Upload
message-systems
View
1.580
Download
0
Embed Size (px)
DESCRIPTION
The constant evolution of today’s mobile environment can seem complicated—even overwhelming. Your audience is on the move, making them favor businesses that can keep information relevant, and in quickly consumable form. Hear from guest speaker Julie A. Ask, Vice President and Principal Analyst for Forester Research, as she outlines a simple four-step process for creating an engaging mobile experience. Learn how to: Engage expertly by identifying context Build branding with a well-designed engagement experience Optimize marketing dollars leveraging the entire mobile ecosystem Refine strategy by monitoring performance
Citation preview
CONFIDENTIAL
›Julie A. Ask, Vice President Analyst, Forrester Research›Steve Dille, Senior Vice President, Message Systems
The 4-Step Guide for Mobile Engagement
March 20, 2014
Creating An Effective Mobile Engagement StrategyJulie Ask, Vice PresidentMarch 20, 2014
© 2014 Forrester Research, Inc. Reproduction Prohibited 3
USAA realized they had a customer experience problem in 2007
© 2014 Forrester Research, Inc. Reproduction Prohibited 4
USAA mobile-enabled their services
"Many of our members proudly serving our country have limited time to handle personal financial matters. And those on ships at sea or in remote locations often use computers with low-speed Internet connections. Since mobile.usaa.com loads more quickly, it's an easy way for them to get what they need faster — which is the least we can do for them." — Joe Robles, CEO
© 2014 Forrester Research, Inc. Reproduction Prohibited 5
More often than not, CX rolls up to marketing
› January 2014 “The Convergence Of Brand, Customer Experience, And Marketing”
© 2014 Forrester Research, Inc. Reproduction Prohibited 6
Customer experience is an integral element of marketing
› January 2014 “The Convergence Of Brand, Customer Experience, And Marketing”
© 2014 Forrester Research, Inc. Reproduction Prohibited 7
Agenda
› How is mobile impacting customer experiences?
› What is the impact of mobile on your business?
› What steps should you take to win in mobile moments?
© 2014 Forrester Research, Inc. Reproduction Prohibited 8
Agenda
›How is mobile impacting customer experiences?
› What is the impact of mobile on your business?
› What steps should you take to win in mobile moments?
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
We are living in the “Age of the Customer”
Age of Information
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Winning in the age of the customer first requires knowing who your customers are
Opt-In• Download an App
• Allow push notifications
• Opt in for messaging
UnderstandBuild Trust
LearnServe
UnderstandBetter
Be more relevant
Generate Deeper Insights
Build More Trust
Customer
© 2014 Forrester Research, Inc. Reproduction Prohibited 11
Competing requires deep analytical insights – many from mobile exhaust
Is your firm leveraging customer generated data to help them easily discover your products and services?
Do you understand customer context well enough to help serve customers in their mobile moments?
Are you using customer purchase data to improve conversion rates in-store and online?
Are you collecting data from products to layer on services? Or give customers more control?
Traditional marketing and customer feedback only tells part of the story. Are you tapping into customer mobile data to understand what they really think?
Are you engaging customers in the right moment to drive the next purchase or brand engagement?
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
The Mobile Mind Shift
The expectation that I can get what I want in my immediate context
and moments of need
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Companies
Processes
Products
Platforms
Mind Devices Applications
Mobile expectations are soaring
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
Companies
Processes
Products
Platforms
Mind Devices Applications
The mobile mind shift is just beginning
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
Companies
Processes
Products
Platforms
Mind Devices Applications
Mobile apps and sites will be ubiquitous
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Companies
Processes
Products
Platforms
Mind Devices Applications
Mobile will drive the biggest re-engineering of firms since the Web
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Agenda
› How is mobile impacting customer experiences?
›What is the impact of mobile on your business?
› What steps should you take to win in mobile moments?
© 2012 Forrester Research, Inc. Reproduction Prohibited
Flight
Event
You need to serve customers in their moments along their journey
- 2 Weeks
- 2 Hours
Airline Example - Mobile Moments
+ 2 Weeks
+ 2 Days
+ 2 Hours
You need to win in these mobile moments.
- 2 Days
• Request upgrade
• Reserve seat
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
In marketing, those moments are:
›Loyalty Moments
›Manufactured Moments
›Borrowed Moments
Loyalty moments are the ones you own. Your ability to deliver in these moments will impact
your customer experience.
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
Loyalty Example: Starbucks
– 5 min
• Find nearest SBUX
• Check email, FB
• Check SBUX MSG
–30 secs
• Check balance
• Reload card
• Download song
Purchase
• Order latte
• Open Passbook
• Pay
+30 secs
• Push new balance
• Check email
• Receive receipt for reload
+ 5 min
• Push new balance
• Check loyalty points
• Listen to new song
In 2013, Starbucks announced that its mobile loyalty and payment app is used by 10 million customers with an average of 5 million weekly transactions at US stores.
