employee & customer advocacy in a mobile world assabi - customer advocasy in a mobil… ·...
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Employee & Customer Advocacy in a Mobile World
HiddenAgendaü Mobileiseverything…themostpersonalmul5-purposedeviceü MobileCX&Advocacy.
ü Mobileisthemostformidablemediapla?orminAfrica.ü Insight,1:1marke5ng,walletshare&LifeTimeValue.
51
6 1119
2738
5064
74 8090
38
51
6359
5650
3928
2116
8
0
20
40
60
80
100
TOTAL LSM1 LSM2 LSM3 LSM4 LSM5 LSM6 LSM7 LSM8 LSM9 LSM10Smartphone OtherPhones
89
5259
81 8488 90 92 94 95 98
SPONSOREDBYSource:AMPS2015
Smartphone Penetration based on 2015 AMPS Data
Mobile is often the first screen and only screen
desktop
location
car
offers mailers
wallet
wearable
pos
tv
Mobile facts.
times / day check phone per hour
The smartphone is the most personal device
What’s the worst that can happen? Losing the mobile phone.
Millennials admit their smartphone is always with them.
Mobile customers are never offline.
Mobile provides customer choice
h[ps://www.youtube.com/watch?v=zhEAhiPo5GE
The Mobile Multiplier
8
2-3x more smart phones than PCs by 2020
Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use
Vastly different customer
experience
Why is Mobile the most important channel in Africa?
h[ps://www.youtube.com/watch?v=QRDNHVHEVFo
Key Insights To Be Shared
4
Communica/onsismoremeaningfulwhenincontext,resul/nginbe:erproducing
mobileprograms
Humansplusmachinesformthewinningcombina/onintoday’s
marke/ngworld
Mobilemarke/ngautoma/onenablesbrandstoaddresscustomersandprospectsholis/callyandtodrive
businessresults
11
Agoodhockeyplayerplayswherethepuckis.
Agreathockeyplayerplayswherethepuckisgoingtobe.
-WayneGretzky
Generation “ME”
Alsoreferredtoas‘Millennials’,‘Genera5onY’-Born1982-2000.Aftudetowardsen5tlement,‘What’sinitforme’Needtotradeatany5me,ontheirtermsDetachedfromins5tu5ons,networkedwithfriendsTechnologyhasputtheconsumerincontroloftherela4onship-loyaltyhastobeearned
”
Generation Me’s don’t box their needs… We need to compete with more complex decision Relevance-KnowwhoIamandwhatIwantCommunicatetomeininnova5vewaysonmul5-channelpla?ormsi.e.socialmedia,mobile,onlinestoresetc.withrelevantproductofferings
EXPERIENCE
RELEVANCE
TRANSACTIONNEEDS
ü Emo5onalExperience–Whatthecustomerwants?ü Makeitaconvenientandpleasantuserexperienceü Idon’thave5me.Makeiteasy.ü Makemefeelspecialandrewardedformyloyaltyü ProvidecoolappsthatIcandownloadtointeractwithyourbrandand
makeeasypurchasesü Provideapla?ormwherebyIcangivefeedbackandreceiveresponsesü Helpmemakekeytransac5ondecisions
WHAT STAFF WANT: A Simple Way to Engage
External
Internal
IndividualCommunication
Group Collaboration
Video
Messaging Voice
COMMUNICATION SILOS lead to poor Staff Engagement
Voice Video Messaging Content
FORCES SHAPING: Staff Communications
Hardware → Software Consumerization
“Software is eating the world”
On Prem PBX → Cloud
Hardphones → Softphones
Cost Driver Speed Driver
IT → End Users Rise of Android, iOS
Voice, Email → Video, Messaging
UX Driver End User Adoption Driver
Leverage Driver Mobility Driver Text-based communication will overtake voice
Voice communication also cede to video
Technology will suit the needs of the user
‘Work’ will be what you do, not where you go
UNIFIEDCOMMUNICATIONS&COLLABORATION
(UC&C)
DIGITAL WORKFORCE Communications Redefined
APIInsights
Single App
Single Global Network
Unified Platform
For management:
Simplicity:
Reduced complexity & cost of communications Engagement:Increased workforce performance & productivitySecurity:Secure global communications & reduced operational risk
For the staff:
Simplicity:
A single, seamless, intuitive user experienceEngagement:Flexibility to work whenever, wherever and howeverSecurity:Secure, always-on, consistent communications across all devices
MessagingVoice
Video
DIGITAL WORKFORCE Communications Platform
Unified, Secure, Global Cloud Platform
Connectors
Seamless User ExperienceReal-Time
Insights Real-Time
Insights
Voice Video Messaging Content
Open APIs
Internal One to Many
Many to Many
External One to Many
Many to Many
Internal One to One
External One to One
DESIGNED WITH all Teams in Mind
ü Increased engagement really ties to increased, more engaged employees
ü Loyalty tools equally capture purchase transactions and social interactions – truly holistic and actionable view
ü Connecting elements accelerates trial and active participation – achieve critical mass more quickly
ü Better differentiation of brands’ unique characters – programs that stand out from the noise
Higher Levels of ROI
#ofImpressions#ofClick-Through’s#ofSiteVisitors#ofinfluencers#ofadvocates#sizeofcommunity#ofconversa5ons#ofcouponsvs.purchases#ofappdownloads#Engaged,dwell5me,frequency,LTV
Measurable Return On Investment (ROI)
ü By simplifying traditional loyalty practices by applying the best of today’s technologies
ü And pioneering the design and implementation of the next generation of loyalty concepts
ü We set a new level of expectations for innovative employers.
