mobile engagement for financial institutions
DESCRIPTION
ÂTRANSCRIPT
MOBILE ENGAGEMENT FOR
FINANCIAL INSTITUTIONS
How Financial Services Can Create a Customer Centric Experience for
Increased Engagement on Mobile
| 2
Our Approach
mGage is a global mobile engagement provider. With more than 15 years of mobile marketing and customer care experience we deliver billions of
monthly mobile messages. Our SaaS, cloud-based technology, enables brands to intelligently personalise mobile communications for the omni-
channel consumer. Our platform provides reach across mobile touchpoints, including text message, app push notification, voice, and email
What we do
Reliable carrier grade
messaging solutions to
drive brand awareness,
improve customer
service or acquire new
customers
Customer
Management
mCRM &
Engagement
Customer
Acquisition
Mobile MessagingmCRM Payments
Create and manage your
own messaging campaigns
using Communicate Pro.
Track customer behaviour,
identify your valuable
customers and incentivise.
Unlock mobile
payments functionality
for your customers
with our suite of
mobile payment
products.
## / Page Title
Broadcast MessagingOpt-in Member
Management
2-way Campaigns
Message Delivery Platform
CommunicatePro Campaign Mgmt
- Multi-format messaging (SMS/MMS/IP)
- Connectivity Resource Management
- Service Subscription Management
- Message Queuing Management
- Aggregator Functionality
mGage API - Carrier/IP Messaging Connectivity
SMS MMS IP and OTT Messaging
Email Voice Out-dial Push
Connect APIs
Visualize Analytics and Retargeting
- Data visualisation and granular reporting - Behavioural retargeting
Access functionality
through easy,
modular GUI or
robust, open APIs
Effective and rich
engagement
mechanisms
Platform processes
2B global cross-
channel interactions
per month
Cross-channel view
and personalization
functionality
Multi-channel: 7
channels from 1
platform, including
carrier direct
connections (Tier 1)Social Media
Over 15 years of operation, we’ve built an enterprise-grade mobile engagement platform
that spans 7 channels
1 platform reaching 7
channels to ensure
you communicate
with your consumers
at the right time and
place
Easy-to-use interface
that supports complex
functionality from LBS
to List Management
to Passbook
distribution
Integrated reporting
for campaign
performance and
cross-channel
attribution and
optimisation
CUSTOMERMMS
RETAIL
LOGISTICS
FINANCE
TRAVEL
Marketing and
Customer CareConsumers
11
SMS
PUSHEMAIL
IP MESSAGE
VOICECOMMUNICATE
PRO/CONNECT
MOBILE
IDENTITY
LB
S
AN
ALY
TIC
S
Platform and Channels
SOCIAL
Our products enable enterprises to access 7 mobile channels with 1 platform
Visualize tracks end-to-end mobile engagement to provide actionable
insight
Custom and Manual report exports delivered right to
your email inbox.
Conversion attribution by Campaign which allows
Enterprises to allocate budget according to the
most effective channel.
Enterprises can view revenue generated as goals
are achieved
One dashboard with high level insights that enables
marketers to easily identify optimisation opportunities
| 7MOBILE CHANNEL ENGAGEMENT* British Bankers Association / Aimia, 2014
“Only 33% of bank customers find the offers received to be relevant,
compared with 60% of supermarket shoppers” *
David Hodgkinson, principal advisor for KPMG has said: As mobile
banking adoption accelerates, banks will need to work harder to develop
non-intrusive sales techniques through this channel or risk losing cross-
sales opportunities as customers shift much of their online and in-person
banking to mobile
“Customers now make 5.7 million transactions a day using smart phones
and mobile devices”*
How Financial Institutions can use closed loop tracking data, to build
engagement with consumers
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• PROVIDE OFFER VIA
SMS WITH LINK
• Track click-through rates on web links received via SMS
• PROMOTE MOBILE
COMMUNITY THROUGH
MOBILE SITE
• Incentivise customers to opt-in to receive personalised alerts and offers
• COLLECT
USER DATA
• On click, Visualize collects users’ handsets (among other data).
• SEND RELEVANT
MESSAGE
• Targeted campaigns lead
to higher engagement
Financial Institutions Can Use The Data To Build Engagement Resulting In Increased Roi
| 9
How Intelligent Retargeting Will Benefit Financial institutions
Sending relevant offers to bank customers should be a priority for banks and will help increase the level of
customer engagement.
