genesys - creating more personalized mobile marketing strategies that drive value

Creating More Personalized Mobile Marketing Strategies That Drive Value

July 16, 2014

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

Lindsay FrazierMobile Marketing Offer LeadGenesys

Chris ConnollyStrategic Director, Digital ChannelsGenesys

Speakers


Today, you will learn…

Why personalization matters to your bottom line12

3

How to create personalized experiences across multiple touchpoints & channels

Best practices, examples and tactics for personalizing your mobile marketing programs


Market Leader in Customer Experience Solutions – Available in the Cloud and On Premise

Award-Winning Customer Engagement Platform Top 10 Largest Private Software Companies Globally Top 50 Largest Software Companies Globally Over 4,000 customers in 80 countries 100 million+ customer interactions managed daily 5 cloud acquisitions in last 12 months

Gartner2013, 2014 - Leader in Contact Center Infrastructure Magic Quadrant

Frost & Sullivan2013 - Company of the Year Contact Center Systems2013 - Global Workload Mgmt Innovation Award


Engage your customers where

they interact

Connect experiencesacross the

customer lifecycle

Maximize revenue, reduce costs, and improve loyalty

Genesys Mobile Engagement Offering

We simplify multi-channel mobile marketing to help you create personalized conversations that lead to great mobile

customer experiences and drive tangible business results

Why Personalization Matters


Personalization is Important to the Bottom Line

More Business Value

Increased Loyalty

Better Customer

ExperiencesPersonalization



More Business Value

Increased Loyalty

Better Customer


• Personal & contact info• Demographics• Communications history• Purchase & activity history• Loyalty & account info• Preferences• Location• Most recent activity



More Business Value

Increased Loyalty

Better Customer


The revenue impact from a 10 percentage point

improvement in a company’s customer experience score

can translate into more than $1 billion.

Sources: eMarketer, Forrester, Genesys

50% of US cross-channel shoppers expect to be offered promotions or

merchandise that reflect their past online shopping

behavior and purchases

U.S. companies lose $83 billion each year

due to bad customer experiences.

By 2020, customer experience will overtake price and product as the key brand

differentiator



More Business Value

Increased Loyalty

Better Customer


JetBlue stated 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.

Source: Customer Experience Matter Blog: “CX Insights from Marriott and JetBlue”



More Business Value

Increased Loyalty

Better Customer


Create tangible business value through increased revenue and reduced costs

94% of customers with low effort will repurchase

46% of cross-channel shoppers would buy more

from retailers that personalized the shopping experience across channels

Source: CEB, eMarketer


Poll Question

How would you rate your organization’s current use of personalization across multiple channels to create better customer experiences?

5 – Excellent 4 – Very Good 3 – Good/Average 2 – Fair 1 – Poor or Non-Existent

Creating Personalized Experiences Across Multiple Touchpoints & Channels


Frost & Sullivan

“Omni-channelis all about ensuring that data and context from initial contact carries over to subsequent channels — reducing customer effort, improving the customer interaction, and enabling the business to tailor the customer journey. ”


yyMarketing/Sales/ServiceMarketing/Sales/Service

Multi-Channel vs. Omni-Channel: Simplified

Multi-Channel Omni-Channel


The Challenge with Multiple Channels

• Various devices, CRM platforms and marketing programs create fragmented data about consumers

• Data is just data until you can act on it in a meaningful way

Collect Info & Monitor Behavior

Perform Actions Based on Data

Store & Organize Data


Customer Journeys Are Varied

EMAIL

IN-STORE

WEB/mWEB

SMS/MMS

SOCIAL

CONTACT CENTER

ServiceTransactionConnectionAwareness

APPS


Customer Journeys Are Varied

APPS

EMAIL

IN-STORE

WEB/mWEB

SOCIAL

CONTACT CENTER

ServiceTransactionConnectionAwareness

SMS/MMS


From Anonymous to Verified

Targeted Ad Post-Sale SupportTargeted Email

Anonymous Identified Verified

Web Research Cart Abandonment Sales Associate Experience Survey

Best Practices, Examples & Tactics for Personalizing Mobile Marketing Programs


WEB BROWSING

SHOPPING

ENTERTAINMENT

SOCIAL NETWORKING

RESEARCH

REVIEWS

GET HELP


Static Data/Previous Actions Name Contact info Home address Demographics Purchases Loyalty # and points Stated preferences Past behavior Interactions w/customer service Customer value/segment

Real-Time Information Web page browsing Current location Device type Channel Time of day Search entries Most recent activity

Leverage all the contextual data available to create consistent, personalized, and relevant conversations