Return on Marketing Innovation
23
Socialworthofmouth&exposure
Innova5veofferdis5nc5vefromcompe5tors
Adver5singtoolforcustomersandbusinesses
Increasedcommunica5on
withthecustomers
Growthofthecustomerbaseandreten5onof
currentcustomers
Targeteddynamic
campaigns:leverage
consumerdata
Anewrevenuestream
Benefits of Mobile Loyalty Solution
Purpose: ü Lead the Services wide data initiative and
enable fact based decision making ü Improve the speed and quality of
employee relationship management and product development
Accountability: ü Data strategy implementation ü Analysis and cross promotion capability
based on data ü Services level dashboards, Learning
Agendas, and Optimization Plans
Common definitions
Product Marke/ng
Results
Analysis
Measureme
nt
Metric
s
Goals
Service Intelligence & Analytics- dedicated BIU
Partner Relationship Marketing ü Providevalueaddsfromothercustomercentricorganisa5onsthataddvalue
toyourbrandandyourcustomerse.g.air5me,handsetspre-loadedwithyourApp,Travel&Lifestyleoffers,Emergencyservicesetc..
ü SterKinekorVitalitypartnershipcreated380,000commoncustomersinoneyear–realvalue&simplicityisthekeytoadop5on
ü Weprovideuniquecampaignsbasedonareasofinterest&permissionbasedmarke5ng
ü Managethepartnershipswithavarietyofvalueaddpartners
ü ManagetheloyaltyprogramasaserviceviaContactCentreandbuildaweb/mobileresponsive&adpataive/appsthatareintegratedintoasinglepla?ormandcontentmanagementsystem
Biggestfearloosingba[erypower
WhatsappCXChatfromapp/FacebookMessanger
Mobile Engagement
Berewardedwith‘hyper-personalized’experiences
Givemeadifferentexperienceandrewardmeformya[en5on
Appme,delivertome,letmeorder&pickup,pay,rewardme
VisualQRCodesforWi-Fi,DownloadApp,compe55on,payments,rewards
“Retention is for wimps. We measure the percent of customers who have our name tattoed on one of their body parts.” (Harley Davidson Annual report)
Always the same brand = loyalty
Or they could just have our digital card app on their mobile ;-)
What’s App as a service channel
TurnemailintolivechatviaWhat’sApporappOfferthefreedomofdirectinterac5on.
Mobile Path to Purchase
FOMO of running out of battery life is addressed with Chargifi How we do it For Hotels
Hardware
Sub-surface wireless transmitter �*OHYNP��:WV[��MVY�PUZ[HSS�\UKLY�bars and tables.
Selecting the right wirelesscharging standard
Max Transmitter Power
Range of Devices
Multiple Devices at once
Maximum distance between transmitter and receiver
33 Watts
Wearables, phones, tablets, laptops
Yes
50mm
REZENCECHARACTERISTICS QI PMA
5 Watts
Phones
No
5mm
5 Watts
Phones
No
5mm
h[ps://www.youtube.com/watch?v=GXnTSC567gg
DSGdevelopedasetofcustomerfocusedservicesthatenablearelevantandphenomenal,hyper-personalisedexperience
Combining data & relevance to nurture exceptional experience
Your Mobile Strategy needs to develop a set of focused services that enable a relevant and phenomenal experience
Community(BigData)
BEREWARDED
VALUEADDEDSERVICES
PROMOTIONMOBILEPAYMENTS
HEARMEANDHELP
ME
What the employee wants?
MobileMarke/
ng
MobileCustomerService
KnowyouremployeesKnowtheirproblemsProac5vehelpwhereneeded
KnowyouremployeesKnowtheirpreferencesGivethemmoreofwhattheywant
Real-5meknowledgeTargetedadver5singEnhancedbrandloyalty
Business Value
Transunion 1Check Mobile Transformation
h[ps://www.youtube.com/watch?v=3ETq7Zy9BEk
The Importance of Context
14
The sum total of what your customer has told you and is experiencing at his moment of engagement
Forrester
Context includes:
The current location, altitude, and speed the customer is
experiencing
The history or personal decisions the customer
has shared with you
The feelings or emotions implied by the customer’s actions
or logistics
Situation Preferences Attitudes
The Addition Of Context • Knowing that the weather affects how we buy (and what the weather is at the time!) ..
h[ps://www.youtube.com/watch?v=ECZa9UPkA-s
Offer meaningful services at the right time to build a lasting connection. Engage with each guest in a personal, meaningful, timely manner.
Relevant & Meaningful
ExplosiveGrowthofMobileComparisonwithotherMassMediaChannels
0
5000
10000
15000
20000
25000
30000
35000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
MILLIONS
Radio TV Hometelephone Cellphone InternetAny Newspaper Magazine
SPONSOREDBYSource:AMPS2015
Paradigm shift in Mobile Marketing Marketing The Mobile Paradigm
Audiences Individuals
Interruption Assistance
Batched In-the-moment
Campaigns Experiences
Irritation Effectiveness
How Mobile Marketing Automation Works
3 2 1
Determine Track Build
Track every event your users
take
Determine the funnels you want users to
experience and guide them down that path through personalized
messaging
Build campaigns that are triggered by user
actions and delivered in real time
Monetization & engagement
End to End Solution
“White Glove” service
“We keep it simple”