Genesys - Creating More Personalized Mobile Marketing Strategies That Drive Value

Creating More Personalized Mobile
Marketing Strategies That Drive Value
July 16, 2014

© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Lindsay Frazier
Mobile Marketing Offer Lead
Genesys
Chris Connolly
Strategic Director, Digital Channels
Genesys
Speakers

Today, you will learn…
Why personalization matters to your bottom line
1
2
3
How to create personalized experiences across
multiple touchpoints & channels
Best practices, examples and tactics for
personalizing your mobile marketing programs

 Market Leader in Customer Experience Solutions – Available in the
Cloud and On Premise
 Award-Winning Customer Engagement Platform
 Top 10 Largest Private Software Companies Globally
 Top 50 Largest Software Companies Globally
 Over 4,000 customers in 80 countries
 100 million+ customer interactions managed daily
 5 cloud acquisitions in last 12 months
Gartner
2013, 2014 - Leader in Contact Center
Infrastructure Magic Quadrant
Frost & Sullivan
2013 - Company of the Year Contact Center Systems
2013 - Global Workload Mgmt Innovation Award

Engage your
customers where
they interact
Connect experiences
across the
customer lifecycle
Maximize revenue,
reduce costs, and
improve loyalty
Genesys Mobile Engagement Offering
We simplify multi-channel mobile marketing to help you
create personalized conversations that lead to great mobile
customer experiences and drive tangible business results

Personalization is Important to the Bottom Line
More Business
Value
Increased
Loyalty
Better
Customer
Experiences
Personalization

More Business
Value
Increased
Loyalty
Better
Customer
Experiences
Personalization
• Personal & contact info
• Demographics
• Communications history
• Purchase & activity history
• Loyalty & account info
• Preferences
• Location
• Most recent activity

More Business
Value
Increased
Loyalty
Better
Customer
Experiences
Personalization
The revenue impact from a
10 percentage point
improvement in a company’s
customer experience score
can translate into more than
$1 billion.
Sources: eMarketer, Forrester, Genesys
50% of US cross-channel
shoppers expect to be
offered promotions or
merchandise that reflect
their past online shopping
behavior and purchases
U.S. companies lose
$83 billion each year
due to bad
customer experiences.
By 2020, customer experience
will overtake price and
product as the key brand
differentiator

More Business
Value
Increased
Loyalty
Better
Customer
Experiences
Personalization
JetBlue stated 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.
Source: Customer Experience Matter Blog:
“CX Insights from Marriott and JetBlue”

More Business
Value
Increased
Loyalty
Better
Customer
Experiences
Personalization
Create tangible business value through increased revenue and reduced costs
94% of customers with
low effort will repurchase
46% of cross-channel
shoppers would buy more
from retailers that
personalized the shopping
experience across channels
Source: CEB, eMarketer

Poll Question
How would you rate your organization’s current
use of personalization across multiple channels
to create better customer experiences?
 5 – Excellent
 4 – Very Good
 3 – Good/Average
 2 – Fair
 1 – Poor or Non-Existent

Creating Personalized Experiences Across
Multiple Touchpoints & Channels

Frost & Sullivan
Omni-channel
is all about ensuring that data and
context from initial contact carries over
to subsequent channels — reducing
customer effort, improving the
customer interaction, and enabling the
business to tailor the customer journey.

y
Marketing/Sales/ServiceMarketing/Sales/Service
Multi-Channel vs. Omni-Channel: Simplified
Multi-Channel Omni-Channel

The Challenge with Multiple Channels
• Various devices, CRM platforms and marketing programs create
fragmented data about consumers
• Data is just data until you can act on it in a meaningful way
Collect Info &
Monitor Behavior
Perform Actions
Based on Data
Store &
Organize Data

Customer Journeys Are Varied
EMAIL
IN-STORE
WEB/
mWEB
SMS/MMS
SOCIAL
CONTACT
CENTER
ServiceTransactionConnectionAwareness
APPS

Customer Journeys Are Varied
APPS
EMAIL
IN-STORE
WEB/
mWEB
SOCIAL
CONTACT
CENTER
ServiceTransactionConnectionAwareness
SMS/MMS

From Anonymous to Verified
Targeted Ad Post-Sale SupportTargeted Email
Anonymous Identified Verified
Web Research Cart Abandonment Sales Associate Experience Survey

Best Practices, Examples & Tactics for
Personalizing Mobile Marketing Programs

WEB BROWSING
SHOPPING
ENTERTAINMENT
SOCIAL NETWORKING
RESEARCH
REVIEWS
GET HELP

Static Data/Previous Actions
 Name
 Contact info
 Home address
 Demographics
 Purchases
 Loyalty # and points
 Stated preferences
 Past behavior
 Interactions w/customer service
 Customer value/segment
Real-Time Information
 Web page browsing
 Current location
 Device type
 Channel
 Time of day
 Search entries
 Most recent activity
Leverage all the contextual data available to create consistent,
personalized, and relevant conversations

