Everybody's talkin': what consumers are saying about your mobile CRM and customer loyalty programmes

Data protection 2013

Friday 8 February

#dmadata

Supported by

Everybody's talkin': what consumers are saying about your mobile CRM and customer loyalty programmes

Wednesday 31 July 2013, Karmarama#dmamobile

Sponsored by

Agenda8.30am Registration and breakfast

9.00am Welcome from the ChairMark Brill, Chair, DMA Mobile & Connected Council, Lead Partner in Strategy and Innovation, Brand Emotivity

9.10am DMA Research & Insight - CRM & LoyaltyJo Garcia, Vice Chair, DMA Mobile & Connected Council, Business Development Director, ICLP

9.30am Mobile Customer Relationship Management (CRM)Jason Palgrave-Jones, Business Development & Client Services Director, Text Local

9.50am Building a mobile centric brandMartin Miller, Head of Product and Innovation (Mobile), Barclaycard

10.10am Mobile workshop

11.05am End Sponsored by

Welcome for the chairMark Brill, Chair DMA mobile & connected council, Lead partner in strategy and innovation, Brand Emotivity

@[email protected]

Sponsored by

Hello!

We are the DMA

Mobile and Connected

Marketing Council

During this presentation, out of respect for

other members of the audience, please make

sure your phones or tablets are switched ON

and that you Tweet, Instragram or Vine to the

following hashtag.

#dmamobile

Your experience?

An example of a brand

experience on mobile?

Was it good or bad?

Mobile

connects

80% of UK smartphone

owners use the device

in conjunction with

other media

http://services.google.com/fh/files/blogs/uk_infographic.pdf

10% of media time is spent

in mobile devices

7%of media time is spent

in print

There are

many

options

But …

63%of top 100 brands are

not optimised for mobile

http://www.iabuk.net/about/press/archive/nearly-40-of-top-100-brands-have-a-mobile-optimised-website

A problem?

How can we

understand our

users?

DMA research & insight –CRM & LoyaltyJo Garcia, Vice Chair, DMA mobile & connected council, Business Development Director, ICLP

Sponsored by

Date : 31st July 2013

Everybody’s talkin’What consumers are saying about your mobile CRM & customer loyalty programmes

Page: 19

DMA Mobile & Connected Council Research Findings

• Methodology

• Customer Service

• Loyalty Offers

ICLP Global Consumer Loyalty Research

• Headline Findings Across the Globe

• Loyalty Drivers

• The Loyalty Chasm

• Channels of Engagement

• Headline Opportunities – UK

Summary

Agenda

Page: 20

• Two separate online surveys were put out to UK consumers on TolunaQuick’s

representative consumer panel. One survey covered questions on customer

service via mobile while the other covered customer loyalty offers via mobile

• The surveys were live mid April 2013 -1,000 UK consumers answered each

survey

Demographic breakdown of consumers for each of the surveys is as follows:

