creating mobile marketing interactions to build lasting customer loyalty

Crea%ng Mobile Marke%ng Interac%ons to Build Las%ng Customer Loyalty

© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.

Today’s Speakers

Lindsay Frazier Mobile Marke+ng Offer Lead [email protected]

Dan Morris Mobile Solu+ons Marke+ng Manager [email protected]


Goals for Today

Reinforce why you can’t ignore mobile as a cri+cal channel between your brand & consumers Show how crea+ng great mobile customer experiences leads to long-‐term customer loyalty Share specific ideas for mobile programs that engage, convert, and reward your customers

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The Connec%on Between CX & Loyalty


“Touchpoints maJer, but it’s the full journey that really counts.”

Harvard Business Review The Truth About Customer Experience


Revenue Impact of Customer Sa%sfac%on

“Transform the Contact Center for Customer Service Excellence” Forrester, June 2012

The revenue impact from a 10-‐percentage-‐point improvement in a company’s customer experience score can translate into more than $1 billion.


The Link Between Experience & Loyalty

Customer Experience MaBer Blog, CX Insights from MarrioB and JetBlue, Nov 2011

JetBlue found that a customer who is a PROMOTER is worth $33 above the average value of its customers, while a DETRACTOR is worth $104 below average value.


Genesys’ Experience w/Customer Experience

BeJer Marke%ng

Improved Reten%on

Increased Sales

DelighZul Care


What Makes Great CX?

ü  Ease of interac%on ü  Mul%-‐channel availability ü  Customer control ü  Timeliness ü  Content in context ü  Personaliza%on ü  Follow up ü  Rewards

…the mobile channel can enable all of these!


Your Consumers Are Mobile…Are You?

Mobile internet access to overtake fixed internet access by 2014. Consumers spend 15+ hours a week researching products on their smartphones. 80% of smartphone owners want more mobile-‐op%mized product informa%on while they’re shopping in stores. 55% of consumers express an interest in mobile coupons but only 10% have actually received one from a merchant.

Global Entertainment and Media Outlook, PwC, 2013 Mobile Path to Purchase, Google/Nielsen, Nov 2013

Mercator Advisory Group, 2012

Building Your Mobile Fan Base


Why Use the Text Channel?

Wider reach than smartphone apps

Less expensive than direct mail

Higher open rate than email


Build Your Mobile Fan Base

Exis+ng Loyalty Programs

Website & Web Forms

Sweepstakes

Direct Mail & Email

mSites & Apps

Social Media

Live Events

In-‐Store Signage & POS Displays

On-‐Package Promo+on


Don’t Overlook Compliance Rules

•  You can’t buy a mobile database; consumers must give express consent

•  Abide by your messaging terms and condi+ons

•  Messaging regula+ons change frequently

•  Pick your mobile vendor with care


Offer Channel Preferences

Mobile Web SMS Voice/IVR Email


Know Your Audience

•  Send relevant content based on past behavior

•  Ask for key pieces of info like birthdays and zip codes to enable segmenta+on

•  Surprise and delight your most loyal customers

•  Integrate mobile with exis+ng loyalty program

Name: Dan Birthday: 2.26.74 City: Atlanta, GA Hobby: Cycling

Happy birthday, Dan! We would like to give you 10% off your next purchase of cycling gear at any Atlanta area Outdoor Sportswear loca+on. Offer expires on 3/26.

Get More Out of Your Mobile Strategies


•  Add DEMO keywords where available •  Blow out Passbook mockups


Create High ROI Programs: Promo%ons

Mobile Coupons & Offers

Text-‐to-‐Win & Sweepstakes

Helpful Content

Up-‐Sell & Cross-‐Sell


Surprise & Delight

Personalized Content

Cardless Loyalty

Create High ROI Programs: Loyalty

Anywhere Enrollment


Use SMS to Build Your Email Database

•  Grow your email marke+ng database in conjunc+on with your mobile marke+ng database

•  This method of email capture saves +me at POS, increases accuracy, and enables instant incen+ve delivery


Don’t Repeat the Same Messages

•  Deliver mobile coupons

•  Get feedback with polls or surveys

•  Have fun with text-‐to-‐win contests

•  Promote live or sponsored events

•  Send product/service +ps

•  Use SMS, MMS and mobile web


Embrace New Technologies like iBeacon

Proximity Marke%ng at Store Entrance

Check-‐In Coupons & Offers

Contactless Payments

Interac+on with smartphone app using Bluetooth Low Energy

Indoor Traffic & Loca%on Tracking


U%lize Mobile Surveys

•  Survey customers via SMS or Mobile Web •  Set expecta+ons of length and personalize based on interac+on •  Close the loop with instant follow up via Customer Care

PROMOTERS Offer this group a coupon for future purchase and to subscribe for future messages

DETRACTORS Segment this group and follow up immediately via phone call or text chat to resolve issues

Text GSURVEY to 70650


Don’t Run Programs Without Clear Goals

•  Make sure you’re tracking the success of your mobile campaigns with specific goals in mind

•  Increased revenue is not only measure of success – focus on the customer experience

•  Con+nually op+mize your programs based on data and results


The Bigger Picture

•  Include mobile in your overall marke+ng strategy: in-‐store signage, social, print ads, etc.

•  Integrate data between your mobile partner and other vendors

•  Engage other departments to understand how mobile marke+ng affects their ability to delivery great CX


MOBILE IS A CRUCIAL COMPONENT OF YOUR MARKETING STRATEGY


Choose the Right Mobile Partner

Mobile marke%ng is a powerful and effec%ve channel but is fast-‐moving.

•  Look for a partner, not just a vendor •  Compliance exper+se is cri+cal •  Strong technical plajorm coupled

with mobile industry experience


Next Steps

1.  All webinar akendees will receive an excerpt from our Mobile Opt-‐In Best Prac+ces Guide

2.  Contact us at [email protected] to get a FREE evalua+on of your mobile ac+vi+es and recommenda+ons for success

3.  Go out and create GREAT mobile customer experiences that build las+ng customer loyalty!

thank you

Lindsay Frazier Mobile Marke+ng Offer Lead [email protected]

Dan Morris Mobile Marke+ng Solu+ons Architect [email protected]

creating mobile marketing interactions to build lasting customer loyalty

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