Ge#ng  It  Right*  in  Mobile

Kane  Russell,  Director  of  Marke4ngWaterfall

*What  is  IVR  and  how  to  use  it  effec4vely

Waterfall  and  the  Waterfall  Pla-orm

Waterfall  Mobile๏ Founded  August  2005๏ Offices  in  SFO  (HQ),  NYC  &  Aus4n๏ Backed  by  Vista  Equity  Partners  ๏ Cross-­‐channel  mobile  &  social  CRM  via  

SMS,  MMS,  QR  Codes,  IVR,  Facebook  &  TwiVer

๏ Free  trial:  www.waterfall.com๏ API  suite:  apidocs.waterfall.com๏ Custom  applica4on  development๏ Short  code  provisioning,  cer4fica4on  &  

audit  management

Reference  Clients  &  Brand  Campaigns  

๏ What  is  IVR?  

๏ Why  is  voice  messaging  important?  

๏ How  does  IVR  work  in  a  marke4ng  context?

๏ Can  you  explain  some  example  IVR  use  cases?  

๏ Are  there  IVR  best  prac4ces?  

Objec<ves

Interac4ve  Voice  Response

๏ Goal:  providing  customers  self-­‐service  op4ons  for  their  phone  inquiries

๏ Companies:  huge  cost  savings  by  automa4ng  phone  communica4on

๏ Users:  the  “press  1  to  do  this,  press  2  to  do  this,  press  3...”  adventure

Technology

๏ Computer  telephony  integra4on  (CTI)  

๏ Computer/human  interac4on  enabled  through  dual  tone  mul4-­‐frequency  signaling  (DTMF)

IVR  Defined

Diagram of Dual Tone Multi-Frequency (DTMF)

The  Importance  of  Voice  Messaging

Source:  Nielsen,  CTIA

0

2,000

4,000

6,000

8,000

1995 2000 2005 2010

Mobile Voice Minutes Used Per Subscriber Per Year

Mob

ile M

ins U

sed/

Subs

crib

er

Year 1995 2000 2005 2010

Mobile  Subscribers

Minutes  Consumed

Minutes/Subscriber

33.8M 109.5M 207.9M 302.9M

37.8B 258B 1.5T 2.2T

1.1K 2.4K 7.2K 7.3K

Voice  Messaging  &  The  Celebrity  Effect

๏ Average  person  makes  250  mobile  calls/month

=  900  billion  calls  made  per  year                  

=  2.2  trillion  minutes  used  in  2010

๏ 81%  of  the  top  TwiVer  200  are  individuals,  not  brands

Source:  Deadzone,  CTIA,  Twitaholic

IVR  In  A  Marke<ng  ContextEveryday  Use  Cases IVR  Benefit

Off-­‐hours  service   24/7/365  aUen<on

“Automated  aVendants” Call  rou<ng

Yes/no  Q&A Data  collec<on

Real-­‐4me  account  balances Data  dicta<on

800  or  888  IVR  lines Free  to  end  user

Lookup  of  movie  showing  4mes Database  connec<vity

Customized  IVR  flows Recorded  voice

IVR  success  factors Repor<ng  &  analy<cs

Simultaneous  caller  support Scalability  &  flexibility

Hosted  IVR  solu4ons Cost  effec<ve  &  speed  to  market

AVend  to  customer  instantly Meaningful  connec<on  to  customers

IVR Benefit Marketing Benefit

IVR  In  A  Marke<ng  ContextMarke<ng  Benefit

24/7/365  aUen<on

Call  rou<ng

Data  collec<on

Data  dicta<on

Free  to  end  user

Database  connec<vity

Recorded  voice

Repor<ng  &  analy<cs

Scalability  &  flexibility

Cost  effec<ve  &  speed  to  market

Meaningful  connec<on  to  customers

IVR = database marketing via voice messaging

Example  IVR  Use  Case  #1

Objec<ve

๏ Acquire  21+  entries  into  Suda  la  Verde  sweepstakes  &  engage  entrants  with  game  day  voice  reminders  from  "Las  Senadoras"

Solu<on

๏ SMS  sweepstakes  entry

๏ IVR  voice  message  to  user  phone

๏ English  and  Spanish  op4ons  used

Example  IVR  Use  Case  #2

Objec<ve

๏ To  provide  alterna4ve  credit  card  payment  services,  PayNearMe  allows  people  to  purchase  online  and  pay  in  cash  later  at  convenient  store  like  7-­‐11  

Solu<on

๏ IVR  and  Text  

๏ Validates  PayNearMe  account  using  mobile  and  account  info

✓ Retrieve  order  number  and  balance  in  real  4me

✓ Transac4on  balances  checked  

✓ Payments  authorized  and  confirmed

Call-­‐to-­‐ac<on  

๏ Regular  number  vs.  FTEU  

๏ Mobile  only  vs.  Landline  +  Mobile

๏ Incen4ve  +  Clarity  +  Compliance  +  Strategy*

*See  the  full  blog  post:  “How  to  Create  a  Great  Call-­‐to-­‐Ac4on:  4  Ingredients  &  A  Secret  Sauce”  hVp://bit.ly/jBRI67

IVR  Best  Prac<ces

Session  management  

๏ Mobile  vs.  landlines

๏ First  4me  vs.  returning  caller

๏ Single  vs.  double  opt-­‐in

๏ Interac4ve  menu

IVR  Best  Prac<ces

Demo: 1-800-816-5007

๏ Subscrip4ons

๏ Landline  overrides

๏ VIP/exclusive  lists

๏ Metadata

๏ Language  support

๏ Custom  campaigns

IVR  Best  Prac<ces

Subscriber  management  /  CRM

Cross-­‐channel  IVR

IVR

IVR

๏ Voice  messaging  through  opt-­‐in  communica4on

๏ Can  seamlessly  interact  with  other  mobile  channels

Examples

๏ Call-­‐to-­‐SMS  sweepstakes  entry

๏ QR  code-­‐to-­‐call  IVR

๏ Call-­‐to-­‐Like  on  Facebook

๏ Call-­‐to-­‐Download  an  app

Key  Takeaways

ConnectIVR  is  interac<ve  voice  messaging  between  a  brand  and  customer

CelebrityIVR  used  with  a  brand  spokesperson  increases  engagement

CRMIVR’s  effec4veness  enhanced  using  a  data-­‐based  approach

Cross-­‐channel  IVR  as  an  addi<onal  channel  –  not  in  an  individual  silo

Any  Ques<ons?

For  more  informa4on  visit  www.waterfall.com

Or  contact  us  directly:  marke4ng@waterfall.com

More  industry  informa4on  available  on  our  blog  @  waterfall.com/blog/