Employee & Customer Advocacy in a Mobile World

Transcription

1 Employee & Customer Advocacy in a Mobile World

2 Hidden Agenda ü Mobile is everything the most personal mul5-purpose device ü Mobile CX & Advocacy. ü Mobile is the most formidable media pla?orm in Africa. ü Insight, 1:1 marke5ng, wallet share & Life Time Value.

3 Smartphone Penetration based on 2015 AMPS Data TOTAL LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Smartphone Other Phones Source: AMPS 2015 SPONSORED BY

4 Mobile is often the first screen and only screen tv desktop pos location car offers mailers wearable wallet

5 The smartphone is the most personal device Mobile facts. times / day check phone per hour

6 Mobile customers are never offline. Millennials admit their smartphone is always with them. What s the worst that can happen? Losing the mobile phone.

7 Mobile provides customer choice h[ps://

8 The Mobile Multiplier 2-3x more smart phones than PCs by 2020 Personal Taken everywhere Frictionless access Sensors, cameras Location Payment Social platform Much easier to use Vastly different customer experience 8

9 Why is Mobile the most important channel in Africa? h[ps://

10 Key Insights To Be Shared Communica/ons is more meaningful when in context, resul/ng in be:er producing mobile programs Humans plus machines form the winning combina/on in today s marke/ng world Mobile marke/ng automa/on enables brands to address customers and prospects holis/cally and to drive business results 4

11 A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. - Wayne Gretzky 11

12 Generation ME Also referred to as Millennials, Genera5on Y - Born Aftude towards en5tlement, What s in it for me Need to trade at any 5me, on their terms Detached from ins5tu5ons, networked with friends Technology has put the consumer in control of the rela4onship - loyalty has to be earned

13 Generation Me s don t box their needs We need to compete with more complex decision Relevance - Know who I am and what I want Communicate to me in innova5ve ways on mul5-channel pla?orms i.e. social media, mobile, online stores etc. with relevant product offerings EXPERIENCE RELEVANCE TRANSACTION NEEDS ü Emo5onal Experience What the customer wants? ü Make it a convenient and pleasant user experience ü I don t have 5me. Make it easy. ü Make me feel special and rewarded for my loyalty ü Provide cool apps that I can download to interact with your brand and make easy purchases ü Provide a pla?orm whereby I can give feedback and receive responses ü Help me make key transac5on decisions

14 WHAT STAFF WANT: A Simple Way to Engage Internal Video Individual Communication Voice Messaging Group Collaboration External

15 COMMUNICATION SILOS lead to poor Staff Engagement Voice Video Messaging Content

16 FORCES SHAPING: Staff Communications Software is eating the world Hardphones Softphones On Prem PBX Cloud Hardware Software Leverage Driver Cost Driver Speed Driver UNIFIED COMMUNICATIONS & COLLABORATION (UC&C) Text-based communication will overtake voice Voice communication also cede to video Technology will suit the needs of the user Work will be what you do, not where you go Consumerization IT End Users Rise of Android, ios Voice, Video, Messaging UX Driver End User Adoption Driver Mobility Driver

17 DIGITAL WORKFORCE Communications Redefined For management: Simplicity: Reduced complexity & cost of communications Engagement: Increased workforce performance & productivity Security: Secure global communications & reduced operational risk Video For the staff: Simplicity: A single, seamless, intuitive user experience Engagement: Flexibility to work whenever, wherever and however Security: Secure, always-on, consistent communications across all devices Single App Insights API Voice Messaging Unified Platform Single Global Network

18 DIGITAL WORKFORCE Communications Platform Seamless User Experience Real-Time Insights Real-Time Insights Open APIs Connectors Voice Video Messaging Content Unified, Secure, Global Cloud Platform

19 DESIGNED WITH all Teams in Mind Internal One to One Internal One to Many Many to Many External One to One External One to Many Many to Many

20 Higher Levels of ROI ü Increased engagement really ties to increased, more engaged employees ü Loyalty tools equally capture purchase transactions and social interactions truly holistic and actionable view ü Connecting elements accelerates trial and active participation achieve critical mass more quickly ü Better differentiation of brands unique characters programs that stand out from the noise

21 Measurable Return On Investment (ROI) # of Impressions # of Click-Through s # of Site Visitors # of influencers # of advocates # size of community # of conversa5ons # of coupons vs. purchases # of app downloads # Engaged,dwell 5me, frequency,ltv

22 Return on Marketing Innovation ü By simplifying traditional loyalty practices by applying the best of today s technologies ü And pioneering the design and implementation of the next generation of loyalty concepts ü We set a new level of expectations for innovative employers.

