james o'hare head of sales - esendex
TRANSCRIPT
Mobile's impact on moments on truth
How a mobile-first strategy is helping to develop loyalty and
revenue opportunities in common customer touchpoints.
@jpohare@esendex
• 32% of banking customers rate high
quality customer service and ease of
doing business with as core drivers of
satisfaction
• After a positive experience, more than
85% of customers increased their value to
the bank by purchasing or investing more
Accenture report: Banking Customer 2020: Rising Expectations Point to the Everyday Bank | McKinsey surveys of customers in Belgium, Germany and Italy,
2004
Some unsurprising statistics...
• 58% of bank customers ‘often’ use
mobile devices when seeking
support
• 61% expect to have access to more
online interactions across their
lifecycle
• A digital customer interacts with
providers 12 times more than a non-
digital customer
Accenture report: Banking Customer 2020: Rising Expectations Point to the Everyday Bank
More unsurprising statistics…
Challenger banks’ advantage
“Challenger banks create a very close link, usually
digitally, with customers, taking on board their
feedback and integrating this into products and
customer service.”
Sophie Guibaud, VP, Fidor Bank
We’re helping thousands of businesses communicate more effectively
Touchpoints
How Esendex’s customers have integrated mobile to increase
interaction with their customers
New customer onboarding
Why we love mobile web apps (Mobile Journeys)!
Easy to complete
Goal focused with no
distractions
Custom-built to deliver a
unique experience
Personalised to the user.
Mobile Journeys outcome
For comparison:
Email open rates (business and finance):
20.97%
Click-through rate: 2.73%
Average online form completion:
12.57% (percentage of people who start a form and complete it as
opposed to percentage of page visitors)
Survey delivered via SMS / Mobile
Journey:
• Successfully delivered: 90.5%
• Clicked through: 5%
• Form completion (five questions)
after click-through: 77.5%
Esendex data: Bank sending satisfaction surveys to UK customers from August-December 2016 Email data: MailChimp | Form data: Formstack
Two way messaging for retention
Customer service messages
• 64% of consumers would prefer to use
SMS over voice as a customer service
channel, rising to 81% for 18-34 year olds
• 79% of companies believe customers
want SMS support
• 73% of UK respondents send or receive
text messages every day
• 61% of contact centres were estimated to
offer SMS support in 2016
Sources: Harris Interactive | ICMI | Statistia | Dimension Data
Outcome of SMS Chat outreach
Source: Telematics insurance provider utilising SMS Chat
Debt collection messaging
Multichannel messaging outcome
Esendex data from utilities provider, November-December 2016
• Payment rate with multichannel: 16%
• Payment rate without multichannel:
3%
• Utilised mobile web app to make
payment: 46%
• Made payment via desktop site: 54%
What’s intelligent about ‘intelligent multichannel’?
Future trends in mobile messaging
