Trigger Engage Event: Follow up with benefits of Conventional v. FHA Add to first time homebuyer remarketing campaign

Personalize the caller experience to increase your conversion rates.

Sales Hotline

Loaded Application Page High Income Home Owner

Viewing Product Details Page Keyword Searched: SunTrust Mortgage

Repeat Caller Viewing About Your Mortgage

- SIGNAL POWERED CALL ROUTING -

Product Specialist

Customer Support

Mentioned new mortgage, trigger follow

up email.

Purchased. Add to checking upsell

campaign.

Qualified but didn’t buy, add to

retargeting.

Trigger actions in other systems to automate the customer journey and drive follow-on purchases.

Invoca - Hot Prospect

Create look-alike audiences with voice insights to expand your reach.

SIGNAL

FACEBOOK OR YOUR DMP

5 KEY TAKEAWAYS

Put the customer at the center of

the experience from start to

finish.

1 Optimize not only the clicks

you get but calls to get a more holistic analytic view.

2 Personalize

ALL customer interactions

including calls and the

interactions after the call.

3 Use call and web analytic data together to enhance your next customer

interactions.

4 5 It is about the customer —

not the channel. Calls connect you to your customer.

QUESTIONS

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