Personalise your Mobile CRM - Shifting from Product Dev to Customer Development
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Personalisation …. Shifting from Product Development to Customer Development Rob Thurner & Shireen Haddadeen 18.9.14
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Presentation to Mobile Gaming Summit | #mGSummit | on Personalisation and Mobile CRM. 6 steps plan to shift from Product Development to Customer Development. #weburnthesky | #mobile
Transcript of Personalise your Mobile CRM - Shifting from Product Dev to Customer Development
Personalisation ….
Shifting from Product Development to Customer Development
Rob Thurner & Shireen Haddadeen
18.9.14
Rob Thurner Consultant, trainer, author
• Managing Partner, Burn the Sky • digital agency making brands mobile • consultancy & strategy, design & build, CRM, mobile media, op=misa=on
• Digital Marke=ng tutor and trainer • Econsultancy, IDM, Haymarket • Europe & USA
• Author • mCommerce and mCRM books
• Projects • BeEair, Ladbrokes, Paddy Power
Shireen Haddadeen CRM & Early Life Executive
• CRM Execu=ve • Specialising in engagement of early life customers to nurture
through to reten=on • Exploring how to persuasively integrate personalisa=on to data
segmenta=on in campaigns to op=mise LTV
• Gaming Experience 2009 -‐ present • Customer services conversion agent • Casino CRM reten=on execu=ve • Casino & Games CRM conversion & early life execu=ve • Sportsbook & Exchange CRM early life execu=ve
Making mobile pay
“There’s considerable interest in and enthusiasm for mobility … most organisa=ons s=ll have much work to do to make mobility a core and beneficial element of their business … 86% of brands have not seen mobility ini5a5ves pay for themselves.”
Accenture Mobility Insights Report 2014
Most focus on customer acquisition
Mobile advertising
Site +app development
Social Mobile Mobile PPC
Bigger opportunity for long term loyalty
Mobile advertising
Site & app evelopment
Social Mobile Mobile PPC
Messaging
Mobile Payments
Data Integration
Geolocation, NFC &
iBeacons
CRM & Loyalty
Programmes
Second screen
Coupons Augmented
Reality Mobile Wallets
Video Content
Web Design, Build & UX
m-Commerce
Extracting value from existing clients
0
10
20
30
40
50
60
1 2 3 4 5
Profi
t Ind
ex
Years
Impact on profits
Profit from referrals
Profit from reduced costs to serve
Profit from price premium
Profit from increased purchases
Base profit
Source: Harvard Business School
How are you rewarding fickle customers?
PRODUCT
ONLINE RETAIL
MOBILE
EXPERIENCE
CUSTOMER
MOBILE
Business focus
#1 Develop customer personas
Buzz seekers Regular blokes
Career guys Routine strugglers
• Mosaic profile • Deposit amounts • Channels used to engage with products • Bet risk levels • Using net loss to emo=onally drive engagement
Personas | Ladbrokes
#2 Customer insights | Betting motivators
• Winning • Adrenalin • Risk • Thrill • Escapism • Challenge • Glamour • Social • Fun
#2 Customer insights | EE realtime data
78% 21% 24 41
Photo Sharers
880MB £££ 8.3%
Music Lovers
54% 42% 24 52
900MB £££ 3.8%
Mobile Maxers
52% 44% 28 139
1.7GB £££ 7.9%
#3 Review the customer journey • Early Life – Incuba=on Period • Ac=ve – Nurturing reten=on • Churn – Curbing life cycle • Lapsing – Drop off • Dormant – Dead • Registered not funded
Source: sensei customer lifecycle
or
• Crea=ve • Offer • Timing • Products • Target audience
Typical impact on results
Typical =me and effort
#4 Create bespoke CRM plans
Future Value
Current Value
HIGH
LOW HIGH
Tailored Propositions Cross and Up Sell
Retention Program
Cost Management
Recognition & Stimulation
Program
Relationship Maintenance
Program
Maximise current and future value through personalisation
#4 Create bespoke CRM plans
#5 Effective CRM campaigns
‘The use of colour and psychological principles of persuasion provide powerful ways to engage emo=onally with others, our environment, and brands.’
Nathalie Nahai, The Web Psychologist
Building in personalisation
• Using dynamic fields to reference favourite sports, team names, game names, deposit & reward visual monetary values, and crea=ve content to iden=fy with customers on an individual level
• Personalisa=on is par=cularly influen=al in emo=onal engagement enabling an operator to reverse nega=ve impressions or experiences
Best practice | 32red welcome
Wild Casino acquired by 32Red – Intro Email
• Warm personalised welcome feel • Referencing first name basis, loyalty • Trust, safe, building rapport • History of the company, who they are • Referencing their awards & achievements
for service and credibility • Sign off mimics a real signature
Best practice | betfair cross-sell
BeEair World Cup X-‐sell
• World Cup X-‐sell for addi=onal offers
• Crea=ve – emo=ons resonate: thrill, excitement, adrenalin
• Crea=ve Link to Target Audience: World Cup, Football
• Crea=ve combines Casino, adrenalin, fun with sports
Best practice | betfair balance reminder
BeEair Balance Reminder
• Welcome warm feel • Crea=ve – inspira=on to
deposit > buy chips • First name personalised feel,
deposit reminder to boost balance
Best practice | Coral winning bet
Cheltenham 2014 – Coral
• New customer for sign up Cheltenham offer that came in
• First name reaffirming winning first experience with Coral, -‐ refers in subject line, and main crea=ve and repeated 3rd =me in the copy
Rich media
‘One minute of video is the storytelling equivalent to reading 1.8 million words.’
-‐ Dr James McQuivey, Forrester
Volume - Socio-demographic
Value – 30 days
Predictive
Behavioural
Click-path
Personalised
Refined
#6 Constant fine tuning
Registration data (volume)
Bet / gaming history
Modelled
Recency, Frequency, Value
Omniture, Site Catalyst, AD-X
Additional bet / gaming activity
Ongoing bet / gaming activity
+ EXTERNAL
DATA FEEDS
Execution | Multi Stage in-event CRM
Race 1
Race 2 Offer 1
Race 2 Offer 2
Race 2 Offer 1
Race 2 Offer 2
Win 1st
Race
Yes
No
Race 3 Offer 1
Race 3 Offer 2
Race 3 Offer 1
Race 3 Offer 2
Win 2nd
Race
Yes
No
Win 3rd
Race
Yes
No
Race 4 Offer 1
Race 4 Offer 2
Race 4 Offer 1
Race 4 Offer 2
Win 4th
Race
Customer Places bet on 1st Race
Based on outcome of 1st race – different
offers automatically sent to customer via
relevant channel
As with previous race – different offers / best prices to encourage
further bet
Initially via mobile app push
Subsequent email / SMS
comms in phase 2
#7 Win over stakeholders
Source: burnthesky.com
Our approach Burn The Sky approach
Tips for CRM personalisation
• Technology delivery based on improving user experience and engagement
• Agile and long term investment plan across whole customer journey
• Smart mobile analy=cs to deliver genuine insight and measure effect
• Ac=ve involvement from top management • Input from external experts delivering proven solu=ons
