Hello everyone - today, I want to talk about one simple question, which if companies start asking more, will provide answers to save more than $100 billion annually. That one question every executive and anyone in marketing, sales or customer service should ask themselves is "How can I help customers" instead of asking "How can I sell things?”. Since it is simple and obvious, you think everyone would be doing it … A couple of facts: 1. Companies globally spend close to $500 billion, or half a trillion dollars annually on advertising. 2. The Authors of “What Sticks” said that $112 billion is wasted in advertising in U.S. alone. 3. As Dr. Hendrix’ survey shows, only 1 in 5 are happy with the customer experience. Companies continue to pour billions into advertising that interrupts, and other marketing methods that customers try to avoid, instead of focusing on creating better customer engagement and experience. There has also been lot of talk recently about customer engagement and how it can be improved through social media presence or mobile apps. New engagement metrics have been introduced; the number of likes on Facebook or the volume of Followers on Twitter is quickly replacing the number of eyeballs to the website. While these social networks are great at connecting people, these methods are still based on brand selling, mostly advertisement driven and have proven to be even less effective based on click through rates. So let us ask the key question "How we can help Mobile and Social customers", the answer to that question is what we are calling Smarter Customer Engagement. How is it different? Smarter Customer Engagement is customer-centric, helping them along their journey to make better decisions. Smarter Customer Engagement provides utility & service so customers can get their jobs done faster. Smarter Customer Engagement delivers answers and right information when the customers need it. Smarter Customer Engagement builds loyalty and facilitates advice from trusted friends. To enable better engagement, Geoffrey Moore introduced the concept of Systems of Engagement. These systems of engagement are not just another front end on existing systems of record like ERP or CRM. But rather need to be designed and constructed with clear focus on providing simple and yet more unified customer experience that is based on customer context. Systems of engagement enable brands to use web, mobile and social channels to add value throughout the customer lifecycle. Smarter Customer Engagement platform would provide right capabilities directly to end customers and the people who interface with these customers. Let us walk through a quick scenario on how customers can get easier access to products, knowledge and services from brands and friends during pre-sales or post sales on these smart devices that they always carry with them. 90+ percent of customers trust their friends for product information more than Brands ...

1. Copyright© 2013 - Mize, Inc. – All Rights Reserved
Webinar Transcript: Drive Engagement and Loyalty by Engaging Mobile and Social Consumers
Ashok Kartham, CEO Mize, Inc. | Thursday April 11th
, 2013
Hello everyone - today, I want to talk about one simple question, which
if companies start asking more, will provide answers to save more than $100
billion annually. That one question every executive and anyone in marketing,
sales or customer service should ask themselves is "How can I help customers"
instead of asking "How can I sell things?”.
Since it is simple and obvious, you think everyone would be doing it …
A couple of facts:
1. Companies globally spend close to $500 billion, or half a trillion dollars
annually on advertising.
2. The Authors of “What Sticks” said that $112 billion is wasted in
advertising in U.S. alone.
3. As Dr. Hendrix’ survey shows, only 1 in 5 are happy with the customer
experience.
Companies continue to pour billions into advertising that interrupts, and other marketing methods that customers try to
avoid, instead of focusing on creating better customer engagement and experience.
There has also been lot of talk recently about customer engagement and how it can be improved through social media
presence or mobile apps. New engagement metrics have been introduced; the number of likes on Facebook or the
volume of Followers on Twitter is quickly replacing the number of eyeballs to the website. While these social networks
are great at connecting people, these methods are still based on brand selling, mostly advertisement driven and have
proven to be even less effective based on click through rates.
So let us ask the key question "How we can help Mobile and Social customers", the answer to that question is what we
are calling Smarter Customer Engagement.
How is it different?
Smarter Customer Engagement is customer-centric, helping them along their journey to make better decisions.
Smarter Customer Engagement provides utility & service so customers can get their jobs done faster.
Smarter Customer Engagement delivers answers and right information when the customers need it.
Smarter Customer Engagement builds loyalty and facilitates advice from trusted friends.

2. Copyright© 2013 - Mize, Inc. – All Rights Reserved
To enable better engagement, Geoffrey Moore introduced the concept of Systems of Engagement. These systems of
engagement are not just another front end on existing systems of record like ERP or CRM. But rather need to be
designed and constructed with clear focus on providing simple and yet more unified customer experience that is based
on customer context.
Systems of engagement enable brands to use web, mobile and social channels to add value throughout the customer
lifecycle. Smarter Customer Engagement platform would provide right capabilities directly to end customers and the
people who interface with these customers.
Let us walk through a quick scenario on how customers can get easier access to products, knowledge and services from
brands and friends during pre-sales or post sales on these smart devices that they always carry with them.
90+ percent of customers trust their friends for product information more than Brands. Product sharing and
recommendations from friends is much better way to discover products. From that recommendation, user can instantly
access all the needed product information.
To help make better decision, user can compare the products and see a friend’s ratings and reviews. Product reviews
have been useful, but even better is to see ratings and reviews from people you know. You can also see which of your
friends own a similar product and ask and get their input and advice quickly.
You can add it to your Want list, where you can then gain access very relevant and personalized offers. When you are
ready to buy, you can be connected online or to a local retailer based on your location.
Customer engagement continues to post sale. After product is purchased, consumer can maintain all products that are
owned to gain single click access to support. Consumer can purchase consumables or accessories, track warranties and
purchase protection plans.
There are two delivery options for brands to implement smarter customer engagement. One option is through a
customer-centric Smart Channel where customer has access to brands, retailers and service providers easily through a
free app which is also free of any ads to provided simplified customer experience. Another option is through a portfolio
of Smart Blox that brands can configure and assemble as a branded solution. Both options leverage the same robust
platform that provides simplified user experience as well as customer insights.
In summary, Smarter Customer Engagement will add tremendous value for both consumers and brands. Consumers can
make faster and more confident decisions leading to better sales conversion for brands.
Customers get help and support they need and Brands will actually have much lower marketing and support cost per
customer. Customers have means of seeking and getting advice from their trusted friends and brands have customers
that want to engage and advocate their products.
In conclusion, Devices are getting smart, consumers are getting smarter, and it is time for brands to engage these
consumers in smarter ways.
Thank you for letting m-ize to be a part of your smarter engagement journey. Please let us know how we can help.