how mobile is transforming enterprise customer experience

“How Mobile is Transforming Enterprise Customer Experience”

Oisin Lunny, Senior Market Development Manager

OpenMarket / TMC Webinar

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OpenMarket

Proprietary & Confidential to OpenMarket

OpenMarket helps enterprises use mobile to transform their business.

OpenMarket provides mobile engagement solutions for organizations to optimize their operations and enhance relationships with their customers and employees.

Major enterprises choose OpenMarket for our domain expertise, service flexibility, demonstrated performance and reliability, global scale, and corporate maturity.

Our clients trust us to power their mobile business.

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Our Mission


About OpenMarket

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Supporting 4 of the Top 10 most

respected global brands1

40% of mobile messaging vendors

rely on OpenMarket2

Over 1 billion mobile messaging

interactions each month

Offices in Seattle, Detroit, London, Sydney

& Pune, India

A division of Amdocs (NASDAQ: DOX)

Smart, interactive connectivity to over

200 countries

1 Harris Interactive 2014

2 Forrester Mobile Messaging Vendor Overview report 2013

For more than 15 years, OpenMarket has been the leading provider of multi-‐channel mobile solutions for enterprises to engage with their customers and employees


About Amdocs

OpenMarket is a division of Amdocs. Amdocs is a leading provider of software and services for communications, media and entertainment industry service providers

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Global revenues of > $3 billion

20,000 employees globally

Trusted by 250+ enterprise customers

in 70 countries

Annual operating income of

> $400 million

Cash/Cash Equivalent/Short-‐Term holdings

> $1.1 billion

30 + years of industry expertise


Our Approach

A flexible and highly customizable platform to support mobile messaging use cases across the entire enterprise • SMS, MMS, Push, Long Codes, Land lines, etc. • Value added services • APIs or Service UI • Direct & Indirect customers • Professional Services and Consulting

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Why OpenMarket

We help enterprises use mobile to transform their business

Domain Expertise – OpenMarket resolves the complexities and fragmentation of the mobile ecosystem by providing expertise in mobile engagement solutions, regulatory compliance, and industry best practices Service Flexibility – OpenMarket’s portfolio of solutions, flexible Mobile Engagement Platform and professional services allow enterprises to support multiple use cases for customers and employees Demonstrated Performance & Reliability– Global enterprises trust OpenMarket with their mobile engagement business because of our scalable and highly reliable platform, industry-‐leading SLAs and operational expertise Global reach – A number of the world’s largest enterprises choose OpenMarket for our global reach, market leadership, capacity and support, helping them engage with their customers and employees globally Corporate maturity – Enterprises partner with OpenMarket for our breadth of solutions, global scale, industry expertise, financial stability, mature business practices, and data security and privacy policies, all of which help minimize business risk and optimize ROI


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Global Trends

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Desktop Growth Predictions


http://avc.com/2014/02/video-of-the-week-benedict-evans-incontext-keynote/

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Mobile Growth Trends


7,351,011,604

7,289,122,584mobile connections

current world population

11Proprietary & Confidential to OpenMarket

Mobile Growth Trends


Your Customers Are Changing

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MILLENIALSnow outnumberBABYBOOMERS

Young, Educated, Social & Mobile


Reaching Millenials

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MILLENIALS own more

THAN


Mobile is Their Channel of Choice

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Customer support

Purchasing

Security Appointment Reminders

Online banking

Satisfaction survey

of text messages read within

the first

98%

10 minutes

Service alerts

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So Basically…


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Gerd Leonhard, Futurist

“80% of global internet traffic will come from always connected mobile devices within three years!”


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Eric Schmidt, Google


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Phillip Clarke, Tescos

“It’s too late to have a digital strategy,every aspect of your business needs to be digital.”


19Source: Our Mobile Planet (Google)

Mobile Consumers Are Engaged


http://services.google.com/fh/files/misc/omp-2013-uk-en.pdf

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Here’s My Number…


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From silos to holistic CX

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Mobile Is Silo Smashing


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Mobile Is Also…

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Why All The Silo Smashing?


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Silos Are Confusing


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Holistic Approach To CX

Source: http://www.senseimarketing.com/bending-‐the-‐linear-‐b2b-‐customer-‐lifecycle/


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The Power Of CX

The good... • More than 80% of customers with a good experience will pay more for a product or service • More than 40% of customers with a good experience will make additional purchases

The bad... • More than 80% of customers with a poor experience will switch to a competitor

The ugly... • More than 70% of customers will share a poor experience on social media and online review sites

(Zendesk)Proprietary & Confidential to OpenMarket

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The very ugly...

• 86% of customers quit doing business with a company because of a bad customer experience, up from 59% four years ago

(Forrester / halloween-‐mask.com)Proprietary & Confidential to OpenMarket

The Power Of CX


Quiz Time

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A 10% improvement in an enterprise’s customers experience can translate to more than how much in increased revenue? A -‐ $1,000,000 B -‐ $10,000,000 C -‐ $100,000,000

(Forrester)

Proprietary & Confidential to OpenMarket30

(Isfeed)

Quiz Time

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Customer Service: A Perspective with New Opportunities

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Much More Than A Call Centre

• Rookie error • Viewing customer service solely as a set of post-‐purchase activities

• Pushing all post-‐purchase activities to a call centre • Customers hate

• Being transferred from one agent to another • Being forced to navigate an IVR system • Having to wait on hold

• What do mobile-‐centric customers want? • Timing thats convenient for them • Mobile messaging options


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Customer Experience Spans The Entire Lifecycle

In today’s digitized, mobilized, and customer-‐centric economy, enterprises must define customer service more broadly.


