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Mobile Enabled CRM Marketing
“Customer Relationship Management (CRM) is all about
building lasting relationships with your customers through
a better understanding of their needs.”
“CRM aligns business processes with customer strategies to build customer loyalty and increase profits over time.”
Darrell K. Rigby Frederick F. Reichheld Phil Schefter
What is CRM?
What is Mobile CRM?
• Right message to the right person at the right time
• Segmented messaging that integrates with your existing
customer database
• Dynamic and personalized content/messaging
• Can be location aware geo segmented messages
• Performance based marketing using advanced digital
analytics that empirically measures success
What is not Mobile CRM?
• A separate silo of mobile customers
• “Advertising” as we’ve known it
Objectives
•Awareness
•Engagement
•Perception
•Customer Acquisition
•Loyalty
•Retention
Strategy
• Implementation strategy for integrated campaign tactics
•Design campaign to be dynamic
Tactics
•SMS Alerts/Messaging
•Sweepstakes
•Location Based Services (LBS)
•Point of Sale Integration
•Rich Media Mobile Web
Real-time measurement and analysis of results drives a successful mobile CRM campaign
A Successful Mobile CRM Campaign
Mobile CRM Best Practices
• Understand the ever-shifting channel preferences of your customers
• Work with a platform that already takes care of “regional” compliance
and privacy regulations
• Addressability is not optional
• Align mobile opt-in with existing Master Persona Data
• Integrate the mobile campaign with other digital and traditional media
• True mobile CRM uses Web and mobile sites for opt-in to gather
profile data (not keyword & short code)
• Understand “regional” adoption of handsets
• Make the messaging relevant
Best Practices
Mobile Compliance
Double Opt-in
Opt-out STOP
HELP
Two forms of HELP
24-hour Timeout
PII Data in SMS &
Mobile Web
Regional Compliance
Sarbanes Oxley
Microsoft Compliance
(HCP)
Carrier Certification
1-way, 2-way
Messaging
Mobile Compliance Requirements
• Mobile compliance and privacy requirements are complex
• Work with a mobile compliant provider
Source: Microsoft Advertising Mobile Consumer Vertical Study - The Future of Mobile Advertising, Nov. 11, 2009
Average number of hours per week spent with:
Customer Channel Preferences
Automotive Case Studies
BMW Mobile CRM (Germany)
One of the more proven mobile CRM initiatives is BMW's
2-year-old German program that lets customers
purchase snow tires, which the government mandates.
The carmaker sends customers in its database pictures
of their car model, in the correct color, plus winter-tire
recommendations and prices. Customers see how the
tires would appear on their car, and can set up an
appointment with the dealer right from the message.
In the two years BMW has run the program about a third of the customers who
receive the messages have bought winter tires through BMW, according to Marc
Mielau, the carmaker's head of digital media. Said Mr. Mielau,"CRM is really about
engaging the customers and taking their data, their behavior and other learnings in
order to design better products and services."
Ford: Database Build with Segmentation (1/3)
Campaign/program name:
Ford Canada Auto Show Sponsorship
Objective: Ford Motor Co. of Canada was a sponsor at the 2010
Canadian International Auto Show in six major centers across
Canada. It needed a campaign that would work nationally and
would allow for its brand to interact with the attendees in a way
that was engaging and would differentiate it from the competing
motor companies participating.
Additional goals included:
• Offering a utility through all mobile devices and encouraging its use
• Building a mobile and email opt-in database for future marketing campaigns, with the
potential to drive ROI
• Determining customer communication preferences to enable more effective and
targeted remarketing
• Survey the audience about products and services offered by Ford Strategy
Mechanics: A call to action was displayed at the Ford’s Auto
Show booth in six cities across Canada.
The audience initially engaged with the brand through SMS by
sending a text message to a short code. A text message was
then sent back to the users asking them to fill out a short
survey through mobile Web or have it sent to their email
address.
The text message served as a gateway to navigate users to
the mobile Web or email. A total of three mobile
communication channels were supported: SMS, mobile Web
and email.
The mobile call to action was displayed on print banner ads at
Ford’s Auto Show booth as well as on interactive kiosks and
displays.
Call to action: “Take our survey and you could win $5000
in gas. Text FORD to 123411 for a chance to win!”
