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Mobilize Your Customer Interactions

Mobilize Your Customer Interactions. Paul Griswold, Air2Web TASSCC Conference – August 2, 2010. Mobile Experience Founded in 1999 Fortune 1000 customer base Global Delivery Offices in Atlanta & Mumbai Expertise and focus Mobile customer care Mobile marketing & campaign management

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Mobilize Your Customer Interactions

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  1. Mobilize Your Customer Interactions Paul Griswold, Air2Web TASSCC Conference – August 2, 2010

  2. Mobile Experience Founded in 1999 Fortune 1000 customer base Global Delivery Offices in Atlanta & Mumbai Expertise and focus Mobile customer care Mobile marketing & campaign management Professional services Air2Web at a Glance Air2Web provides turnkey mobile solutions that reduce the cost of customer care and increase the effectiveness of targeted marketing campaigns Air2Web provides one platform to satisfy all of your mobile requirements across the breadth of your business

  3. Gartner – State of the State #6 Mobile and Wireless #7 Unified Communications

  4. Agenda • Today’s mobile landscape • What can you do with mobile? • Technical implementation details • Mobile in the big picture

  5. why mobile? Today’s mobile landscape

  6. Why You Need a Mobile Strategy [ what most people don’t leave home without ]

  7. The US Mobile Landscape • Mobile phone penetration is 87%, exceeding that of cable television, internet access and PCs in the home • Of the 270 million mobile phones currently subscribed, over 96% of them are SMS capable • Over 84 billion text messages are sent each month “In the mind of the US consumer, mobile is not an emerging channel. It’s a fact of life. It’s a digital life link throughout the day. For the consumer, mobile is not optional.” - Patrick Moorehead, Director of Emerging Media, Razorfish [sources: CTIA, Pew Foundation]

  8. iPhone The iPhone is an incredible device • Nearly 60 million units sold • 28% of the smartphone market share • 200,000 apps in the app store • Over 1 billion apps downloaded • iPhone represents only 4% of the overall mobile phone market • 40% of iPhone users have an income of over $100,000 per year • The most common activity on the iPhone is sending text messages 4% overall market share However… [sources: Nielsen, Apple]

  9. The Four Faces of the Mobile Phone [100% of subscribers] [96% of subscribers] [43% of subscribers] [22% of subscribers] Mobile Apps Voice Mobile Web SMS [source: Nielsen]

  10. SMS is The Most Pervasive Mobile Activity

  11. Why SMS works 96% 4 minutes 97% Percent of mobile users who have SMS capability Time after receipt within which SMS messages are typically read Open rate of SMS messages (compared to 16-24% of email) 80% 6.6 trillion SMS messages predicted to be sent in 2010 (up 20% from 2009) Percentage of 18-29 year olds who use text messaging [sources: eMarketer, Pew Foundation, Portio Research]

  12. What Can You do With Mobile?

  13. Hierarchy of Mobile Interactions 2-way, self service to provide data to end user upon request and/or in context value of mobile 2-way, interactive messaging to collect end user data & answer pre-defined queries time-sensitive, one-way messaging pre-addressed, static, one-way, bulk messaging

  14. Batch alerts Upgrade Offers Renewal Notices Government Example Commercial Example TX: Your SNAP benefits have been renewed. Effective July 14, your LoneStar Card balance was: $238.57. YSP: You have only 20 minutes remaining on your pre-paid cell plan. Please call 888-333-3333 and use code DJ84Z to get 2-for-1 minutes.

  15. Batched alerts – technical details • Text file containing messages to be sent is created from existing system • (s)ftp usually used; files can be encrypted • Scheduling can be used

  16. Real-time alerts Outage Notifications Appointment Reminder Government Example Commercial Example TX: reminder: you have an application renewal appointment Friday at 3. If you can’t make it, please call 888-333-4444. CableCo: We are experiencing technical difficulties in your area. We expect your service to be restored by 4pm.

  17. Real-time alerts – technical details • Existing application triggers message • Messages sent via an application programming interface (API) • Email notifications can often be converted to SMS to avoid programming

  18. Static 2-way interactions Store locator Office locator Government Example Commercial Example Text your zip code to TX211 Text your zip code to MYSBUX Nearest HHSC office: 302 W NINTH ST, DALLAS, TX,75208. (214) 942-2323. http://maps.google.com/4829jfsuj94920 Nearest Starbucks: Forrest & Park Central, 7718 Forest Lane, Dallas, TX, 75230, 214-369-3228. http://mobile.starbucks.com/starbucks?Id=75402

  19. Static 2-way interactions – technical details • User requests information using a keyword, followed by some sort of identifier (like a zip code) • Lookup performed against a relatively static data set • Information requested is returned in a matter of seconds

  20. Dynamic 2-way interactions Account Inquiry LoneStar Information Government Example Commercial Example TX: Your LoneStar balance is $123.45. The last deduction was $13.30 on July 30. The next addition to your card will be $200.00 on August 1. YSP: Your balance is $123.43. Your last payment was posted on July 29. Your next payment is due on August 30.