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Starbucks relies on loyalty moments in the US and borrows them in China
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Manufactured Moment: P&G
• Sponsored content• Tens of millions plus
downloads• Offers utility• Promoted on Web site
Source: iPhone screenshot: Charmin mobile application
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
Borrowed Moment: ShunKouLiu
ShunKouLiu Restaurant App
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
There are many mobile moments that play a role in your customer experience
›Sales• Impulse purchase moments
• Influenced Sales Moments
• Guided selling moments
›Customer Service• “Moment of Truth” moments
• Product enhancement moments
• Problem-solving moments
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
On days of irregular operations, United gives passengers control with mobile
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
Connected products offer mobile moments
Use TipsProduct TipsGoal Advice
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
Problem-Solving Moments
Financial Services
• Bill due date?• Balance?• Paycheck
deposited?
Retail
• Return policy?• Offers?• Damaged product?
Insurance
• Coverage?• Payment due?• Co-pay?
Hospitality
• Reservation?• Room issues?• Points balance?
Travel
• Itinerary change?• Wrong seat?• Purchase help?
CPG
• Product recall?• Availability?• Allergic reactions?
© 2014 Forrester Research, Inc. Reproduction Prohibited 28
Your Mobile Mind Shift
Your company must meet these new expectations
© 2014 Forrester Research, Inc. Reproduction Prohibited 29
How are and should you be evolving your use of mobile?
2005-2011
“Shrink & Squeeze”
Squeezed experiences designed for the PC on to small screens.
2013+
“Winning in Mobile
Moments”Ethnographic research uncovers new needs on the go. Mobile proactively services customers based on their context.
2011-2013
“Mobile First”
Mobile enhanced other touchpoints. New services emerged.
?
Beyond
“Business Transformation”
Mobile transforms a business – not just a digital business.
© 2014 Forrester Research, Inc. Reproduction Prohibited 30
Agenda
› How is mobile impacting customer experiences?
› What is the impact of mobile on your business?
›What steps should you take to win in mobile moments?
© 2014 Forrester Research, Inc. Reproduction Prohibited 31
IDEA guides mobile design
© 2014 Forrester Research, Inc. Reproduction Prohibited 32
Identify mobile moments and their associated context
Customer Journey
Contextual OpportunitiesMobile Moments of Truth
• What are customer motivations?
• What does the customer need?
• What is their context?
© 2014 Forrester Research, Inc. Reproduction Prohibited 33
Source: Forrester Research: “mHealth Illustrates New Business Opportunities.”
Know what context is important
© 2014 Forrester Research, Inc. Reproduction Prohibited 34
Design the engagement
“Should I drive home?”
© 2014 Forrester Research, Inc. Reproduction Prohibited 35
Design the engagement (cont.)
© 2014 Forrester Research, Inc. Reproduction Prohibited 39
Engineer your platforms, processes, people and policies
Processes PolicyPlatformsPeople
© 2014 Forrester Research, Inc. Reproduction Prohibited 40
Processes: remote monitoring
© 2014 Forrester Research, Inc. Reproduction Prohibited 41
People
Talent
Helpwanted
• UX
• Machine learning
• Big data
• Developers
Culture
• MVP
• Agile development
• Multiple release cycles each year
• UX-driven design
• Colocated teams
Organization
Tech
Collaboration
• Cross-functional steering committees
• Best practices teams
• IDEA dev teams
Business
© 2014 Forrester Research, Inc. Reproduction Prohibited 42
› Consumers will want to engage with you on an increasing number of devices.
› Apps demand that enterprises build a web services layer and APIs to access data and functionality.
› Your physical and digital worlds are colliding or complementing each other — understand the implications.
Source: October 18, 2013, “Mobile Needs A Four-Tier Engagement Platform” Forrester report
Platforms: new engagement model
© 2014 Forrester Research, Inc. Reproduction Prohibited 43
Policy: Prioritize CX and UX
© 2014 Forrester Research, Inc. Reproduction Prohibited 44
Source: Anjuke
Analyze results to monitor performance and improve business outcomes
• Conversion rates were strangely low in the evenings – their busiest time
• Anjuke conduct A/B testing
• Learned that the best listings were no longer available in the evenings because the spending caps set by agents had been reached
• They reconfigured their algorithms to ensure the best audience plus offered analytics to agents to increase spend
CONFIDENTIAL
›Steve Dille, SVP Marketing, Message Systems
Making Mobile Moments Payoff
March 20, 2014
47
Introduction: The Leader in Messaging
›20%
Email / Marketing Services Providers
Social Networking
Daily Deals Telco Financial
ServicesConsumer
TechnologyTravel &
HospitalityPublishing
& MediaHosting & SaaS
Sampling of Key Clients by Vertical Markets
49
Cross-Channel Messaging Platform
49
50
Proving the Value of Mobile Moments
Message Systems
Mobile Business Process
Transformation
Mobile or Multi-Channel
Marketing
Mobile Business Process Transformation›Saves Millions, Build Loyalty
52
Banking Mobile Moment
›Fraud Alert:
1. Fraud Detection System False Positives Drive Large Volumes of Expensive Call Center Calls, Damaged Loyalty and Loss of Revenue
2. For Every 1M Fraud Alerts Sent to Customers, One Study Showed 94% of Them Were False Positives, Driving $11M in Unnecessary Costs
3. Innovators Use Mobile to Automate out This Expense — Chase, USAA
Evidence: “After the implementation of the fraud detection system, the detection rate increased to 90% in the online space with a false positive rate of 18 to 1 (this means that one out of every 18 transactions identified as suspicious is true fraud).”
