Employee & Customer Advocacy in a Mobile World
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Employee & Customer Advocacy in a Mobile World
Hidden Agenda ü Mobile is everything… the most personal mul5-purpose device ü Mobile CX & Advocacy. ü Mobile is the most formidable media pla?orm in Africa. ü Insight, 1:1 marke5ng, wallet share & Life Time Value.
Smartphone Penetration based on 2015 AMPS Data
100 94 95 98
92
89 88 90 8
84 16
81 21
80
28
38 39
60 59 50
52 56
59
63 90
40 80
74
51 64
51 50
20 38
27
19
6 11
0
TOTAL LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
Smartphone Other Phones
SPONSORED BY
Source: AMPS 2015
Mobile is often the first screen and only screen
email tv
desktop
pos
location
wearable
car
wallet
offers
mailers
The smartphone is the most personal device
Mobile facts.
times / day check phone
per hour
Mobile customers are never offline.
Millennials admit their smartphone What’s the worst that can happen?
is always with them. Losing the mobile phone.
Mobile provides customer choice h[ps://www.youtube.com/watch?v=zhEAhiPo5GE
The Mobile Multiplier
Personal
Taken
2-3x more Vastly different
smart phones everywhere
than PCs by Frictionless customer
2020 access Sensors, experience
cameras
Location
Payment
Social platform
Much easier to
use
8
Why is Mobile the most important channel in Africa?
h[ps://www.youtube.com/watch?v=QRDNHVHEVFo
Key Insights To Be Shared
Communica/ons is more Humans plus machines form the Mobile marke/ng automa/on
meaningful when in context, winning combina/on in today’s enables brands to address
resul/ng in be:er producing marke/ng world customers and prospects
mobile programs holis/cally and to drive
business results
4A good hockey player plays
where the puck is.
Agreat hockey player plays
where the puck is going to be.
- Wayne Gretzky
11Generation “ME”
Also referred to as ‘Millennials’,
‘Genera5on Y’ - Born 1982-2000.
Aftude towards en5tlement,
‘What’s in it for me’
Need to trade at any 5me, on their
terms
Detached from ins5tu5ons,
networked with friends
Technology has put the consumer
in control of the rela4onship -
loyalty has to be earned
”Generation Me’s don’t box their needs… We need to
compete with more complex decision
Relevance - Know who I
am and what I want
Communicate to me in
innova5ve ways on
mul5-channel pla?orms
i.e. social media, mobile,
online stores etc. with
relevant product
offerings
EXPERIENCE
ü Emo5onal Experience – What the customer wants?
RELEVANCE ü Make it a convenient and pleasant user experience
ü I don’t have 5me. Make it easy.
ü Make me feel special and rewarded for my loyalty
ü Provide cool apps that I can download to interact with your brand and
TRANSACTION
NEEDS
make easy purchases
ü Provide a pla?orm whereby I can give feedback and receive responses
ü Help me make key transac5on decisionsWHAT STAFF WANT: A Simple Way to Engage
Internal
Video
Individual Group
Communication Collaboration
Voice Messaging
ExternalCOMMUNICATION SILOS lead to poor Staff Engagement Voice Video Messaging Content
FORCES SHAPING: Staff Communications
“Software is eating the world” IT → End Users
Hardphones → Softphones Rise of Android, iOS
On Prem PBX → Cloud Voice, Email → Video, Messaging
UNIFIED
Hardware → Software COMMUNICATIONS Consumerization
& COLLABORATION
(UC&C)
Cost Driver UX Driver
Speed Driver End User Adoption Driver
Leverage Driver Mobility Driver
Text-based communication will overtake voice
Voice communication also cede to video
Technology will suit the needs of the user
‘Work’ will be what you do, not where you goDIGITAL WORKFORCE Communications Redefined
For management: For the staff:
Simplicity:
Simplicity:
A single, seamless, intuitive user experience
Reduced complexity & cost of communications
Engagement:
Engagement:
Flexibility to work whenever, wherever and however
Increased workforce performance & productivity
Security:
Security:
Secure, always-on, consistent communications across all devices
Secure global communications & reduced operational risk
Single App
Insights
Video API
Unified
Platform
Voice Messaging
Single
Global NetworkDIGITAL WORKFORCE Communications Platform
Seamless User Experience
Real-Time Real-Time
Insights Insights
Open
APIs
Connectors
Voice Video Messaging Content
Unified, Secure, Global Cloud PlatformDESIGNED WITH all Teams in Mind
Internal Internal
One to One One to Many
Many to
Many
External
External One to Many
One to One Many to
ManyHigher Levels of ROI
ü Increased engagement really ties to increased, more
engaged employees
ü Loyalty tools equally capture purchase transactions
and social interactions – truly holistic and
actionable view
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 noiseMeasurable Return On Investment (ROI) # of Impressions # of Click-Through’s # of Site Visitors # of influencers # of advocates # size of community # of conversa5ons # of coupons vs. purchases # of app downloads # Engaged ,dwell 5me , frequency ,LTV
Return on Marketing Innovation 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 We set a new level of expectations for innovative employers.
