The constant evolution of today’s mobile environment can seem complicated—even overwhelming. Your audience is on the move, making them favor businesses that can keep information relevant, and in quickly consumable form.
Hear from guest speaker Julie A. Ask, Vice President and Principal Analyst for Forester Research, as she outlines a simple four-step process for creating an engaging mobile experience.
Learn how to:
Engage expertly by identifying context
Build branding with a well-designed engagement experience
Optimize marketing dollars leveraging the entire mobile ecosystem
Refine strategy by monitoring performance
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4-Step Guide to Mobile Engagement - presented by Forrester Research & Message Systems
1. CONFIDENTIAL
›Julie A. Ask, Vice President Analyst, Forrester Research
›Steve Dille, Senior Vice President, Message Systems
The 4-Step Guide for Mobile
Engagement
March 20, 2014
2. Creating An Effective Mobile
Engagement Strategy
Julie Ask, Vice President
March 20, 2014
49. Banking Mobile Moment
5
›Fraud Alert:
1. Fraud Detection System False Positives Drive Large Volumes of Expensive
Call Center Calls, Damaged Loyalty and Loss of Revenue
2. For Every 1M Fraud Alerts Sent to Customers, One Study Showed 94% of
Them Were False Positives, Driving $11M in Unnecessary Costs
3. Innovators Use Mobile to Automate out This Expense — Chase, USAA
Evidence: “After the implementation of the fraud detection system, the detection rate
increased to 90% in the online space with a false positive rate of 18 to 1 (this means
that one out of every 18 transactions identified as suspicious is true fraud).”
Forrester Research :Case Study: A Leading Global Financial Institution Steps Up Its Campaign Against Fraud With Device Identification
Business Activity Financials
Fraud Alerts Generated 1,000,000
False Positives 944,444
Cost/Call $12/call
Unnecessary Expense $11,333,328
50. Fraud Alert: Automated Responses
5
Fraud Alert: Suspicious
transaction at Tower Mini Mart
for $51.89. Card temporarily
blocked. Please call Customer
Service.
Reply to this message with
the word ―YES‖ to approve
this transaction and unblock
your card ―NO‖ to speak to an
agent.
51. Travel Industry Mobile Moment
Reducing Rental Car No-Show Waste
5
›Facts:
1. No show rentals represent 20–30%* of car reservations costing
the company at least $6.6M of Global Distribution System
reservation fees + lost inventory utilization
2. Using Mobile Devices, a Car Rental Company Can Automate
Out This Expense and Recover the Costs of No-Show
Reservations by reducing no-show GDS fees and charging for
no shows or increasing utilization of the fleet
*Source: Auto Rental News
52. Value Proposition:
Reducing Rental Car No-shows Waste
5
Avis Budget Today
Annual Est. Rental Days 74,014,611
Avg. Length of Rental 5
Number of Transactions 14,802,922
% Transactions through GDS 45%
No Show Factor 25%
No Show Transactions 1,665,329
Cost of GDS Reservation $4
Incremental Cost from No Shows $6,661,315
Earnings per Share Impact $0.04
Avis/Budget Reengineered Policy
Annual Est. Rental Days 74,014,611
Avg. Length of Rental 5
Number of Transactions 14,802,922
% Transactions through GDS 45%
No Show Factor 5%
No Show Transactions 333,066
Revenue Opportunity — Charge for
First Day
$40.00
Revenue Opportunity $13,322,630
Cost of GDS Reservation $4
Incremental Cost from No Shows $1,332,263
Earnings per Share Impact $0.11
Source: Auto Rental News and NorthCoast Research Estimates
53. Mobile E-mail Reduces No Show Costs
5
There will be a $40 charge for no show car reservations not picked up in 24 hours.
PREFERRED CLIENT
55. SMS and Push Messages Are Effective
5
11%
95%
Email SMS
Open Rates
384
3
Email SMS
Time to Open
(in min)
No Push With Push
App Usage Rate
(in month 3)
2.25x
SMS messages have much higher
open rates compared to email
SMS messages are opened
much faster than email
Push messages increase
engagement with mobile apps
57. Mobile Marketing Use Cases
6
Increase
Sales
Improve
Customer
Service
Customer
Loyalty &
Retention
Increase
App
Usage
58. Increase Sales: Ace Hardware
6
Advice: Send coupons, updates and other promotions via SMS and push
messages to drive in-store or online sales. Smart segmentation and geo-
fencing can increase relevance of the offers making campaigns more effective.
