Marketers need to communicate and engage effectively with their prospects and customers in order to succeed. This means branding and messages have to be consistent, timely and relevant to have the most impact. Digital messaging is not only a great and easy way to communicate with customers but, if used strategically, can yield incredible returns.
Join Anne-Marie Thompson, Digital Campaigns Manager at MBNA UK, who will give an invaluable insight into how the company addressed a lack of timely and relevant communications with customers and discover how, in partnership with Teradata eCircle, the business set up an award-winning multi-branded alerts program.
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Keeping Customers Engaged with Dynamically Triggered Communications
1. Brought to you by In association with
Keeping Customers Engaged:
How to use Dynamically Triggered Communications Effectively
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2. Today’s Speakers
Keeping Customers Engaged with Dynamically Triggered Communications
Anne-Marie Thompson
Digital Campaign Manager
MBNA
Jo Roberts
Consultant Editor
Marketingfinder.co.uk
3. Interact with us
Keeping Customers Engaged with Dynamically Triggered Communications
Follow the conversation on twitter #EngageCustomers
5. 1. Who is mbna?
2. Today’s digital world
3. mbna’s digital services
4. Project overview
5. 6 challenges
6. What else?
email triggers
5
6. Who is mbna?
What do we offer?
How do we do business?
“We have a way of doing things, built on a foundation of
respect for everyone we deal with, that means taking care of
our customers and serving them well is the most important
work we do as a company.”
Ian O'Doherty, Chief Executive of MBNA
Background
6
8. Today’s digital world
88
Key Consideration
Creative Disruption – What do You Need to Take into Account?
Source – Econsultancy – Mobile Statistics Compendium May 2013
56 of people in the UK use their
mobile for online banking
which is split equally between
an app and website
UK consumers opt-in to
receive mobile messages
from finance companies
and retailers
Mobile device usage is throughout the day Smartphone Location
Device Being Used
Tablet Location
• Time of day
• The device being used
• Location of customers use their mobile
of UK Smartphone owners
also own a tablet and 44% of
people in UK own a
Smartphone, tablet and laptop
5% M
51%
14. Who did we target?
14
“I don’t recognise
that…”
“There’s an easier
way…”
“Don’t forget about
this great offer…”
•Address change
•Transfer complete
•Online banking registration
•Account activated
•Overseas travel
•Payment received
“Just calling to check…”
•Balance transfer offers
•Reward points offers
15. When was it done?
15
April – Oct
2012
• Trigger engine
set built & set
live with 4
triggers
• Single mbna
brand
• BRD completed
with Teradata
eCircle
• Solution
workshops
• Dynamic email
solution built &
tested
Nov/Dec
2012
• 1 new trigger
introduced
• Dynamic email
solution live
with mbna
brand
Jan 2012
• Roll out
dynamic emails
across 2 more
brands
• Additional 2
triggers
Feb 2012
• Dynamic
emails for 2
more brands
March 2012
• Additional 3
triggers
• Final brand on
dynamic
solution
16. And so what?
16
Open rates up 114%
52 creatives from 1 template
10x more likely to use Mobile Text Services
48% call deflection
Latency reduced from 4 weeks to 24 hours
£1.3m+ fraud savings
18. Challenge 1 – customer engagement in online channels
18
ObjectivesResults
SolutionChallenges
Change customer behaviour
Added value
Optimise journey
51%
Open rates Timeliness
Contain-
ment
19. Challenge 2 – email creative process
19
ObjectivesResults
SolutionChallenges
Bespoke
creatives for
each brand
Change
control
process
Resource
intensive Create a dynamic publishing solution to:
1. accommodate full partner branding
2. streamline the creative process
3. minimise risk in change process
52 variations from 1 template
Full branding for partners
Fully tested content change
completed in 1 hour
20. Challenge 3 – channel migration
20
ObjectivesResults
SolutionChallenges
Queries that could
be resolved within
online channels
Maximise use of
online servicing
channels
Change customer behaviour
Automate processes
Promote relevance
Overseas travel…
Payment made…
more likely
to use SMS
next time
21. Challenge 4 – more efficient use of contact centre resource
21
ObjectivesResults
SolutionChallenges
Change customer behaviour
Identify (and deflect)
high call volume drivers
Timely alerts
High volumes of
“just checking”
