5 Strategies for Effectively Integrating SMS, IVR and Social

Kane Russell Vice President of Marketing Waterfall

Amy Brennan Marketing Manager Angel

Your Presenters

Kane Russell Vice President of Marketing Waterfall

Amy Brennan Marketing Manager Angel

Today’s Discussion

Angel & Waterfall Mobile

Channel Overview

5 Steps For

Integrating SMS, IVR and Social

Audience Q&A

Angel Company Overview

§  Founded in 1999 as a BU of (NASDAQ: MSTR)

§  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

Why Move To the Cloud?

§  Highest level of security §  Platform Scalability & Geo-Redundancy §  Eliminate/reduce Capital Expense §  Continual Technology Refresh §  Speed to Market §  Instant IT bandwidth §  Pay for what you use

Best-in-Breed Solutions

Inbound IVR Outbound IVR Virtual Call Center

Angel Vision: Redefine Voice C

usto

mer

Exp

erie

nce

Pla

tform

Web Accessible Data Integration

Multi-Channel Interaction Capability

Web Mobile Email Phone SMS

Seamless Data Integration Data

Warehouses ERP CRM

Voice Biometrics CTI

Name & Address Capture

Phone Payment Solution Real-time Transcription Mobility Chat

Plug & Play Apps GPS

MULTI-CHANNEL / MULTI-MODAL COMMUNICATION

On-Demand Business Intelligence Analytics Intuitive BI Analytics

The IVR experience is just as important as the technology.

User-centered design methodologies, evaluation tools, and best practices will deliver better IVR

experiences and business results.

Let’s Face it: Many People Hate IVRs…

1) You are asked by the agent to repeat information that you already provided.

2) You are made to listen to several minutes of nonsense before you are offered anything that you care about.

3) You are made to wait a long time only to be routed to an agent who doesn’t know who you are or what you want.

4) You wait a long time only to discover that you are in the wrong queue.

5) You are bounced from one IVR system to another IVR system.

Good automation:

•  Knows who you are…

•  Caters to your preferences…

•  Anticipates your needs…

•  Respects your time…

•  Serves you quickly!

And now… knows WHERE you are

But They Like Good Automation

Your order has been confirmed

Need Help? 888-692-6435

Waterfall Overview

§  Founded August 2005

§  Offices in San Francisco (HQ), New York City and Austin, TX

§  Backed by $6B software fund Vista Equity Partners

§  Cross-channel mobile & social CRM

Success comes down to execution

Channel Overview

SMS IVR Social

SMS is an interactive and immediate form of communication.

SMS Execution

1)  Include time sensitivity in your messaging

2)  Integrate a clear call to action informing next steps

3)  Focus on driving customer lifetime value as opposed to one-off engagement

4)  Use language appropriate for the text message environment

5)  Mind time of day when delivering messages

How to create interactivity and immediacy:

The IVR experience is just as important as the technology.

IVR Execution

1)  Asked to repeat information that you already provided

2)  Made to listen to several minutes of non-substantive filler

3)  Made to wait a long time only to be routed to an a agent

4)  Wait a long time only to discover that you are in the wrong queue

5)  Bounced from one IVR system to another

Poor experience includes:

1)  Dedicate resources to listening to social conversations

2)  Generate one-to-many conversations with the desired audience

3)  Use multimedia resources to invigorate your social ecosystem

4)  Address negative feedback honestly rather than covering up

5)  Embrace social across your organization

Social media is a give and take means to engage a desired audience.

Social Execution

Focus areas:

5 Steps For Integrating SMS, IVR & Social

Address the low hanging fruit

Drive innovation with multiple channels

Share data across channels

Use data to inform and iterate

Develop ongoing personalized conversations

1) Address The Low Hanging Fruit

Collect data via multiple channels

Integrate calls to action across media

Case In Point: Stella Artois

Multichannel commitment increases # of eyeballs & campaign trust

2) Drive Innovation With Multiple Channels

1)  Assess each individual channel to understand how it interrelates with others.

2) Understand each channel’s role within a multichannel campaign

3)  Preplan the follow- up strategy

Roadmap

Case In Point: Jay Z Decoded

1)  Pre-book launch, every page released to the public using encoded pages placed in strategic locations

2)  Fans decoded pages over the course of a month

3)  Clues found in person or online via Bing.com

4)  Text in unique game code from found and decoded pages

5)  Credit for decoding awarded online upon which players could share via social media sites

6)  Participants also entered to win various prizes including NYE Jay-Z concert

2011 Multi-platform search experience and interactive game to decode Jay-Z’s life and lyrics

3) Share Data Across Channels

Moving from multichannel to cross-channel marketing

Multichannel marketing puts customers and data as recipients of multi-pronged communication strategy.

Cross-channel marketing puts customers and data at the center of an integrated communication strategy.

CUSTOMERS CHANNELS BRAND

Case In Point: PayNearMe

Partnership between PayNearMe and 7-Eleven

1)  Allows for the purchase of online goods using zero cash or credit cards on hand.

2)  Users execute a purchase using their PayNearMe account and later settle the balance in person at a local retailer like 7-11.

3)  Account holders can check account balance, transaction history, and payments history in real time via the web, IVR and SMS.

4)  User-centric CRM, with user information shared and updated across SMS, IVR and online simultaneously.

4) Use Data To Inform And Iterate

Strategy: Send the right message, at the right time, to the right person, in the right place

in the optimal format

Subscriber Data Segmentation points about

individual subscribers, such as date of birth, gender,

zip code, shoe size

Operational Data Analysis of subscriber behavior in aggregate, such as opt out rates, open rates, inventive level

Case Almost Point: Assorted Campaigns

Stop marketing – create personalized engagement instead

5) Develop Ongoing Personalized Conversation

SMS, IVR and social communication should replicate consumer conversation.

1)  Interactive

2)  Ongoing

3)  One channel picks up where another leaves off

4)  One-to-many communication moves to one-to-one

5) Case Almost Point: PETA

Use collected data to personalize the conversation

Key Takeaways

•  The result: Delight your customers by delivering the right message, at the right time, to the right person, in the right place in the optimal format.

Disseminate calls to action across media Grab the low hanging fruit

Drive campaign innovation Use multiple channels

Develop a cross-channel perspective Integrate SMS/IVR/Social data

Determine messaging strategy from data Optimize to the user

Deepen engagement and insight over time Create conversations

Q&A

Kane Russell Vice President of Marketing, Waterfall krussell@waterfall.com Resources: Blog | eBooks

Amy Brennan

Marketing Manager, Angel abrennan@angel.com Resources: Blog | Mobility White Paper