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Utilising mobile to serve loyal customers Yaron Assabi [email protected]

Utilising mobile to serve loyal customers

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Page 1: Utilising mobile to serve loyal customers

Utilising mobile to serve loyal customers

Yaron Assabi [email protected]

Page 2: Utilising mobile to serve loyal customers

 Hidden  Agenda  ü  A greener and

most cost effective option

ü M-self care ü  Personalization ü  Location based

marketing  ü Q&A  

Page 3: Utilising mobile to serve loyal customers

Traditional CRM •  Company-Driven •  Data collection •  Primary focus: efficiency •  Disparate experiences •  Lengthy deployments

The Next Wave •  Customer-Driven •  Knowledge delivery •  Primary focus: loyalty, experience •  Unified, consistent experience •  Quick time to deploy

A Different Approach

Page 4: Utilising mobile to serve loyal customers

They don’t leave because there’s a compelling reason to leave. They leave because there’s no compelling reason to stay

Why customers leave?

Page 5: Utilising mobile to serve loyal customers

5 | Touchatag |August 2009

Pay by Phone & Control Eco Footprint

Page 6: Utilising mobile to serve loyal customers

6 | Touchatag |August 2009

Share your shopping day

Page 7: Utilising mobile to serve loyal customers

7

Digital Card – Your Green Loyalty Solution

Page 8: Utilising mobile to serve loyal customers

ü  The banking and credit card industries have noticed that it takes an average of 26 hours for a user to (notice and) report a lost wallet. Yet if you lose a mobile phone, the average time to report it is 68 minutes.

Prefer Mobile Phone over Wallet?

Page 9: Utilising mobile to serve loyal customers

Mobile  Loyalty  Digital  card  issuing  and  management  

One-­‐to-­‐one  messaging  

Partner  and  coali7on  programs  

Analytics  

Mobile  Offers   Issuing  &  Distribu7on  

Acceptance  &  Redemp7on  

Clearing  &  Repor7ng  

Mobile  Payments  Branded  Closed  

Loop  Card  

Integrated  Online    Account  

NFC  Card  Provisioning  

9  

A Unified & Integrated Experience

Page 10: Utilising mobile to serve loyal customers

Purpose: ü  Lead the Services wide consumer data

initiative and enable fact based decision making

ü  Improve the speed and quality of customer relationship management and product development

Accountability: ü  Consumer data strategy implementation ü  Analysis and cross promotion capability

based on user data ü  Services level dashboards, Learning

Agendas, and Optimization Plans

Common definitions

Product Marketing

Results

Analysis

Mea

sure

men

t

Met

rics

Goa

ls

Service Intelligence & Analytics- dedicated BIU

Page 11: Utilising mobile to serve loyal customers

ü  Monetization with third party service providers ü  Mobile loyalty: digital card management for

merchants ü  Mobile coupons: Social, Local and Mobile

(SoLoMo) content owned or sourced ü  Content aggregation and co-creation of value

between merchants, brands and consumers ü  Mobile commerce ü  Advertising ü  Analytics ü  Billing and transacion processing ...

11  

June,  2012  ©  CardMobili,  SA  -­‐  Confiden7al  

Digital Card – White Label Solution

Page 12: Utilising mobile to serve loyal customers

For Consumers: free mobile wallet for loyalty cards, coupons and payments

ü  Convenience: in carrying and using loyalty and membership cards anywhere, anytime, and from paying with mobile phone

ü  Value: using cards more often, using coupons and offers, alerts about the best saving opportunities

ü  Easiness and simplicity: a unique wallet experience that can make shopping easier, more interactive and more efficient

ü  Social shopping experience: sharing and interaction on social networks (Facebook and Twitter)

For Merchants: new channel for customer acquisition and retention

ü  Brand presence with the consumer: easy to use loyalty programs and offers, one-to-one non-intrusive communication

ü  Efficient campaigns using digital coupons and offers, timely implemented and fine tuned for greater performance

ü  Cost savings by executing digital campaigns and programs

ü  Consumer insights on behavior and usage of the digital offers and cards

ü  Social exposure on social networks leveraging the consumer as a brand representative

A Clear Value Proposition

Page 13: Utilising mobile to serve loyal customers

MY CREDIT

Bad debt Demographics

Average balance

MY PERSONAL

DATA

MY STUFF MY IDENTIFIERS

MY INTERACTIONS

MY RELATIONSHIPS

MY CONTEXT

MY DEVICES

Name

Address Gender

Profile Preferences

SIM SoftSIM

Serial Number Device details

Number SIP Number

IP Address

Location Presence

On/Off Roaming

Pictures Videos

Calendar Address Book

Bank School

Friends Workplace

Browsing History

.mobi domains QR Codes

A wealth of untapped data for Personalisation

Page 14: Utilising mobile to serve loyal customers

Financial Institutions Ø  Customer centric

approach to shopping and paying

Ø  Value added marketing services attached to payment transactions

Ø  Mobile payment technology across multiple mobile platforms

Merchants Ø  Convenience and

service to the consumer: anytime, anywhere

Ø  Personalized interaction with the consumer and mobile convergence

Ø  Cost effective loyalty programs and marketing campaigns

Mobile Operators Ø  Mobile  marke7ng  

services  for  consumers  and  brands  

Ø  New  business  opportunity  in  mobile  payments  and  digital  wallet  services  

Ø  Standardized  solu7on  for  mul7ple  mobile  plaQorms  

14  

Benefits for All

Page 15: Utilising mobile to serve loyal customers

ü  Offer consistent service across channels – same level of personalisation and remember every interaction is a moment of truth to enhance the relationship and learn more about customers