calls
Repeat callers
22. Challenge 5 – data latency
22
ObjectivesResults
SolutionChallenges
Data up to 4
weeks out of
date
6 week lead
time for data
Manual
selection
process
Trigger acts as selection flag
Automate data transfer
Secure
•Automated data selections
•Suppression waterfall
•Runs daily
•Secure data transfer
•Data picked up automatically
•Fed through to dynamic emails
•Email sent instantly
23. Challenge 6 – widen reach of existing fraud strategy
23
ObjectivesResults
SolutionChallenges
How to
widen reach
of fraud
strategy
Customer
engagement
Lower risk
transactions
Engage customers in checking lower
risk transactions
Find quick wins
Online registration…
Account
activated…
£1.3m+ fraud savings
Detected up to 7x more quickly
25. Exceptional results!
25
• Average call deflection
rate of 29% per trigger
• [x] headcount savings
Efficiencies
• Customers who
receive the travel flag
confirmation are 12
times more likely to
use SMS next time
Channel
• Proactive Fraud
detection 4x more
likely where an
address change email
is sent
• Estimated fraud
savings = £1.3m
Fraud
Volume:
4.9m
Open rate: 52%
CTR: 7%
Business reporting
26. Exceptional results!
26
Award winning results
“This entry stood out in the category
simply by delivering brilliant results. The
judges thought the entire programme
was well thought-out, reducing calls to
contact centres, preventing fraud and
delivering a fully branded experience to
customers for the first time.
But it was the results what won it.”
27. Expansion…
•Phase 2 scheduled for Q4 this year
• Residual interest
• Contact details changed
• Replacement card
•Phase 3 being scoped
• Business benefit cases
• Extend to affinity partners
•Convert to responsive design
Next generation…
• Real time alerts
• Contact waterfall
• Cross channel deployment
And the winner is….
• CCA shortlisted
• Card and Payments awards 2014
What’s next?
27
29. Next steps to consider
•Talk to your email supplier
•Indentify quick wins
•Get stakeholder buy in/sponsorship
•Introduce a proof of concept
•Source data easily
Sounds good – but where do I start?
29
31. Your Questions
Keeping Customers Engaged with Dynamically Triggered Communications
Anne-Marie Thompson
Digital Campaign Manager
MBNA
Jo Roberts
Consultant Editor
Marketingfinder.co.uk
32. 3 Great reasons to fill out the exit survey
1. You can give us your feedback
2. You can request a free copy of the ‘European
Data-Driven Email Marketing Survey’
3. You can request a free copy of ‘The Virtual
Presenters Handbook
33. Thank You
Brought to you by In association with
Keeping Customers Engaged:
How to use Dynamically Triggered Communications Effectively
Notas do Editor
Responsive public website
Mobile site
Secure Online Card Services site
Online Application
Secure messaging & live chat
market leading Mobile Text Services including Text 2 Travel and Bon Voyage
suite of email comms
So next we’ll look at the challenges we were facing – what were the problems?
As a digital team we are looking firstly at how we can increase engagement in our online channels. No genius to work out that information relating to account is going to grab attention – but need to avoid flooding inbox whilst concentrating on pertinent information
Key to point 1) was to provide information that would engage customers and provide them with a reason to stay online. We had identified that customers were calling in “just to check” – it would be more efficient to provide them this info via email and redeploy resource to value-add calls
Proactively doing this – predominantly calls to SMS channel – supporting growing range of SMS services
Multiple brands – trigger engine would require 52 separate creatives – creates control and resourcing issues
Data latency – 4 week turnaround. Needed to move to a quicker turnaround for alert-type comms
Fraud strategy is extremely effective but is targeted at individual level – looking at ways to widen the reach by reaching out to Customers to proactively identify potential fraud
So next we’ll look at the challenges we were facing – what were the problems?
