how to create a winning mobile customer engagement strategy

© 2014 IBM Corporation

How to Create a Winning Mobile Customer Engagement Strategy

#SmarterCommerce


Presenters

Jennifer Wise Analyst

Forrester Research, Inc.

Josh Rochlin Global Business Leader for Mobile

Customer Engagement

IBM

#SmarterCommerce

Making Leaders Successful

Every Day

How To Create A Winning Mobile

Customer Engagement Strategy

Jennifer Wise, Analyst

May 28, 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 5

Agenda

› How mobile is today’s customer?

› What does this mobile shift mean for marketers?

› How can marketers successfully engage mobile customers across the customer life cycle?


Agenda

›How mobile is today’s customer?

›What does this mobile shift mean for marketers?

›How can marketers successfully engage mobile customers across the customer life cycle?

Your customer.


Source: January 29, 2014, “The State Of Consumers And Technology: Benchmark 2013, US” Forrester report

Customers have many devices

“Which of the following devices do you personally use?”

Base: US online adults (ages 18+)


Source: North American Technographics Online Benchmark Survey (Part 2), 2013

Are online frequently

“How often do you access the internet from each of the following devices?”

Cell phone:

Base: US online adults (ages 18+) who use a smartphone


Source: January 29, 2014, “The State Of Consumers And Technology: Benchmark 2013, US” Forrester report

And go online from many locations

“Where do you use each of the following devices to access the internet?”

Your customer is perpetually

connected.


Agenda


›What does this perpetually connectivity mean for marketers?


The Mobile Mind Shift:

The expectation that I can get what I

want in my immediate context and

moments of need.

Mobile Moments:

A mobile moment is a point in time and

space when someone pulls out a mobile

device to get what they want in their

immediate context.


Your new marketing imperative:

…through personalized, utility-based experiences

What your

customers

want

What they

actually

get

Shorten the distance…


To many, this means creating an app

Categories of applications used on a smartphone in the past month:

Source: North American Technographics® Online Benchmark Survey (Part 1), 2013

Base: US online adults (ages 18+) who use a smartphone


Marketers can identify and create mobile moments across the customer life cycle


Agenda


›What does this mobile shift mean for marketers?



Understand who your

customer is.

Understand when,

where, and why this

person is engaging

with you.

Understand what

needs your

customer has that

you can fulfill.

Understand what technical mechanism you will

need to deliver service or value.

Craft a customer-centric strategy


Stage: Discover Support the discovery of a brand, product, or personal need

1. Person: Limited or

dormant brand

relationship

2. Context: Not currently

interacting with the brand

or product

3. Needs: Uncover a

personal need, be

introduced to a

brand/product


Source: US Open, Krispy Kreme

Reach the right person at the right time

US Open alerts those interested in the event to

ticket information

Krispy Kreme helps customers discover fresh doughnuts


Stage: Explore, buy Support customers as they explore options and make purchases

1. Person: Early-stage

relationship

2. Context: Aware and

interested in brand

3. Needs: Looking for

more information and

how to purchase


Source: IHG iPhone app, Sephora iPhone app

Precisely target to drive action

IHG sends targeted

messages to members

Sephora helps members

explore products and

redeem rewards


Stage: Use, ask, engage Support the customer as they engage with the brand post-purchase

1. Person: Known and

active customer

2. Context: Interacting with

brand or adjacent

experience

3. Need: Help, utility, value


Source: Walgreens, US Open app

Offer personalized, value-added content

Walgreens helps

customers stay on track

US Open sends

contextually relevant

offerings


Customer can be engaged with at all stages of the customer life cycle


What does it mean?

› Customers today are perpetually connected,

which has created a mobile mind shift.

› A mobile engagement strategy can create

mobile moments, and enhance customer touch

points across all stages of the customer life

cycle.

› To succeed, put your customer’s context and

needs at the center of your strategy.

Thank you

Jennifer Wise

+1 617.613.6487

[email protected]

@JenniferWise


Josh Rochlin

Global Business Leader for Mobile Customer Engagement

How to Create a Winning Mobile

Customer Engagement Strategy

Integrate mobile as part

of campaign design and

orchestrate a seamless

experience across

channels.

Omni-Channel Experiences

Real-Time Personalization

Single View of the Customer

Enhance profiling based

on mobile consumer data

and analytics to deliver

highly targeted content.

Present contextually relevant

and personalized messages

and offers, triggered by

consumers’ actions, behaviors

and even location.

Engage individuals with contextually

relevant messages at the right time, at the

right place, and in the right channel

Your customer is always mobile.

IBM offers push messaging for both Mobile Applications and

Mobile Web

iOS Android Windows Blackberry

Mobile Tablet Desktop

Dynamic Messages Build contextually relevant

and dynamic messages

based on customer

segment as well as

triggering location or

event.

Measurable

Actions Drive customers deeper

into the app, view mobile

websites, click to call,

take social actions, and

configure your own

action.

Simple Notifications Rich Notifications

Create better experiences and maximize engagement

with your mobile app users

Trigger targeted notifications

to drive the actions you want

on your website

Real-time segmenting,

targeting and engagement of

your mobile site visitors.

Consistent experience

across desktop, tablet, and

mobile

Create, refine, and execute campaigns in just minutes to maximize

engagement, reduce bounce rate and drive higher conversion.

