Phone Calls: The Forgotten Touchpoint in Your Omnichannel ... · PDF filePhone Calls: The...

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Transcript of Phone Calls: The Forgotten Touchpoint in Your Omnichannel ... · PDF filePhone Calls: The...

  • 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 wasnt 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

    Todays 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 competitors 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

    Whats 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 100s 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 didnt 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

    #fbforum