23 Benefits of Mobile Loyalty Solution 23 Adver5sing tool for customers and businesses Increased communica5on with the customers Growth of the customer base and reten5on of current customers Social worth of mouth & exposure Innova5ve offer dis5nc5ve from compe5tors A new revenue stream Targeted dynamic campaigns: leverage consumer data

24 Service Intelligence & Analytics- dedicated BIU Purpose: ü Lead the Services wide data initiative and enable fact based decision making ü Improve the speed and quality of employee relationship management and product development Accountability: ü Data strategy implementation ü Analysis and cross promotion capability based on data ü Services level dashboards, Learning Agendas, and Optimization Plans Product Metrics Results Analysis Goals Marke/ng Measureme nt Common definitions

25 Partner Relationship Marketing ü Provide value adds from other customer centric organisa5ons that add value to your brand and your customers e.g. air5me,handsets pre-loaded with your App, Travel & Lifestyle offers, Emergency services etc.. ü Ster Kinekor Vitality partnership created 380,000 common customers in one year real value & simplicity is the key to adop5on ü We provide unique campaigns based on areas of interest & permission based marke5ng ü Manage the partnerships with a variety of value add partners ü Manage the loyalty program as a service via Contact Centre and build a web / mobile responsive & adpataive / apps that are integrated into a single pla?orm and content management system

26 Mobile Engagement Whatsapp CX Chat from app / Facebook Messanger Visual QR Codes for Wi-Fi, Download App, compe55on, payments, rewards Biggest fear loosing ba[ery power Give me a different experience and reward me for my a[en5on App me, deliver to me, let me order & pick up, pay, reward me Be rewarded with hyper-personalized experiences

27 Always the same brand = loyalty Retention is for wimps. We measure the percent of customers who have our name tattoed on one of their body parts. (Harley Davidson Annual report) Or they could just have our digital card app on their mobile ;-)

28 What s App as a service channel Turn into live chat via What s App or app Offer the freedom of direct interac5on.

29 Mobile Path to Purchase

30 FOMO of running out of battery life is addressed with Chargifi Hardware Sub-surface wireless transmitter bars and tables. h[ps:// Selecting the right wireless charging standard CHARACTERISTICS REZENCE QI PMA Max Transmitter Power 33 Watts 5 Watts 5 Watts Range of Devices Wearables, phones, tablets, laptops Phones Phones Multiple Devices at once Yes No No Maximum distance between transmitter and receiver 50mm 5mm 5mm

31 Combining data & relevance to nurture exceptional experience DSG developed a set of customer focused services that enable a relevant and phenomenal, hyper-personalised experience

32 What the employee wants? Your Mobile Strategy needs to develop a set of focused services that enable a relevant and phenomenal experience BE REWARDED HEAR ME AND HELP ME VALUE ADDED SERVICES Community (Big Data) MOBILE PAYMENTS PROMOTION

33 Business Value Mobile Customer Service Know your employees Know their problems Proac5ve help where needed Mobile Marke/ng Know your employees Know their preferences Give them more of what they want Real-5me knowledge Targeted adver5sing Enhanced brand loyalty

34 Transunion 1Check Mobile Transformation h[ps://

35 The Importance of Context The sum total of what your customer has told you and is experiencing at his moment of engagement Forrester Context includes: Situation Preferences Attitudes The current location, altitude, and speed the customer is experiencing The history or personal decisions the customer has shared with you The feelings or emotions implied by the customer s actions or logistics 14

36 The Addition Of Context Knowing that the weather affects how we buy (and what the weather is at the time!).. h[ps://

37 Offer meaningful services at the right time to build a lasting connection. Engage with each guest in a personal, meaningful, timely manner. Relevant & Meaningful

38 Explosive Growth of Mobile Comparison with other Mass Media Channels MILLIONS Radio TV Home telephone Cellphone Internet Any Newspaper Magazine Source: AMPS 2015 SPONSORED BY

39 Paradigm shift in Mobile Marketing Marketing The Mobile Paradigm Audiences Individuals Interruption Assistance Batched In-the-moment Campaigns Experiences Irritation Effectiveness

40 How Mobile Marketing Automation Works Build Track Determine Build campaigns that are triggered by user actions and delivered in real time 1 Track every event your users take 2 Determine the funnels you want users to experience and guide them down that path through personalized messaging 3

41 Monetization & engagement End to End Solution White Glove service We keep it simple