Campaign success metrics:
• Over 13X return on investment
• 49% mobile coupon redemption rate
• 411% increase in average customer cart size
59. Improve Customer Service
6
›Problem:
• 3.5M users on the mobile bank application.
Sending alerts in text at a cost of $2.3M with
growing volumes annually
›Solution:
• Use Push notifications system to eliminate the
cost of text messages and deliver alerts into
the mobile application. Use text as a backup.
Customer: Large European Bank
Advice: Give users information they need when they need it and lighten the
load on call centers. Send event reminders, renewal notices, bills, schedule
updates, transaction notices, alerts, and more. Use Push for lower cost.
60. Customer Retention & Loyalty
6
Advice: Keep customers engaged through frequent, relevant messages. Send
offers, coupons, suggestions, news updates through SMS, e-mail and push
notifications. Send reward points information and other loyalty program updates.
Place
Food
Order.
Ask for
Mobile #.
61. Increase App Usage
6
Advice: Use push notifications to offer users something of value —
content, special offers, reminders, etc. — and your app’s usage will grow.
62. Thank you!
6
Follow us on Twitter:
• @messagesystems
Follow us on Linkedin:
• Message Systems
Visit Us
• www.messagesystems.com
Contact Us
• info@messagesystems.com
Hinweis der Redaktion
http://www.businessinsider.com/us-army-photos-2012-1?op=1[Meet the protagonist] [Quickly introduce job description and background] Neff Hudson – the xyz at USAA – was watching the morning news as he savored the last few moments of air conditioning before heading into the stifling heat of San Antonio, TX in July 2007. Anderson Cooper was doing a piece on troop conditions in Chora, Afghanistan. Anderson didn’t mention USAA, but Neff knew they had a customer experience problem. [Challenge] In 2007, the US had more than 20,000 troops deployed in Afghanistan. These troops were a subset of the more than 3M US troops that have been deployed to combat zones since September 2011.Summer temperatures average more than 90 degrees in places like Kabul and Chora where US troops were deployed. Troops were often waiting in line to get access to a handful of shared computers with very slow Internet connections. With a limit of 20-30 minutes per session, they had to balance their needs for communicating with family members and friends, getting news and sports updates, and taking care of personal matters (e.g., paying bills). [How they realized what they needed to do] “We needed a low bandwidth site accessible on a personal device – not a shared device like a computer,” said Neff. The obvious answer was a mobile web site. “We stripped down our site to basic transactions – banking, insurance, and investments. All in, there are about 30 things someone needs to manage their book of business with us. We put all 30 into that first mobile web site.” [How they faced the challenge] “We listened to the voice of the member. We had to make it easier to engage with us [USAA]. We wanted to improve their everyday life. That translated into anywhere anytime access to our services.” Today, a mobile USAA user engages 14x per month in comparison to only 6x for an online user and two times for a non-digital user. Since 2007, USAA has been a leader in serving their membership base through mobile devices. In 2008, they were the first to launch RDC or Remote Deposit Capture on a mobile phone. The rationale? “If it’s convenient to do business with us, our members will do more business with us.” In 2012, USAA had $17B in deposits on phones alone – money that might otherwise have been deposited into a local bank through an ATM. [Outcome - Quantitative] (Right now – this is mixed in above.) [Lessons Learned - Short] “What was really obvious to use early on is that mobile is core to our business.” USAA didn’t start out thinking mobile was the answer. They started down a path of tackling a customer experience problem, and mobile just happened to be the answer. USAA knew that if they were phenomenally convenient to do business with, then their members would engage more and do more business with them. The business benefits followed. They improved their labor efficiency through slowed labor growth, grew their asset base, and increased the average number of products each member buys from USAA. Look up real 2007 news story and put in here. This is a place holder. “Italics” – would cut for the story in the book, but using as an opening for a speech. See below – they are using satellites – speeds are slow DSL speeds. One connection might be 2Mbps up and 4Mbps down – but shared among a community. There are few alternatives to using the satellite connection with a) limited electricity and b) no fixed broadband in Afghanistan.
