todd thayer eft presentation - san francisco - without video
TRANSCRIPT
1 1
Bridging the Mobile Trust Gap to Enhance Customer Loyalty
Todd Thayer, Vice President, Enterprise Solutions
The third party names, marks, and logos used in thispresentation are owned by the various, respective parties.
2
Engage Your Customers in the Mobile Moment
Reach customers where, when andhow they want to be reached
3
Mobile and Brand Trust is Falling
I trust them less I trust them about the same I trust them more
55%32%
13%
Brands
4
The Context Conundrum
0%5%
10%15%20%25%30%35%40%
27%33% 32%
16% 12% 8%
22%13% 9%
35%
5
Security
Transparency
Control
A Three-Step Mobile Promise is Required
6
Promotion Transaction Loyalty Customer Service
More than half of consumers watch mobile video.
(Arris)
Direct flight to St. Kitts starting at $199!
Janet SmithGender: FemaleState: NYMarital Status: SingleDOB: 03/11/1975Travel Type: Leisure
Transformative ExperienceTargeted Campaigns
7
Only 44% of marketers tailor messaging, content, and offers to specific
touchpoints along the customer journey.* Enrich Customer Life-Cycle Understanding With
Customer Journey Maps, Forrester, July 2015
Great news! Set your ‘Do Not Disturb’ settings in the app!
NY Best Hotel
slide to view
Transformative ExperienceTailored Content
Promotion Transaction Loyalty Customer Service
8
On average, loyal customers are worth up to 10 times as much as their first purchase.
* U.S. White House Office of Consumer Affairs
John Smith320,000 points
TA Top Airlines
Congratulations! you earned 2,600 points. on your last flight. Your total is now 320,000 points!
Transformative ExperienceLoyalty Rewards
Promotion Transaction Loyalty Customer Service
9
Transformative ExperienceDigital Customer Feedback
Promotion Transaction Loyalty Customer Service
Reducing your customer defection rate by 5% can increase your
profitability by 125%..
*Leading on the Edge of Chaos, Murphy and Murphy
Thank you for opting in. Reply ‘YES’ to take a quick survey
YES
How long did it take you to check in (in minutes)?1) 22) 53) 104) More than 10
4
