Successful Strategies for optimized customer experience management
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Transcript of Successful Strategies for optimized customer experience management
This document is offered compliments of BSP Media Group. www.bspmediagroup.com
All rights reserved.
Successful strategies for optimized customer experience management
Robert Waaler Head of Strategy and Solutions Marketing
Server Software and Services Division
Giesecke & Devrient
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 2
Africa, a growing mobile market…
128% Mobile penetration in South
Africa. There are more active
SIM cards than there are
people in the country.
Sources: Inmobi 2013, Wireless Intelligence Database
141 Minutes spent daily using
mobile media in Kenya.
15% Year on year growth of African
connections.
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 3
Mobility is
EVERYWHERE
We are all part of the
CONNECTED SOCIETY
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 4
Needs of the connected society
CONNECTED SOCIETY
SECURE
IDENTITY
SECURE
TRANSACTIONS
SECURE
MOBILITY
SECURE
CONNECTIVITY
Today´s mobile and connected society needs solutions and
technologies to provide security anywhere, anytime for all devices.
TRUST and SECURITY
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 5
”The future is already here -
it´s just not evenly distributed.”
William Gibson
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 6
It is all about people not devices…
738 million handsets year-end 2013 in Africa
but only about 52 million will be smartphones
686 million will not be smartphones
About 15% will be smart in 2015
Shipments will grow from ~18 in 2013 to 30%+ in 2017
56+million Facebook users in Middle East and Africa –
33 million access via tablet or cellphone
~40% of population 15 and under
Sources: Samsung, IDC, Facebook, African Union Commission
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 7
SIM Based Interactive Mobile VAS
Reach 100 % of your subscribers – regardless of
handsets
Anywhere, anytime
100 %REACH
SIM SERVICES Work on all phones Interactive Immediate Integrated
Use non-intrusive communication to open new revenue streams, enhance customer experience
and brand stickiness. Social marketing enables reaching customers beyond the subscriber
base.
COST EFFICIENT
INTERACTIVE DIALOGUE
Ads always displayed with non intrusive displays, e.g idles screen
High response rate, better than with a simple SMS
CUSTOMER INTIMACY
One click call to action for customers e.g on Call terminated
Expand your brand exposure with social networking ads
Build personalized and targeted messages
Location based services and events campaigns for an efficient
qualification
TARGET DIALOGUE CONVERT RETURN
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 8
Follow the customer lifecycle
Obtain Update
Retain
Walk-out-Working
Sign up
Opt-in
Always timely and fresh
Increase services
Renew those you
have
Stay in-touch with
your customer
Interactivity
Proactivity
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 9
Leverage the SIM for efficient customer engagement
SIM based Mobile Marketing allows you to create interactive messages using a
multi-channel and multi-event strategy
Power On Idle Screen Cell Broadcast (LBS) Call disconnected
USSD SMS IVR BROWSER
PRE-Personalized Local or remote services CHANNEL
S
TRIGGERS
Double confirmation
Consistent dialogues
Interactive User entered data
Survey
Menus
Handset driven action
Multiple choice list Sequences of ads
Opt-out
Automatic download of
new ads
Not now /Never
CALL TO
ACTION
INFORM RECRUIT IMPROVE
1 Alert
Inform
Promo
2 Permission
based
marketing
Opt-in
3 Loyalty
Retention
Survey
ACTION
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 10
The mobile phone is our constant companion and Mobile Ads resonate well
In South Africa,
~65% of the Millenials are
responsive to mobile ads
InMobi 2013
14% response rate to basic SMS ads
Dynmark
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 11
Interactive messages
Immediate Call to Action that
is non-intrusive
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 12
Use location with Call to Action to drive promotions
USE CASE: CROSS SELL PROMOTIONS / LOCATION BASED CO-BRANDED
COUPONS
Allow your customer to apply to a partner offer or service.
Monetize your opt-in subscriber base
BENEFITS
Generate new revenue linked to your subscriber´s base
Enhance customer satisfaction by sending coupons only when they are the location
**SERVICES Welcome! Outlet Shopping’s Deals for You mobile coupon service has great deals when you visit. Select OK to sign up
Thanks! You are now signed up for Deals for You. Your coupons will be sent by text message when you vist Outlet Shopping. Enjoy!
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 13
**MNOX** Hello Mr Customer, we have important information about your subscription. Select OK now to initiate a call to our customer service center
**MNOX** Calling 333
Create a customer dialogue that goes beyond text
USE CASE: OPERATOR SERVICE PROMOTION
One click to connect to the call center
Opportunity to sell upgraded subscription or other new services
BENEFITS
New revenue streams
Increased customer satisfaction
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 14
**MNO SERVICES
Looking for a new ebook reader or tablet? Press OK to visit the webshop.