ü  Create a Knowledge Base for employees and customers ü  In Africa Mobile is the most relevant channel with highest reach ü  Smartphones adoption means more people are connected to

the internet via their mobile ü  The Customer changed with the advent of technology and

expects you to change – look at Digital Impact based on customer segment

Meet Customer Needs with Technology

Page 16: Utilising mobile to serve loyal customers

16 | Touchatag |August 2009

Use phone camera to scan image and see discounts

Page 17: Utilising mobile to serve loyal customers

Customer goes to

Support Page

Customer Portal

recognizes the device

Automatically feeds page

optimized for that device

Single Knowledge Base – One source

Page 18: Utilising mobile to serve loyal customers

Find Information ü  Search ü  View ü  Rate answer ü  See related questions

Get Help ü  Chat ü  Guided Assistance ü  Ask a Question

Mobile self care

Page 19: Utilising mobile to serve loyal customers

Mobile  Marke8

ng  

Mobile  Customer  Service  

Know  your  customers  Know  their  problems  

Proac7ve  help  where  needed  

Know  your  customers  Know  their  preferences  Give  them  more  of  what  they  want  

Real-­‐7me  knowledge  Targeted  adver7sing  

Enhanced  brand  loyalty  

Business Value

Page 20: Utilising mobile to serve loyal customers

20  

Social  worth  of  mouth  &  exposure  

Innova7ve  offer  dis7nc7ve  from  compe7tors  

Adver7sing  tool  for  customers  and  businesses  

Increased  communica7on  

with  the  customers  

Growth  of  the    customer  base  and  reten7on  of  current  customers  

Targeted  dynamic  

campaigns:  leverage  

consumer  data  

A  new  revenue  stream

Benefits of Digital Card Solution

Page 21: Utilising mobile to serve loyal customers

Winner of the Vodafone Mobile Clicks Award in 2010

Winner of the Audience Award of the Mobile Premier Awards 2011

Experience and Expertise DSG & CardMobili has a team of professionals with over 15 years of experience in providing Multi Channel Commerce Solutions .

We also have experience in launching digitalmall.com for high level IT solutions to major retailers and mobile operators worldwide in companies such as Vodacom , MTN , Ster Kinekor , Makro , Enabler, Wipro Technologies, Mobicomp and Microsoft.

Our people have strong business and technical skills in mobile and web computing, researching on the forefront of major mobile technologies.

A Winning Team CardMobili & DSG

Page 22: Utilising mobile to serve loyal customers

ü  Marketers will survive the recession and emerge ready to resume their growth by investing in loyal customers

ü  Even loyal customers are making tough choices of where and how much they spend

ü  Brands that identify, listen to and engage more broadly, more creatively and with more relevance will best retain and grow their best customers

ü  Simply, loyalty is about creating and executing programs that drive more frequent, higher margin sales

Today’s Loyalty Imperative

Page 23: Utilising mobile to serve loyal customers

Q : For which product or service would you always choose one & the same brand? (open question)

17%

16%

13%

12%

8%

4%

4%

3%

2%

2%

2%

1%

1%

1%

1%

Telecom

Drinks

Personal  Care

Fashion

Computer  materials

Food  items

Candy

Car

Sport  Material

Bank

Breakfast  products

Music

Beer

Travel

Electronics

TOP 3 SECTORS

9%

5%

3%

3%

3%

2%

2%

2%

2%

2%

2%

2%

1%

1%

1%

Coca  Cola

Nokia

Apple

Samsung

Proximus

Mobistar

Gilette

Spa

Nike

Sony

Sony  Ericsson

Nivea

Nutella

Côte  d'or

Adidas

TOP 3 BRANDS

“Retention is for wimps. We measure the percent of customers who have our name tattoed on one of their body parts.” (Harley Davidson Annual report)

Always the same brand = loyalty

Or they could just have our digital card app on their mobile ;-)

Page 24: Utilising mobile to serve loyal customers

ü  By simplifying traditional loyalty practices by applying the best of today’s technologies

ü  And pioneering the design and implementation of the next generation of loyalty concepts

ü  DSG has set a new level of expectations for innovative consumer brands.

DSG Powers Return on Marketing Innovation

Page 25: Utilising mobile to serve loyal customers

Viral Distribution

Campaign / Content Platform

01. Create a viral /

campaigns content

repository

02. Launch the Viral Effect

opinion leaders"

Page 26: Utilising mobile to serve loyal customers

ü  Increased engagement really ties to increased, more frequent purchasing – more purchases from existing customers

ü  More engagement leads to more relevant search and more informed decisions – lower acquisition costs

ü  Loyalty tools equally capture purchase transactions and social interactions – truly holistic and actionable view of the customer

ü  Connecting elements accelerates trial and active participation – achieve critical mass more quickly

ü  Better differentiation of brands’ unique characters – programs that stand out from the noise

Higher Levels of ROI

Page 27: Utilising mobile to serve loyal customers

Effect of Marketing Communications to purchase decisions: 29%

Effect of word-of-mouth to purhcase decisions: 71%

Brand

person person

person

person

person

person

person

Brand

person

Source: Xtract Ltd. Used with permission

Why Community is Relevant

Page 28: Utilising mobile to serve loyal customers

It  is  all  about  EXPERIENCE  

Page 29: Utilising mobile to serve loyal customers

Yaron  Assabi  [email protected]    www.dsg.co.za  yaronassabi