1. Waterfall Industry* Insights
* Activating 1-to-1 Customer Service
Relationships With Mobile
Kane Russell
Vice President of Marketing
Waterfall

2. Corporate
๏ Founded August 2005
๏ Offices in SFO (HQ), Austin & NYC
๏ Backed by Vista Equity Partners
๏ Cross-channel mobile & social CRM via SMS, IVR,
Passbook, QR Codes, Coupons & Social
๏ Access @ waterfall.com
๏ Personalized engagement for mobile
๏ Intuitive user interface
๏ Full-service compliance support, including
provisioning, certification & audit management
Platform

3. Agenda For Today’s Webinar
1. The tenets of customer service
2. Mobile in a customer service world
3. Limitations of current digital service offerings
4. An innovative approach
5. Use cases and tactics
6. Key opportunities and takeaways

4. Source: eMarketer, 2013
The Tenets of Customer Service
1. Put customer service and satisfaction first
2. Conduct a back and forth with customers rather than talking at them
3. Identify customer needs as soon as possible; use data to anticipate these needs
4. Make customers feel individually appreciated rather than generally bucketed
5. Give customers opportunities to reduce friction for themselves
6. Use an honest dialogue strategically
7. Set and exceed expectations
8. Solicit feedback, but do so in a convenient way

5. Agenda For Today’s Webinar
1. The tenets of customer service
2. Mobile in a customer service world
3. Limitations of current digital service offerings
4. An innovative approach
5. Use cases and tactics
6. Key opportunities and takeaways

6. 2012 2017
28.2
14.7
Trillions of mobile messages
Source: eMarketer, 2013
What’s the forecast for worldwide mobile
messaging traffic (SMS, MMS, IM, email,
social)?
service and satisfaction

7. Source: eMarketer, 2013
back and forth
What are the main benefits of text message
communication for your business?
Immediacy and urgency
High open rates
Low cost
Reach to wide audience
Easy to set up
Easty to test
Easy to schedule 37%
40%
40%
42%
45%
45%
63%

8. Source: eMarketer, 2013
use data to anticipate
What types of mobile marketing does your
company use currently?
Mobile website
Mobile app
Mobile email
Mobile ads
Mobile QR codes
SMS
Mobile search
Mobile push notifications
Location-based marketing
Passbook
Other 2%
3%
16%
20%
30%
38%
41%
42%
49%
60%
76%

9. Source: eMarketer, 2013
Average U.S. Email Marketing Open and
Click Rates, By Device
individually appreciated
Open Rate
Clickthrough Rate
Click-to-Open Rate
8%
15%
26%
17%
78%
65%
Desktop
Mobile

10. Source: comScore, 2013
reduce friction
How has smartphone penetration increased
in the U.S. market?
30%
35%
40%
45%
50%
55%
60%
Oct 2011 Jan 2012 Apr 2012 Jul 2012 Oct 2012 Jan 2013 Apr 2013

11. Check text messages
Check email
Read the news
Make a voice call
Check Twitter/Facebook
Browse the web 5%
8%
8%
8%
24%
32%
Source: eMarketer, 2013
an honest dialogue
What’s the first mobile action you take
upon awakening in the morning?

12. Source: eMarketer, 2013
exceed expectations
What percentage of app users did you retain
based on push notification engagement?
Month 1
Month 2
Month 3
Month 4
19%
24%
29%
39%
34%
36%
44%
57%
39%
45%
55%
68%
High Engagement
Low Engagement
No Engagement

13. Agenda For Today’s Webinar
1. The tenets of customer service
2. Mobile in a customer service world
3. Limitations of current digital service offerings
4. An innovative approach
5. Use cases and tactics
6. Key opportunities and takeaways

14. Changes in Consumer Spending & ACSI

17. Brand}
CONSUMER
CONSUMER
CONSUMER
1-­‐to-­‐1
customer
service
establishes
a
direct
connec/on
with
individual
customers
Brand
}
CONSUMER
CONSUMER
CONSUMER
CONSUMER
CONSUMER
1-­‐to-­‐many
customer
service
establishes
a
general
connec/on
with
a
group
of
consumers
1-to-who?