Ford: Database Build with Segmentation (2/3)
Participant Results:
• 64% chose to complete the survey
• 45% chose to complete the survey by email
• 19% chose to complete the survey on mobile Web
• 18 percent opted in to receive future promotions from Ford.
Ford was able to build a database for future use and identify
customers who preferred to interact with the brand via mobile
web as well as those who preferred email communications
from Ford Canada.
Ford: Database Build with Segmentation (3/3)
Auto Manufacturer, South Africa (1/3)
Objectives:
• To provide a cost-effective mobile solution for data collection and a complaint
management system of services rendered by the dealers in the automotive company
• Alleviate respondent fatigue experienced by customers not willing to answer 10 minutes
and longer telephonic surveys
Target Market: Customers that bought or serviced their vehicle with one of the authorized
dealers within the automotive company (customers tend to be in the 8-10 LSM bracket)
Strategy:
• Background: the automotive client had conducted telephonic surveys for more than 10
years
• Creation of SMS survey solution whereby all customers will receive an SMS each time a
transaction (sales and after-sales) is recorded
• Past CRM data was analysed carefully and segmented according to preferred
communication channel for surveying the customer and to get their service feedback:
Face-to-face, Telephone, Postal, PC, Online, and Mobile.
• Set up a SMS rating survey mechanism and later a mobile site survey page as the
mobile data collection methods
• The mobile surveys were used to gain overall satisfaction rating and customer comment
in a measurable, quantifiable way
Campaign Mechanics:
• Cell phone numbers were checked for MMS enablement which would determine
if they had mobile site access to offer them the additional WAP survey link in
their SMS
• Responses included a quantitative numerical rating and a qualitative comment
• The power of the solution and the very high response rate achieved via SMS
consistently over months was due to the personalisation included in the
message and the ease of response
• The backend rating algorithm automatically assigns rating scores to open-ended
SMS wording
• However, a manual human eye-over is required to review the exceptions based
on a confidence rating, helping the automatic algorithm learn as it goes along to
include new keywords and phrases and their respective ratings
Auto Manufacturer, South Africa (2/3)
Results:
• Average 36% response rate in 2010, with a 45% response rate for sales follow-
up messages and 31% on service related SMS sent
• System was able to escalate unhappy customers to the automotive company’s
head office and directly to dealers for timely resolution
• The automotive company has been able to gain overall satisfaction ratings and
customer comments and maintain a complaint management process on an on-
going basis
• In-depth reporting of satisfaction ratings and customer comment meant that the
automotive company could gain valuable insights from their customers
• The SMS data collection method achieved the highest reach and response rates
at the lowest cost
• Now extending it to other countries in Africa due to the great response.
Auto Manufacturer, South Africa (3/3)
Retail Case Studies
Retail SMS CRM Marketing
• Sweepstakes
• Promotional marketing texts
• New product releases
• In-store events
• Co-op marketing with other partner brands in entertainment, music, action sports etc. offering user content they value
• Store location
• Specific content based on a list of content types (skate, girls, art, music etc.)
• Links to mobile sites
• Opt-in to other mobile campaigns
• Links to secondary content sources (Surfline)
Apparel brand Van’s uses mobile opt-in via their online Website to collect customer
profile data and preferences on what kind of content each user would like to receive.
This data is captured to their CRM for segmented messaging for the subscribed opt-in
group(s).
Typical interaction messages types:
In the spring of 2009, Marks & Spencer (M&S) handed
created a CRM campaign to grow its mobile database
size from nothing to 210,000 in the space of a year.
Campaign Mechanics:
The campaign reached out principally to loyalty
program customers and non-loyalty customers who had
signed up for text alerts, with offers, deals, promotions
and news about M&S.
This enabled M&S to engage with customers through
the mobile channel directly, and use it to complement
existing direct mail and email contact strategies.
Campaign activity included text- and-win competitions,
event reminders for in-store loyalty events, and internal
education so that M&S employees understood the
campaign objectives.
Different message types were tested, and all results
tracked, to see what worked best.
Retail SMS CRM Marketing (1/2)
Results:
By August 2010, the campaign had far exceeded its
target, having recruited 700,000 opted-in customers to
the database.