Recognize Moments & Take Action
Take proactive action
with customer in real
time or at a later date
• WHO the customer is
• WHAT they need
• WHEN and WHY they
contacted us or we
contacted them
• WHICH channel is
being used
• HOW the business
wants to help them
CONTEXT RULES

First, Collect the Info…
• Use the mobile channel to
increase speed and reduce effort
• Create a Preference Center
• Ask for express consent opt-in
• Utilize your loyalty program,
CRM and purchase data

Account # 123456789
Reward Points 750
First Katy
Last Perry
Mobile # 703-403-1212
Email katyperry@gmail.com
Zip 22201
Gender Female
Birthday 03/15/1977
Recognizing Moments:
Birthdays & Anniversaries
Utilize customer profile info to send relevant
communications, as well as surprise & delight members

Loyalty Program Updates & Milestones

Survey Opportunities
• Trigger survey upon
completion of customer
service activity
• Close the loop with
unhappy customers

Reminders & Status Updates
• Text in for status
• Push out automated
status updates based
on activity or stage in
process
• Reduce inbound calls

Location & Timing
• User-supplied address or zip code
• Mobile carrier query
• IP address lookup
• GPS
• HTML5 mobile web
• Native app
• Passbook
• Beacons
Location Timing
• Enters a store or location
• Clicks on an ad or link in SMS
• Responds to a marketing
promotion
• Watches a video
• Posts to social media
• Makes a purchase
• Flight is leaving soon

• 17% click-through rate for personalized rewards offers via SMS
• SMS redemption rates significantly higher than typical direct mail
• 10% redemption rate of mobile coupon – in less than 3 hours!
• $15 in incremental sales for each $1 spent
Regional
Superstore Chain
Mobile Personalization Drives Tangible Results
Convenience
Store
• Pre-paid top-up reminder doubled on-time replenishment
rates and lowered churn
U.S. Mobile
Operator

Showrooming
“Amazon is stealing my profits!”
Customers are increasingly using mobile
devices in store to make more informed
purchases and then buy the same or
similar product elsewhere.

Customer is browsing items in
store and scans QR code, or a
Beacon recognizes the
customer is in proximity
Conversation
Manager
Task
Distribution
Capture
Context
Store associate is alerted in real time
about a potential sale and is shown
suggestions about he should talk about
Context is captured for use in
another channel in the future
http://store.mobi/F5fSs3
Showrooming

Showrooming

Customer has been sent an
SMS or Email regarding a new
offer from the company
IVR application is aware of the
outbound SMS/email activity and is
able to infer the customer intent
Customer picks up the phone
and calls the company
The right agent is selected
Screen pop shows entire
customer history
Conversation
Manager
Phone Call Triggered by Marketing Campaign

• Instant click to call or call scheduling
• Capture browsing history (context)
• Identify location
• Bypass duplicate authentication
• Trigger chat based on rules
• Use push or SMS to send follow up
Mobile Assisted Customer Service

Case Study: Missed Opportunity
• Recognize a moment (purchasing a part for an old VW bus)
• Tailor marketing and CRM communications to capture $$

• What do I know about this customer?
• What actions have they taken in the past?
• What action are they taking right now?
• What action do I want him/her to take next?
• What channel should I use to communicate?

What Problems We Can Solve
• Showrooming
• Anonymous customer journeys
• Marketing sales attribution
• Reverse CRM
• Service resumption
• Call deflection
• Connecting Marketing with Care
• Making data actionable

Delivering End-to-End Mobile CX
CONVERT
ENGAGE
REWARD &
INFORM
CARE &
SUPPORT
RETAIN &
GROW
Genesys
End-to-End
Mobile
CONNECT
Harvard Business Review
The Truth About Customer Experience
“Touchpoints matter, but it’s the
full journey that really counts.”
Only Genesys offers a comprehensive vision for mobile customer journeys

Summary
1. Mobile should be a core component of your omni-
channel marketing and communications strategy
2. A great personalization strategy utilizes customer
info, past behavioral data and real-time actions
3. Recognize moments and take action

Exclusive for Webinar Attendees
FREE ASSESSMENT OF
YOUR PERSONALIZATION STRATEGY
60-minute phone call + recommendation plan within 7 days
Contact mobilemarketing@genesys.com

thank
you Lindsay Frazier – Mobile Marketing Offer Lead
lindsay.frazier@genesys.com
Chris Connolly – Strategic Director, Digital Channels
christopher.connolly@genesys.com

Genesys - Creating More Personalized Mobile Marketing Strategies That Drive Value

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Genesys - Creating More Personalized Mobile Marketing Strategies That Drive Value

Semelhante a Genesys - Creating More Personalized Mobile Marketing Strategies That Drive Value (20)

Último

Último (20)

Genesys - Creating More Personalized Mobile Marketing Strategies That Drive Value