The document discusses how mobile methodology can be used for customer satisfaction surveys and market research, noting that mobile surveys have response rates of 30-50% when done correctly, and that mobile allows for capturing insights from customers in the moment across various industries and touchpoints. It also provides an agenda and contact information for Jim Schwab from OnePoint who presented on using mobile surveys for voice of customer feedback and mobile market research applications.

1. Mobile Engagement Made Easy
2011 Webinar Series:
Customer Satisfaction
Mobile Methodology
Retail, Restaurant sectors
Jim Schwab
SVP North America

2. Mobile Engagement Made Easy
Housekeeping
Designed to be educational
Lasts 30 minutes with additional 30 min for Q&A
All participants are muted
Please use the console to ask questions
Slides and recording will be available
Follow us on Twitter @OnePointNews
Please use #OnePoint when discussing our webinars

3. Mobile Engagement Made Easy
Agenda – Csat and Mobile MR
Mobile Csat
Introduction What is Mobile Case studies,
discussed in
Who is MR? pilot results and
detail. Questions
OnePoint and Why choose or full roll out
Why is Mobile performance.
who am I. recommend it?
a good fit?

4. Mobile Engagement Made Easy
Who is OnePoint?
Global Mobile Research Platform
Infrastructure across Nielsen, Kantar, GfK,
800+ Network Ipsos, Hall & Partners
Operators in 193
Engages mobile countries
Any Handset phones O2, T-Mobile, AT&T
Any Country to capture Instant Only provider of all
Any Language “In the Moment” mobile survey SatMetrix, Allegiance
insight channels
General Mills, Citroen
SMS, WAP, Mobile
Web, Apps

5. Mobile Engagement Made Easy
Jim Schwab - Senior Vice President,N America
Jim is responsible for OnePoint‟s business in the USA and Canada.
Jim has lived first hand through the last 3 major MR methodology trends; Online at
Harris Interactive „00-‟08, Social Media „09-‟10 &Mobile present day. As a result
Jim brings a wealth of knowledge in how to educate, position and approach clients
and the MR community with new technology enablers.
Prior to joining OnePoint, Jim was Vice President at social media monitoring start-
up company Techrigy (since acquired by Alterian). Upon joining the six person
company with ten clients Jim was instrumental in growing the client base to 150
clients in six months.
Previously Jim spent eight years in senior sales and marketing management roles
at Harris Interactive. A strategic and tactical thinker, Jim partners with our clients to
support them in achieving their goals.
Jim‟s primary role is to help OnePoint clients utilize our platform to drive never
before seen insights and create new products and services.
Jim holds a B.S. in Business Administration from State University of NY College at
Brockport, NY

6. Mobile Engagement Made Easy
Market activity - Top 5 Applications
Analysed 20,000 OnePoint projects since 2008
1. Voice of the Customer (60%)
2. Diary tracking (20%)
3. In store product comparative shopping (10%)
4. Programme evaluation (5%)
5. LBS apps (5%)

7. Mobile Engagement Made Easy
What is Mobile MR?

8. Mobile Engagement Made Easy
Online
Mobile or
MR Mobile
Online

9. Mobile Engagement Made Easy
Mobile
MR
Think about the mobile device holistically.
Put yourself in your target respondent‟s shoes.

10. Mobile Engagement Made Easy
What is Mobile MR?
Mobile Device as Survey & Engagement Instrument
FLEXIBLE
- PUSH or PULL
- Doesn‟t require download of apps
SMS
- Access to ALL phones WAP (Wireless Access
- Reliable, fast, stable, mature Protocol)/Web
- Message stays with phone, - Web enabled phones only
always delivered - More flexible than SMS
-Link to your online survey
platform
MMS
- Picture, Video
Email Applications
-Upload picture or video into -GPS Tracking
mobile survey from cell or -Bar Code Scanning
computer

11. Mobile Engagement Made Easy
Why mobile methodology?
3 main drivers…..
1) In location, In the moment insights
2) Speed of results
3) Hard to reach sample
The 5th Methodology………
Critical Success Factors for Mobile MR

12. Mobile Engagement Made Easy
The details……..Why mobile is a good fit!
• Traditional methodologies are not working!
– IVR and online url‟s
• 2-4% response rate when pushing out invites
– Not enough completes when trying to pull in via receipt invites or
other MarComm methods
Consumers communication habits have changed!
People love to TEXT!

13. Mobile Engagement Made Easy
The details……..
• Any good Csat program is multi-mode & integrated
– Key drivers: In depth understanding via online & in person
– Key drivers: operational tracking
• Operational tracking, touch-points
– By store, by staff, by product or menu item, by time of day…etc.
How to get your customers to provide in the moment
insights?

14. Mobile Engagement Made Easy
The details……..A few examples…
1) Wireless client, call center follow up
– IVR & online 2-3% response, recall issues
– First mobile pilot yielded 18% response rate, no change in
process, 22% response rate currently
2) Electronics retailer, 110 stores
– Receipt based invite 800# & url, 250 completes per month total
– Pilot direct replacement in 4 stores “Text BRAND to 91318”
invite on receipt
– 280 completes in first month, at 4 stores!

15. Mobile Engagement Made Easy
The details……..A few examples…
3) Electronics brand
– 21 months in full roll out, 12+ surveys across touch-points
– Monthly avg 30-50% response rate across all surveys
– In store, delivery, service follow up
4) Hospitality brand, 1000+ locations
– Existing EFM program, but comment cards & mystery shopping
used for operational tracking prior to mobile program
– Table top displays, receipt invites, staff encouragement
– Control completes via invite process
– Integrated mobile results directly to EFM provider

16. Mobile Engagement Made Easy
The details……..Best practices…
• Invitation process is key!
• Speed, relevance and personalization are key!
• Understand how many completes you need!
• Tie results to locations and touch-points!
– Many ways to do this with mobile platform.
• 4-5 questions, ratings, multi choice + 1 open end
– Add in alerts and routing of good and bad scores for internal
teams to follow up

17. Mobile Engagement Made Easy
Summary
• If you‟re an agency doing Csat for big brands, you better
jump on board the Mobile bandwagon
• Mobile methodology is many faceted and the wireless
sector is very fragmented and complex so partner with
experts
• Mobile response rates are very high when done right
• Time has come to be innovative

18. Mobile Engagement Made Easy
Text a keyword To a country Number
CLIENT USA 91318
WAP UK 85001
CHOICE Canada 11122
PICTURE Spain 661421118
VOICE Germany 15702472478
Australia 0437244395
Ireland (ROI) 833333976
Take a demo survey…..
Egypt 6833
Text a key word to the number in
South Africa 31027
your country.
Kenya 4625
India 9212352075
International +447797805207

19. Mobile Engagement Made Easy
Questions
Questions
Questions
Answers

20. Mobile Engagement Made Easy
Contact
Thank you, for your time today.
Jim.schwab@onepointglobal.com
+1.585.261.9433
Register now for next months webinar