Advancing Toll-Free:Discovering Industry and Enterprise Trends

March 8, 2017

CONFIDENTIAL & PROPRIETARY INFORMATION OF SOMOS, INC.The information contained in this document is confidential and proprietary to Somos, Inc. and is intended for the express use of the intended recipients. Any unauthorized release of this information is prohibited and punishable by law. Somos, Somos and Design, 4 Quarters Design, SMS/800 and SMS/800 Toll-Free Means Business are trademarks of Somos, Inc. Copyright © [Insert Year] Somos, Inc. All rights reserved.

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• Vice President of Customer Engagement

• Responsible for Customer Engagement Strategy & Programs

Today’s Presenter

Michelle Larsen

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How do Toll-Free Numbers deliver value to businesses today?

The Big Question

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SurveysFocus Groups

Responsible Organizations

Enterprises

Consumers

Getting to the Answer

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Top Applications Today

– Healthcare

– Wireless/Telecom

– Retail and Services

– Finance and Banking

GrowthApplications

– Nearly half said: Lack of a clear value prop

– Customer service

– Sales

– Customer service

– Sales

– Text

– Marketing and analytics

Vertical MarketGrowth

Obstaclesto Growth

78%

Resp Org Survey

64%

53%

40%48%

39% 2.48

2.77

2.632.48

41%

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• What we wanted to discover– How are how enterprise using TFN in different capacities today?

– What value are they deriving as they expand their use of TFN?

• Who we talked to – Enterprise buyers/users of TFNs

– VP, Director and C level

• When we did the study – August 2016

Enterprise Focus Group

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Enterprise Segements

Call Center Support

Texting

Call Center Analytics

Channel Integration

Memorability

Credibility Basic User

Advanced User

Ad Tracking

TFN’s Play a Functional Role TFN’s Play an Intelligence Role

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Advanced Applications DeepenCustomer Intelligence

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• TFNs demonstrate clear value today and use varies by enterprise maturity

Chat bots / automation

Initiating Exploratory Refining Managed Greater Value

Main communication

channelGeotagging and location analysis

Basic dashboarding and analytics

Text, Click-to-call, online ads, chat

Optimizing analytics, tracking,

and use cases

Integration with CRM for

customer tracking

Emerging use of APIs and SDKs for automation and integration

Advanced analytics and multichannel tracking –continuous / real-time

optimizationText, mobile, and

seeking experimental TFN

use cases

Customer journey

analytics, CRM

integration, advanced analytics

The Toll-Free Number Maturity Model

• The Toll-Free Number Maturity Model provides a framework to segment enterprise users and target solutions based on higher value enterprise use cases

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• Who we talked to – 100+ marketing and care professionals in North America who use TFNs

• What we wanted to discover– Who uses what apps to solve what challenges?

– What vertical markets are experiencing growth?

• When we did the study – December 2016

Enterprise Survey

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• Both the quantity of numbers and the volume of minutes is expected to increase. Only a small portion of the respondents expect a decrease in either quantity of numbers or minutes.

TFN Usage Expected to Increase

What is your expected future use of toll-free numbers?[Select One] (n=100)

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Growth VerticalsPlanning to Expand Usage

Banking

• Highest Levels of TFN Usage• Increasing usage in the future• High willingness to address marketing challenges

for call center analytics and understanding customer requirements

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Growth VerticalsPlanning to Expand Usage

Healthcare

• High users of TFNs• Lead all industries for expected future use of

numbers and minutes• High level of willingness to progress beyond basic

use and interested in TFN for call center analytics

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Growth VerticalsPlanning to Expand Usage

Retail

• High users of TFNs• Increase use in the future both for numbers and

minutes• Interest in many use cases, highest interest in

tracking and customer journey

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Growth VerticalsPlanning to Expand Usage

High Tech

• Currently a moderate user of TFN • Increase use in the future is very high• Interest in many use cases, highest interest in call

center & customer analytics and text enablement

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Trust Matters

*What are the top three reasons for which your organization uses toll-free numbers today? [Rank top 3] (n=100)

• The top reason to use TFNs is its trusted nature as a communication channel

• Customer analytics and tracking are the second highest ranked reason for TFN use

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TFNs Solve Marketing Challenges

*Which of the following marketing challenges do you encounter and which would you consider addressing through the use of toll-free numbers?

• Increasing the number of leads, optimizing call center analytics and understanding customer analytics are top marketing challenges that TFN can address

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Top Future Applications

*How interested would you be in the next 5 years in the following use cases to support your use of toll-free numbers? [Scale 1 - 7] (n=100)

• Analytics and text enabled TFNs will command the highest interest over the next 5 years

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TFNs are relevant – 74% perceive Toll-Free to be a relevant

way to communicate with a business

High value in texting with a business– 76% want to text a business to save time

– 80% of Millennials want to use texting to take care of common business tasks

– Texting also a strong preference for ages 35 to 65 and older to get more business-related tasks done

Consumer Perception Study

Conducted inOctober 2016.

1,000+Adults

Yet – only approximately one third of respondents were aware that they could send text messages to a Toll-Free Number.

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Most respondents would be likely to text a business when they need to:

57% contact customer service about a troubleshooting or repair issue

65%schedule or changean appointment

70%check the status of an order

66%make or confirm reservations

52% check bank balances or bill due dates

62%refill a prescription

Texting Use Cases

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• Research showed that advanced uses of Toll-Free deliver greater ROI

• By educating enterprises about advanced and emerging uses of Toll-Free, we can drive growth in the Toll-Free industry

Education Can Drive Growth

• The maturity model is a framework to encourage enterprises to leverage TFNs in more innovative ways

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1. Educate enterprises that they can do more with TFN, a trusted channel for their customers

2. Empower You – the Resp Orgs with best practices and collateral to target end users

Targeted Toll-Free Awareness Campaign

somos.com/toolkit

Somos is investing in a pilot Toll-Free Awareness Campaign to target marketing and care professionals at the enterprise level

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• You help define best practices and connect prospects to expertise

• COMING SOON! Self-select in the Resp Org Finder

How You Benefit from the Toll-Free Awareness Campaign

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