1 confidential – air2web, inc. best practices for customer care with mobile solutions effective...

1Confidential – Air2Web, Inc.

Best Practices for Customer Care with Mobile SolutionsEffective use for a rapidly expanding channel

2Air2Web, Inc. – All Rights Reserved

Agenda

• Who we are

• A quick update on mobile ‘09

• Five (5) “best practices”• Bridge from existing investments• Consumer behavior• Economics are tempting• Partner criteria• IT Integration

• Case studies• Usage case examples (three samples from self running demo)

• Q&A

CallDeflection

CallDeflection

ServiceNotifications


Call LoadBalancingCall LoadBalancing SurveySurvey Cross-Sell

Up-SellCross-Sell

Up-Sell OtherOther


Air2Web: Our history and mission

• Founded in 1999• One hundred employees in 3 locations

• Atlanta, Ga. Headquarters• Mumbai, India• Chennai, India

• Global connectivity – 200+ countries

• Principle investors• The Carlyle Group• Vantage Point Venture Partners

• Market focus• Marketing, CLM, Customer Care• Large enterprise B2C clients

Air2Web provides turnkey mobile messaging solutions that reduce the cost of customer care and increase the effectiveness of targeted marketing campaigns.

Our enterprise customers use mobile as a strategic part of their customer lifecycle management.

Additionally, we offer a high volume messaging platform integrated to your existing

applications that enables the reliable delivery of text messages worldwide.

Our applications are deployed as a hosted Software as a Service to make implementation easy and successful.

Air2Web provides turnkey mobile messaging solutions that reduce the cost of customer care and increase the effectiveness of targeted marketing campaigns.

Our enterprise customers use mobile as a strategic part of their customer lifecycle management.

Additionally, we offer a high volume messaging platform integrated to your existing

applications that enables the reliable delivery of text messages worldwide.

Our applications are deployed as a hosted Software as a Service to make implementation easy and successful.


We have learned from a robust client base

Our enterprise customers use mobile messaging as a strategic part of their customer lifecycle management.

RetainRetain

Up-sellUp-sellCross-SellCross-Sell ServiceService

AcquireAcquire


BACKGROUND: First seen as alternative to traditional advertising, BUT is a more legitimate B2C channel for CLM

• Worldwide acceptance• More mobile phones than PC’s world-

wide• 99% of phones SMS capable• Usage across all demographics

• Used by 80% of “Best-in-Class”*

• Unprecedented effectiveness**• Open rates vs email 12x

• Response rate vs Web offers, print coupons 4.5x

• Conversion rates 20%+

Time

Home

Sleep

0 - 6

On your way

7-8 9 - 11

Lunch time

12-13

Work

14 - 16

On your way

16-17

Home

19 - 23

Sleep

24

StoreOn

your way

18-1917-18

NewspaperRadioTV

TVMoviesDMInternetBooksTabloidsPopular press

RadioBillboardsTabloids

* The Aberdeen Group, 2008** DMA, “Mobile Marketing: Consumer Perspectives”, July 2008


Best Practices

• Leverage existing investments in end customer communication• Contact center• Web• Print media• Outdoor

• Invite customer into a relationship, versus one-way push advertising

• Balance cost containment with customer experience and revenue growth

• Pick a partner with experience in Customer Life Cycle Management

• Back office integration is the foundation


Practice Numbers ONE & TWO: Mobile is a two way street

• Do not do• One way push marketing• Sporadic use of the

channel• Over-use, abuse the

channel, similar to other classic examples:

• Over emailing (7% open rates)

• Direct mail• Extensive IVR “trees” with

limited options for agent access

• Isolated transactions which are perceived as disruptive

• Make sure you do• Offer complementary

choices, not mutually exclusive options

• Offer convenience, priority, reward

• Initiate the mobile relationship with a “foundational” benefit and build from there:

• Alerts• Account information• Transaction notification• Service scheduling

• Consumer initiated transactions


Case Study: Bebe Clothing Retailer – North America

Objective:•Introduce mobile as an opt-in vehicle on direct mailers•Drive traffic to Bebe stores retail locations•Use mobile to extend web-based loyalty program

Solution:Various SMS campaigns including:

• Club Bebe website integration - Mobile extension of web e-commerce solutions

• Holiday promotions to opt-in list offering discounts (Thanksgiving and Christmas)

Results:•60% mobile opt-in rate from email•SMS opt-out rates are below 3%•Loyalty VIP wallpaper for discounts and access