IBM Mobile Web Push

Engage with mobile website visitors based on their actions

and device-derived data

Broadcast Narrowcast 1:1 cast

Message

specificity

Customer context

Generic

Specific

Simple Push Notification

Advanced Customer Segmentation

Personalized Experience

Fine-tuned segmentation and

personalized campaigns redefine

the mobile experience

Specificity of Messaging for

Multiple levels of customer engagement

User Info (Female, 34, Silver, last

purchase 3/14)

XID: 123-567-90-123

User Info: -Female, 22, college

-SMS: 555-555-5555

-Loyalty #: P892837

-Loyalty Points: 46

-Program Since:

10/9/10

-Email:

[email protected]

-Purchase history:

-XID: 123-567-90-123

IBM Behavioral Cloud Brand customer database

XID: 123-567-90-123

IBM

Behavioral Cloud (Push opens: 22, last opened: 3/15)

Enable 1:1 alerts

XID, a unique identifier assigned to each

individual app, links cross-channel

disparate data sources to yield

actionable customer insight

Send real-time API-generated service alerts,

connected via XID, so brand data remains on

brand database

mailto:[email protected]

Best-in-Class Mobile Customer Engagement Features

Simple and Rich Notifications

Event-based Messaging

To help your brand focus on improving engagement and building stronger customer relationships

Notification Inbox

Location-triggered

Advanced Segmentation

Performance Analytics

Simple and Rich Notifications

Simple Notification Rich Notification

Enable, a simple text-style

notifications to deliver quick content,

alerts or promote an action

Opt for rich notification to serve full

and enhanced content that the

marketers can easily configure

themselves to delight their

consumers.

Rich notifications are measurable

and can be designed to drive the

specific actions.

Drive 1x to 4x engagement with your applications.

Event-based triggers to connect with your consumers in the most

opportune moments

Event-based Messaging

BLE and iBeacons

Enter & Exit

Geo-fence

Location Segments

Offers the most advanced selection of location-based messaging

Advanced Location Targeting

Location-triggered

Maximize Engagement with Custom Inbox

10 Dec 2013

Book appointments via app

Use the app to book your next

financial appointment

08 Dec 2013

Upcoming Online Webinar

Looking to learn about retirement

plans? Sign up for 22/12 session.

01 Dec 2013

Monthly statement available

Review your transaction

history and schedule

payments.

Encourage Greater

Utilization

Store rich push messages sent to

app users for future retrieval,

promoting higher adoption and

usage.

Passively Engage

Customers

Deliver rich push messages

without interrupting users.

These messages can be

delivered even if a user has

not opted into push

Notification Inbox

Integrate data from multiple sources for fine-tuned customer

segmentation

Client Defined Collections Database

Device Data Metric Data CRM Data Behavioral Data

Unified Console

) )

9

:

4

2

A

M

Data is collected and surfaced in a single interface so clients can easily build complex segments and manage omni-channel campaigns.

App Push Web Push

Advanced Segmentation

42

IBM Business Analytics

Understand how mobile users interact with your brand • Measure the impact of your mobile customer engagement efforts

• Track user, message, and campaign-level performance analytics

• Easily integrate into your reporting suite and CRM system

Mobile Performance and Analytics

USE CASES

IBM Mobile Customer Engagement ( Xtify)

• Real-time API-generated

service alerts

- Statement ready alerts

- Large transaction posted

alerts

• Users opt-in to the type of

messaging they want in

their in-app preferences

A large international financial institution delivers real-time Service

Alerts

Preference Center Preference-Based

Notification

Financial Services

A leading multi-channel electronic retailer creates awareness of

special sales and events in their mobile app

App users were notified of

anniversary watch sale

Push notifications used to direct

customers into the specific

product detail page without the

customer having to click around

inside the app

Notifications also reminded

customers about this retailer’s

popular YouTube channel

Retail

Simple iOS notification directs to relevant page

Cosmetics Cosmetics

Simple Notification

• This brand engages

customers by delivering

content of interest at the

perfect time

• Last-minute gift ideas for

shoppers

• On last guaranteed arrival

date, customers are

reminded it’s not too late to

shop and get Christmas

delivery

Message Inbox

Retail

Leading cosmetics retailer delivers value to customers

An online food ordering company reinforces promotions across

channels

Email Simple Notification

Deliver

consistent and

reinforcing

messaging

across mobile

channels to

remind, entice,

and delight

consumers.

Retail

Powered In-App Preference Center

• Users can easily customize the way they

are notified with alerts

• Personalizes the app experience and

deters users from opting out of push

notifications

• Client’s developers can easily customize

user preferences template

• CRM and Customer Database integration

allows for 1:1 messaging

Loyalty point thresholds

Savings earned

Shipping notifications

Receipts

Health organization provides information about services and alerts based

and customer preferences and even location

Health

A leading airline company sends messages in Local Language and

Timezone

Rich Notification Simple Notification -

Spanish

Travel & Transport

This company sends

notifications of promotions

to users in their local

language

Messages are sent to

relevant users in English,

Catalan, Dutch, French,

Italian, and Spanish

U.S. Federal Agency Uses Push to Alert Personnel

• Alerts provides real time

operating status for federal

government offices in the

Washington D.C. area

• Notifications alert personnel of

status changes

• User preferences allow

personnel to select which

status updates they receive

Simple iOS notification & notification

inbox

Government

1

3

Get started with IBM Mobile Customer Engagement

9:42

AM

2

Learn more about our mobile customer engagement solutions ibm.com/xtify

Sign up for a free consultation with our subject matter experts

Talk to your IBM representative or business

partner to find the right next step for you

© 2013 IBM Corporation 52

Additional Resources:

New eBook: 5 Key Strategies for Effective Mobile Engagement

Download at: https://ibm.biz/BdR6TQ

Sign-up for a free 30-day trial of IBM Mobile Web Push

Register at: https://ibm.biz/BdR6wF

https://ibm.biz/BdR6TQ

https://ibm.biz/BdR6TQ

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