  21. Dynamic 2-way interactions– technical details • Information in existing back-end system accessed to provide response • Personalized response for each user • Useful to consumers and cost-effective for organizations

  22. How Are Mobile Programs Implemented?

  23. The Need for SMS Aggregators Tier 1 Mobile Providers Other Mobile Providers 7-Eleven Speak Out Wireless • Airlink Mobile • Alaska Communications Systems • Alaska Digitel • Alaska Wireless • Amerilink Wireless • Appalachian Wireless • ASTAC • BeyondMobile • Blue Wireless • Bluegrass Cellular • Broadpoint • call4care • Cap Rock Cellular • Cellcom • Cellular One Bermuda • Cellular One Montana • Cellular One of East Arizona • Cellular One of East Central Illinois • Cellular One of East Texas • Cellular One of Northeast Pennsylvania • Cellular One of San Luis Obispo • Cellular South • Centennial Wireless • Chariton Valley Wireless • Cincinnati Bell Wireless • Clear and/or Clearwire • Clear Talk • CloseCall America • Commnet Wireless • Consumer Cellular • Cordova Wireless • Corr Wireless • Cory's Mobile Tech Support • Cricket Communications • Cross Communications • Dobson Cellular • DTC Wireless • Eclipse Mobile • Edge Wireless • Einstein Wireless • Epic PCS • GCI Wireless • Golden State Cellular • GoPhone Prepaid • GTC Wireless • Helio • i wireless • Immix • Indigo Wireless • i-wireless • Jitterbug Wireless • Jolt Wireless • KTC • Leap Wireless • Liberty Wireless • Locus Mobile • Long Lines Wireless • Lucky Wireless • MetroPCS • Mid-Tex Cellular • Movida Wireless • NEP Wireless • NET10 • Nex-Tech Wireless • nTelos • Page Plus Cellular • Pine Cellular • Pioneer Cellular • Plateau Wireless • PlatinumTel Prepaid Wireless • Pocket Communications • Pure Mobile • Pure Prepaid • Pure TalkUSA • ReadyMobile • Revol Wireless • Shaka Mobile • Simmetry • SouthernLINC • Stelera Wireless • STI Mobile • Straight Talk • Syringa Wireless • TerreStar • Thumb Cellular • TracFone Wireless • Trumpet Mobile • Túyo Mobile • U.S. Cellular • Union Wireless • Viaero Wireless • Virgin Mobile USA • West Central Wireless • Westlink • Working Assets Wireless • XIT Communications • Xtreme Mobile

  24. Air2Web’s Messaging Platform Tier 1 SMS Aggregator Customer Message (100+ others) AT&T T-Mobile Dobson Bluegrass Cellular Metro PCS

  25. You need a lot more than an aggregator • Sending the message is the easy part • For truly useful programs, you have to get the data out of your existing back-end systems • Some approaches require custom code, which can take months and cost lots • Other approaches can re-use existing integration techniques and require no new code

  26. Configuration-based approach • Uses web services • Can often re-use the services created for the website • No new code (and associated costs) • New services can be set up in a matter of hours

  27. Impact on existing architectures • SMS application providers are generally Software-as-a-Service • Hosted platform • Communication performed over secure channels • No new servers or software to procure, deploy, or maintain • Existing web services re-used for mobile • Application provider handles all delivery considerations

  28. Security considerations • SMS used by major financial institutions every day • Balance inquiries • Information lookup • Alerts • Use various tricks to not expose sensitive information • Never send full account numbers • Never send personally-identifiable information

  29. Mobile in the big picture

  30. How mobile fits in • Mobile (especially text) is evolutionary, not revolutionary • Compliments web and IVR • Provides some of the same information as mobile • Limited to short, text-based interactions • Pro-active notification mechanism • Pennies each • Easy to set up

  31. What about apps? • Apps definitely have their use • Consider the type of information you want to provide or collect • Short interactions: better for text • Longer interactions: better for apps • Consider the platforms [source: Gartner]

  32. Focused on quickly providing relevant information to the mobile user Rich user interface allows more complex interaction Lightweight and fast loading Optimized for a variety of phones Direct links to pages via SMS Mobile web is a useful alternative to apps

  33. Key Takeaways • The mobile channel provides tremendous opportunity to provide customer service and reduce costs • There are a variety of services that can be provided, from simple notifications to fully-interactive 2-way programs • Implementation does not have to be difficult or time-consuming

  34. Paul Griswold Air2Web paul.griswold@air2web.com thank you! questions?

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