creating mobile marketing interactions to build lasting customer loyalty
TRANSCRIPT
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Today’s Speakers
Lindsay Frazier Mobile Marke+ng Offer Lead [email protected]
Dan Morris Mobile Solu+ons Marke+ng Manager [email protected]
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Goals for Today
Reinforce why you can’t ignore mobile as a cri+cal channel between your brand & consumers Show how crea+ng great mobile customer experiences leads to long-‐term customer loyalty Share specific ideas for mobile programs that engage, convert, and reward your customers
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© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
“Touchpoints maJer, but it’s the full journey that really counts.”
Harvard Business Review The Truth About Customer Experience
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Revenue Impact of Customer Sa%sfac%on
“Transform the Contact Center for Customer Service Excellence” Forrester, June 2012
The revenue impact from a 10-‐percentage-‐point improvement in a company’s customer experience score can translate into more than $1 billion.
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
The Link Between Experience & Loyalty
Customer Experience MaBer Blog, CX Insights from MarrioB and JetBlue, Nov 2011
JetBlue found that a customer who is a PROMOTER is worth $33 above the average value of its customers, while a DETRACTOR is worth $104 below average value.
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Genesys’ Experience w/Customer Experience
BeJer Marke%ng
Improved Reten%on
Increased Sales
DelighZul Care
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
What Makes Great CX?
ü Ease of interac%on ü Mul%-‐channel availability ü Customer control ü Timeliness ü Content in context ü Personaliza%on ü Follow up ü Rewards
…the mobile channel can enable all of these!
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Your Consumers Are Mobile…Are You?
Mobile internet access to overtake fixed internet access by 2014. Consumers spend 15+ hours a week researching products on their smartphones. 80% of smartphone owners want more mobile-‐op%mized product informa%on while they’re shopping in stores. 55% of consumers express an interest in mobile coupons but only 10% have actually received one from a merchant.
Global Entertainment and Media Outlook, PwC, 2013 Mobile Path to Purchase, Google/Nielsen, Nov 2013
Mercator Advisory Group, 2012
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Why Use the Text Channel?
Wider reach than smartphone apps
Less expensive than direct mail
Higher open rate than email
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Build Your Mobile Fan Base
Exis+ng Loyalty Programs
Website & Web Forms
Sweepstakes
Direct Mail & Email
mSites & Apps
Social Media
Live Events
In-‐Store Signage & POS Displays
On-‐Package Promo+on
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Don’t Overlook Compliance Rules
• You can’t buy a mobile database; consumers must give express consent
• Abide by your messaging terms and condi+ons
• Messaging regula+ons change frequently
• Pick your mobile vendor with care
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Offer Channel Preferences
Mobile Web SMS Voice/IVR Email
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Know Your Audience
• Send relevant content based on past behavior
• Ask for key pieces of info like birthdays and zip codes to enable segmenta+on
• Surprise and delight your most loyal customers
• Integrate mobile with exis+ng loyalty program
Name: Dan Birthday: 2.26.74 City: Atlanta, GA Hobby: Cycling
Happy birthday, Dan! We would like to give you 10% off your next purchase of cycling gear at any Atlanta area Outdoor Sportswear loca+on. Offer expires on 3/26.
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
• Add DEMO keywords where available • Blow out Passbook mockups
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Create High ROI Programs: Promo%ons
Mobile Coupons & Offers
Text-‐to-‐Win & Sweepstakes
Helpful Content
Up-‐Sell & Cross-‐Sell
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Surprise & Delight
Personalized Content
Cardless Loyalty
Create High ROI Programs: Loyalty
Anywhere Enrollment
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Use SMS to Build Your Email Database
• Grow your email marke+ng database in conjunc+on with your mobile marke+ng database
• This method of email capture saves +me at POS, increases accuracy, and enables instant incen+ve delivery
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Don’t Repeat the Same Messages
• Deliver mobile coupons
• Get feedback with polls or surveys
• Have fun with text-‐to-‐win contests
• Promote live or sponsored events
• Send product/service +ps
• Use SMS, MMS and mobile web
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Embrace New Technologies like iBeacon
Proximity Marke%ng at Store Entrance
Check-‐In Coupons & Offers
Contactless Payments
Interac+on with smartphone app using Bluetooth Low Energy
Indoor Traffic & Loca%on Tracking
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
U%lize Mobile Surveys
• Survey customers via SMS or Mobile Web • Set expecta+ons of length and personalize based on interac+on • Close the loop with instant follow up via Customer Care
PROMOTERS Offer this group a coupon for future purchase and to subscribe for future messages
DETRACTORS Segment this group and follow up immediately via phone call or text chat to resolve issues
Text GSURVEY to 70650
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Don’t Run Programs Without Clear Goals
• Make sure you’re tracking the success of your mobile campaigns with specific goals in mind
• Increased revenue is not only measure of success – focus on the customer experience
• Con+nually op+mize your programs based on data and results
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
The Bigger Picture
• Include mobile in your overall marke+ng strategy: in-‐store signage, social, print ads, etc.
• Integrate data between your mobile partner and other vendors
• Engage other departments to understand how mobile marke+ng affects their ability to delivery great CX
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
MOBILE IS A CRUCIAL COMPONENT OF YOUR MARKETING STRATEGY
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Choose the Right Mobile Partner
Mobile marke%ng is a powerful and effec%ve channel but is fast-‐moving.
• Look for a partner, not just a vendor • Compliance exper+se is cri+cal • Strong technical plajorm coupled
with mobile industry experience
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Next Steps
1. All webinar akendees will receive an excerpt from our Mobile Opt-‐In Best Prac+ces Guide
2. Contact us at [email protected] to get a FREE evalua+on of your mobile ac+vi+es and recommenda+ons for success
3. Go out and create GREAT mobile customer experiences that build las+ng customer loyalty!
thank you
Lindsay Frazier Mobile Marke+ng Offer Lead [email protected]
Dan Morris Mobile Marke+ng Solu+ons Architect [email protected]