#cnx14 - powering the mobile customer journey

Track: Mobile & Web Marketing

#CNX14

#CNX14

Powering the Mobile Journey

Mark Hendrix

Practice Director - Mobile Strategy and Services

David Galante

Director - Mobile Product Management


#CNX14

A NEWCustomer Mindset powers the need for creating Mobile Journeys


#CNX14

3 Proliferation of Connected Customers

Decomposition of the Mobile Journey

Fragmentation of Mobile Ecosystem

KEY MOBILE TRENDS


#CNX14

proliferation


#CNX14

decomposition


#CNX14

fragmentation


#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


#CNX14

C CC

Location: GeofencesMobilePushMobileConnect Journey Builder

ETMC – Powering Successful Mobile journeys


#CNX14

x


#CNX14

A technology enabled service connecting employers and job seekers.

Focused exclusively on hourly paying jobs.


#CNX14


#CNX14

QUESTION – It sounds like SAJ is really a mobile first

company. How does this experience set you apart from your competition?


#CNX14


#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?


#CNX14


#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


#CNX14


#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


#CNX14


#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?


#CNX14


#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


#CNX14


#CNX14

QUESTIONS?


#CNX14

#cnx14 - powering the mobile customer journey

Documents

mobile web marketing

spenton mobile

mobile firstcompany

multichannel journey

great customer experience

new multiscreen world

customer communication

geofences journey builderc