It has also created a robust new measurable channel
for the loyalty team to add into their marketing plan, and
has also been shown to trigger an increase in in-store
purchase, as measured by basket spend, for those
receiving the mobile messages as opposed to those
who do not.
http://www2.marksandspencer.com/text_alert2.shtml
Retail SMS CRM Marketing (2/2)
Tactics for Mobile Enabled
CRM Marketing
SMS/MMS subscription with user
selectable content preferences
and user profile capture via Web
or mobile opt-in page. All
preference and profile data is
captured for CRM analysis and
targeted messaging.
.
Web Opt-in
Basic Mobile Enabled CRM Opt-in
Mobile Web Opt-in
The heat wave continues here in LA! Cool off at lunch with an ice cold root beer float, free with every Galaxy Meal purchase at any AstroBurger location. Code:34ru3 Exp: 7/12/10
Advantages to Smart Messaging:
Personalization and point-of-need relevance
increases participation
Time and place relevance increases
participation
Contextually relevant messaging increases
acquisition, conversion and loyalty
“Everyone receives the same offer” mobile promos or coupons can have unknown relevance when delivered
• Smart Messaging integrates with data sources such as news, weather, finance, CRM consumer profile, inventory etc. instantly adding relevance
• Smart alerts can know:
Who the customer is
Where they are
What’s happening around them
When they want something
Why they need or want it
Advanced Mobile Enabled CRM Opt-in
Text opt-in for either single coupon or to opt-in to couponing alert group
62407
Miami
Store 33128
Text STORE + your zip code to 44264 to receive a SMS coupon every month for 20% off your favorite fashions
STORE + your zip code to 44264
Database
Weather
Stock Market
Location Look Up
Product Inventory
Consumer Profile Data
Past Consumer Purchases
Any Other Event or Data Sets
Database receives keyword opt-in and delivers a coupon based on external events or information in the database
Dressbarn: Here’s something special for you to celebrate your birthday. Come into Dressbarn and get 20% off any item. Code f5mt Exp. 5/31/11
Messages sent based on stored customer profile data with unique redemption code.
By Consumer Profile Data
SMS Only Coupon: Contextually relevant coupon is delivered based on keyword + database referencing with unique redemption code. Dressbarn: It’s a
scorcher in Miami today! Keep cool with breezy late summer skirts. 20% off at any store. Code t239r Exp. 10/31/11
Dressbarn: Freezing in NY today? Keep warm with with a wool sweater. 20% off all sweaters at any store. Code 34r39r Exp. 10/31/11
Contextually relevant coupon delivered based on keyword/zip referenced against weather database
STORE + 10507
Sends coupon for sweaters based on cold weather reading for opt-in zip code
By Weather
Mobile CRM Smart Messaging
Text STORE + your zip code to 87812 to receive a SMS coupons every month for 20% off your favorite 2011 fashions.
Ghiradelli Coupon
Get $1 off the deluxe Ghiradelli Chocolate Square Sets.Exp:9/30/10 http://m.choc.
mobi Msg & Data Rates May Apply
Coupons with POS Redemption
$1 off Ghirardelli Squares Gift Sets Expires 10/25/10
360° Mobile Coupon Solution
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6
4
3
2
CRM/DATA COMPONENT
POS Transaction Capture
• Pepsi Co India (Quaker Oats)
• Indians have genetic predisposition to heart disease
• Mobile app where users self identified their
health/lifestyle profile for the CRM database via a
“health quiz” on opt-in
• Regular alerts were sent with health tips, healthy
recipes and diet plans according to their health profile
segment
• 160,000 participants < 4 months
• 74% Volume Growth
• 73% changed behavior lifestyle for improved health
Mobile CRM: Segmented Messaging
• Industry leading technology and services make it
fast and easy to create, manage and analyze mobile marketing campaigns and content delivery initiatives worldwide
• Award winning iLoop Mobile Platform for creating state-of-the-art SMS campaigns, mobile sites, mobile coupons, and other mobile marketing initiatives
• Industry leader in mobile marketing strategy, managed service campaign delivery and professional services
• Campaign design that achieves mission critical marketing objectives, answering the individual needs of customers
• Customers include Fortune 500 brands, agencies, media companies, and other tier-one companies
About iLoop Mobile
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HELP for help. Text STOP
to cancel.
