#cnx14 - powering the mobile customer journey
Post on 25-May-2015
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Track: Mobile & Web Marketing
#CNX14
#CNX14
Powering the Mobile Journey
Mark Hendrix
Practice Director - Mobile Strategy and Services
David Galante
Director - Mobile Product Management
Track: Mobile & Web Marketing
#CNX14
A NEWCustomer Mindset powers the need for creating Mobile Journeys
Track: Mobile & Web Marketing
#CNX14
3 Proliferation of Connected Customers
Decomposition of the Mobile Journey
Fragmentation of Mobile Ecosystem
KEY MOBILE TRENDS
Track: Mobile & Web Marketing
#CNX14
proliferation
Track: Mobile & Web Marketing
#CNX14
decomposition
Track: Mobile & Web Marketing
#CNX14
fragmentation
Track: Mobile & Web Marketing
#CNX14
Mobile Journeys Matter
Customer interactions happen during a multi-event,
multi-channel journey.
For every $1 spent on mobile, yielded
$1.67 in ROI
+65%
Of all online activities start on a smartphone, 64% move on to another screen
>50% $1.67
Sources: 1 Source: IPSO Study - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, McKinsey Research: Customer Journey Transformation, September 2013, Yankee Group - Anywhere Enterprise–Large: U.S. Mobility and Applications Survey
Track: Mobile & Web Marketing
#CNX14
C CC
Location: GeofencesMobilePushMobileConnect Journey Builder
ETMC – Powering Successful Mobile journeys
Track: Mobile & Web Marketing
#CNX14
x
Track: Mobile & Web Marketing
#CNX14
A technology enabled service connecting employers and job seekers.
Focused exclusively on hourly paying jobs.
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
QUESTION – It sounds like SAJ is really a mobile first
company. How does this experience set you apart from your competition?
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
QUESTION – What a great customer experience. It’s clear you’ve thought through the mobile journey.
How did you engage with these customers prior to building this mobile journey? Was it
successful?
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
We’re behind the scenes in areas you might not expect.
• Processing credit card applications
• Customizing marketing from one to the masses
• Running customer call centers
• Managing insurance claims processes
• Overseeing automated highway toll collections
• Delivering healthcare benefits management
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Optimizing communications across the recipient journey
Welcome KitWelcome letter with QR code for mobile app registration and
opt-in to e-delivery
Inbound CustomerSupport Call
Triggers summary of discussion via email
with links to additional resources
Medication Alert Letter
Letter alerting member to
potential conflict in medications and requesting
response
Refill Reminder Text
Refill reminder with one-click conversion
to mail order pharmacy
Interactive EOBCustomized,
interactive EOB with multi-media wellness content
Year –End Benefits Summary
With personalized YoY savings comparisons
and tips
Welcome CallReview of available
services and encourage activation
and gather preferences.
Medication Alert Text
Text alerting member to
potential conflict in medications with one-click
responseNew Claims EmailEmail to alert member of new claim available
for viewing
Appointment Reminder text
Text sent 24 hours ahead of health assessment lab tests with reminder not to
eat/drink
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Optimizing communications across the customer lifecycle
Welcome KitWelcome letter with scannable QR code
for mobile app registration and
opt-in to e-delivery
Inbound CustomerSupport Call
Triggers summary of discussion via email
with links to additional resources
Medication Alert Letter
Letter alerting member to
potential conflict in medications
Refill Reminder Text
Refill reminder with one-click conversion
to mail order pharmacy
Interactive EOBCustomized,
interactive EOB with multi-media wellness content
Year –End Benefits Summary
With personalized YoY savings comparisons
and tips
Welcome CallReview of available
services and encourage activation
and gather preferences.
Medication Alert Text
Text alerting member to
potential conflict in medications and requesting
call back
New Claims EmailEmail to alert member of new claim available
for viewing
Appointment Reminder text
Text sent 24 hours ahead of health assessment lab tests with reminder not to
eat/drink
QUESTION – Xerox’s influence in customer communication is
really interesting.
What are some of the KPIs or metrics you all look at to understand whether or not your
mobile journeys are successful?
QUESTION – Let’s talk about lessons learned.
If you could create this journey all over again, what would you do differently?
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
QUESTION – Sounds like DIB has an interesting business
model.
What would your customers says is the most valuable aspect of this mobile journey?
QUESTION – Interesting.
So what’s next for DIB?What your plans to further refine and enhance
this mobile journey?
Do it Best
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
Track: Mobile & Web Marketing
#CNX14
QUESTIONS?
Track: Mobile & Web Marketing
#CNX14
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