© 2015 IBM Corporation

Cutting edge advances in Mobile EngagementIt’s not the device but what can be done with it

Cutting edge advances in Mobile Engagement

Topic

Mobile is reshaping how we live, work and how we interact with brands but without any real integration with the physical world, brands won't be solving real problems or addressing real needs. Customers expect you not only to know them as individuals and to have a seamless experience across mobile, online and offline channels; propelling new approaches to customer engagement in ways that are both personal and meaningful. Discover how best to employ advances in technology and the potential to engage consumers in nearly limitless ways.

About the Speaker

Dan Gesser is the Global leader for IBM Commerce Mobile Customer Engagement. He has extensive experience working with CMOs, CIOs, e-Commerce, and CRM executives in many of the largest and most innovative companies in the world.

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4

Mobileis about more than just devices, it is about people being increasingly mobile

“Where do you use each of the following devices to access the internet?”

Source: January 29, 2014, “The State Of Consumers And Technology: Benchmark 2013, US” Forrester report

100%

of your Customers

are Mobile

Keep pace with customers as they move between the

digital and physical worlds

Building a holistic view and engagement plan for

the customer is challenging

SeparatedChannels are disparate

and do not communicate

with each other

Not ContextualInteractions and content

are less relevant to the

customer

Less Value

$2$1

Lack of context results in

less value for the end-user

and your company

© 2013 IBM

9

Mobile Innovation Doesn’t Have to

Be Revolutionary to Add Value……

5 Types of Mobile Innovation (there are many others!)

Data Sources

Brand Tone

Business Processes

CustomerService

Asset Creation

Data Sources

Circa 2011-2012: Device is the context

20

11-1

2

SMS Texts

Native PushNotifications

Mobileemail

SMSSMS

Circa 2012-2014: Lets Pull More Context from the Device!

20

11-1

2

20

13

-14

SMS Texts

Native PushNotifications

Mobileemail

GeoLocation Mobile

Web

AdvancedSegmentation

A/BTestingA/BA/B

SMSSMS

Today: Building the universal context

16

Indoor locationCall center history

20

11-1

2

20

13

-14

SMS Texts

Native PushNotifications

Mobileemail

GeoLocation Mobile

Web

AdvancedSegmentation

A/BTestingA/BA/B

Social activity

Loyalty point balance

Cart abandonment

Past purchases

Coupon redemption

Email andWeb history

20

15

SMSSMS

17 ©2015 IBM Corporation

Engage with customers

in context

Mobile App Users are notified with allergy alerts based on their location and preferences

This personalized experience also uses real-time allergen status

1:1 Notification and

Customized

Preference Center

Example: WebMD Uses Location-

Data to Create Context

Determine, in real-time, the right personalized message

to present to your app using customer…

Customer enters geo-fenced establishment

Get offers from Interact

Classify customer behavior

Optimize offer selection

IBM Mobile Cloud

User receives targeted mobile offer or content

Customer enters geo-fenced establishment

Get offers from Interact

Classify customer behavior

Optimize offer selection

… to your customer in any channel …

email

web

social

mobile

point of sale

call center

Get offers from Interact

Classify customer behavior

Optimize offer selection

… based on useful data sources …

email

web

social

mobile

point of sale

call centerLocation Update

Page View

Customer Life-Cycle

Push Open

Tagged App Item

Email

Phone

SMS#

Cookie

Device ID

XID

Registration ID

GUID

Tealeaf ID

Login

Contact ID

Automating “contextual messaging” is hard because of challenges in connecting customer data

By joining the various identifiers that surface across multiple systems, BPX builds a common behavioral profile of customers

Events

Behaviors

CustomerIdentifiers

Events and Identity Profile

Identifiers Joined

by a common ID

Exchange

BPX connects disparate events across channels, to help deliver optimized customer experiences

