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Consumer  engagement  and  Survey  Management

Advance >The changing face of retail > May 2013 2

By the end of 2013, there will be more mobile devices on Earth than people.

Consumer engagement !

Loyalty programs

Consumer Surveys !

Mobile devices are everywhere today and more than 60% of these are smartphones. Its becoming clear that not withstanding the industry, every business today needs to utilise these mobile channels as a new way of consumer engagement. Just the vary nature of the mobile device being omnipresent and geo aware, it opens up infinite possibilities to the company to create newer and m o r e p e r s o n a l i s e d w a y s o f c o n s u m e r engagement.!!Mobile opens up a gamut of engagement models for various ways of interaction like -!!- Personalised content delivery!- Running dynamic consumer surveys!- Personalised coupons

“Mobile applications are more engaging to consumers than mobile optimised websites. Av e r a g e t i m e t h a t consumer spends on apps is 4 times more than websites” Study done by Adobe.

iNotify Mobile application framework can be integrated into backend CMS (content management systems) seamlessly. It can then use its Intent rule repository to create rules for dynamic content delivery to the mobile apps. This delivery can be segregated or classified on the basis of user groups, types, demographic parameters or even locale specific classification. iNotify natively supports all channels of delivery of this content to the users. This content can be of multiple types such as !!- Textual data with images!- Streaming videos!- PDF files!!The content can be cached in a HTML5 format making it easier to be delivered to devices with different form factors and operating systems.!!The content can also have an encapsulated response forms and interactive forms to let users enter their responses which can be cached via sync layer in real time for the backend IT systems. These content apps can also be integrated into social networks enabling the user to create a more engaging social environment to be built around the application.!!Following diagram will indicate how a typical CPG company can use iNotify along with the consumer engagement and survey templates to roll out a scalable and winning consumer engagement strategy built around content, coupons and surveys.

iNotify framework can integrate into CMS engines and deliver the content in multiple formats like binary or textual content, coupons etc. It can also use the survey management engine available in the DNA Suite to effortlessly create dynamic survey and push these to targeted users carrying mobile devices.

User management module lets the administrators to segment the users, assign the content channels and the delivery mechanisms alike. iNotify can natively handle multiple ways of delivery models - SMS, MMS, Cloud Messaging or a SOAP based content delivery to a native/hybrid app on consumer’s device. So in terms of handling the delivery of the content, the framework will offer multiple ways of communication relevant to the device or the content type/nature. The framework can natively integrate into either the SMSC server or SMS aggregators to deliver the content via SMS to users. It can also integrate into Cloud messaging services offered by both Apple or Android and can deliver the content in the form of notifications. However, if the targeted user is running an app with capability to cache data, it can expose a set of SOAP services for the application to consume and offer a very rich and intuitive user experience.

Content can be delivered via this framework seamlessly classified using a range of parameters like !- User type of targeted user community!- Device type!- Content can also have expiry!- Locale specific content

The most successful companies in the world rely on consumer surveys to assess their particular market and the attitude of its consumers. Making assumptions about your market is simply not enough. Failing to have quantitative research to back up your marketing strategies can be costly. You must be able to present your product, service or brand in ways that will be acceptable to your target. That is why regularly conducting consumer surveys is critical to business success.!

Survey Management Module consists of two basic sub modules - Backoffice Maintenance module and Survey runtime module for the device app. Backoffice maintenance module enables administrators and back end managers to create interactive scripts for surveys along with the flow, sequence and cue cards.

An optional reward program can also be attached for typical loyalty driven programs. Survey back office module will create a XML script which then could be delivered via user management module, where scripts will be assigned to set of users, to the run time module on the app. The app will execute this on the device in runtime mode and let users navigate the survey in an interactive manner. Survey responses will then be synced by the runtime module into iNotify server and which can be integrated into any analytics backend module via SOAP API for further processing.!

Survey runtime modules are currently available for both Android and iOS platforms.

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dna@mobientech.com !

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