1. Ge#ng
It
Right*
in
Mobile
Kane
Russell,
Director
of
Marke4ng
Waterfall
*What
is
IVR
and
how
to
use
it
effec4vely

2. Waterfall
and
the
Waterfall
Pla-orm
Waterfall
Mobile
๏ Founded
August
2005
๏ Offices
in
SFO
(HQ),
NYC
&
Aus4n
๏ Backed
by
Vista
Equity
Partners
๏ Cross-­‐channel
mobile
&
social
CRM
via
SMS,
MMS,
QR
Codes,
IVR,
Facebook
&
TwiVer
๏ Free
trial:
www.waterfall.com
๏ API
suite:
apidocs.waterfall.com
๏ Custom
applica4on
development
๏ Short
code
provisioning,
cer4fica4on
&
audit
management

3. Reference
Clients
&
Brand
Campaigns

4. ๏ What
is
IVR?
๏ Why
is
voice
messaging
important?
๏ How
does
IVR
work
in
a
marke4ng
context?
๏ Can
you
explain
some
example
IVR
use
cases?
๏ Are
there
IVR
best
prac4ces?
Objec<ves

5. Interac4ve
Voice
Response
๏ Goal:
providing
customers
self-­‐service
op4ons
for
their
phone
inquiries
๏ Companies:
huge
cost
savings
by
automa4ng
phone
communica4on
๏ Users:
the
“press
1
to
do
this,
press
2
to
do
this,
press
3...”
adventure
Technology
๏ Computer
telephony
integra4on
(CTI)
๏ Computer/human
interac4on
enabled
through
dual
tone
mul4-­‐frequency
signaling
(DTMF)
IVR
Defined
Diagram of Dual Tone
Multi-Frequency (DTMF)

6. The
Importance
of
Voice
Messaging
Source:
Nielsen,
CTIA
0
2,000
4,000
6,000
8,000
1995 2000 2005 2010
Mobile Voice Minutes Used Per Subscriber Per Year
MobileMinsUsed/Subscriber
Year 1995 2000 2005 2010
Mobile
Subscribers
Minutes
Consumed
Minutes/Subscriber
33.8M 109.5M 207.9M 302.9M
37.8B 258B 1.5T 2.2T
1.1K 2.4K 7.2K 7.3K

7. Voice
Messaging
&
The
Celebrity
Effect
๏ Average
person
makes
250
mobile
calls/month
=
900
billion
calls
made
per
year
=
2.2
trillion
minutes
used
in
2010
๏ 81%
of
the
top
TwiVer
200
are
individuals,
not
brands
Source:
Deadzone,
CTIA,
Twitaholic

8. IVR
In
A
Marke<ng
Context
Everyday
Use
Cases IVR
Benefit
Off-­‐hours
service
24/7/365
aUen<on
“Automated
aVendants” Call
rou<ng
Yes/no
Q&A Data
collec<on
Real-­‐4me
account
balances Data
dicta<on
800
or
888
IVR
lines Free
to
end
user
Lookup
of
movie
showing
4mes Database
connec<vity
Customized
IVR
flows Recorded
voice
IVR
success
factors Repor<ng
&
analy<cs
Simultaneous
caller
support Scalability
&
flexibility
Hosted
IVR
solu4ons Cost
effec<ve
&
speed
to
market
AVend
to
customer
instantly Meaningful
connec<on
to
customers
IVR Benefit Marketing Benefit

9. IVR
In
A
Marke<ng
Context
Marke<ng
Benefit
24/7/365
aUen<on
Call
rou<ng
Data
collec<on
Data
dicta<on
Free
to
end
user
Database
connec<vity
Recorded
voice
Repor<ng
&
analy<cs
Scalability
&
flexibility
Cost
effec<ve
&
speed
to
market
Meaningful
connec<on
to
customers
IVR = database marketing via voice messaging

10. Example
IVR
Use
Case
#1
Objec<ve
๏ Acquire
21+
entries
into
Suda
la
Verde
sweepstakes
&
engage
entrants
with
game
day
voice
reminders
from
"Las
Senadoras"
Solu<on
๏ SMS
sweepstakes
entry
๏ IVR
voice
message
to
user
phone
๏ English
and
Spanish
op4ons
used

11. Example
IVR
Use
Case
#2
Objec<ve
๏ To
provide
alterna4ve
credit
card
payment
services,
PayNearMe
allows
people
to
purchase
online
and
pay
in
cash
later
at
convenient
store
like
7-­‐11
Solu<on
๏ IVR
and
Text
๏ Validates
PayNearMe
account
using
mobile
and
account
info
✓ Retrieve
order
number
and
balance
in
real
4me
✓ Transac4on
balances
checked
✓ Payments
authorized
and
confirmed

12. Call-­‐to-­‐ac<on
๏ Regular
number
vs.
FTEU
๏ Mobile
only
vs.
Landline
+
Mobile
๏ Incen4ve
+
Clarity
+
Compliance
+
Strategy*
*See
the
full
blog
post:
“How
to
Create
a
Great
Call-­‐to-­‐Ac4on:
4
Ingredients
&
A
Secret
Sauce”
hVp://
bit.ly/jBRI67
IVR
Best
Prac<ces

13. Session
management
๏ Mobile
vs.
landlines
๏ First
4me
vs.
returning
caller
๏ Single
vs.
double
opt-­‐in
๏ Interac4ve
menu
IVR
Best
Prac<ces
Demo:
1-800-816-5007

14. ๏ Subscrip4ons
๏ Landline
overrides
๏ VIP/exclusive
lists
๏ Metadata
๏ Language
support
๏ Custom
campaigns
IVR
Best
Prac<ces
Subscriber
management
/
CRM

15. Cross-­‐channel
IVR
IVR
IVR
๏ Voice
messaging
through
opt-­‐in
communica4on
๏ Can
seamlessly
interact
with
other
mobile
channels
Examples
๏ Call-­‐to-­‐SMS
sweepstakes
entry
๏ QR
code-­‐to-­‐call
IVR
๏ Call-­‐to-­‐Like
on
Facebook
๏ Call-­‐to-­‐Download
an
app

16. Key
Takeaways
Connect
IVR
is
interac<ve
voice
messaging
between
a
brand
and
customer
Celebrity
IVR
used
with
a
brand
spokesperson
increases
engagement
CRM
IVR’s
effec4veness
enhanced
using
a
data-­‐based
approach
Cross-­‐channel
IVR
as
an
addi<onal
channel
–
not
in
an
individual
silo

17. Any
Ques<ons?
For
more
informa4on
visit
www.waterfall.com
Or
contact
us
directly:
marke4ng@waterfall.com
More
industry
informa4on
available
on
our
blog
@
waterfall.com/blog/