#The m rsummit_mobile customer experience_textlocal

Welcome to

Mobile Customer Experience Mobile Messaging is integral to every brand’s CRM activity

Textlocal.com Get your FREE WHITE BOOK - Text: WHITEBOOK to 60777

Rob Townsend Marketing & Communications Director

Jason Palgrave-Jones Client Services

Director

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Presentation Notes

Let’s talk about MOBILE MESSAGING AND today’s mobile customer, AND give you all a sneak preview of some of the exciting insight & results from our recent White Book around Mobile Customer Experience which is broken down by sector. AND hopefully you will learn why you cannot ignore the world of Messaging.

In the next 25 minutes we’ll cover:

Today’s agenda

• A little bit about us • The Mobile Customer Experience Report

Insight from our new White Book • Benefiting from an ‘opt-in’ strategy • Building your Mobile Engagement Model

Applying CRM to Messaging • Building your Mobile Engagement Model • Q&A


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A little bit about who we are… The ‘main focus’ is on our New White Book, M-commerce and the importance of an Opt-in Strategy How to apply Messaging to your CRM driven plans How Messenger, our online platform, can help you do this Q&A will be at the end

UK's leading business SMS service provider. Deliver your news, alerts, confirmations & offers easily. Award-winning platform Messenger and expert support

A little bit about us

All your mobile news, & discussions on LinkedIn

Messenger and your marketing mix • Send & receive SMS • Connect CRM systems via our API • Short codes and keywords • Attachments – Video, PPT, PDF • Mobile web pages & sites • Vouchers & ticketing • Surveys & Data capture forms


Easily get started with our wizard tools • Price Promise = best value every time • Free Account Management • Round the clock support • No Contracts & no software to download

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Textlocal has been providing Mobile Messaging Services for businesses for nearly a decade now. Recently scooped 45th the Sunday Times Hiscox Tech Track 100. SMS is a core service offering and our multi-award-winning platform, MESSENGER, is the most robust platform on the market to send your alerts, confirmations and promotions… You’ll see and hear short codes and keywords on the telly or radio most days. Now with mobile messaging, you can do so much, much more by sending movies, pictures, brochures OR link to forms, surveys, mobiles sites AND now vouchers & ticketing… Its FREE to sign-up, best prices around AND we provide all of this with expert support around the clock

The UK has spoken Using mobile effectively in today’s multichannel marketing world. The first meaningful regionally representative report on Mobile Customer Experience in the UK. Interviewed hundreds of businesses and thousands of consumers across the UK in March 2013 on their views about mobile marketing and mobile customer experience Here’s a sneak preview…


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We’ve got two great white offerings available for FREE today for you! Our White Book and our M-Commerce White Paper. We’ve screened over 330 businesses and over 2,000 consumers to bring you behavioural habits, views, trends and projections. A must read for every business influencer, business owner, marketeer, and a must steal for any competitor! It is an extensive piece of research into the behaviours and needs of the UK’s mobile user.

Reach and effective contribution


Understand your customers’ preferences & mobile touchpoints. You’ll save money & improve effectiveness

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SO before we take a look… let’s just consider one of the key discussion points – Contribution & Effectiveness It’s well represented that SMS has better open rates and better response rates than any other channel. SO if I wanted to reach you right now, I could shout at you! I wouldn’t Email you because the response rate would mean only 1.2 of a person would respond. I wouldn’t Direct Mail you as 80% is discarded and that would take 3 days anyway. But if I text you – well - when’s the last time you ignored a text? We know that over 50% of consumers who respond to mobile messaging actually go on to make a purchase. BUT here’s the biggie - 91% of respondents to our consumer survey use their phone for SMS above anything else including Voice! That’s remarkably way above Social, Apps, Email, web browsing, music & games… SO when planning your contact strategies, understand the touchpoints that are in demand and adapt accordingly. Let’s find out a bit more…

The Mobile Market


By 2015, iPhone users will increase to 12.5 million, while the total number of Android users will leap to 37.9 million 60% of the total UK smartphone market will be made up of these two operating systems. Building for 2015 represents a huge opportunity In 5 years, M-commerce in the UK has grown to an expected worth £6.61 bn in 2013, naturally all smartphone But don’t neglect the 30 million Feature-phone/legacy-phone market