Practice Number THREE: Keeping the right center of gravity

Good practices in SMS mobile offer an opportunity Good practices in SMS mobile offer an opportunity to move FROM… a world of constrained, zero-sum to move FROM… a world of constrained, zero-sum

trade-offs in care trade-offs in careTO…TO…

Good practices in SMS mobile offer an opportunity Good practices in SMS mobile offer an opportunity to move FROM… a world of constrained, zero-sum to move FROM… a world of constrained, zero-sum

trade-offs in care trade-offs in careTO…TO…

RevenueRevenue

CustomerExperienceCustomer

Experience CostCost

Higher costs due to extended talk times

Low sat and higher churn


….selected, high-impact use of mobile at minimal cost

CostCostCostCost

CustomerCustomerExperiencesExperiences

CustomerCustomerExperiencesExperiencesRevenueRevenueRevenueRevenue

• Balance notification• Account access• Order status• Service tech arrival time• Self-service screen

• Text you when wait times are less than one minute

• Confirm completion of request to client

• Password reset

Prioritize a few client favorites ahead of call routing and up-selling.


Case Study: Leading Wireless Carrier - US

Objective:• Deflect transactions from high-cost channels

of customer care to SMS• Offer dynamic account data proactively or on

demand via ALL handsets• Increase customer satisfaction with no call

wait times

Solution:• User Dials *BAL#, *MIN# or *NEW# • Relevant account information presented via

SMS in real-time• Service notifications including voicemail

outage, SMS rate change etc. • Cross sell/up sell plans using triggered alerts

based on customer’s usage

Results:• Millions of user interactions each month with

free to end user SMS with very high adoption rate

• Huge ROI savings for the carrier using low cost alternative technology

• Proved to be scalable & reliable technology


Practice number FOUR and FIVE: Select the right partner

• Do Not Do• Write code without use

case results from pilots• Write code interfacing to

systems architected for delivery of non-mission critical content

• Confuse success in marketing with high availability, high transaction IT service

• Make sure you do• Select a partner with

enterprise expertise• 24 x 7 support• Mission critical SLA’s• Real-time monitoring

• Experience with reference-able clients doing CLM

• Implement for current project impact, AND for change

• Avoid hard-wiring to API’s• Leverage out of the box

services


Back Office Case Study A – “Out of the Box”

DirectTEXTDirectTEXT

MIDEMIDE

CRMSalesData Repository

DataWarehouse

Marketing Finance

Air2Web Hosted

Legacy SystemBackend Systems

Carrier

FIREWALL

Enterprise Hosted

SMSCSMSC

End User

Campaign PROCampaign PRO

AirCAREGatewayAirCAREGateway

Web ServiceWeb Service

A2W SOA ToolA2W SOA Tool

Minimize impact on customer IT resources

1

Accelerate ROI and keep integration costs to a minimum by leveraging SOA standards

2

GoalsAirCAREEnterprise AgentAirCAREEnterprise Agent


Integration Case Study B – Reusable Adapters

CRMSalesData Repository

DataWarehouse

Marketing Finance

Air2Web Hosted

Legacy SystemBackend Systems

Carrier

FIREWALL

Enterprise Hosted

SMSCSMSC

End User

AirCAREGatewayAirCAREGateway

AirCAREEnterprise AgentAirCAREEnterprise Agent

Augment customer IT team1

Comply with existing IT architectures

2

Goals

AirCAREEnterprise AdaptersAirCAREEnterprise Adapters

Web ServicesWeb Services FTPFTP EJBEJB JMSJMS

Keep integration costs low3


Call Deflection

CallDeflection

CallDeflection



Call LoadBalancingCall LoadBalancing SurveySurvey

Scenario:User wants to know routine account information

Examples: Current Balance, Next Payment, Payment Received, etc.)

Scenario:User wants to know routine account information

Examples: Current Balance, Next Payment, Payment Received, etc.)

User requests by texting in, through IVR response, through web site, or signs up for periodic (or threshold) automatic messages sent…

User requests by texting in, through IVR response, through web site, or signs up for periodic (or threshold) automatic messages sent…

From: ACME

Your Balance: $435.47

Reply YES to have a monthly balance reminder sent to your phone

From: ACMEPayment Reminder Service

Your next payment is due postmarked by:Wed., Nov. 12

Reply STOP to quit this reminder service

From: ACMECustomer Service

Thank you for your last payment of: $34.87 received 11/01/08

Reply STOP to quit this service

Scenario:User wants to know basic business information

Examples: Store Locations, Store Hours

Scenario:User wants to know basic business information

Examples: Store Locations, Store Hours

User requests by texting in, through IVR response, or through web site…

User requests by texting in, through IVR response, or through web site…

From: ACMEHours for customer service location nearest your home:

ACME StoreIH 20 at Ben WhiteHours: M-F 10–7; Sa 10-10; Sun closed(435) 555-8406

• Vs. up to $8 for inbound and $7 for outbound

• Vs. fully outsourced and optimized $4 per call

• SMS is even less expensive than IVR calls

• Vs. up to $8 for inbound and $7 for outbound

• Vs. fully outsourced and optimized $4 per call

• SMS is even less expensive than IVR calls

Reduced Cost Reduced Cost of Careof Care

Reduced Cost Reduced Cost of Careof Care

Cross-SellUp-Sell

Cross-SellUp-Sell OtherOther


Service Notifications

Scenario:User wants status about service connection

Examples: Service connection or disconnection status; scheduled maintenance notifications

Scenario:User wants status about service connection

Examples: Service connection or disconnection status; scheduled maintenance notifications

User opts-in to mobile notifications service. User could also text in for info on all scheduled service calls/deliveries.


From: ACME

We are scheduled to arrive for service at 3107 Skyway from 10:00am 12:00pm November 12, 2008.

Reply NO to cancel or reschedule the appointment.

From: ACME Connection Request Status

(512) 555-7438Service connected: 11:23am, Nov. 12, 2008

Examples: Service outage; service activationExamples: Service outage; service activation

From: ACME

We have an outage in your area. We will alert you when we restore your service. We apologize for any inconvenience.

Reply STOP to quit receiving alerts.

• Quick communication diffuses user dissatisfaction

• Defers unnecessary calls to call center

• Interactivity is crucial at “moments of truth” in your customer relationships


• Defers unnecessary calls to call center

• Interactivity is crucial at “moments of truth” in your customer relationships

ImprovedImprovedQuality at Quality at

Lower CostLower Cost

ImprovedImprovedQuality at Quality at

Lower CostLower Cost

CallDeflection

CallDeflection




Up-SellCross-Sell

Up-Sell OtherOther


Service and Sat

Scenario:User wants better info and coordination of field service appointments

Examples: Field service technician in route; technician late/unavailable

Scenario:User wants better info and coordination of field service appointments

Examples: Field service technician in route; technician late/unavailable



From: ACME

Technician will be at your appointment address within the next 60 minutes.

Reply NO if you have to cancel this appointment.

Scenario:Customer not available requires notification and follow up

Examples: Missed appointment

Scenario:Customer not available requires notification and follow up

Examples: Missed appointment

User opts-in to mobile notifications service. When necessary, users get proactive notifications with an option for response.

User opts-in to mobile notifications service. When necessary, users get proactive notifications with an option for response.

From: ACMEAppointment Status:

We arrived but were unable to complete your scheduled service appointment.

Reply YES to reschedule the appointment.


• Avoids unnecessary “truck rolls” (avg. $160/trip)

• Quality of service impacts customer churn


• Avoids unnecessary “truck rolls” (avg. $160/trip)

• Quality of service impacts customer churn

Valued Valued RelationshipRelationship& Efficiency& Efficiency

Valued Valued RelationshipRelationship& Efficiency& Efficiency

From: ACME

We are sorry, but our technician is running late to your appointment.

Reply YES and our rep will contact you to reschedule

CallDeflection

CallDeflection




Up-SellCross-Sell

Up-Sell OtherOther


Balancing call volumes and customer sat

Scenario:User needs to speak to a service rep

Examples: Non-routine product assistance; complex warranty question; etc.

Scenario:User needs to speak to a service rep

Examples: Non-routine product assistance; complex warranty question; etc.

User opts-in via IVR system for a service callback or for mobile notification when the queue is under 5 minutes

User opts-in via IVR system for a service callback or for mobile notification when the queue is under 5 minutes


Reply A, B, C, or D to select a time when a service rep can call you. (All EST)A: 8 – 11amB: 11-2pmC: 2-5pm


We will send you an SMS when the call hold time is under 5 minutes. Please call 800-454-6633 soon after you receive the SMS

Scenario:Call is required to a particular customer

Examples: Complex call follow-up; Schedule a service rep callback

Scenario:Call is required to a particular customer

Examples: Complex call follow-up; Schedule a service rep callback

User opt-in via IVR, or service representative opts user into call-back schedule

User opt-in via IVR, or service representative opts user into call-back schedule


Reply A, B, C, or D when a service rep can call you. (All EST)A: Scheduled timeB: Any daytime timeC: Anytime

• Provides more user choice in connecting with call center

• Reduced cost of staffing to cover peak volumes

• Better match of call center agents to customer’s needs

• Provides more user choice in connecting with call center

• Reduced cost of staffing to cover peak volumes

• Better match of call center agents to customer’s needs

More More Efficient Efficient

OperationsOperations

More More Efficient Efficient

OperationsOperations

CallDeflection

CallDeflection




Up-SellCross-Sell

Up-Sell OtherOther


Easy feedback

Scenario:Marketing needs to survey current customers

Examples: “Spot check” customer feedback

Scenario:Marketing needs to survey current customers

Examples: “Spot check” customer feedback

User opts-in via web. User opts-in via web.

