Phone Calls: The Forgotten Touchpoint in Your Omnichannel ... · PDF filePhone Calls: The...
Embed Size (px)
Transcript of Phone Calls: The Forgotten Touchpoint in Your Omnichannel ... · PDF filePhone Calls: The...
Phone Calls: The Forgotten Touchpoint in Your
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.
SOURCE:CMO Council Predicting Routes to Revenue 2016, IBM Global State of Marketing Report 2013
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
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.
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.
v Phone Conversations
v Marketing Automation
v Bid Management Platforms
v Demand Side Platforms
v Data Management Platforms v Data Lakes
v Personal Banking Systems
v Teller Systems
v Transaction Data
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.
Call Duration = 6:17
Whats the best rate
Current Page = First Time Home
DMP ID = 23z94d9
Income > $100,000
Homeowner = False
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
v Initial Inquiry v Competitive Comparison v Pricing Discussion v Completed Purchase
v Evaluating Competitor v Confused by Options v Interested in New Offer v Wants to Change Accounts
v Repeat Customer v HOT PROSPECT v Time Waster v Cross-Sell Opportunity
v Loaded Application Page v Reading Support Page v Looking at Offer page v Browsing Product Category
v Add to Retargeting v Send Follow Up Email v Set Reminder v Create Opportunity
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.
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 -
Mentioned new mortgage, trigger follow
Purchased. Add to checking upsell
Qualified but didnt buy, add to
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.
FACEBOOK OR YOUR DMP
5 KEY TAKEAWAYS
Put the customer at the center of
the experience from start to
1 Optimize not only the clicks
you get but calls to get a more holistic analytic view.
ALL customer interactions
including calls and the
interactions after the call.
3 Use call and web analytic data together to enhance your next customer
4 5 It is about the customer
not the channel. Calls connect you to your customer.