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The average mobile user will have their phone in their possession for 16 hours per day; that’s dual screening at home watching telly, on the train, in bed and on the loo(67% text and email on loo)! Now we’ve all gone smartphone bonkers, apps crazy but don’t forget the Feature phone, the market is huge! It will decline but not having a strategy to reach them is a missed opportunity to the tune of 40% of the market. M-commerce on the up In the UK, the number of people completing transactions for goods or services on their mobile is already at 27.6 million, hitting 36million in two years. It is this transactional element that attracts. Mobile provides a direct path to a customer, but more importantly, it provides the opportunity for a business to engage with each customer. And this is where marketing has a significant advantage over advertising. The latter is very much a pull-based model, whereas marketing is push, provided the customer has acknowledged that they want to receive brand communications on their mobile phone. On mobile, this opt-in process is integral. It is of paramount importance that businesses have an opt-in mobile database, because the level of engagement compared to advertising is over 100-fold. So let’s just look again at the numbers. The fact that Opt-ins virtually mirrors and correlates with M-commerce users isn’t just coincidence. Let’s not forget from 01 Nov to Xmas Day the UK’s M-commerce users will spend £978m worth of mobile transactions

Opt-in universe


85 million active UK mobile subscriptions. There are near 28 million opt-in’s climbing to 35.3 million by 2015 SMS is best 99.9% of all messages read, with 95% read within 3 minutes SMS is the only sure-fire way to reach them given type of handset/OS

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Given the continued and pending growth in smartphone adoption & use. You must embrace an opt-in strategy. Sure your apps are all about performance, load speed and real time content but if your users aren’t opting in, you’ve got a very real challenge. Consumers are now interacting with brands on their terms regardless of time or location, and that means you must have a deep understanding of their customers likes and preferences to maximise interactions. The only sure fire way to get through is SMS. It’s only permission based marketing!! Nothing new, just integrate mobile across all your usual touch points. We can help you build your plans and show which demographics respond faster and by regions that perform best.

Mobile data capture is the new king


With 55% of businesses adopting an opt-in approach, they still need to be capturing more customers’ numbers. 33.2% have launched a mobile site but surprisingly only 20% have developed an App. 25% utilise QR codes. Only 20% using short codes. Augmented reality is of little interest.

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Capture more data, of course… But don’t neglect the mobile customer experience – 30% of mobile shoppers will abandon a transaction if the experience is not optimised for mobile, while 57% of mobile customers will abandon a website if it takes more than 3 seconds to load. Google claims that a retailer not having a mobile optimized website is the equivalent of closing the store one day each week. And ladies, 32% of UK females will make more than one purchase on their phone a week.

Trusted businesses


The most trusted businesses to send mobile users communications are those based in the health sector, such as doctors and dentists, attracting 29% of respondents. This was followed by a number of sectors all appealing to 14% of respondents: Restaurants, Bars & Clubs, Finance & Insurance, and utility companies. Then Travel and Retail

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Not surprisingly the early adopters have become the trusted businesses And it all revolves around the things we have to do or love to do. So we see common spikes around health, then going out and enjoying ourselves, then paying for that!! Bills, planning holidays, retail and buying things and then sport and fitness…

Build your Mobile Engagement Model Create Touchpoints


Your Brand

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SO Basic CRM stuff here… Are you using the most ‘effective’ channel mix? It’s all about effective contribution Do you really know your customers? Or rather your MOBILE customers The chances are they are far more mobile than you think? Put Mobile at the heart of everything that you do and start building your opted-in universe Getting started is very easy - capture mobile data everywhere, every touch point – your existing marketing including Social You need to build, or advance, your existing TOUCHPOINTS and include a Mobile Engagement Model or include mobile to your existing engagement model and existing contact strategies. And you need to do it now. It’s only permission based marketing so it’s not scary stuff at all. Just focus on greater mobile data capture and interaction. Get the call centre staff to capture the number, add short codes with keywords, use existing advertising and marketing collateral, web application forms… you get the picture