As a digital team we are looking firstly at how we can increase engagement in our online channels. No genius to work out that information relating to account is going to grab attention – but need to avoid flooding inbox whilst concentrating on pertinent information
Key to point 1) was to provide information that would engage customers and provide them with a reason to stay online. We had identified that customers were calling in “just to check” – it would be more efficient to provide them this info via email and redeploy resource to value-add calls
Proactively doing this – predominantly calls to SMS channel – supporting growing range of SMS services
Multiple brands – trigger engine would require 52 separate creatives – creates control and resourcing issues
Data latency – 4 week turnaround. Needed to move to a quicker turnaround for alert-type comms
Fraud strategy is extremely effective but is targeted at individual level – looking at ways to widen the reach by reaching out to Customers to proactively identify potential fraud
Simply, we built a programme that would deliver email notifications to customers
Identify transaction
Can range from a customer changing their address through to a promotional offer for balance transfers
Select data
This is key – data is selected automatically and daily
Populate & send email
Again, this is key – all happens automatically
Dynamically published emails – full partner branding for the first time
Went out to our business areas to collate ideas
Key areas identified
Used contact centre analysis to identify “just calling to check” calls – typically change of address, payment received, BT completed
Common fraud transactions – OLCS registration, address changes, account activated
Marketing offer expiries – closing window for promotional cash offers or reward points triple points deadline
Shortlist had to meet one of the following criteria:
FTE saving (call deflection, channel migration)
Fraud savings (proactively detecting fraud quickly)
Revenue generation (cash offers)
Timeline -
So next we’ll look at the challenges we were facing – what were the problems?
As a digital team we are looking firstly at how we can increase engagement in our online channels. No genius to work out that information relating to account is going to grab attention – but need to avoid flooding inbox whilst concentrating on pertinent information
Key to point 1) was to provide information that would engage customers and provide them with a reason to stay online. We had identified that customers were calling in “just to check” – it would be more efficient to provide them this info via email and redeploy resource to value-add calls
Proactively doing this – predominantly calls to SMS channel – supporting growing range of SMS services
Multiple brands – trigger engine would require 52 separate creatives – creates control and resourcing issues
Data latency – 4 week turnaround. Needed to move to a quicker turnaround for alert-type comms
Fraud strategy is extremely effective but is targeted at individual level – looking at ways to widen the reach by reaching out to Customers to proactively identify potential fraud
Problem statement…..
Open rates dropping off for repeat campaigns (e.g. PSA)
Lack of timely and relevant email comms with customers about their accounts
Stick rates within channel (email to online) not high
Objectives …..
Change customer behaviour
Drive value add for customers
Optimise journey
Solution…..
timely, relevant and consistent communications
Result…
We have seen high levels of customer engagement maintained, with average open rates 114% higher than our monthly newsletter.
The open rate on our “payment received” confirmation is above 50%; more than double the industry average.
Problem statement…..
Bespoke creatives for each brand, for each creative
Building up to 52 versions
Inherent control process for change
Resource intensive
Objectives …..
Resource
Control
Branding
Solution…..
Working with eCircle, a bespoke email template has been created.
Depending on the branding and content required, the variable elements such as logos and colours are pulled into the template and deployed.
This allows us to create variations for each Strategic Partner within one template for the first time.
Test and live environment
Result…
52 variations managed within 1 template.
Fully tested content change has reduced from 4 weeks to a matter of hours
Problem statement…..
Customers calling in when they can complete tasks online or by text
Objectives …..
Change customer behaviour
Automate process
relevance
Solution…..
Cross channel promotion – e.g. reminder to use our “Text2Travel” service to notify us of travel abroad.
Promotion of DD services
All email content CTA is “log in”
Result…
customers are 10 times more likely to use our SMS service, saving £200k in contact centre staffing costs.
Migration to DD from manual payments
Problem statement…..
Dealing with “just to check” calls – have you received my payment? Have you changed my address? When does my cash promo expire?
Time is money concept….
Objectives…..
Change customer behaviour
Identify high call volume drivers
Timely alerts
Solution…..
a suite of automatically generated emails covering account activity that customers call about most frequently (e.g. address changes, payments, promotional offers).
Result…
48% reduction in related call volumes, generating a 12 FTE saving.
Problem statement…..
Data out of date
Lack of timely comms
Objectives …..
automated
Controlled
relevant
Solution…..
an automated “trigger engine” detects changes or activity in customer account data. T
he engine selects the information and securely transfers it to eCircle.
The data is automatically fed into the email template and deployed to the customer.
Result…
the end-to-end data process runs daily and is 100% automated.
Problem statement…..
Fraud on a case by case basis
Relies on mbna detecting fraud
Objectives …..
Strategy covered high risk transactions - individually
Look for quick wins
How can it be measured?
Solution…..
automatically generated emails asking customers to check certain account activity (e.g. online banking registration).
Result…
Over £450k fraud savings achieved. Fraudulent activity detected up to 7 times more quickly within 7 days
These are monthly KPIs we publish to leadership team