Know your customer, Manage Expectations Better

1. Know your Customer; Manage Expectations Better
Ramesh Raman, Senior Marketing Manager

2. Our vision
IMImobile was founded with the singular
vision of becoming a global specialist provider
of mobile data platform and services.
#smwfuturesocial
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3. What we do
Mobile as a CRM
channel
Acquire, service, engage and
retain customers across
mobile and social channels.
#smwfuturesocial
Mobile for improved
operational
productivity
Mobile as a revenue
channel
Mobilize business
applications and improve
employee productivity
through mobile solutions.
Generate revenue by
transacting with their
customers through the
mobile channel.
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4. Agenda
›
Unified view of a customer
› Demo 1 – Social Self-serve
›
Demo 2 – Social IVR
›
Demo 3 – Social Engagement
#smwfuturesocial
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5. The home appliance maker’s problem
›
India’s leading Home appliance maker – Dealers and
Distributers selling it throughout the country - No Touch
point with the end customers
›
Knows macro patterns – Seasonal cycle, Geographic
demand etc but doesn’t know the end customer
›
Cannot run direct marketing promotions or loyalty
campaigns, upsell to take value to customer or even conduct
customer research
#smwfuturesocial
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6. The curious case of O2 in the UK
›
O2 is a mobile and Wi-Fi broadband service provider. Wi-Fi
broadband plans can be purchased using a separate card
purchase without an associated mobile number.
›
O2 realized that there were several customers who were
using both mobile and broadband, but with separate
accounts.
›
O2 wanted to know who these customers were and wanted
a means where customers would self-identify themselves
#smwfuturesocial
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7. What’s common between the two?
›
First case - The lack of a customer touch point
›
Second case - Multiple touch points with data collected
from them in silos and hence unusable together
›
A customer is viewed via touch points he creates with your
brand. Customer touch-points are the corner-stone of any
CRM
#smwfuturesocial
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8. The Shift to a Single Customer View
40% of businesses still have more than 80% of their customer data
stored in separate systems across their organisation.
›
Quality of data
In the multi-channel era it is a constant challenge for
brands to maintain and improve the quality of the
data they receive from multiple channels and feeds.
›
Single Customer View
IMImobile offer a range of solutions that help
operators to pursue a customer centric strategy in
order to enhance customer experience, reduce
churn and stimulate usage.
›
Experience
Having worked with leading operators such as O2,
Vodafone and Meteor, we have the solutions and
experience to maximise the value of customer data.
#smwfuturesocial
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9. Demo 1 – Social Serve – Why?
› Your customers spend time on Social Media on their tablets and on their
desktops and laptops at work. Give them a way to reach you from there
› But, how do you find a way to link existing customer data with new,
social information?
› How about these scenarios on Twitter ?
» @Brand #BALANCE
» @Brand #BILL
» @Brand #CALLME
» @Brand #OFFERS
#smwfuturesocial
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10. O2 (Telefonica), UK – Digital Service Channels
This commitment will allow O2 to scale and enhance its digital
service channels, such as web chat, MyO2 and Guru TV (O2’s
YouTube help channel which has 20 million views to date). In
what is believed to be a world-first, O2 today announces a
new service with IMImobile to offer customers the
opportunity to check their account details by
Tweeting, which will be available in the coming months.
#smwfuturesocial
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11. Demo 1 – Tweet Serve – How?
›
How does it work?
» Customer follows brand on Twitter
» Brand follows customer back with a code
» Customer SMS’es the code to a Long code
» Start engaging with the brand over Direct Messaging
#smwfuturesocial
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12. Demo 1 – Tweet Serve – Benefits
› Benefits
» Engage with customers across Twitter , Facebook
» Identify messages to action upon based on customer influence, sentiment etc.
» Handle customer complaints and turn happy customers into your advocates
» Cost effectively integrate inbound customer messages into other systems
» Gather information that could identify them on social networks for targeted
promotions
#smwfuturesocial
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13. Demo 2 – Social IVR – Why?
›
Your customer has frequent interactions with your brand
over the traditional channels such as Voice calls and SMS
›
Integrate traditional channels such as IVR with Social Media
channels for a holistic view of the customer
›
Use your daily customer interactions as an opportunity to
» Turn your customers into your social ambassadors
» To create positive sentiment on your brand’s social media walls
#smwfuturesocial
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14. Demo 2 – Social IVR – How?
›
How does it work?
» Customer authorizes the Brand to post on Facebook
» Create an IVR with Social media integration
» At the end of Customer’s interaction, take feedback over IVR
» Post the feedback to the customer’s Facebook wall
» Post the feedback to the brand’s twitter wall
#smwfuturesocial
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15. www.openhouse.imimobile.com
#smwfuturesocial
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16. Demo 2 – Social IVR – Benefits
› Benefits
» Handle customer complaints and turn happy customers into your advocates
» Create Brand Ambassadors on Social Media, make your brand go viral
» Identify feedback to action upon based on repeated sentiments
» Create positive sentiment on your brands’ walls.
» Gather information that could identify them on social networks for targeted
promotions
#smwfuturesocial
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17. Demo 3 – Social Monitor & Engage – Why?
Listen, Respond, Analyse
LISTEN
CONTEXTUALISE
REPLY
PUBLISH
ANALYSE
Listen and respond to
mobile and social
conversation.
Contextualise
individual messages
based on explicit &
implicit properties.
Reply to messages or
refer content for
specialist handling or
approval.
Publish messages to
external sources such
as your website or
apps.
Report on the
conversation and
track what’s relevant
to you.
Social Channels
#smwfuturesocial
Mobile Channels
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18. The BBC London 2012 Olympics Social Coverage
#smwfuturesocial
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19. Demo 3 – Social Monitor & Engage – How?
#smwfuturesocial
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20. Demo 3 – Social Monitor & Engage – Benefits
› Handle the explosion of Social Media from one place
› Monitor customer reference to your brand across channels
› Pick relevant feeds for further engagement with customers
› Sentiment analysis reveals public trends and opinions about
your brand
#smwfuturesocial
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21. Summing it up
Tweet Serve
Social IVR
Social Serve
Social
Ambassadors
Social
Monitor &
Engage
Social
Influence
DaVinci Social
#smwfuturesocial
Social IVR
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22. Contact
A Report on how India’s top 4 brands are
engaging on Social Media
To get a copy of the report
»
»
Tweet @imimobile #smwreport
Email us at info@imimobile.com
For more information
»
»
ramesh.r@imimobile.com
Follow us @imimobile
London
Hyderabad (HQ)
Dubai
Atlanta
IMImobile Europe Ltd.
33 Glasshouse Street
W1B 5DG
London
United Kingdom
IMImobile Pvt. Ltd.
Plot No. 770, Road No 44
Jubilee Hills
Hyderabad
India
IMImobile VAS Ltd. FZE
P.O. Box 293593
Office # 624, Building 5EA
Dubai Airport Free Zone,
Dubai, U.A.E.
IMImobile
Suite 700
3348 Peachtree Rd. NE.
Atlanta, GA. USA
30326
Phone: +44 20 300 86232
europe.sales@imimobile.com
Phone: +91 40 23 555 945
apac.sales@imimobile.com
Phone: +971 46091 690
mea.sales@imimobile.com
Phone: +1 470 216 1984
america.sales@imimobile.com
#smwfuturesocial
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