4. About Genesys
•
•
•
•
Leading provider of customer experience solutions
Mobile Marketing, Customer Care, Collections, Contact Center
Top 50 global software company with presence in 80 countries
2,000+ customers in 20+ industries (over 40% of the Fortune 500)
7. LIVE TRIVIA
What percentage of emails are
read on a mobile phone?
1. 23%
2. 47%
3. 66%
4. 84%
Text A, B, C, or D to 99222
8. LIVE TRIVIA
What percentage of emails are
read on a mobile phone?
1. 23%
2. 47%
3. 66%
4. 84%
Text A, B, C, or D to 99222
9. Overview of Email and SMS
Marketing
•
•
•
•
Email
There are more than 3.6
billion email accounts
Email ad revenue reached
$156 million in 2012
95% of online consumers
use email
91% of consumers
reported checking their
email at least once a day
Source: Interactive Advertising Bureau
via SalesForce.com (2013)
•
•
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•
Mobile
There are 7.1 billion cell
phones
Mobile Ad revenues to
reach $12.8 billion in 2013
66% of Gmail opens occur
on mobile devices
Average Smartphone users
check their phone 200 times
a day
10. More Mobile Trends
• Daily we spend 9 minutes on email via a mobile
device, that is 7,6% of the total 119 minutes we use our
phone per day.
Source: O2 – “Mobile life report” UK (2013)
• More email is read on Mobile than on a desktop email
client Stats say 47% of email is now opened on a mobile
device
Source: Litmus Email Analytics” (Aug 2013)
• The number of mobile e-mail users is predicted to grow 28%
in 2014 and 23% in 2015
Source: The Radicati Group “Email Statistics Report, 2013-2017″
12. Mobile: A Transformative Force
“There is a seismic change in consumer
behavior, and the level of investment
capability in these new platforms, especially
mobile, is mission-critical to our companies.
It can’t be an after-thought – that capability
needs a front seat at the table.”
Howard Schultz
Chairman/President of Starbucks
12
14. 70:20:10 Rule by Coca Cola
• SMS is priority number 1 because only
SMS reaches anyone.
• At MMA Forum New York in October
2011 Coke gave it’s rule for mobile
advertising spending:
• Put 70% on mobile messaging
• Put 20% on mobile web
• Put only 10% on mobile apps
•
Source: Coca Cola presentations, May & October 2011
15. Smartphones Will Dominate Mobile
2014
2015
2016
N. America
62.0%
68.0%
73.0%
U.S.
62.5%
68.8%
74.1%
Canada
56.5%
59.5%
62.0%
15
17. Speed of SMS Texting
Mobile Marketing Report 2012 finds:
• 97% of SMS messages sent are read
Source: Digital Marketing Association
• 97% of SMS text messages are read within 5
seconds
Source: Ofcom
• SMS texts have average response rate of 26%
Source: Mobile Data Association
18. Compulsive? 150 Times Per Day
• T-Mobile USA CEO Philipp Humm said at
CTIA in 2012 that
mobile phone owners "pick up their
phone 150 times per day".
That once every 6 and half minutes of
every hour of every day
Source: Mashable 8 May 2012
• For smartphones its already up to
200 times per day as reported by
the Guardian (every 5 minutes)
Source: The Guardian 26 June 2012
• 44% globally say the mobile is the first
thing they see in the morning when
they wake up, and the last thing they
see at night before they fall asleep
• 50.8% say the email is the first thing
they check online
Source: Time 22 Aug 2012
19. Nomophobia fear of no connection
• Nomophobia first diagnosed in 2008 and is the fear of
being without a mobile phone contact or connection
• A survey of 1,000 employed adults by SecurEnvoy
found 66% fear losing their mobile phone.
• 49% of adults have become
upset at partner for spying on
phone
• 41% of mobile phone users
have set a PIN code and 10%
encrypt their phones to secure
them
Source: The Telegraph 16 Feb 2012
20. Gap in Consumer & Business SMS
• Textmarketing survey of 1,368 consumers finds dramatic
gap between what consumers want, and what
businesses offer via SMS text messaging:
• 89% would like to receive delivery notices via SMS, but
only 26% have received any (gap 63%)
• 84% would like appointment reminders via SMS but only
29% have received any (gap 55%)
• 68% would like SMS offers or discounts from brands they
purchased from in past 3 months - yet only 12% had
received any (gap 56%)
• 61% would like to receive order confirmations via SMS
yet only 16% have received any (gap 55%)
%)
Source: Textmarketing survey Oct 2012
22. Solutions
Text to Email Sign-Up
-Allow your customers
to sign up for your
email alerts through
SMS
-No time wasted at POS
-Instant communication
and interaction
24. PacSun Uses Incentives to Boost Email Sign Ups
Through SMS
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•
•
Opportunity: Pacific Sunwear wanted a new way to
increase their capture rate of email address
Solution: Using SMS, users texted the keyword
advertised in the dressing rooms to receive an
instant reward. They were then asked for their email
address to be entered into the Grand PacSun
Sweepstakes
Results:
– 7 day campaign featured CTAs only in dressing
rooms
– Over 25K users texted in to receive their instant
reward
– Over 8K gave their email address to enter the
Grand Sweepstakes
25. Chuck E. Cheese’s Increases Email Sign Ups
Through the Mobile Channel
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•
•
Opportunity: Chuck E. Cheese’s sought a new way to
engage its next generation of parent customers and
promote brand loyalty.
