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 Mobile

1Tuesday, August 13, 2013

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

Passbook, QR Codes, Coupons & Social

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

provisioning, certification & audit management

Platform


http://www.waterfallmobile.com

http://www.waterfallmobile.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 o!erings

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 Mobile, Inc. Proprietary and Confidential.

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 answers

I can multitask

Most efficient

Saw demonstrated value

Better than other channels

I prefer to not talk on the phone

I’m in control of the conversation

Access at work

Better 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 o!ering

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.waterfallmobile.com

contact us directly at [email protected]

or


http://www.msgme.com

http://www.msgme.com

mailto:[email protected]

mailto:[email protected]

Activating 1 to-1 Customer Service Relationships with Mobile

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