Mobile-led innovations for Direct Relationship with

end consumerRamesh Raman, Senior Marketing Manager

Feb 7, 2014

Novotel, Mumbai

Mobile-led innovations for Direct Relationship with

end consumerRamesh Raman, Senior Marketing Manager

#mobileinnovation

Motivation

› Every digital interaction is an opportunity to deliver

something truly exceptional

› This is the motivation behind this session – “Mobile-led

innovations for Direct Relationship with End Customers”

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#mobileinnovation

Agenda

› The case for Direct Relationship with Customer

› Interactive Exhibits

» Mobile customer data acquisition

» Integrating Social and Mobile channels

› Case Study – Leading Consumer Products Group Company

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#mobileinnovation

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

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#mobileinnovation

The curious case of O2 in the UK

› O2 is a mobile and Broadband service provider. 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

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#mobileinnovation

What’s common between the two?

› First case - The lack of a direct touch point with customer

› Second case - Multiple touch points with data collected

from them in silos and hence unusable in a coherent fashion

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#mobileinnovation

Direct Customer Relationship

› A customer is viewed via touch points he creates with your

brand. Customer touch-points are the corner-stone of any

CRM

› And hence these digital ‘touch-points’ form a key part of

your direct relationship with the customer

› Mobile offers an opportunity to create, maintain and

leverage these touch-points and thus enable such direct

consumer relationship

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#mobileinnovation

Some examples…

› A leading UK retailer - Mobile App and Push notification for

an on-going engagement strategy

› Leading contraceptive manufacturer – At point of purchase

› Leading Indian CPG in India – Inbound voice calls & airtime

recharge to start a post-purchase engagement and a

potential channel for direct marketing (initial consideration)

› A leading farm equipment manufacturer in India announces

service camp related information over voice outbound calls

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#mobileinnovation

Considerations in Direct Customer Relationships

› At what point of the customer journey do you create it?

» Point of purchase ? post-purchase ? Servicing ? Consideration ?

› Creating it – How ?

» Mobile medium – USSD, IVR, App for interactive engagement

› Touch-point fragmentation across channels ?

» A customer requests on website, calls to business toll-free from

Mobile – How to manage a unified view of the customer?

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#mobileinnovation

Live Exhibit 1 – Contest & Gratification over IVR

› Demo:

» Building a Touch-point using Mobile channels

» Incentivize customer to share profile information post-purchase

» Create a channel for direct ‘push’ marketing, save customer opt-in

preferences

› How

» Customers discover brand’s number – via ATL or BTL

» Invoke the Call to Action – Call a TFN / Give Missed call / Dial USSD

» A series of questions over an IVR, answering which caller gets

Airtime recharge over the IVR

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#mobileinnovation

Live Exhibit 1 - Contest & Gratification over IVR

» Give a Missed Call to 040 710 12123

OR

» Call into Toll Free Number 1 800 313 1008

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#mobileinnovation

Case Study

› Leading CPG company – On-pack promotions, Voucher

inside the pack

› Call into IVR, answer a few questions and get airtime

recharge free

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Week #Missed calls

received Redemption Activation rate

1 103,077 18,303 18%

2 106,134 26,218 25%

3 726,378 53,135 7%

4 738,969 43,322 6%

Data anonymized across products & geographies

#mobileinnovation

Live Exhibit 2 – Integrating Mobile & Social Touchpoints

› 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

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#mobileinnovation

O2 (Telefonica), UK – Digital Service Channels

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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.

#mobileinnovation

Live Exhibit 2 – 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

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#mobileinnovation

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

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#mobileinnovation

The Shift to a Single Customer View for Direct Customer

Relationships

› 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.

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40% of businesses still have more than 80% of their customer data

stored in separate systems across their organisation.

#mobileinnovation

Conclusion

› Mobile and Social innovations offer cross-channel means to

create, manage and leverage Direct Relationship with End

Consumers

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#mobileinnovation

Our vision

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IMImobile was founded with the singular

vision of becoming a global specialist provider

of mobile data platform and services.

#mobileinnovation

What we do

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Acquire, service, engage and

retain customers across

mobile and social channels.

Mobilize business

applications and improve

employee productivity

through mobile solutions.

Mobile as a CRM

channel

Mobile for improved

operational

productivity

Generate revenue by

transacting with their

customers through the

mobile channel.

Mobile as a revenue

channel

#mobileinnovation

Contact

London

IMImobile Europe Ltd.

33 Glasshouse Street

W1B 5DG

London

United Kingdom

Phone: +44 20 300 86232

europe.sales@imimobile.com

Hyderabad (HQ)

IMImobile Pvt. Ltd.

Plot No. 770, Road No 44

Jubilee Hills

Hyderabad

India

Phone: +91 40 23 555 945

apac.sales@imimobile.com

Dubai

IMImobile VAS Ltd. FZE

P.O. Box 293593

Office # 624, Building 5EA

Dubai Airport Free Zone,

Dubai, U.A.E.

Phone: +971 46091 690

mea.sales@imimobile.com

Atlanta

IMImobile

Suite 700

3348 Peachtree Rd. NE.

Atlanta, GA. USA

30326

Phone: +1 470 216 1984

america.sales@imimobile.com

» Ramesh Raman

» ramesh.r@imimobile.com

For more information

» info@imimobile.com

» Follow us on twitter @imimobile

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