Improving Customer Loyalty: The Customer Experience And Building LoyaltySpeechTek West, San Francisco, CA February 2007

2007 SpeechTek West

Human Voice

“A loud voice cannot compete with a clear voice, even

if it’s a whisper.”

Barry Neil Kaufman, Best selling author and speaker

2007 SpeechTek West

Human Voice

“There’s nothing more powerful in business to business than the human voice. You need to convey your enthusiasm about your offer to get people truly interested in responding to you. “

Mika Kaitila, Founder Boxpilot

2007 SpeechTek West

Business Challenges

Businesses in many industries may lose up to 50% of their customers over a five year period.

Studies have shown it’s 6 to 7 times more expensive to acquire a new customer than it is to retain a current customer.

As little as a 5% increase in customer retention can increase profits by 25 to 95%.

Yet many businesses are still focused only on customer acquisition and see customers from the fragmented view of individual transactions

2007 SpeechTek West

Critical Drivers

Consumer technology adoption – today’s market is more competitive than ever and businesses whether B2B or B2C and today’s consumer is bombarded by messages daily – business have to reach their audiences on the fly and where the are. Chief Marketing Magazine states that in 2007 businesses will have to adopt a 1:1 communications to be successful.

Mobile work and lifestyles – Forrester states that: contact is king; the response is the message; and consumers call the shots. With pdas and wireless networks people are more mobile than ever before

Regulations and legislation – Spam rules and legislation are tighter than ever before and businesses are required to have their recipients opt in to receive even critical messages – Irgent’s profiling system allows the recipient opt in

Cost efficiency – Irgent is easy to use, economical and extremely efficient because businesses need a simple way to reach out to their constituents

Marketing is shifting from a push to pull model and consumers are taking more control over what they view and how they view it. This shift in the marketing landscape means consumers are less likely to respond to mass media marketing strategies.

2007 SpeechTek West

Organizational challenges

Organizations are seeking to simplify and easily engage their clients/employees.

Organizations see the importance of having a secure and regulatory compliant message delivery solution.

Organizations have a need to send and receive time-sensitive and mission critical information to a segment or group of constituents simultaneously

Organizations need to increase the return on their investment by simplifying their communications process.

They have a larger number of mobile and remote employees/clients than ever before.

2007 SpeechTek West

Meeting People where they are

Level / Title

Critical Business Issues

Pain PointsMulti-modal

communications Benefits

Executive

CEO

Gatekeeper

• Sustained and steady top-line growth

• Consistent execution of strategy by top-line management

• Profit growth

• Product innovation

• Operational efficiency

• Financial pressures

• Customers

• Competition

• Operational pressure

• Revenue growth

• Partnerships

• Improves perception of the company as being exciting and innovative with cutting-edge technology

• Increases consumer satisfaction and overall impression of the company

• Establishes the company as having low costs and high value

• Saves time and resources

Finance

CFO

Controller Purchasing / Procurement

Accountants

• Healthcare costs

• Cash flow management

• Debit / equity financing

• Staff recruiting and retention

• Budget

• Collecting

• Reporting

• Billing

• Profits

• Revenue growth

• Expense control

• ROI

• Lowers expenses on communications

• Reduces human resource costs

• Provides reliable, real-time and robust tracking

2007 SpeechTek West

Meeting people where they are

Level / Title

Critical Business

IssuesPain Points Multi-modal communications

Sales and Marketing Marketing VP Mktg. CoordinatorMktg. DirectorMarketing Intern

• Managing & maintaining the brand

• Growth• Retention

• Brand identity

• Analytic tracking

• Driving leads• Company

vision• Competition• Budgeting

• Helps create and enhance brand loyalty

• Provides message customization to increase response rates

• Allows for flexible and adaptable delivery to best reach customers

• Tracks and measures results immediately

• Eliminates the boundaries of countries in the global marketing

Information TechnologyCIOMIS Personnel AnalystDirectorEngineerIT Consultant

• Security and privacy

• Retaining IT professionals

• IT & business alignment

• IT strategic planning

• Speed and agility

• System downtime

• IT training• Funding• Strategic

alignment• Regulation

• Allows for personal interaction and security management notices

• Provides more infrastructure than they can purchase

• Reduces HR & General Administrative costs and resources

• Provides reliable, real-time and robust tracking

• Frees up critical resources to focus on strategic projects

2007 SpeechTek West

Stages of a Relationship

Stage

Attention

Approach Loud, courteous, smart, funny, “give away” money or prizes?

Customer response Demonstrate interest

Permission Asking for a “first date” Listening: Laying the foundation for a service relationship

Engages, share basic information

Involvement Recognize. Offer incentives. Informing, educating, entertaining and promotional contact? Make suggestions. Ask more questions.

Reads emails, visits Web-site. Answers more questions. Makes purchase(s)

Loyalty Recognize and reward. Provide extra benefits. Single out for special treatment.

True commitment. Dependable, predictable, valuable. Repeat purchase behavior. Advocates/evangelists

(Awareness)

(Consideration)

(Purchase)

Engaged customer model

2007 SpeechTek West

The telephone as part of an integrated strategy

Traditional Telephone Method:

Traditional telemarketing

Voice Mail

Mobile Phones

SMS

Email

Voice mail

2007 SpeechTek West

Voice application benefits

Reach your constituents with a human voice personalizing the message

TTS – text to speech

Hot key transfer

Data capture

Polling

Voice coupons

Use a thought leader to reach your audience

2007 SpeechTek West

Creating a path to the customer

How do your customers want to receive information?

Do you define how you communicate with them or do they?

Can you deliver messages across many modes?

Do you know the mode of communication that your constituents value the most day?

2007 SpeechTek West

Summary

Today’s market demands and constituents demand traditional modes of communication, however not all modes fit every recipient.

To create loyalty it’s critical to understand how your constituents prefer to receive messages from you.

Mobile lifestyles = mobile messaging

2007 SpeechTek West

Question and answer