Recognize Moments & Take Action

Take proactive action with customer in real time or at a later date

• WHO the customer is

• WHAT they need

• WHEN and WHY they contacted us or we contacted them

• WHICH channel is being used

• HOW the business wants to help them

CONTEXT RULES


First, Collect the Info…

• Use the mobile channel to increase speed and reduce effort

• Create a Preference Center

• Ask for express consent opt-in

• Utilize your loyalty program, CRM and purchase data


Account # 123456789

Reward Points 750

First Katy

Last Perry

Mobile # 703-403-1212

Email [email protected]

Zip 22201

Gender Female

Birthday 03/15/1977

Recognizing Moments: Birthdays & Anniversaries

Utilize customer profile info to send relevant communications, as well as surprise & delight members

mailto:[email protected]


Recognizing Moments: Loyalty Program Updates & Milestones


Recognizing Moments: Survey Opportunities

• Trigger survey upon completion of customer service activity

• Close the loop with unhappy customers


Recognizing Moments: Reminders & Status Updates

• Text in for status

• Push out automated status updates based on activity or stage in process

• Reduce inbound calls


Recognizing Moments: Location & Timing

• User-supplied address or zip code

• Mobile carrier query

• IP address lookup

• GPS

• HTML5 mobile web

• Native app

• Passbook

• Beacons

Location Timing• Enters a store or location

• Clicks on an ad or link in SMS

• Responds to a marketing promotion

• Watches a video

• Posts to social media

• Makes a purchase

• Flight is leaving soon


• 17% click-through rate for personalized rewards offers via SMS• SMS redemption rates significantly higher than typical direct mail

• 10% redemption rate of mobile coupon – in less than 3 hours!• $15 in incremental sales for each $1 spent

Regional Superstore Chain

Mobile Personalization Drives Tangible Results

Convenience Store

• Pre-paid top-up reminder doubled on-time replenishment rates and lowered churn

U.S. Mobile Operator


Recognizing Moments: Showrooming

“Amazon is stealing my profits!”

Customers are increasingly using mobile devices in store to make more informed purchases and then buy the same or similar product elsewhere.

“Amazon is stealing my profits!”

Customers are increasingly using mobile devices in store to make more informed purchases and then buy the same or similar product elsewhere.


Customer is browsing items in store and scans QR code, or a Beacon recognizes the customer is in proximity

IVR

Conversation Manager

Online

Agent

Task Distribution

CaptureContext

Store associate is alerted in real time about a potential sale and is shown suggestions about he should talk about

Context is captured for use in another channel in the future

Email

http://store.mobi/F5fSs3



SMS/Email Activity

Customer has been sent an SMS or Email regarding a new offer from the company

IVR application is aware of the outbound SMS/email activity and is able to infer the customer intent

Customer picks up the phone and calls the company

The right agent is selected

Screen pop shows entire customer history

Speech IVRAgent

Conversation Manager

Recognizing Moments: Phone Call Triggered by Marketing Campaign


• Instant click to call or call scheduling

• Capture browsing history (context)

• Identify location

• Bypass duplicate authentication

• Trigger chat based on rules

• Use push or SMS to send follow up

Recognizing Moments: Mobile Assisted Customer Service


Case Study: Missed Opportunity

• Recognize a moment (purchasing a part for an old VW bus)

• Tailor marketing and CRM communications to capture $$


• What do I know about this customer?

• What actions have they taken in the past?

• What action are they taking right now?

• What action do I want him/her to take next?

• What channel should I use to communicate?

PREVIEW


What Problems We Can Solve

• Showrooming• Anonymous customer journeys• Marketing sales attribution• Reverse CRM • Service resumption• Call deflection• Connecting Marketing with Care• Making data actionable


Delivering End-to-End Mobile CX

CONVERT

ENGAGE

REWARD & INFORM

CARE & SUPPORT

RETAIN & GROW

Genesys End-to-End

Mobile

CONNECT

Harvard Business ReviewThe Truth About Customer Experience

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

Only Genesys offers a comprehensive vision for mobile customer journeys


Summary

1. Mobile should be a core component of your omni-channel marketing and communications strategy

2. A great personalization strategy utilizes customer info, past behavioral data and real-time actions

3. Recognize moments and take action


Exclusive for Webinar Attendees

FREE ASSESSMENT OF YOUR PERSONALIZATION STRATEGY

60-minute phone call + recommendation plan within 7 days

Contact [email protected]

thank

youLindsay Frazier – Mobile Marketing Offer [email protected]

Chris Connolly – Strategic Director, Digital [email protected]

