employee & customer advocacy in a mobile world assabi - customer advocasy in a mobil… ·...

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

email

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”