Partner Network

• Website Behaviors• Mobile Behaviors• Email Engagement• Email Optimization• Journey Analytics• Mobile Notifications• Location Events• Offer Interactions• Struggle Events • Customer Segments

• Contact Center• Offsite Behaviors• Paid Advertising • Email Optimization• Social Engagement• Social Sentiment• Voice of Customer• Retargeting• Contact Acquisition• Identity Resolution• Data Enhancement• CRM

Use case: Reach customers based on their behavior across multiple channels

Personalized email based on user

attributes

User add to shopping cart but abandons

User clicks on link, and taken to personalized web page

Create a segment of all users that exhibited that behavior and

recently posted on Facebook and send push notification

User clicks on the notification that takes them to the application

eMail

Personalized

ContentWebsite

Shopping cart

User finishes the transaction

$$

Brand Tone

Push ≅ SMSMobile is about conversations

- Trusted Source- Someone who knows you- Shows personality

Users (Impersonal)

User 2User 1

People (Personal)

Sephora provides

meaningful content, like

you’d hear from a friend

with personality

Example: Sephora Uses Brand

Tone To Build Engagement

Simple Push Notification and

Message Inbox

Business Processes

Designthe ideal

Evaluatethe actual

Buildthe future

Customer Engagement Journeys

Contextual Customer Engagements Require New Business Processes

Use Customer Journey Maps to Gain Perspective & Identify Opportunities for Improvement

©2015 IBM Corporation

Example customer journey analysis

40 ©2015 IBM Corporation

Discover new

Engagement points!

• Recognize individuals across channels

• Execute in real-time

• Drive loyalty and lifetime value

• Meet customers’ expectations

Design better engagement flows by evaluating journeymaps and observed journeys

Customer Service Through Mobile

Mobile is Now Essential

©2015 IBM Corporation

Mobile gives you the Power to Make

Customer Service more responsive

Self-Services that help reduce steps

in daily tasks

Accessibility to frequently used

information

CV

Convenient real-time consulting

and advice

Innovative ecommerce and

Mobile PaymentsIn-location

Support andAuto-Service

Seamless Grubhub

uses 1:1 messaging

for order tracking

After an order is

placed, users receive

real-time updates

with delivery status

1:1 Notification

Order Tracker Page

Example: Seamless Uses Mobile To

Reduce Inbound Calls & Customer

Frustration

Motorcycle Superstore – Reaping a 232 percent ROI by streamlining the mobile shopping experience

232% ROI projected based on mobile sales performance to date

"Tealeaf provides rich context to ensure we deliver the best possible

experience to our customers."—Shane Irons, Manager, Motorcycle Superstore

Delivers actionableinsight into ways to improve mobile customer journeys

10% increase in mobile conversion rates, driving sales

The transformation: In the past, Motorcycle Superstore was unable to identify which aspects of its mobile website might cause customers to become frustrated and abandon their retail journey. Today, the company can identify customer-experience improvements for mobile visitors –boosting conversion rates and driving sales.

Asset Creation

Create seamless experiences across multiple devices, further

enabling the omni-channel experience.

Understand key concepts necessary to plan and produce effective assets

Suggest changes for code improvements and best practices and iterate

Create templates including principles and best practices (responsivedesign)

Empower your business with the knowledge of when, why, and how to implement device-ready assets

Example: Mobility Should Inform Email Creation

Customers are more engaged, loyal, and ultimately drive more

revenue compared to users who aren’t shown mobile optimized

content.

Responsive email technique increase open and CTR by up to 20%

Remember: Mobile Innovation Can Be Evolutionary!

Data Sources

Brand Messaging

Business Processes

Customer Service

Asset Creation

improvement in customer value, loyalty, and retention

increase in campaign ROI

increase in response rates

reduction in marketing costs

lower customer acquisition costs

51

40 – 80% reduced cycle time for marketing efforts

2 – 5x

increase in

number of campaigns with the same resources

5–15%

15–30%

10–50%

20–40%

25–75%

Typical IBM client results

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