genesys - creating more personalized mobile marketing strategies that drive value
TRANSCRIPT
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Lindsay FrazierMobile Marketing Offer LeadGenesys
Chris ConnollyStrategic Director, Digital ChannelsGenesys
Speakers
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Today, you will learn…
Why personalization matters to your bottom line12
3
How to create personalized experiences across multiple touchpoints & channels
Best practices, examples and tactics for personalizing your mobile marketing programs
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Market Leader in Customer Experience Solutions – Available in the Cloud and On Premise
Award-Winning Customer Engagement Platform Top 10 Largest Private Software Companies Globally Top 50 Largest Software Companies Globally Over 4,000 customers in 80 countries 100 million+ customer interactions managed daily 5 cloud acquisitions in last 12 months
Gartner2013, 2014 - Leader in Contact Center Infrastructure Magic Quadrant
Frost & Sullivan2013 - Company of the Year Contact Center Systems2013 - Global Workload Mgmt Innovation Award
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Engage your customers where
they interact
Connect experiencesacross the
customer lifecycle
Maximize revenue, reduce costs, and improve loyalty
Genesys Mobile Engagement Offering
We simplify multi-channel mobile marketing to help you create personalized conversations that lead to great mobile
customer experiences and drive tangible business results
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Personalization is Important to the Bottom Line
More Business Value
Increased Loyalty
Better Customer
ExperiencesPersonalization
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Personalization is Important to the Bottom Line
More Business Value
Increased Loyalty
Better Customer
ExperiencesPersonalization
• Personal & contact info• Demographics• Communications history• Purchase & activity history• Loyalty & account info• Preferences• Location• Most recent activity
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Personalization is Important to the Bottom Line
More Business Value
Increased Loyalty
Better Customer
ExperiencesPersonalization
The revenue impact from a 10 percentage point
improvement in a company’s customer experience score
can translate into more than $1 billion.
Sources: eMarketer, Forrester, Genesys
50% of US cross-channel shoppers expect to be offered promotions or
merchandise that reflect their past online shopping
behavior and purchases
U.S. companies lose $83 billion each year
due to bad customer experiences.
By 2020, customer experience will overtake price and product as the key brand
differentiator
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Personalization is Important to the Bottom Line
More Business Value
Increased Loyalty
Better Customer
ExperiencesPersonalization
JetBlue stated that a customer who is a
PROMOTER is worth $33 above the average value of
its customers, while a DETRACTOR is worth $104
below average.
Source: Customer Experience Matter Blog: “CX Insights from Marriott and JetBlue”
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Personalization is Important to the Bottom Line
More Business Value
Increased Loyalty
Better Customer
ExperiencesPersonalization
Create tangible business value through increased revenue and reduced costs
94% of customers with low effort will repurchase
46% of cross-channel shoppers would buy more
from retailers that personalized the shopping experience across channels
Source: CEB, eMarketer
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Poll Question
How would you rate your organization’s current use of personalization across multiple channels to create better customer experiences?
5 – Excellent 4 – Very Good 3 – Good/Average 2 – Fair 1 – Poor or Non-Existent
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Frost & Sullivan
“Omni-channelis all about ensuring that data and context from initial contact carries over to subsequent channels — reducing customer effort, improving the customer interaction, and enabling the business to tailor the customer journey. ”
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
yyMarketing/Sales/ServiceMarketing/Sales/Service
Multi-Channel vs. Omni-Channel: Simplified
Multi-Channel Omni-Channel
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
The Challenge with Multiple Channels
• Various devices, CRM platforms and marketing programs create fragmented data about consumers
• Data is just data until you can act on it in a meaningful way
Collect Info & Monitor Behavior
Perform Actions Based on Data
Store & Organize Data
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Customer Journeys Are Varied
IN-STORE
WEB/mWEB
SMS/MMS
SOCIAL
CONTACT CENTER
ServiceTransactionConnectionAwareness
APPS
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Customer Journeys Are Varied
APPS
IN-STORE
WEB/mWEB
SOCIAL
CONTACT CENTER
ServiceTransactionConnectionAwareness
SMS/MMS
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
From Anonymous to Verified
Targeted Ad Post-Sale SupportTargeted Email
Anonymous Identified Verified
Web Research Cart Abandonment Sales Associate Experience Survey
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
WEB BROWSING
SHOPPING
ENTERTAINMENT
SOCIAL NETWORKING
RESEARCH
REVIEWS
GET HELP
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Static Data/Previous Actions Name Contact info Home address Demographics Purchases Loyalty # and points Stated preferences Past behavior Interactions w/customer service Customer value/segment
Real-Time Information Web page browsing Current location Device type Channel Time of day Search entries Most recent activity
Leverage all the contextual data available to create consistent, personalized, and relevant conversations
