1. Personalizing Mobile Interactions
to Create Lasting Customer Loyalty
Kane Russell
Vice President of Marketing
Waterfall
Don Keane
Vice President of Marketing
Angel

2. Housekeeping Items
ü The recording of today s webinar will be emailed to you
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ü We ll answer all questions at the conclusion of the
presentation

3. Today s Presenters
Kane Russell
Vice President of Marketing
Waterfall
Don Keane
Vice President of Marketing
Angel

4. Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways

5. Angel
§ Founded in 1999 and is now a division of
§ Patented IVR Technology: 25+ granted
§ Over 1,200 customers in 20 different industries
§ Over 10,000 applications deployed including many of nation s top consumer brands
§ Industry Awards for Technology Excellence

6. Waterfall Mobile
§ Founded August 2005
§ Offices in San Francisco (HQ), Austin and New York
§ Backed by $6B software fund Vista Equity Partners
§ Cross-channel mobile & social CRM

7. Multi-Channel CX Platform

8. Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways

9. Call to Action Overview
Trigger that incites customers to participate in any marketing campaign
4 Ingredients & the Secret Sauce:
1. Incentive
2. Clarity
3. Strategy
4. Compliance
v Branding

10. Relevant Information
Meaningful and relevant information
leads to increased customer
engagement, higher success rates
and improved customer satisfaction.
Messaging is relevant if it is engaging, rewarding
(provides compelling call to action) and timely.

11. IVR vs. SMS
IVR
SMS

12. Technical Considerations
For IVR:
• Toll-free vs. local phone #
• Landline vs. cell phones
For SMS:
• Dedicated vs. shared code
• Keyword characters

13. Online vs. Offline
Online Best Practices:
• Collect metadata for targeting
• Integrate into other channels
Offline Best Practices:
• Expand reach using other
channels
• Take advantage of progressive
profiling

14. Securing An Opt-In for Life
Think about customers in terms of lifetime value

15. Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways

16. What are Proactive Communications?
• Proactive Customer
Communications (PCC)
• Notifications, Alerts, Messages
• Channels: Voice, Email, Push,
SMS, and Fax
• Highly Relevant to customers
• Often Customer Solicited
• Provides for Customer
Engagement

17. Personalization is Key
Personalization is Key
• Individuals want to hear/see their
name:
– Personalize greetings
– Avoid mass notifications
• Interactions of sensitive nature, employ
Right Party Verification practices
– This is an important message for Bill
Smith. If this is Bill Smith press the *
key.
– Secure email inbox
• Utilize all customer data available to
enrich the customer experience

18. SMS Personalization
Tactics:
• Dynamic field insertion
• A/B Testing
• Cross-channel messaging
• Location targeting
• List management
• Integrate at the Point of Sale

19. The Importance of Voice
SMS: interactive and immediate IVR: Personal and efficient

20. Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways

21. IVR and SMS: Key Metrics Through Mobile
Relationships
Subscribers
Reach
Engagement
Action
Lifetime Value

22. SMS & IVR Essentials
Grasp the growth of your program and engagement with
customers

23. Advanced Metrics
Tie customer engagement to company value creation

24. Integrating Reporting Data
Combine channels to obtain a holistic customer understanding

25. Data Integration and Personalization

26. Metadata vs. Content Fatigue
Yes, data is important. Just don’t overdo it to the point where
your customers lose interest:

27. Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways

28. Continuous Customer Engagement

29. Business Intelligence

30. Keeping The Conversation Going

31. Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways

32. Putting It All Together:

33. Agenda
Ø Angel, Waterfall Mobile and Multichannel CX
Ø Calls to Action for IVR and SMS
Ø Proactive Communications and Campaigns
Ø Reporting and Analytics
Ø Ongoing Customer Engagement
Ø Example Campaigns
Ø Key Takeaways

34. Takeaways
• Keep conversations going through multichannel
communications such as IVR and SMS
• Performance management must be a part of your
customer experience management in order to deliver the
right message, when and how your customers want it
• Key metrics identify how customers engage with your
brand
• Personalize the phone or SMS experience using real-time
data

35. Q & A
Kane Russell
Vice President of Marketing
Waterfall
krussell@waterfall.com
Don Keane
Vice President of Marketing
Angel
dkeane@angel.com