Solution: Automated mobile sign up to improve upon
handwritten sign up forms for promotional
Chuck-E-Club.
Results:
– Saves time an increases accuracy
– Enables the chain to send consumers an instant
coupon via email instead of weeks later
– Email open rates from these subscribers are
10-20% higher and coupon clicks are 8-10%
higher than other subscribers.
Ryan Linders – Director
of Marketing
“Our top priority is to ensure
simplicity of the in-store sign-up
process for our moms and dads
with young kids. The double-digit
increases in open rate and clickthrough is icing on the cake”
27. Mobile Coupons
Mobile coupons get 10 times the
redemption rate of traditional coupons.
• Deliver the right offer at the right time
• Generic codes offer widespread usage while
personalized codes offer security and detailed
measurement
• Alphanumeric, 1D, 2D, or QR bar codes
• Maximize transaction with targeted offers
• Integrate with POS and CRM
Source: MMA
28. Mobile Coupons: What You Need to Know
The most frequently redeemed
coupon categories:
53 million
U.S. mobile coupon users
predicted for 2014
Grocery
Retail
Food/Drink
Consumers Prefer
SMS-Based Coupons
30%
28%
SMS-Based
42%
Barcode Scan
Push Notifications
28
Sources: eMarketer, Dec 2012 and RadiumOne Report, Feb 2013
29.
30. GetGo Stores Increase Shopping Trips and
Sales Through Mobile Offer
Opportunity: Opportunity to drive foot traffic at a specific
time into Giant Eagle GetGo convenience stores to
increase purchase frequency.
Solution: We created a mobile program promoted through
signage in the Deli. Consumers were invited text
“MEALS” to a shortcode for exclusive deli offers each
week. The SMS message was sent at 3pm on weekdays
for an offer valid only between 5-6pm that day.
Results:
– Opt-in rate of 200 new consumers per store per
month
– 10% redemption rate – in less than 3 hours!
– Each consumer spent $30.00 while getting the
free item
– GetGo saw $15 in incremental sales for each $1
spent on the program
32. Examples of Proactive Communications
Broad range of scenarios across departments and industries
Financial Services
• On-boarding
• Credit card fraud
• Payment reminders and
notifications
Collections
• Billing reminders
• Expedite payments
• Fraud management
Health Care
• Appointment remind
• Prescription renew
• Disease management
Retail
• Sales alerts
• Product recalls
• Order confirmations and
delivery notifications
Telecom
• Minutes used
• Payment reminders
• Notifications
Utilities
• Service confirmation
• Outage status
• Crew callout
IMPROVE CUSTOMER SATISFACTION
REDUCE COSTS
INCREASE REVENUE
-- Source: Frost & Sullivan; “Proactive Customer Communications”
33. Proactive Alerts and Notifications
Delivery Confirmation
Sears: Your delivery
is scheduled for
2pm on 10/11/13.
Reply YES to
confirm
Examples:
• Service interruptions
• Going over plan, consider
upgrading (minutes, texts, etc)
• Upcoming warranty or “points”
expiration
• Upgrade your phone eligibility
• Product recall
• Network upgrades
• Approval status
• Certification/Training reminder
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34.
35. SMS Polls, Voting & Trivia
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•
•
•
Call-to-action in TV, print, radio, web, or outdoor ads
Consumers text a keyword to your short code to participate
Adds a fun, interactive element to marketing messages
Tie in opt-in request or mobile coupon at the end
Vote for
Man of the Match!
Text MOTM to 99222.
35
36. Product Recall Notifications
“This is a pre-recorded call
from Marvelous Markets with
important information about
a recall on pet food. Our
Loyalty Card records show
that you purchased one of
the products in the past 3
months…”
• Cost-effectively contact
targeted customers in 24
hours or less during critical
product recall alerts
• On-demand platform offers
scalability and capacity to reach
millions of customers without delay
• Multi-channel solution to contact
customers in their preferred method:
Voice, Email or SMS
• Leverage SoundBite’s inbound IVR
services or direct customers to your IVR
or contact center
• Proven solution used by dozens of
grocers and retail chains nationwide
36
38. Surveys Gain Valuable Feedback
Use SMS or mobile
web to conduct the
survey. Identify
detractors and
instantly connect them
with Customer Support
to address problems.
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39. The Link Between Experience & Loyalty
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.
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Source: Customer Experience Matter Blog, CX Insights from Marriott and JetBlue, Nov. 2011
