Know your Customer; Manage Expectations Better Ramesh Raman, Senior Marketing Manager
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Know your Customer; Manage Expectations Better Ramesh Raman, Senior Marketing Manager
#smwfuturesocial
Our vision
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IMImobile was founded with the singular
vision of becoming a global specialist provider
of mobile data platform and services.
#smwfuturesocial
What we do
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Acquire, service, engage and
retain customers across
mobile and social channels.
Mobilize business
applications and improve
employee productivity
through mobile solutions.
Mobile as a CRM
channel
Mobile for improved
operational
productivity
Generate revenue by
transacting with their
customers through the
mobile channel.
Mobile as a revenue
channel
#smwfuturesocial
Agenda
› Unified view of a customer
› Demo 1 – Social Self-serve
› Demo 2 – Social IVR
› Demo 3 – Social Engagement
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#smwfuturesocial
The home appliance maker’s problem
› India’s leading Home appliance maker – Dealers and
Distributers selling it throughout the country - No Touch
point with the end customers
› Knows macro patterns – Seasonal cycle, Geographic
demand etc but doesn’t know the end customer
› Cannot run direct marketing promotions or loyalty
campaigns, upsell to take value to customer or even conduct
customer research
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#smwfuturesocial
The curious case of O2 in the UK
› O2 is a mobile and Wi-Fi broadband service provider. Wi-Fi
broadband plans can be purchased using a separate card
purchase without an associated mobile number.
› O2 realized that there were several customers who were
using both mobile and broadband, but with separate
accounts.
› O2 wanted to know who these customers were and wanted
a means where customers would self-identify themselves
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#smwfuturesocial
What’s common between the two?
› First case - The lack of a customer touch point
› Second case - Multiple touch points with data collected
from them in silos and hence unusable together
› A customer is viewed via touch points he creates with your
brand. Customer touch-points are the corner-stone of any
CRM
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#smwfuturesocial
The Shift to a Single Customer View
› Quality of data
In the multi-channel era it is a constant challenge for
brands to maintain and improve the quality of the
data they receive from multiple channels and feeds.
› Single Customer View
IMImobile offer a range of solutions that help
operators to pursue a customer centric strategy in
order to enhance customer experience, reduce
churn and stimulate usage.
› Experience
Having worked with leading operators such as O2,
Vodafone and Meteor, we have the solutions and
experience to maximise the value of customer data.
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40% of businesses still have more than 80% of their customer data
stored in separate systems across their organisation.
#smwfuturesocial
Demo 1 – Social Serve – Why?
› Your customers spend time on Social Media on their tablets and on their
desktops and laptops at work. Give them a way to reach you from there
› But, how do you find a way to link existing customer data with new,
social information?
› How about these scenarios on Twitter ?
» @Brand #BALANCE
» @Brand #BILL
» @Brand #CALLME
» @Brand #OFFERS
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#smwfuturesocial
O2 (Telefonica), UK – Digital Service Channels
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This commitment will allow O2 to scale and enhance its digital
service channels, such as web chat, MyO2 and Guru TV (O2’s
YouTube help channel which has 20 million views to date). In
what is believed to be a world-first, O2 today announces a
new service with IMImobile to offer customers the
opportunity to check their account details by
Tweeting, which will be available in the coming months.
#smwfuturesocial
Demo 1 – Tweet Serve – How?
› How does it work?
» Customer follows brand on Twitter
» Brand follows customer back with a code
» Customer SMS’es the code to a Long code
» Start engaging with the brand over Direct Messaging
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#smwfuturesocial
Demo 1 – Tweet Serve – Benefits
› Benefits
» Engage with customers across Twitter , Facebook
» Identify messages to action upon based on customer influence, sentiment etc.
» Handle customer complaints and turn happy customers into your advocates
» Cost effectively integrate inbound customer messages into other systems
» Gather information that could identify them on social networks for targeted
promotions
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#smwfuturesocial
Demo 2 – Social IVR – Why?
› Your customer has frequent interactions with your brand
over the traditional channels such as Voice calls and SMS
› Integrate traditional channels such as IVR with Social Media
channels for a holistic view of the customer
› Use your daily customer interactions as an opportunity to
» Turn your customers into your social ambassadors
» To create positive sentiment on your brand’s social media walls
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#smwfuturesocial
Demo 2 – Social IVR – How?
› How does it work?
» Customer authorizes the Brand to post on Facebook
» Create an IVR with Social media integration
» At the end of Customer’s interaction, take feedback over IVR
» Post the feedback to the customer’s Facebook wall
» Post the feedback to the brand’s twitter wall
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#smwfuturesocial
www.openhouse.imimobile.com
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#smwfuturesocial
Demo 2 – Social IVR – Benefits
› Benefits
» Handle customer complaints and turn happy customers into your advocates
» Create Brand Ambassadors on Social Media, make your brand go viral
» Identify feedback to action upon based on repeated sentiments
» Create positive sentiment on your brands’ walls.
» Gather information that could identify them on social networks for targeted
promotions
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#smwfuturesocial
Demo 3 – Social Monitor & Engage – Why?
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Listen, Respond, Analyse
Listen and respond to
mobile and social
conversation.
Reply to messages or
refer content for
specialist handling or
approval.
Publish messages to
external sources such
as your website or
apps.
Report on the
conversation and
track what’s relevant
to you.
LISTEN REPLY PUBLISH ANALYSE
Contextualise
individual messages
based on explicit &
implicit properties.
CONTEXTUALISE
Social Channels Mobile Channels
#smwfuturesocial
The BBC London 2012 Olympics Social Coverage
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#smwfuturesocial
Demo 3 – Social Monitor & Engage – How?
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#smwfuturesocial
Demo 3 – Social Monitor & Engage – Benefits
› Handle the explosion of Social Media from one place
› Monitor customer reference to your brand across channels
› Pick relevant feeds for further engagement with customers
› Sentiment analysis reveals public trends and opinions about
your brand
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#smwfuturesocial
Summing it up
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Social Serve Social
Ambassadors
Social Influence
Social Monitor &
Engage
Tweet Serve Social IVR
Social IVR DaVinci Social
#smwfuturesocial
Contact
London
IMImobile Europe Ltd.
33 Glasshouse Street
W1B 5DG
London
United Kingdom
Phone: +44 20 300 86232
Hyderabad (HQ)
IMImobile Pvt. Ltd.
Plot No. 770, Road No 44
Jubilee Hills
Hyderabad
India
Phone: +91 40 23 555 945
Dubai
IMImobile VAS Ltd. FZE
P.O. Box 293593
Office # 624, Building 5EA
Dubai Airport Free Zone,
Dubai, U.A.E.
Phone: +971 46091 690
Atlanta
IMImobile
Suite 700
3348 Peachtree Rd. NE.
Atlanta, GA. USA
30326
Phone: +1 470 216 1984
A Report on how India’s top 4 brands are
engaging on Social Media
To get a copy of the report
» Tweet @imimobile #smwreport
» Email us at [email protected]
For more information
» Follow us @imimobile
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