Drive web traffic to partner´s websites
USE CASE: PROMOTE A MOBILE WEBSITE
Drive web traffic via a teaser linked to user´s interests and handset capabilities
One click to transfer to website
BENEFITS
Extend dialogue to web sites
Leverage customer customer interest for greater response rates
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 15
Ask for permission - Customer Satisfaction
**MNOX** Currency Converter Get control when traveling of your money. Select OK to download the service.
SERVICES Currency Converter service is now available on your phone. Look in the SIM Menu under Travel Tools
**MNOX** Please confirm download of the Currency Converter service. Select OK to complete your download.
USE CASE: SERVICE PROMOTION
Drive user to subscribe to new services / permission marketing
Highlight critical services anytime, anywhere
BENEFITS
Increase service usage, promote and download in one GO
Build a trust relationship leading to increased revenue and traffic
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 16
Extend your brand
exposure
More than 6 Million South
Africans are on Facebook.
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 17
Social Marketing to extend your brand exposure
**SERVICES Welcome to the Waterfront! Sign up for the What’s on the Waterfront newsletter and get 15% off dinner for 2. Press OK to subscribe
Thanks! You are now signed up for the What’s on the Waterfront newsletter. Your unique dinner for 2 coupon will be sent by text.
Would you like share this offer on Twitter?
Tweeting…
USE CASE: LEVERAGE SOCIAL NETWORKS
Allow your customer to apply to a partner offer or service.
Extend brand exposure using social networks
BENEFITS
Cost effective viral campaigns, reach beyond your subscriber base
Create a dialog with your subscriber and increase their brand awareness
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 18
Promote service loyalty: Feature and Smartphone
USE CASE: OFFER TERMINAL DEPENDENT RESULTS
Offer to all subscribers regardless of terminal
Prepare services for growing smartphone population
BENEFITS
Allow a campaign to reach all subscribers
Keep the cool factor for a service when subscribers change handset
**SERVICES** Welcome to Outlet Shopping. Subscribe to our Deals for You newsletter and get special offers just for you! Select OK to subscribe
Congratulations! You are now subscribed to the Deals for You newsletter. Select how you wish to receive your offers: Text Message QR Code
Here is your Outlet Shopping coupon for Christmas Toy shopping! Quote #3ABC870 and get 20% off a Toy purchase until Dec 24. (Each code may only be used once and not in combination with other offers.)
Scan this code at the cashier to
get 20% off a Toy purchase until
December 24. (Each code may only be used once
and not in combination with other
offers.)
#3ABC870
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 19
Get to KNOW your users…
Offer them the right service
at the right time
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 20
Big Data explosion: Metadata for profiling and targetting
2.5 quintillion bytes per day increasing by 100% per year1
Improve demographic info for 3rd parties
Product analytics (i.e. Event data recorders)
Crowdsourcing – information to public authorities and private sector
Unique added value of the MNO
Only the MNO truly knows if the subscriber is turned on
MNOs way of being the Smart Pipe
1http://www-01.ibm.com/software/data/bigdata/
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 21
Qualify customer
Measure satisfaction
Engage in DIALOGUE
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 22
Online survey to enhance brand satisfaction
SERVICES Thank you for your call to customer care. Tell us about your call experience by answering these 3 short questions. Select OK to continue or Cancel to not respond.
USE CASE: LOYALTY PROGRAM- SUBSCRIBER SURVEY
Short survey to improve quality of service and keep the dialogue open
Use open or closed questions
BENEFITS
Maintain a close relationship with customer and improve satisfaction
Improve ROI in the long term
SURVEY QUESTION 1 I am satified with the answer I received from customer care. YES NO
SURVEY QUESTION 2 The agent that helped me was courteous and polite. YES NO
SURVEY QUESTION 3 Let us know what we can do better. Tell us what we can do to improve and help you better. (max 1000 characters)
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 23
Giesecke & Devrient: Your Trusted Partner
350+ operators served worldwide
40+ years
experience in chip card technology
Subscription
Management
Pioneer first proven
commercial launch
1st commercial SIM card
1st SIM management system
1st commercial SIM OTA
system
1st integrated SIM and Device
Management system ~ 2 billion SIM cards managed in
over 80 countries
500+ million Roaming subscribers steered with
SmartRoam
+1 billion Devices managed globally
> 10 %of the world
market of devices
AfricaCom
2013 November 12
Successful strategies for
optimized customer experience management
CONFIDENTIAL
All rights reserved
Page 24
A Comprehensive Offering for MNOs
TSM Services
All IP Connectivity
Mobile Marketing
M2M
Mobile
Wallet
SIM Mgmt
Close Loop
Payment Systems
Subscription Mgmt
Contactless
Payments Roaming
Pin Distribution
Enterprise
Authentication
Mobile Couponing
On Demand
Activation
Secure End Point
Device Intelligence
Device
Configuration
Mobile Financial
Services
Identity and Access
Mgmt
Device Lifecycle
Mgmt
Value Added
Services
IDENTITY
TRANSACTIONS
MOBILITY
CONNECTIVITY
DIVERSIFY Your activity and grasp new
opportunities
OPTIMIZE Your networks and bring
efficiency
EXCEL In offering better service and
customer experience
M2M
Questions? Please visit us at booth F20 Hall 4.
Thank you for your attention