Benefits of Mobile Loyalty Solution
23
Growth of the
customer base
and reten5on of
current
customers
Increased
Adver5sing tool communica5on
for customers
with the
and businesses
customers
Innova5ve offer
dis5nc5ve from
compe5tors
Targeted
Social worth of dynamic
mouth & campaigns:
exposure leverage
consumer data
A new revenue
streamService Intelligence & Analytics- dedicated BIU
Purpose: Results
ü Lead the Services wide data initiative and
enable fact based decision making Product Marke/ng
ü Improve the speed and quality of
employee relationship management and Analysis
product development
Measureme
Metrics
Goals
Accountability:
nt
ü Data strategy implementation
ü Analysis and cross promotion capability
based on data Common definitions
ü Services level dashboards, Learning
Agendas, and Optimization PlansPartner Relationship Marketing ü Provide value adds from other customer centric organisa5ons that add value to your brand and your customers e.g. air5me ,handsets pre-loaded with your App , Travel & Lifestyle offers , Emergency services etc.. ü Ster Kinekor Vitality partnership created 380,000 common customers in one year –real value & simplicity is the key to adop5on ü We provide unique campaigns based on areas of interest & permission based marke5ng ü Manage the partnerships with a variety of value add partners ü Manage the loyalty program as a service via Contact Centre and build a web / mobile responsive & adpataive / apps that are integrated into a single pla?orm and content management system
Mobile Engagement
Whatsapp Biggest fear
CX Chat loosing ba[ery
from app / power
Facebook
Messanger
Give me a different
experience and
reward me for my
a[en5on
Visual QR Codes
for Wi-Fi , App me , deliver
Download App , to me , let me
compe55on , order & pick up ,
payments , pay , reward me
rewards
Be rewarded with ‘hyper-personalized’ experiencesAlways the same brand = loyalty
“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)
Or they could just have our digital card app on their mobile ;-)What’s App as a service channel
Turn email into live chat via
What’s App or app
Offer the freedom of direct
interac5on.Mobile Path to Purchase
FOMO of running out of battery life is
addressed with Chargifi
How we do it For Hotels
Hardware
Sub-surface wireless transmitter
bars and tables.
h[ps://www.youtube.com/watch?v=GXnTSC567gg Selecting the right wireless
charging standard
CHARACTERISTICS REZENCE QI PMA
Max Transmitter Power 33 Watts 5 Watts 5 Watts
Range of Devices Wearables, Phones Phones
phones, tablets,
laptops
Multiple Devices at once Yes No No
Maximum distance 50mm 5mm 5mm
between transmitter
and receiverCombining data & relevance to nurture exceptional
experience
DSG developed a set of customer focused services that enable a relevant and phenomenal,
hyper-personalised experienceWhat the employee wants?
Your Mobile Strategy needs to develop a set of focused services that enable
a relevant and phenomenal experience
BE
REWARDED
HEAR ME VALUE
AND HELP ADDED
ME SERVICES
Community
(Big Data)
MOBILE
PAYMENTS PROMOTIONBusiness Value
Real-5me knowledge
ng
arke/ Targeted adver5sing
ile M
Mob Enhanced brand loyalty
er Serv ice
e C ustom
Mobil Know your employees
Know their preferences
Know your employees Give them more of what
Know their problems they want
Proac5ve help where
neededTransunion 1Check Mobile Transformation h[ps://www.youtube.com/watch?v=3ETq7Zy9BEk
The Importance of Context
The sum total of what your customer has told you
and is experiencing at his moment of engagement
Forrester
Context includes:
Situation Preferences Attitudes
The current location, altitude, The history or personal The feelings or emotions implied
and speed the customer is decisions the customer by the customer’s actions
experiencing has shared with you or logistics
14The Addition Of Context • Knowing that the weather affects how we buy (and what the weather is at the time!) .. h[ps://www.youtube.com/watch?v=ECZa9UPkA-s
Offer meaningful services
at the right time to build a
lasting connection.
Engage with each guest in
a personal, meaningful,
timely manner.
Relevant
& MeaningfulExplosive Growth of Mobile
Comparison with other Mass Media Channels
35 000
30 000
25 000
MILLIONS
20 000
15 000
10 000
5 000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Radio TV Home telephone Cellphone Internet Any Newspaper Magazine
SPONSORED BY
Source: AMPS 2015Paradigm shift in Mobile Marketing
Marketing The Mobile Paradigm
Audiences Individuals
Interruption Assistance
Batched In-the-moment
Campaigns Experiences
Irritation EffectivenessHow Mobile Marketing Automation Works
Build Track Determine
Track every Determine the funnels
Build campaigns that
event your users you want users to
are triggered by user
take experience and guide
actions and
them down that path
delivered in real time
through personalized
messaging
1 2 3Monetization & End to End “White Glove”
engagement Solution service
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