Transcript Presentation

Role Of Mobile In A Modern
Customer Journey
(Marketing Automation + Mobile Marketing)
Veer Bothra
Chief Innovation Officer
Netcore Solutions
@veer
copyright 2017. Netcore Solutions: For Internal Circulation Only
Niranjan Kanade
Business Head – Mobile Marketing
Netcore Solutions
@niranjankanade
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Agenda
• How smartphone proliferation have affected customer
behavior?
• How adding mobile into Marketing Automation strategy
improves customer experience?
• Ways to integrate Cross-channel Mobile Marketing
campaigns
copyright 2017. Netcore Solutions: For Internal Circulation Only
Today’s Customer
is Social
Connected
Mobile
Informed
Mobile is game changer
copyright 2017. Netcore Solutions: For Internal Circulation Only
India Active
Mobile Subscriber
~ 1 Bn
India Active
Mobile Internet
Users
~ 371 Mn
Avg. time spend
on smartphone
~ 169
min/day
So, the Mobile is
your Dominant
MajorScreen
Screen
Screen
Only
* Source : KPMG-FICCI Report 2014-15; Wikipedia; YourStory: Nielsen 2016, TRAI 2016
copyright 2017. Netcore Solutions: For Internal Circulation Only
Mobile is causing
a drastic shift in the
role of marketers.
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Rise of Marketing Automation
… software that helps marketers to streamline digital
communication, automate repetitive marketing tasks
and deliver relevant and personalised customer
experience.
… the ability to target cross-channel communications with
automated triggered workflows.
It helps to...
ACQUIRE
ENGAGE
RETAIN
MAXIMISE
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3 Principles Of Marketing Automation
Unified View Of Customer
Cross-channel Automation
Data-Driven Personalisation
Dear Pri, take a look at
what to pair your new dress
with! Inbox
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Modern marketing is
Mobile.
Modern marketing is
Automation.
Mobile Marketing Automation
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Mobile Provides Best
Reach Throughout
Customer Journey
Search
Interest
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Compare
Consider
Purchase
Customer
Service
Advanced Segmentation
• Marketing Automation gives advantage to use
segmentation.
• The data collected is richer and finer.
• The new campaigns can be conceptualised with mix
and match of insights gathered from other campaign
report.
Email
Voice
Sent
Delivery
Picked
Time
Clicked
Not
Picked
Clicked
NDNC
Duration
Opened
Blacklist
CTA
Bounce
CTA
CTA
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SMS
Mobile Marketing: Real time marketing
• Mobile holds the key role in real
time marketing.
• Mobile brings a new
opportunity for brands to
personalize interactions with
consumers
• Marketer has advantage to send
right message to right
segmented users at real time
using Marketing Automation.
copyright 2017. Netcore Solutions: For Internal Circulation Only
“
“
USE CASES
1 Welcome Series/Customer On-boarding
Challenge:
• Nurture new customers signing for new product or service.
• Educate them through cross-channel experience.
• Automate repetitive tasks.
Solution:
• Creating workflows which helps automate the entire process.
• Send content(Tips/Feature usage/Help) at regular intervals to help users
become power users.
• Sending personalized message to deliver better customer experience.
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1
Welcome SMS to customer.
Day 1
Service
Registration Desk
Day 3
Day 5
•
•
Welcome call to customer.
Ask for preferred language for future communication.
Getting started SMS with a
personalized custom link.
Day 10
Send IVR, ask for confirmation
about receiving PIN and customer
code.
Day 12
Explain benefit of internet banking,
do’s / dont’s, quick how to.
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Physical mailer sent to customer
address with customer code and
PIN number.
Raised to
Bank official team
Redirected to online
resource page.
PIN
mailer
received
N
Send all imp communication contact
number to customer for quick access
for future use.
2 Customer Feedback
Challenge:
• Know customer satisfaction level through survey.
• Treat dissatisfied on priority and convert them into satisfied customers.
Solution:
• Do customer satisfaction survey.
• Connect with “unhappy” customer without delay.
• Based on the responses segment respondents to “happy” and “unhappy” groups.
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2
SMS with
unique custom
link.
Send
personalized
IVR for
feedback.
Customer visit
ecommerce site and
purchase online.
Wait for
7 days
Send information
to customer about
product feedback.
Redirect to
personalized
feedback landing
page
Feedback
Received
Send imp numbers
via SMS. Customer
can call or send
SMS for future
communication.
N
Y
Feedback
Received
Y
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Above
Avg.
N
Checking the
feedback
rating
Rating
Below
Avg.
Customer is not
happy. Connect
customer with call
center.
3 Customer Data Collection & Enrichment
Challenge:
• Knowing less about customer.
• Limit of enriching data using one digital channel.
Solution:
• Using multiple digital channel to enrich data.
• Using appropriate digital channel for data collection.
• Rewarding customer on every successful milestone, keeping customer
motivated for next data gathering activity.
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3
Customer visits
retail store.
Customer look at adv
and gives missed call.
Customer receive a
unique code via SMS
Customer notified via
SMS. Customer can
visit store in future.
While leaving
customer gives the
mobile number and
unique code at POS
At POS, store owner
punches mobile number
and unique code.
N
Unique
Code
Verified
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Send
acknowledgement,
give 1st reward
coupon.
Send IVR to customer
and ask for his
personal details. Eg.
Age, Pincode, Gender,
No. of people in family.
Send SMS with
custom unique link.
Customer to click
on link and fill data.
Feedback
Received
Retry 2
times
Y
All Data
Received
Y
Send
acknowledgement,
give 2nd reward
coupon.
N
Wait for
a day.
Send
acknowledgement
SMS, send 3rd
reward coupon.
N
Send
acknowledgement.
Weave mobile experiences into
campaigns for deeper relationships
copyright 2017. Netcore Solutions: For Internal Circulation Only
“
“
Q/A
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+91 22 6199 9807
We will email the recording and
slides to you soon 
www.netcore.in
“
“
Thank you for joining
• “The very nature of mobile platforms is one that supports personalization.
Interconnected apps, location information, and other behavioral data make it
easier than ever to deliver customized experiences through mobile, more so
than through desktop options,” reports tech commentator Jonathan Crowl at
SkyWord.
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