Key Word on Short Code

Social Connect


Messenger

Email to SMS Ticketing & Vouchers

Auto-Schedule/Validity

Direct Inbound Number

SMS

Attachments

Reporting

Mobile Web Pages & Mobile Sites

Social Connect

Segmentation

Mobile Surveys, Data Capture Forms

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Here is a quick overview of Messenger’s reach potential. It handles over 30 million messages pcm for 1000s of businesses. Our mobile experts can then help you integrate SMS with your business Touchpoints By segment, age, any demographic you choose… auto schedule and create links and mobile experiences for all your users. News, alerts, confirmations, offers… it is all reported for you You can pull in all your differing segments or classification types and set them as different contact groups. Auto-schedule different messages, set validity periods(say an offer or a competition ends on ‘X’ date) and get the reports back however suits you. Why not pop a Text Survey and ask them when they’d prefer to receive a communication? Include a short link to a competition and start building rapid relations. You’ll be amazed at the interaction rates.

Extend segmentation build their mobile profile


Meet ‘Margo’ She works in marketing

Meet ‘Cheryl’ She’s a busy mum

Meet ‘Ellie’ She’s a sassy exec Meet ‘Frank’

He’s old skool

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More often than not mobile behaviour is quite a different interaction with a brand We’ve developed 7 segments but I’m just going to send up four to dramatise things a bit! Let’s not forget that average m-commerce user will spend £224.75 in 2013 and £392.42 in 2016 – so hardly a small basket. But it’s a basket you can influence now

Extend Mobile Segmentation


The Socialite

The Hunter Sharer

The Organiser The Explorer

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Margo’s a socialite An animal with high expectations Heavy user, sees mobile as a connector Strong emotional relationship with her mobile – foursquare Twitter fanatic A digital native, Technology savvy Knows what she wants and will drop brands like her hat – a brand tart The Hunter Sharer The escapist or romantic with a short attention span It’s a distraction Heavy facebook user, always uploading pics & comments Multi-site/app surfer Bargain hunter always ready to share experiences Heavy text user The Organiser Mobile is functional – a personal assistant They are busy but devour relevant content and messages Brand loyalists Won’t hesitate to purchase Superconnected The explorer Sees mobile as the next step – its logical Know what they like but responds to referrals Responds to text very well – it’s personal to them Late entrant but not technologically backward Has a flutter, not via mobile yet but appreciates a nudge Heavy content consumption – a Roamer Likes to be inspired

Most useful messages from businesses


1. Appointment reminders 2. Order confirmations 3. Offers/Discounts/Promotions 4. Delivery/Service call

confirmation

In app offers, not well received are sometimes perceived as invasive

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The ‘reception’ of types of communications and announcements differ immensely across the demographics which is exploded in detail in the White Book.

Best send time for consumers


During weekdays consumers favour messages sent between 07.00 – 09.00 But remarkably anytime over the weekend is cited as the most favourable time to receive messages Forget the learnings from best email send times!!

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Great stuff so when should we send? Well the consumers like to receive either first thing or anytime over the weekend


Frequency of sends for businesses Consumers will accept more communications but alarming 36% don’t send a thing Only 16% of businesses have age, gender, location and preferences Only 6% integrate with a CRM platform Our platform Messenger can integrate all of your segments

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But are we sending then?? Errrrrr… No! In fact it’s still based on best email send time and only 6% integrate with a CRM app


13 Sectors, Campaign tips and much more…


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Now, we’ve got over a 100,000 businesses and organisations on our books of all shapes and sizes. Some very well known brands here as well as Groupon, Admiral, Kuoni, P&O Ferries, Dominos, Wickes DIY… We dominate the Food & Drink space as well as Travel & Entertainment, Retail and Finance Services but we never lose sight of the Small Businesses which our business was built on. Our platform services any business of any size.

Rob Townsend Marketing & Communications Director [email protected]

Q&A – Grab a copy


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Naturally, we are around all day so do come and find us and ask us anything, feel free to download a copy but we do have a few hard copies with us. Thank you

mailto:[email protected]

Jason Palgrave-Jones Business Development & Client Services Director [email protected] Rob Townsend Marketing & Communications Director [email protected]

Questions & Answers


Text: MRS to 60777

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Text: MRS to 60777, to see a survey form from SMS in action