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Recognize Moments & Take Action
Take proactive action with customer in real time or at a later date
• WHO the customer is
• WHAT they need
• WHEN and WHY they contacted us or we contacted them
• WHICH channel is being used
• HOW the business wants to help them
CONTEXT RULES
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
First, Collect the Info…
• Use the mobile channel to increase speed and reduce effort
• Create a Preference Center
• Ask for express consent opt-in
• Utilize your loyalty program, CRM and purchase data
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Account # 123456789
Reward Points 750
First Katy
Last Perry
Mobile # 703-403-1212
Email [email protected]
Zip 22201
Gender Female
Birthday 03/15/1977
Recognizing Moments: Birthdays & Anniversaries
Utilize customer profile info to send relevant communications, as well as surprise & delight members
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Recognizing Moments: Loyalty Program Updates & Milestones
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Recognizing Moments: Survey Opportunities
• Trigger survey upon completion of customer service activity
• Close the loop with unhappy customers
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Recognizing Moments: Reminders & Status Updates
• Text in for status
• Push out automated status updates based on activity or stage in process
• Reduce inbound calls
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Recognizing Moments: Location & Timing
• User-supplied address or zip code
• Mobile carrier query
• IP address lookup
• GPS
• HTML5 mobile web
• Native app
• Passbook
• Beacons
Location Timing• Enters a store or location
• Clicks on an ad or link in SMS
• Responds to a marketing promotion
• Watches a video
• Posts to social media
• Makes a purchase
• Flight is leaving soon
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
• 17% click-through rate for personalized rewards offers via SMS• SMS redemption rates significantly higher than typical direct mail
• 10% redemption rate of mobile coupon – in less than 3 hours!• $15 in incremental sales for each $1 spent
Regional Superstore Chain
Mobile Personalization Drives Tangible Results
Convenience Store
• Pre-paid top-up reminder doubled on-time replenishment rates and lowered churn
U.S. Mobile Operator
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Recognizing Moments: Showrooming
“Amazon is stealing my profits!”
Customers are increasingly using mobile devices in store to make more informed purchases and then buy the same or similar product elsewhere.
“Amazon is stealing my profits!”
Customers are increasingly using mobile devices in store to make more informed purchases and then buy the same or similar product elsewhere.
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Customer is browsing items in store and scans QR code, or a Beacon recognizes the customer is in proximity
IVR
Conversation Manager
Online
Agent
Task Distribution
CaptureContext
Store associate is alerted in real time about a potential sale and is shown suggestions about he should talk about
Context is captured for use in another channel in the future
http://store.mobi/F5fSs3
Recognizing Moments: Showrooming
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Recognizing Moments: Showrooming
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
SMS/Email Activity
Customer has been sent an SMS or Email regarding a new offer from the company
IVR application is aware of the outbound SMS/email activity and is able to infer the customer intent
Customer picks up the phone and calls the company
The right agent is selected
Screen pop shows entire customer history
Speech IVRAgent
Conversation Manager
Recognizing Moments: Phone Call Triggered by Marketing Campaign
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
• Instant click to call or call scheduling
• Capture browsing history (context)
• Identify location
• Bypass duplicate authentication
• Trigger chat based on rules
• Use push or SMS to send follow up
Recognizing Moments: Mobile Assisted Customer Service
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Case Study: Missed Opportunity
• Recognize a moment (purchasing a part for an old VW bus)
• Tailor marketing and CRM communications to capture $$
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
• What do I know about this customer?
• What actions have they taken in the past?
• What action are they taking right now?
• What action do I want him/her to take next?
• What channel should I use to communicate?
PREVIEW
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
What Problems We Can Solve
• Showrooming• Anonymous customer journeys• Marketing sales attribution• Reverse CRM • Service resumption• Call deflection• Connecting Marketing with Care• Making data actionable
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Delivering End-to-End Mobile CX
CONVERT
ENGAGE
REWARD & INFORM
CARE & SUPPORT
RETAIN & GROW
Genesys End-to-End
Mobile
CONNECT
Harvard Business ReviewThe Truth About Customer Experience
“Touchpoints matter, but it’s the full journey that really counts.”
Only Genesys offers a comprehensive vision for mobile customer journeys
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
Summary
1. Mobile should be a core component of your omni-channel marketing and communications strategy
2. A great personalization strategy utilizes customer info, past behavioral data and real-time actions
3. Recognize moments and take action
© 2014 Genesys Telecommunications Laboratories, Inc. All rights reserved.
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FREE ASSESSMENT OF YOUR PERSONALIZATION STRATEGY
60-minute phone call + recommendation plan within 7 days
Contact [email protected]
thank
youLindsay Frazier – Mobile Marketing Offer [email protected]
Chris Connolly – Strategic Director, Digital [email protected]