18. Agenda For Today’s Webinar
1. The tenets of customer service
2. Mobile in a customer service world
3. Limitations of current digital service offerings
4. An innovative approach
5. Use cases and tactics
6. Key opportunities and takeaways

19. <12
13-16
17-19
20-24
25-55
56+ 1%
18%
23%
27%
30%
1%
Anglo: 58%
Black: 18%
Hispanic: 12%
Other: 12%
Age Demographic Culture Demographic

20. Context
• Send 200K messages/week to teens for social action
• Texting is familiar, comfortable, fast, private and real-time
Results
• Found mobile to be 11X more powerful than email
• Recipients revealed extremely personal details about their lives
• Huge data potential

21. service and satisfaction
back and forth
use data to anticipate
individually appreciated
reduce friction
an honest dialogue
exceed expectations

22. Agenda For Today’s Webinar
1. The tenets of customer service
2. Mobile in a customer service world
3. Limitations of current digital service offerings
4. An innovative approach
5. Use cases and tactics
6. Key opportunities and takeaways

24. Taco Bell:
iPad Sweepstakes
Pros
• Easy process for
collecting data
Cons
• Fails to develop an
ongoing relationship

25. Frontier Airlines:
Preference Manager
Pros
• Drives toward 1-to-1
without actually doing so
Cons
• User experience has to be
on point

26. Chase:
Text Banking
Pros
• Drives toward 1-to-1
conversation
Cons
• Information has to be
presented clearly

27. Chase:
Text Banking
Pros
• Drives toward 1-to-1
without actually doing so
Cons
• User experience has to be
on point

28. Brother:
Scan for info
Pros
• Access point for rich
media
Cons
• Impersonal end user
experience

29. Tactic: 2-factor
authentication
Pros
• Eliminates some privacy
hurdles
Cons
• Overall value of sharing
mobile information could
be more clear

30. Tactic: Passbook
Pros
• Targeted push messaging
based on location
Cons
• Limited distribution, at
present

31. Comprehensive gallery of mobile calls to
action with commentary in order to
understand best practices and ROI.
http://artofthecta.com/

32. Agenda For Today’s Webinar
1. The tenets of customer service
2. Mobile in a customer service world
3. Limitations of current digital service offerings
4. An innovative approach
5. Use cases and tactics
6. Key opportunities and takeaways

33. © 2013 Waterfall, Inc.
A Holistic View of Mobile
Disparate Metrics
Significant Customer
Profile Data
become

34. Marketing
Operations
SupportSales
Benefits of Mobile Applied Across Channels
Enrich Customer
Profiles
Drive Costs
Down

35. Personalization & Mobile
Source: eConsultancy, 2013
57%
43% Percentage of companies that deliver a
personalized desktop experience.
87%13%
Percentage of companies that deliver a
personalized mobile experience.
Percentage of companies that plan to adopt
personalization for mobile in 12 months.46%54%

36. Immediate answers
I can multitask
Most efficient
Saw demonstrated value
Better than other channels
I prefer to not talk on the phone
I’m in control of the conversation
Access at work
Better information than if I called 15%
21%
29%
22%
29%
38%
46%
51%
79%
Why do you prefer live chat for
customer service?
Source: eConsultancy, 2013
service and satisfaction
back and forth
use data to anticipate
individually appreciated
reduce friction
an honest dialogue
exceed expectations

37. service and satisfaction
back and forth
use data to anticipate
individually appreciated
reduce friction
an honest dialogue
exceed expectations
The Stream: a 1-to-1 mobile
conversation engine

38. Taco Bell:
iPad Sweepstakes
Pros
• Easy step for collecting
data
Cons
• Develop an ongoing
relationship
Reaching out to customer support
Interacting with customer support
evolves into
service and satisfaction
back and forth
use data to anticipate
individually appreciated
reduce friction
an honest dialogue
exceed expectations

39. © 2013 Waterfall, Inc.
Key Takeaways
Start driving mobile opt-ins
Establishes direct customer connection
Identify service log jams
Excellent starting point for mobile customer service
Find near-term opportunities for 1-to-1
Can phase roll out to best target offering
Message from a data perspective
Use marketing channels to understand customer demographics
actionable next steps

40. © 2013 Waterfall, Inc.
Don’t just message. Have a conversation.
For more information visit www.waterfall.com
contact us directly at marketing@waterfall.com
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