#CNX14 - Powering the Mobile Customer Journey
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Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
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#CNX14 - Powering the Mobile Customer Journey
- 1. Track: Mobile & Web Marketing #CNX14 #CNX14 Powering the Mobile Journey Mark Hendrix Practice Director - Mobile Strategy and Services David Galante Director - Mobile Product Management
- 2. Track: Mobile & Web Marketing #CNX14 A NEWCustomer Mindset powers the need for creating Mobile Journeys
- 3. Track: Mobile & Web Marketing #CNX14 3 Proliferation of Connected Customers Decomposition of the Mobile Journey Fragmentation of Mobile Ecosystem KEY MOBILE TRENDS
- 4. Track: Mobile & Web Marketing #CNX14 proliferation
- 5. Track: Mobile & Web Marketing #CNX14 decomposition
- 6. Track: Mobile & Web Marketing #CNX14 fragmentation
- 7. Track: Mobile & Web Marketing #CNX14 Mobile Journeys Matter Customer interactions happen during a multi-event, multi-channel journey. For every $1 spent on mobile, yielded $1.67 in ROI +65% Of all online activities start on a smartphone, 64% move on to another screen >50% $1.67 Sources: 1 Source: IPSO Study - The New Multi-screen World: Understanding Cross-platform Consumer Behavior, McKinsey Research: Customer Journey Transformation, September 2013, Yankee Group - Anywhere Enterprise–Large: U.S. Mobility and Applications Survey
- 8. Track: Mobile & Web Marketing #CNX14 ETMC – Powering Successful Mobile journeys MobileConnect MobilePush Location: Geofences Journey Builder C C C
- 9. Track: Mobile & Web Marketing #CNX14 x
- 10. Track: Mobile & Web Marketing #CNX14 A technology enabled service connecting employers and job seekers. Focused exclusively on hourly paying jobs.
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- 18. Track: Mobile & Web Marketing #CNX14 QUESTION – It sounds like SAJ is really a mobile first company. How does this experience set you apart from your competition?
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- 24. Track: Mobile & Web Marketing #CNX14 QUESTION – What a great customer experience. It’s clear you’ve thought through the mobile journey. How did you engage with these customers prior to building this mobile journey? Was it successful?
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- 31. Track: Mobile & Web Marketing #CNX14 We’re behind the scenes in areas you might not expect. • Processing credit card applications • Customizing marketing from one to the masses • Running customer call centers • Managing insurance claims processes • Overseeing automated highway toll collections • Delivering healthcare benefits management
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- 34. Track: Mobile & Web Marketing #CNX14 Optimizing communications across the recipient journey Welcome Kit Welcome letter with QR code for mobile app registration and opt-in to e-delivery Inbound Customer Support Call Triggers summary of discussion via email with links to additional resources Medication Alert Letter Letter alerting member to potential conflict in medications and requesting response Refill Reminder Text Refill reminder with one-click conversion to mail order pharmacy Interactive EOB Customized, interactive EOB with multi-media wellness content Year –End Benefits Summary With personalized YoY savings comparisons and tips Welcome Call Review of available services and encourage activation and gather preferences. Medication Alert Text Text alerting member to potential conflict in medications with one-click response New Claims Email Email to alert member of new claim available for viewing Appointment Reminder text Text sent 24 hours ahead of health assessment lab tests with reminder not to eat/drink
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- 38. Track: Mobile & Web Marketing #CNX14 Optimizing communications across the customer lifecycle Xerox’s influence in customer communication is What are some of the KPIs or metrics you all look at to understand whether or not your Welcome Kit mobile journeys are successful? Welcome letter with scannable QR code for mobile app registration and opt-in to e-delivery Inbound Customer Support Call Triggers summary of discussion via email with links to additional resources Medication Alert Letter Letter alerting member to potential conflict in medications Refill Reminder Text Refill reminder with one-click conversion to mail order pharmacy Interactive EOB Customized, interactive EOB with multi-media wellness content Year –End Benefits Summary With personalized YoY savings comparisons and tips QUESTION – really interesting. Welcome Call Review of available services and encourage activation and gather preferences. Medication Alert Text Text alerting member to potential conflict in medications and requesting call back New Claims Email Email to alert member of new claim available for viewing Appointment Reminder text Text sent 24 hours ahead of health assessment lab tests with reminder not to eat/drink QUESTION – Let’s talk about lessons learned. If you could create this journey all over again, what would you do differently?
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- 44. Track: Mobile & Web Marketing #CNX14 QUESTION – Sounds like DIB has an interesting business model. What would your customers says is the most valuable aspect of this mobile journey? QUESTION – Interesting. So what’s next for DIB? What your plans to further refine and enhance this mobile journey? Do it Best
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- 47. Track: Mobile & Web Marketing #CNX14 QUESTIONS?
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Editor's Notes
- Problem – It takes too long for hourly employers and job seekers to connect. We’re unnecessarily shoehorning the salaried application process into the hourly space, costing seekers and employers valuable time.
- We’re tethered to our mobile devices, so how can we leverage this to make connections faster?
- Meet Lorie. She runs a Chick-Fil-A.
- She uses the Snagajob for Employers app to post an open Cook position.
- She doesn’t have time to wait for applications to come to her, so she scans a candidate database of job seekers that are a potential good fit for her open Cook position.
- She looks at Nicholas’s profile and watches a 30 second video of him describing what good customer service means to him.
- She likes what she sees and decides to invite Nicholas for an interview.
- QUESTION – It sounds like SAJ is really a mobile first company. How does this experience set you apart from your competition?
- Nick is searching for jobs and gets a push notification.
- Snagajob is asking him if it’s ok for Lorie at Chick-Fil-A to contact him.
- Mike decides to learn a little more about the position before he accepts.
- He likes what he sees, so he accepts!
- Lorie is notified that Nicholas accepted!
- QUESTION – What a great customer experience. It’s clear you’ve thought through the mobile journey. How did you engage with these customers prior to building this mobile journey? Was it successful?
- Nick passes the interview process and is offered a job. Lorie changes Nick’s status to ‘Hired’ and enters a start date. He’s automatically emailed his new hire paperwork to complete before he comes in. Lorie is notified via email that Nick’s paperwork is complete and she can add him to the schedule. Nick is sent an SMS with a link to his schedule in the Snagajob app. One day prior to his start date, Nick is sent another SMS with a reminder to bring two forms of ID with him on his first day.
- Nick gets to work quickly and Lorie gets back to running her business! How this has changed our business: Increased innovation in the small business market
- First let’s create a journey goal where 75% of all users view job invite on the mobile device from a Push message or email.
- In this journey we going to create a decision split based on the user’s communication preference. In the profile they will specify their preference of email or mobile. If mobile, the will receive a message over SMS or Push.
- This is 4 day view of the Journey showing a reminder SMS after 2 days.
- This trigger is based on a data extension which is updated daily with upcoming appointments. If the patient’s appointment includes a mobile number or email address they are entered into the journey…
- Let’s set a goal of 85% of patients confirming their appointments via mobile or email…
- Here is a minute view of the Journey showing the first decision split based on app usage, if the app is not installed we make decision to send a SMS if they are opted in.. Lastly an email is sent if Push or SMS are not options..
- This journey uses a daily updated Data Extension of Commodity price decreases. When there is a Lumber price drop greater than 10% we enter every member who is a lumber buyer into the journey.
- Once the Member is in the journey we will send them an SMS with their rep’s information. So, if the Member’s lumber rep is Kevin they will received Kevin’s contact number or Roberts. Lastly if they don’t have a rep in their account we send an email…