Customer service via mobile

• 49% of the respondents were males whilst 51% were females

• 31% were 18-34 years-olds, 35% were 35-54 year-olds and 34% were over 54

years old

Customer loyalty via mobile

• 39.5% of the respondents were males whilst 60.5% were females

• 30% were 18-34 years-olds, 43% were 35-54 year-olds and 27% were over 54

years old

Research Methodology

Customer Service Research

Page: 22

Customer Service - Convenience

Page: 23

Customer Service - Flexibility

Page: 24

Customer Service – Personalised

Page: 25

Customer Service - Convenience

Page: 26

Customer Service – Priority

Page: 27

• Key insights: Convenient, flexible, personalised, priority

• Convenience is the key to brand and customer service

• Brands can have meaningful relationships with their

customers with regular welcomed communications

• Choose contact channels appropriately according to

customer preferences...consider time of day & day of week

• Communicate via the channels of choice

• Flexibility is essential – allow for changing customer

preferences

• Prioritise customer service – a happy customer is a loyal

customer...they will be your advocates

Customer Service – Insight & Actions

Loyalty Offers

Page: 29

Loyalty Offers – Mobile Delivery

Page: 30

Loyalty Offers – Increasing Acceptance

Page: 31

Loyalty – Mobile Channels – Flexibility &

Choice

Page: 32

Loyalty Offers – Contact Frequency

Page: 33

• Utilise mobile as a valuable communications channel for

loyalty offers, it is instant and can be contextually relevant

• Add value and offer location based offers

• Keep communications appropriate and relevant to add

value

• Give customers choice & consider frequency –

acknowledge that preferences change

• Be relevant, personal & engaging - segment offers

accordingly

• Consider the communications options within mobile and

ensure each touch point offers a good mobile experience

• Integrate all communications touch points with a unified

complementary approach – do not ignore less digitally

savvy customers

Loyalty Offers – Insights & Actions

ICLP global loyalty research in association with Forrester 2012

Page: 35

Copyright © 2013 ICLP. All rights reserved

www.iclployalty.com

Global Consumer Loyalty Research in association with Forrester

Consulting

Headline findings across the globe

For Indian consumers, more than

any market, loyalty is an act of brand

affiliation.00 46 00 63% % % %

Price sensitivitysupersedes brand loyalty

Emerging markets are heralding the change -

have greater opportunity

Impact of brand loyaltyby joining programmes

Instant gratification from their rewards, greater

flexibility and control

Brands are falling short in choice, customisation,

personalisation

and digital engagement

Mobile and socialimportant for emerging

markets and younger

demographics

Page: 36

Loyalty Drivers

Page: 37

The Loyalty Chasm

Hypothesis: There is a growing gap

between what consumers expect

from the brands they are loyal to,

and what they receive when it

comes to rewards, recognition,

engagement, and relevance.

Page: 38

Channels of engagement

In-store 79%

Web 65%

Email 36%

Kiosk 8%

Phone 14%

DM 17%

SMS 7%

Social 11%

IM chat 5%

Mobile Web

14 %

App 17 %

Forum

10%

Page: 39 Copyright © 2013 ICLP. All rights reservedwww.iclployalty.com

Headline opportunities – UK

• Brands missing expectations when it comes to instant and customisable rewards

• Personalisation: Similar to the US brands not delivering when it comes to

communication and messaging preferences

• Very low expectations for recognition in the UK but still brands not delivering

particularly around special events, access to online content and personalised

one-to-one service

• Again similar to the US, in terms of engagement brands failing to deliver some basics

– available when you need them and reward status and loyalty status available in

real-time

Discount is a bribe, creating customer value drives ROI

Page: 40

Tomorrow’s key customer wants more, but will offer more

1. Increased demand for a two way brand relationship

2. Increasing importance of the customer experience

3. Exponential growth in multi-channel engagement

4. At this rate of change…

….‘listen to your customers & plan ahead’

Planning for the future

Thank YouContact: Jo Garcia, Business Development Director

E: [email protected]: 0207 422 6024

http://www.linkedin.com/company/iclp

http://www.linkedin.com/company/iclp

http://www.iclp.wordpress.com/

http://www.iclp.wordpress.com/

http://www.twitter.com/iclp_loyalty

http://www.twitter.com/iclp_loyalty

Mobile Customer Relationship Management (CRM)Jason Palgrave-Jones, business development & client services director, Textlocal

Follow this link to view Jason’s presentation http://www.slideshare.net/SarahWright/jason-palgrave-

jones

Sponsored by

http://www.slideshare.net/SarahWright/jason-palgrave-jones

Building a mobile centric brand

Martin Miller, Head of Product and Innovation (Mobile), Barclaycard

Sponsored by

bespoke offers

building a mobile

offers brand from

Barclays

v1.1

STRICTLY CONFIDENTIAL


THE OFFERS MARKET


Key facts about the market

Most competitors operate in EITHER the free voucher OR the paid voucher market

Revenues & margins are significantly higher in the paid voucher sector where Groupon (#1) and Living Social (#2) currently dominate

Both markets are heavily dependant on the email channel and are currently volume-oriented but smart phones are changing this

Offers are generally fairly untargeted

The offers market has developed quickly and new entrants come to the market


Why Barclays?

Merchant1/3 of all payment card transactions

(450m a month)

Consumer21m debit and credit

card holders

(profiled over 24 months)


We entered the market with several competitive advantages

Advantages for merchantsOur assets

▪ Offer targeting (based on consumer demographic and actual purchase behaviour*)

▪ Ability to analyse long-term impact and provide detailed reporting

▪ Self service portal enables short lead times

▪ Offer a combination of free and paid vouchers

▪ Service quality leveraging Barclaycard’s assets

▪ Consumer reach c. 21MM customers; >4MM with email addresses and >4MM mobile #s at launch

▪ Existing merchant relationships and sales force c. 100K merchants in the U.K.

