Activating 1 to-1 customer service relationships with mobile

Waterfall Industry* Insights

* Activating 1-to-1 Customer Service Relationships With Mobile

Kane RussellVice President of MarketingWaterfall

Corporate๏ Founded August 2005๏ Offices in SFO (HQ), Austin & NYC๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS, IVR,

Passbook, QR Codes, Coupons & Social

๏ Access @ waterfall.com๏ Personalized engagement for mobile๏ Intuitive user interface๏ Full-service compliance support, including

provisioning, certification & audit management

Platform

http://www.waterfall.com


Agenda For Today’s Webinar

1. The tenets of customer service

2. Mobile in a customer service world

3. Limitations of current digital service offerings

4. An innovative approach

5. Use cases and tactics

6. Key opportunities and takeaways

Source: eMarketer, 2013

The Tenets of Customer Service

1. Put customer service and satisfaction first

2. Conduct a back and forth with customers rather than talking at them

3. Identify customer needs as soon as possible; use data to anticipate these needs

4. Make customers feel individually appreciated rather than generally bucketed

5. Give customers opportunities to reduce friction for themselves

6. Use an honest dialogue strategically

7. Set and exceed expectations

8. Solicit feedback, but do so in a convenient way








2012 2017

28.2

14.7

Trillions of mobile messagesSource: eMarketer, 2013

What’s the forecast for worldwide mobile messaging traffic (SMS, MMS, IM, email, social)?

service and satisfaction


back and forth

What are the main benefits of text message communication for your business?

Immediacy and urgency

High open rates

Low cost

Reach to wide audience

Easy to set up

Easty to test

Easy to schedule 37%40%40%42%

45%45%

63%


use data to anticipate

What types of mobile marketing does your company use currently?

Mobile websiteMobile app

Mobile emailMobile ads

Mobile QR codesSMS

Mobile searchMobile push notifications

Location-based marketingPassbook

Other 2%3%

16%20%

30%38%

41%42%

49%60%

76%


Average U.S. Email Marketing Open and Click Rates, By Device

individually appreciated

Open Rate

Clickthrough Rate

Click-to-Open Rate8%

15%

26%

17%

78%

65%

DesktopMobile

Source: comScore, 2013

reduce friction

How has smartphone penetration increased in the U.S. market?

30%

35%

40%

45%

50%

55%

60%

Oct 2011 Jan 2012 Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013

Check text messages

Check email

Read the news

Make a voice call

Check Twitter/Facebook

Browse the web 5%

8%

8%

8%

24%

32%


an honest dialogue

What’s the first mobile action you take upon awakening in the morning?


exceed expectations

What percentage of app users did you retain based on push notification engagement?

Month 1

Month 2

Month 3

Month 419%

24%

29%

39%

34%

36%

44%

57%

39%

45%

55%

68%

High EngagementLow EngagementNo Engagement








Changes in Consumer Spending & ACSI

Brand}

CONSUMER

CONSUMER

CONSUMER

1-‐to-‐1 customer service establishes a direct connec/on with individual customers

Brand}

CONSUMER

CONSUMER

CONSUMER

CONSUMER

CONSUMER

1-‐to-‐many customer service establishes a general connec/on with a group of consumers

1-to-who?








<12

13-16

17-19

20-24

25-55

56+ 1%

18%

23%

27%

30%

1%

Anglo: 58%

Black: 18%

Hispanic: 12%Other: 12%

Age Demographic Culture Demographic

Context

• Send 200K messages/week to teens for social action• Texting is familiar, comfortable, fast, private and real-time

Results

• Found mobile to be 11X more powerful than email• Recipients revealed extremely personal details about their lives• Huge data potential


back and forth



reduce friction

an honest dialogue

exceed expectations








Taco Bell:iPad Sweepstakes

Pros• Easy process for

collecting data

Cons• Fails to develop an

ongoing relationship

Frontier Airlines:Preference Manager

Pros• Drives toward 1-to-1

without actually doing so

Cons• User experience has to be

on point

Chase:Text Banking


conversation

Cons• Information has to be

presented clearly

Chase:Text Banking


without actually doing so

Cons• User experience has to be

on point

Brother:Scan for info

Pros• Access point for rich

media

Cons• Impersonal end user

experience

Tactic: 2-factor authentication

Pros• Eliminates some privacy

hurdles

Cons• Overall value of sharing

mobile information could be more clear

Tactic: Passbook

Pros• Targeted push messaging

based on location

Cons• Limited distribution, at

present

Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI.

http://artofthecta.com/










© 2013 Waterfall, Inc.

A Holistic View of Mobile

Disparate Metrics

Significant Customer Profile Data

become

Marketing

Operations

SupportSales

Benefits of Mobile Applied Across Channels

Enrich Customer Profiles

Drive Costs Down

Personalization & Mobile

Source: eConsultancy, 2013

57%43% Percentage of companies that deliver a

personalized desktop experience.

87%13%Percentage of companies that deliver a personalized mobile experience.

Percentage of companies that plan to adopt personalization for mobile in 12 months.46%54%

Immediate answersI can multitaskMost efficient

Saw demonstrated valueBetter than other channels

I prefer to not talk on the phoneI’m in control of the conversation

Access at workBetter information than if I called 15%

21%29%

22%29%

38%46%

51%79%

Why do you prefer live chat for customer service?

Source: eConsultancy, 2013


back and forth



reduce friction

an honest dialogue

exceed expectations


back and forth



reduce friction

an honest dialogue

exceed expectations

The Stream: a 1-to-1 mobile conversation engine

Taco Bell:iPad Sweepstakes

Pros• Easy step for collecting

data

Cons• Develop an ongoing

relationship

Reaching out to customer support

Interacting with customer support

evolves into


back and forth



reduce friction

an honest dialogue

exceed expectations


Key Takeaways

Start driving mobile opt-insEstablishes direct customer connection

Identify service log jamsExcellent starting point for mobile customer service

Find near-term opportunities for 1-to-1Can phase roll out to best target offering

Message from a data perspectiveUse marketing channels to understand customer demographics

actionable next steps


Don’t just message. Have a conversation.

For more information visit www.waterfall.com

contact us directly at [email protected]

or



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Date post:	09-May-2015
Category:	Marketing
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