Before I start I wanted to introduce Message Systems.MS supplies the software that delivers the world’s highest volumes of messages to their intended recipients better than any other company in the world. In fact, in e-mail alone, our software is responsible for sending 20% of the world’s legitimate e-mail. We work in the most demanding messaging environments in the world for companies like:
Facebook and other Social media companies like Linked in, Twitter and daily deal sites like Groupon. These companies are the most high volume senders anywhere. Social network volumes can be measured in the billions of messages a day far surpassing normal F100 corporate volumes. FB alone sends billions of messages a day and accounts for 7% of the worlds email volume.. These companies totally depend on MS to make their businesses work. In addition, MS counts 5 of the top 7 ESPs as customers and the two leading SaaS marketing automation platforms – Eloqua and Marketo and SaaS CRM leader Salesforce. These companies depend on e-mail delivery in volume for their revenue and can choose any s/w they like and they all chose MS. Among Corporates we work with banks and credit cards as well. Our software sends the statement notifications and alerts for AMEX and we distribute research to large investors securely and fast for JPM, B of A, SS. When you get an itunes receipt that is MS or a Paypal message or travel notification from Kayak, that is MS. Our s/w is trusted worldwide by leading companies..
Challeges of Mobile Fragmentation translate directly to higher development and maintenance costs – julie ask, forrester researchWhat business are you in? The business of figuring out all the differences in devices and networks and message types or the business of building great content and offers for banking, travel, retail etc…One API set, we handle message delivery on any network or channel so you can keep up.
In this example, instead of 100% of the time requiring the customer to call the call center. You give them the option of letting you know via a reply via SMS or their mobile app that this transaction was them and that it is safe to unblock the card. Now the customer can do this even if they are getting onto an airplane or running into a meeting and you save the $12 average call center cost of the call in some cases. If it is fraud they can reply no and the system routes them to a call center agent. A simple example but one I think you all can see how it could save millions by eliminating all those calls…
separately but when used in tandem with eachother — in targeted, coordinated cross-channelcampaigns. The combined benefit then becomesgreater than the sum of the individual parts.Through a single channel alone, such as email,you get a standard response rate. Recent studiesshow that only about 6% of marketing emails areopened and responded to.6When coupled with mobile messaging however,the response rate to a cross-channel campaigndramatically increases — all the way up to 45%!6This alone already demonstrates the need for
My last example of using cross channel and messaging to impact the bottom line is simple. Make sure you choose the right message type for the job. Text messaging is great and universal for alerts, but when you can use push messages to the clients who have your app installed, you stand to save that per message charge which for large banks will total millions of dollars a year when you serve millions of customers. We are working with a very large European bank right now that has over 3M mobile users. Their text alerts are costing them over $2M per year and the volume is growing every year! So how about this, adopt a cross channel strategy — when the alert is triggered, the communication takes place via push for customers have the app, the rest can be sent via the traditional text channel and you’ll save a bundle.
My last example of using cross channel and messaging to impact the bottom line is simple. Make sure you choose the right message type for the job. Text messaging is great and universal for alerts, but when you can use push messages to the clients who have your app installed, you stand to save that per message charge which for large banks will total millions of dollars a year when you serve millions of customers. We are working with a very large European bank right now that has over 3M mobile users. Their text alerts are costing them over $2M per year and the volume is growing every year! So how about this, adopt a cross channel strategy — when the alert is triggered, the communication takes place via push for customers have the app, the rest can be sent via the traditional text channel and you’ll save a bundle.
My last example of using cross channel and messaging to impact the bottom line is simple. Make sure you choose the right message type for the job. Text messaging is great and universal for alerts, but when you can use push messages to the clients who have your app installed, you stand to save that per message charge which for large banks will total millions of dollars a year when you serve millions of customers. We are working with a very large European bank right now that has over 3M mobile users. Their text alerts are costing them over $2M per year and the volume is growing every year! So how about this, adopt a cross channel strategy — when the alert is triggered, the communication takes place via push for customers have the app, the rest can be sent via the traditional text channel and you’ll save a bundle.