IBM Mobile Customer Engagement

© 2015 IBM Corporation

Mobile Customer Engagement


Agenda

• The State of Customer Engagement

• IBM Mobile Customer Engagement

• Real-World Use Cases

• Next Steps


Last year’s holiday season,

53% of web traffic was

from mobile devices – IBM 2014 Holiday Benchmark

Mobile is Now Essential


The State of Customer Engagement

Separated Channels are disparate

and do not communicate

with each other

Not Contextual This leads to content that

is less relevant to the

customer

Less Value

$2 $1

No context means less

value for the end-user


The State of Vendors

Specialty Vendors

Fast innovators

Great at one thing

One product leads

to less than

optimal integration

Typically smaller

companies

x

x

Platform Solutions

Multi-product

Continuous growth

Less agile

All or nothing

x

x

Mobile Customer Engagement


Simple and Rich Messages

Simple Notifications Rich Notifications

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.


Notification Inbox

Increase Response

Rates Slot rich push notifications

into your app so that app

users can view them on

their terms.

Inbox-Only Notifications Deliver rich push messages

without interrupting users.

These messages can be

delivered even if a user has

not opted into push

A place for your rich notifications

within your app


Specificity of Messaging

Broadcast Narrowcast 1:1 Cast message all app users message some app users

based on rules & segments

message individual users

Brands should employ all three types of messaging campaigns


Segmentation Location Omni-Channel

Security Analytics Services

Six Key Mobile Features


Segmentation


Create or Upload Segments and Lists

Create new segments

within our interface Upload Lists


Location


IBM Mobile Engagement offers the only complete location-based messaging

solution enabling enterprise marketers to communicate with users throughout

the entire customer journey

Industry-Leading Location Targeting

Arrival & Departure Create advanced geo-fences

that allow for messaging on

arrival or departure of a location

Location Segments Drive users to locations by

messaging broad locations such

as “NYC” or “The West Coast”

Indoor Messaging Employ hyper-targeted areas

inside a location with iBeacon,

Presence Zones, and more


Omni-channel


Omni Channel Source and Execution

Customer enters geo-

fenced location

Feed into Universal

Behaviors IBM Mobile Cloud Campaign Flow from

Engage

User receives targeted mobile offer

PT


Omni Channel Source and Execution

Customer enters geo-

fenced location

Feed into Universal

Behaviors

email

web

social

mobile

point of sale

call center

Campaign Flow from

Engage


Security


ID ID via Channel ID

IBM Cloud Customer Database


Analytics


Mobile Data Source Feed Into Larger Analytics

callback

Mobile as a Data Source

app opens click through rate

location

rich clicks

shares dwell time

time in app

opt-out

rich opens


Services


Enterprise Support and Services

Marketing

</>

Development

Ongoing Support Onboarding Services

Marketing

</>

Development


Mobile Engagement Use Cases


!

Mobile Engagement for Airlines

Location Messaging

Services & Alerts Loyalty Program

9:41 AM

Messages

Flights Alerts Profile Settings

Ready for takeoff?

Trip Details

Simple Notification Rich Notification

x

Sales and Promotions


Mobile Engagement for Retail

Pickup and Shipping

In-Store Messaging

Loyalty Programs

Sales and Promotions

9:41 AM

Messages

Shop Alerts Profile Settings

My Account

Simple Notification Rich Notification

PT

Profile

x

Almost there!

Only 15 points

to Silver Status


75,000 Monthly Downloads

1% Percent Influence by Push

to Open and Fund New

Accounts

750 Net New & Funded Mobile

Accounts

$12.61 Avg Commission Per Trade

15.81 Avg Trades Per Account

Per Year

$199.36 Revenue Per Account Per

Year

$149,523.08 Incrimental Monthly

Revenue from Net New &

Funded Mobile Accounts

Airline Financial Benefit Model

758% ROI in the first year


Sephora Uses Push for Holidays

Simple Notification

• Sephora comes to the

rescue for last-minute

shoppers with an instant

gift idea

• Last shipping day,

customers are reminded

it’s not too late to shop

and get Christmas

delivery

Notification Inbox


Sephora Uses Notification Inbox

Simple Notification

• Sephora sends simple

push notification to keep

customers engaged with

brand and offer tips and

suggestions on the latest

beauty trends

• Notifications are stored in

inbox, allowing customers

to refer back at later date

Notification Inbox


Vueling Airlines Sends Messages in Local

Language and Timezone

• Vueling Airlines sends

notifications of promotions to

users in their local language

• Messages are sent to

relevant users in English,

Catalan, Dutch, French,

Italian, and Spanish

Rich Notification Simple Notification - Spanish


• Users choose movie

preferences in a customized

preference center

• Targeted messages are sent

to users of ticket releases,

new trailers, and news of

their favorite movies

AMC Theaters use Preference-Based

Notifications

Customized Preference Center Notification Inbox


The Championships Wimbledon Pushes

Real-Time Preference-Based Alerts

Customized Preference Center in App

• The Championships Wimbledon

allows app users to set favourite

players, events, and countries in

their preference center, as well

as customized readings that the

user would like to receive

updates on

• The user receives push

notifications of real-time

tournament alerts based on their

preferences


Thank you.

IBM Mobile Customer Engagement

Technology

ibm corporation location

ibm corporation simple

ibm corporation security

ibm corporation agenda

ibm corporation idid

ibm corporation omnichannel

mobile devices ibm

app users