Forrester Research :Case Study: A Leading Global Financial Institution Steps Up Its Campaign Against Fraud With Device Identification
Business Activity Financials
Fraud Alerts Generated 1,000,000
False Positives 944,444
Cost/Call $12/call
Unnecessary Expense $11,333,328
53
Fraud Alert: Automated Responses
Fraud Alert: Suspicious transaction at Tower Mini Mart for $51.89. Card temporarily blocked. Please call Customer Service.
Reply to this message with the word “YES” to approve this transaction and unblock your card “NO” to speak to an agent.
54
Travel Industry Mobile MomentReducing Rental Car No-Show Waste
›Facts:
1. No show rentals represent 20–30%* of car reservations costing the company at least $6.6M of Global Distribution System reservation fees + lost inventory utilization
2. Using Mobile Devices, a Car Rental Company Can Automate Out This Expense and Recover the Costs of No-Show Reservations by reducing no-show GDS fees and charging for no shows or increasing utilization of the fleet
*Source: Auto Rental News
55
Value Proposition:Reducing Rental Car No-shows Waste
Avis Budget Today
Annual Est. Rental Days 74,014,611
Avg. Length of Rental 5
Number of Transactions 14,802,922
% Transactions through GDS 45%
No Show Factor 25%
No Show Transactions 1,665,329
Cost of GDS Reservation $4
Incremental Cost from No Shows
$6,661,315
Earnings per Share Impact $0.04
Avis/Budget Reengineered Policy
Annual Est. Rental Days 74,014,611
Avg. Length of Rental 5
Number of Transactions 14,802,922
% Transactions through GDS 45%
No Show Factor 5%
No Show Transactions 333,066
Revenue Opportunity — Charge for First Day
$40.00
Revenue Opportunity $13,322,630
Cost of GDS Reservation $4
Incremental Cost from No Shows $1,332,263
Earnings per Share Impact $0.11
Source: Auto Rental News and NorthCoast Research Estimates
56
Mobile E-mail Reduces No Show Costs
There will be a $40 charge for no show car reservations not picked up in 24 hours.
PREFERRED CLIENT
Mobile Moments in Marketing
58
SMS and Push Messages Are Effective
Email SMS
11%
95%Open Rates
Email SMS
384
3
Time to Open(in min)
No Push With Push
App Usage Rate(in month 3)
2.25x
SMS messages have much higher open rates compared to email
SMS messages are opened much faster than email
Push messages increase engagement with mobile apps
59
Mobile Improves Response to Other Channels
60
Mobile Marketing Use Cases
Increase Sales
Improve Customer Service
Customer Loyalty & Retention
Increase App
Usage
61
Increase Sales: Ace Hardware
Advice: Send coupons, updates and other promotions via SMS and push messages to drive in-store or online sales. Smart segmentation and geo-fencing can increase relevance of the offers making campaigns more effective.
Campaign success metrics:
• Over 13X return on investment
• 49% mobile coupon redemption rate
• 411% increase in average customer cart size
62
Improve Customer Service
›Problem:
• 3.5M users on the mobile bank application. Sending alerts in text at a cost of $2.3M with growing volumes annually
›Solution:
• Use Push notifications system to eliminate the cost of text messages and deliver alerts into the mobile application. Use text as a backup.
Customer: Large European Bank
Advice: Give users information they need when they need it and lighten the load on call centers. Send event reminders, renewal notices, bills, schedule updates, transaction notices, alerts, and more. Use Push for lower cost.
63
Customer Retention & Loyalty
Advice: Keep customers engaged through frequent, relevant messages. Send offers, coupons, suggestions, news updates through SMS, e-mail and push notifications. Send reward points information and other loyalty program updates.
Place Food Order. Ask for Mobile #.
64
Increase App Usage
Advice: Use push notifications to offer users something of value — content, special offers, reminders, etc. — and your app’s usage will grow.
Thank you!
65
Follow us on Twitter:
• @messagesystems
Follow us on Linkedin:
• Message Systems
Visit Us
• www.messagesystems.com
Contact Us