Upload
dsg
View
299
Download
3
Tags:
Embed Size (px)
Citation preview
Utilising mobile to serve loyal customers
Yaron Assabi [email protected]
Hidden Agenda ü A greener and
most cost effective option
ü M-self care ü Personalization ü Location based
marketing ü Q&A
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
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?
5 | Touchatag |August 2009
Pay by Phone & Control Eco Footprint
6 | Touchatag |August 2009
Share your shopping day
7
Digital Card – Your Green Loyalty Solution
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?
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
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
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
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
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
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
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
16 | Touchatag |August 2009
Use phone camera to scan image and see discounts
Customer goes to
Support Page
Customer Portal
recognizes the device
Automatically feeds page
optimized for that device
Single Knowledge Base – One source
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
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
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
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
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
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 ;-)
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
Viral Distribution
Campaign / Content Platform
01. Create a viral /
campaigns content
repository
02. Launch the Viral Effect
opinion leaders"
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
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
It is all about EXPERIENCE
Yaron Assabi [email protected] www.dsg.co.za yaronassabi