▪ Proprietary customer purchase behaviour data

▪ Strong analytical capabilities

▪ Experience, industry credibility and customer recognition in loyalty marketplace due to Freedom 1.0

▪ High profile initiative within Barclaycard with senior sponsorship

▪ Trusted brand

Advantages for consumers

▪ Ability to ensure that offers are relevant (using spending behaviour, stated preferences, offer value and prior interaction with offers)

▪ Geo-targeting ensures offers are also timely

▪ Control over the frequency and channel of communications

▪ No quibble refund policy

▪ Wider range of offers thanks to our relationships with large merchants

* Provides ability to run acquisition or customer campaigns.


OUR COMMS STRATEGY


The customer journey today has changed

50


The Forrester Spaghetti Online Customer Journey

51

The traditional customer journey The Spaghetti


The Spaghetti model and the need for disruption

52

Disrupt the

funnel. Offers

are so good that

purchase needs

no consideration

Experience

drives social

interaction,

repeat

purchases and

comms

engagements

Build

• Credibility

• Awareness

• Desire for offers

Convert

Ease of purchase

Purchasing opportunities

relevancy

Optimise value

Drive repeat purchases

Drive engagement

Drive advocacy

Build Interest Secure the Sale Repeat


Pillars to build engagement

53

1. Tap in to passions2. Personalise the

experience

3. Sharing the

experience

4. Be trusted and

add value

Drive customers back again and again


WHAT IS MOBILE?


What is Mobile?

“Consumers are not only using their mobile devises when they are out or on-the-

move, more consumers are beginning to use it from home, whilst watching TV, at

the dinner table or in bed when they wake up. 1 in 7 households are now mobile

only.” (Ofcom, July 2012)

OrMobile use:

Home On-the-move

Tablet Minis Phones

iOS Feature

“Two fifths of UK adults now own a smartphone, with the same proportion saying

their phone is the most important device for accessing the internet.” (Ofcom, July

2012)

BlackberryWindowsAndroidKindle FireGoogle nexus 7iPad MiniMicrosoft SurfaceAndroidiPad


We decided to define two experiences

Tablet Minis Phones

iOS FeatureBlackberryWindowsAndroidKindle FireGoogle nexus 7iPad MiniMicrosoft SurfaceAndroidiPad

Desktop site

Designed, built and tested to work on a range

operating systems, browsers and devices 7”

and above

Mobile optimised site

and hybrid app

Designed, built and

tested to work on a

range smartphones


What do you think is the split of traffic we’ve had since launch?

Tablet Minis Phones


Desktop site



and above


and hybrid app

Designed, built and

tested to work on a

range smartphonesX% Y%


What do you think is the split of traffic we’ve had since launch?

Tablet Minis Phones


Desktop site



and above


and hybrid app

Designed, built and

tested to work on a

range smartphones57% 43%


In the offers business, smartphone is the single biggest device

43% - Traffic from

smartphone app and

m-site

57% - Traffic from

desktop site accessed

using PC or tablet


Looking at the pages hits, we see users have similar needs on both mobile and desktop

Feature list for mobile Feature list for desktop

Home page

Explore offers

Free offers

login

registration

payment

Home page

Explore offers

Free offers

login

registration

payment

Note data had been anonymized


Mobile has to be a rich experience

Mobile 2013

Now with 3G / 4G / WiFi together

with large screens and fast

processors consumers will demand

a rich experience

As it used to be….