From: ACMEMarketing Survey

Please help us improve our products! Reply with letter of the feature you value most:A: Voice MailB: Internet Phone ServiceC: Fast Courteous Service

Scenario:Service department wants satisfaction scores

Examples: Post-call user satisfaction survey

Scenario:Service department wants satisfaction scores

Examples: Post-call user satisfaction survey

User automatically receives this survey after every call if they are opted-in or rep asks if they will do a one-question survey.

User automatically receives this survey after every call if they are opted-in or rep asks if they will do a one-question survey.


Reply with the letter that reflects your satisfaction with your last call with us.A: ExcellentB: GoodC: AverageD: Poor

• Provides useful customer feedback

• Insight into customer preferences

• Improves internal decision-making

• Provides useful customer feedback

• Insight into customer preferences

• Improves internal decision-making

ImprovedImprovedCustomer Customer

InsightInsight

ImprovedImprovedCustomer Customer

InsightInsight

CallDeflection

CallDeflection




Up-SellCross-Sell

Up-Sell OtherOther


Growing revenue while retaining

Scenario:Customer communications contain cross-sell or up-sell messaging (esp. bundled services)

Examples: Balance notification with cross-sell offer; service notification with up-sell

Scenario:Customer communications contain cross-sell or up-sell messaging (esp. bundled services)

Examples: Balance notification with cross-sell offer; service notification with up-sell

User receives as part of other communications.

User receives as part of other communications.

From: ACME

Your balance: $437.56

Check out new eCommerce web interface at http://www.acme.com/go

Scenario:Mobile becomes another channel for marketing communications

Examples: Special offers; promotions, etc.

Scenario:Mobile becomes another channel for marketing communications


User periodically receives marketing communications relevant to their usage and account status


From: ACME

Offer for current customers only!

Upgrade to 10GB speed for 10% savings. Call 800-998-4542 by 12/15/08

• Piggyback marketing offers with service communications

• Offers can be personalized to the individual

• Mobile marketing is lowest cost direct response channel




IncreasedIncreasedSalesSales

IncreasedIncreasedSalesSales


Appointment reminder for Wed, 11/12/08, 8-11am

Be sure to ask about ACME’s MoGo service and get 10% off installation

CallDeflection

CallDeflection




Up-SellCross-Sell

Up-Sell OtherOther


Loyalty programs

Scenario:Market directly to users of competitive services

Examples: Special upgrade offers to users of competitive TV, ISP, and phone products

Scenario:Market directly to users of competitive services

Examples: Special upgrade offers to users of competitive TV, ISP, and phone products

User has previously opted-in for other notifications. Offer can be targeted toward competitors’ customers

User has previously opted-in for other notifications. Offer can be targeted toward competitors’ customers

From: ACME

Your balance: $437.56

If you now use DirectTV, switch to MoGo for 20% savings. Call 800-765-9988 for details.

Scenario:Move land line customers with high value services to buy other high value offerings


Scenario:Move land line customers with high value services to buy other high value offerings




From: ACME

Show promo code at ACME store for 10% off an ACME Widget. Perfect for the holidays!

Promo code: 4587T32Expires: 12/20/08







IncreasedIncreasedCustomerCustomer

ConversionsConversions

IncreasedIncreasedCustomerCustomer

ConversionsConversions

CallDeflection

CallDeflection




Up-SellCross-Sell

Up-Sell OtherOther


Recap

• Mobile ’09 is an exploding segment and very cost effective for customer care

• Employ “best practices” for maximum effect• Offer complementary choices, not mutually exclusive options• Start with: “What’s in it for the end customer?”• Optimize on revenue generation and client satisfaction with the low cost

of mobile• Pick the right mobile partner

• Robust application and support capabilities

• Experience in care

• Have a strategy/partner for flexible back office integration


Thank you for your attention

Questions?

[email protected]

Questions?

[email protected]

1 confidential – air2web, inc. best practices for customer care with mobile solutions effective...

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