Total Customer Experience (TCE)

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Meeting Customers Where They Are: On the Mobile Channel

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Two-‐Way SMS: Efficient And Delightful

• Simple to implement • A customer with a new product opts in for delivery SMS • Texts back “HELP” for a call-‐back from the support team

• Efficient for the enterprise • SMS thread already contains the order number • CRM system can generate a support ticket with the information the support team needs when calling

• More efficient process • Lowers call centre costs

• Delightful for the customer • No need to navigate an IVR system or sit through flute solos! • Experience is so smooth its seen as fine-‐tuning rather than problem-‐solving


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• Apps • Push notifications can be effective, but are only one way

• Developing a mobile app requires the capability, capacity, and capital to support the whole lifecycle

• SMS / MMS • No such commitments • Efficient, reliable, flexible • Supports 2 way communication


Apps vs Messaging


Apps vs Messaging

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Mobile Apps Mobile Messaging

Device support

User Acquisition & Adoption

Customer Type

Frequency of Use

Features/Capabilities

Regulated information?

Time to Market

Smartphones & Tablets

Discovery, download, learn

High value/power users

Generally low

Access to device capabilities (e.g. camera, phone, GPS)

Potentially

3 to 6+ months

All mobile phones

Native support, #1 most frequently used feature

All mobile phone users

High

SMS, MMS, clickable URLs, click-‐to-‐call

Depends on use case

1 to 8 weeks

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SMS Use Case Examples

• Finance: SMS CHAT to a bank’s short code with live agent about a lost credit card

• Automotive: Driver files an insurance claim by sending an MMS (image or video) to the insurance provider’s short code

• Utilities: SMS broadcast to customers about a forecasted storm, capability to text back to report power outages

• Social media: A customer texts a keywordto reset account credentials that he’s forgotten

• Retail: Short SMS-‐based survey to providefeedback on a recent interaction

• Enterprise: A US customer texts a business’s toll-‐free number with a question


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Real-‐world examples

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Alerts And Notifications

• Fortune 100 retailer • Improved its fulfilment experience • Customers receive three SMS notifications during the shipping process: • when the order leaves the warehouse • when it’s handed over to a local courier • finally when it’s delivered

• The SMS notifications not only give customers real-‐time updates, they can also enable them to request a change to the delivery date or destination


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Customer Engagement

• Leading UK airline • Instant customer feedback program • Immediately after passengers board a plane,they receive an SMS that directs them to a “boarding experience” survey

• Makes customers feel valued and important • Elicits feedback while still fresh in their minds • Flight attendants

• receive continual feedback from customers • view the feedback in real-‐time • promptly deal with any complaints or problems


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IT Operations and Support

• OpenMarket’s own parent company, Amdocs • SMS alerts solution for Indian location IT support • Minimise inbound calls and emails when outages • SMS solution:

• IT can initiate an alert manually to keep employees informed

• filter by specific groups of employees • helps to manage the incident • minimises the impact on productivity

• Works regardless of network impacts on IP phones or email servers


• Wanted: • Improve customer experience • Lower support costs • Improved technical support to diagnose mobile phones issues

• Needed: • Global reach • Customer familiarity

• Solution: • SMS link initiated diagnostics • Streamlined experience • Reduced support calls43

Customer IT Support

• Global Retailer of mobile phones, computers and tablets


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Mobile Across the Entire Enterprise, for the Whole Customer Experience

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Mobile Across the Entire Enterprise

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Getting Started With Mobile: It’s Easier Than You Might Think

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Quick Fixes

• Account Recovery • Enable phone number as a password recovery feature

• Authenticate the user with security code by SMS

• User re-‐enters code to verify & change password

• The whole process takes 30 seconds or less


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Quick Fixes

• Fee Avoidance • Notify customer if they are about to incur a fee

• Offer an opportunity to take corrective action

• Research shows that mobile users open nearly all SMS within seconds

• Great way to help customers avoid penalties

• Avoids damage they cause to the relationship


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Quick Fixes

• Support Tickets • User texts in a support keyword to your short code

• CRM system creates support ticket & routes to your CSR

• 2-‐way SMS can retrieve additional details

Even though the customer initiates the process, he never has to navigate an IVR system or wait on hold


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Text enabled toll-‐free/ landline numbers

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Text enabled toll-‐free/landline numbers

10 digit phone numbers capable of sending and receiving Standard Rate

SMS and Voice calls


Proprietary & Confidential to OpenMarket52

64% of consumers prefer to use texting over voice as a customer service channel 44% of consumers prefer to send a text, rather than waiting on hold to speak with an agent 81% of consumers are frustrated being tied to a phone or computer to wait for customer service help 77% of consumers aged 18-‐34 are likely to have a positive perception of a company that offers texting

(Harris Interactive Report)

Why are they important?

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What our clients are saying

“By working with OpenMarket, we can enable companies to use their existing landlines and toll-‐free numbers to send and receive text messages and provide more meaningful interactions between mobile customers and businesses.”

John Pierson

GM Proactive Engagement Solutions

Nuance Communications


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OpenMarket White Paper


bit.ly/OMwhitepaper

http://bit.ly/OMwhitepaper

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THANK YOU

www.openmarket.com@OpenMarket [email protected] +44 7740 819 480

http://www.openmarket.com

mailto:[email protected]

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