Previously with 2G and small colour

screens a mean that a WAP site

was optimal


It’s not just iPhone……

UK Smartphone Market March – June 2013

Android (56%)

Apple (31%)

Windows (9%)

BlackBerry (4%)

Kantar Worldpanel ComTech’s smartphone OS market share data March – June 2013 (UK)


But it’s only touch

Support

- iOS

- Android

- Windows Phone

- Blackberry 10

Not Supported

- Blackberry 7.x

- Symbian

- Feature phones

- Bada


Apple iPhone

Appeal

- Most active user base, who use

their device the most*(Ofcom)

- Users proactively update their

OS

- Really only need to support

current and last previous version

of OS

- Only two screen sizes

Challenges

- Apple app approval process is

difficult for brands as you can’t

control or predict it

- Most users iOS users (pre iOS7)

won’t necessarily update you

app which leads to crashes

- UI guidelines mean it’s hard to

design something differentiated


Google Android

Appeal

- Biggest selling OS* (mobile

news)

- Virtually no approval process for

app store

- Typically large screen and fast

processor

Challenges

- Legacy base of older Android

phones (including still a lot of

2.x)

- App / m-site testing typically

requires circa 30 different

handsets

- Customisation of browser or

keyboard can lead to crashes


Microsoft Windows Phone

Appeal

- Active user base who ‘support’

those brands that make apps for

them

- Very closed ecosystem with

consistent, fast and large screen

devices

- Metro tiles

- Integration of social

Challenges

- Still very much third place

- Metro interface is unique and

needs to be followed to work

well

- Few developers have proven

experience


Apps vs mobile optimised website…. Actually its really about ensuring a brilliant experience on a small screen device

Apps

- Slightly more permanent than

bookmarks

- Remember that 50% are only

ever opened once

- Need to offer something

(functionality / performance) that

the m-site doesn’t in order to

justify the complexity / cost

- Offers content when away from

coverage / connectivity

M-Site

- Not an option, you need one

- Use smart redirect from .co.uk

- Always up to date with fresh

content

- Requires brand recognition to

ensure customer goes to them

- Bookmarks aren’t quite as good

- Give consumer the option to

view desktop site

Please now warm up your ‘device’ be that a smartphone, tablet or laptop

Then go to bespokeoffers.co.uk

or search ‘bespoke offers’

or download the ‘bespoke offers’ app from iTunes or Google Play


Very similar experience, look & feel and functionality

bespoke offers app bespoke offers site


Landing on an offer from email, search or social


Purchase page for non registered users still quick and easy


Offer page optimised to maximise sales, yet ensuring the customer still understand what they are about to buy


Purchase Confirmation is an opportunity to share with friends within your social network


Integration of Barclaycards new bPay service


Stand Alone Registration


My Account/My interests web


My Account/My interests mobile App


My Account/My interests mobile web


Stored vouchers sync across devices


Vouchers redemption is limited by each merchants POS system


MOVING FORWARD


Moving forward

Location

PushNFC

- GPS kills battery life

- Geo fencing is a

great technology but

has to be handled

sensitively

- Transaction data

- Use push for

service first,

then sales

- Email is dead*

- Grow in new

messaging

platforms - NFC = Not For

Consumers

- Payment +

offer voucher

- Merchant POS

Thanks for you time, now lets have some questions and get the debate started

Mobile Workshop

Sponsored by

A better brand service on mobile

A few brands do it well …

(but most don’t)

An Example

National Rail Mobile Alerts

Results?

Mobile experience: poor

Recommendations

- Alerts clearly flagged on mobile site

- Free text alerts

- Mobile friendly registration

- Registration with Twitter account

Over to youTravel – British Airways

Leisure – Sherwood

Retail – Debenhams

Automotive – Ford

Finance – Insurance – Direct Line

#1 Rate the service experience on mobile

• Can I access the core service through mobile?• Can I find the information if I search?• Channels: SMS, mobile optimised emails mobile web,

apps (which platforms)?• Are they using mobile features

– Click to call, call back, text to call etc?• What are the barriers – user registration (can I use

social accounts etc)?

#2 What are your ideas to

make it better on mobile?

#3 The Results?

(in 90 seconds)

To conclude …

Thank you to our sponsor

And our hosts

DMAAwards 2013

Find out more at www.dmaawards.org.uk

Entries open:

04.07.13

Entry deadline:

06.09.13#dmaawards

http://www.dmaawards.org.uk

Thank You!

• dma.org.uk

• www.dmamobileblog.org.uk

• http://dma.org.uk/toolkit/infographic-mobile-and-

customer-service

• http://dma.org.uk/toolkit/infographic-mobile-and-

customer-loyalty

(or contact me: [email protected])

http://www.dmamobileblog.org.uk

http://dma.org.uk/toolkit/infographic-mobile-and-customer-service