Keeping personalised offers highly relevant to consumers is a key deliverable for mGage. Our solutions
enable financial institutions to intelligently personalise mobile communications for the Omni channel consumer
Ability to measure channel effectiveness
Ability to attribute conversions achieved by channel and by users
The ability to uniquely identify actions taken by all users
Unique identification of all users – it provides the foundation
for success
Actionable insights from your mobile data provide key information for effective optimisation and
retargeting.
Visibility of pre-click and post-click information is key. It provides accurate view of how campaign
is performing
Financial Institutions
Case Studies
Communicate Pro – mCRM Programme
Objective
mGage was tasked to deliver an innovative campaign
aiming to create customer convenience and migrate
AMEX’s service calls to SMS to lower the cost through the
mobile channel
Solution
mGage successfully delivered an ongoing mCRM
programme providing AMEX customers with
• Payment acknowledgements & Reminders
• Credit limit threshold reminders & Spend tracking alerts
• Gift card payment reload confirmations
• Fraud protection alerts
• Irregular charge alerts
• Balance tracking alerts
Result
Reduction in costs through SMS deflection
Increase in customer engagement via on-going mCRM
Customer Care
Objectives
To provide various SMS alerts like Card Swipe, ATM transactions, One-Time-Passwords, Weekly balance updates to customers
To provide Information on Demand services to Banking and Credit Card customers.
Solution
API integrations for critical messaging alerts like OTP, ATM transactions, Card swipe have been implemented
mGage has integrated Citibank’s APIs to query user account related information within the USSD Menu
ResultsCitibank is able to provide on the go transaction information to their customers
Approximately 6-8 million messages are processed through the mGage platform monthly
Reduced calls to the Citibank Call center
Customer Care
Objectives
To provide various SMS alerts like card swipe, ATM transactions, one-time passwords, weekly balance updates to customers holding bank/card/loan accounts with the bank
To promote ICICI Bank services and offers to their customer base
Solution
API integrations for critical alerts like OTP, ATM transaction, card swipe have been implemented
Bulk messaging campaigns through mGage’s upload desk are conducted for various departments within ICICI to promote the latest offers on ICICI products
Results
ICICI Bank is able to provide on the go transaction information to their customers
50+ million alerts are sent through the mGage platform every month
Closed Loop Tracking for Mobile
Re-targeting
| 15
Objective: Understand topics of interest of registrants and generate awareness about SMS
Retargeting
KPIs: Number of $300 Amazon GC Giveaway Entrants Number of Infographic Downloads
Campaign Flow:
• Acquire mobile opt-in of lunch attendees
• Send SMS with call to action to visit our microsite
• Collect and measure behavioural data from the SMS & site interactions
• Create behavioural segments
• Retarget the selected segments based on data collected
Financial Sector Marketing Campaign
16
SMS With A URL Link
Track click-through rates on web links received via SMS
Mobile Website Browsing
Determine mobile web consumer behavior for targeted marketing
Promote Conversion/Offer
Use mobile web data to customize communication based on user behavior
and other demographic info.
Drive ConversionIncrease response rates and ROI through customer centric
experiences
Based on User Activity
ONE
Understanding User Interactions Post Sms To Drive Conversion
mGage: We can't wait to see
you at NetFinance! To get info
on the latest industry trends for
your company, go to:
http://netfinance.mgage.com
ONE mGage: Complete our survey
to help us tailor a learning
experience for you and enter
the drawing to win a $300
Amazon Gift Card!
http://a2w.mobi/sy/t8
RetargetRetain
Behaviour
Data
SMS With A URL Link
Track click-through rates on web links received via SMS
Mobile Website Browsing
Determine mobile web consumer behavior for targeted marketing
ONE
mGage: We can't wait to see you
at NetFinance! To get info on the
latest industry trends for your
company, go to:
http://netfinance.mgage.com
ONE
Retain
Behaviour
Data
61%Of Users
clicked based
on the initial
SMS
Of those 65% clicked within the first 10
minutes
Understanding User Interactions Post Sms To Drive Conversion
Retain
Behaviour
Data
24%Of Users
that clicked, Entered the
Contest
&
20%Of Users that
clicked, Downloaded
the Infographic
Understanding User Interactions Post Sms To Drive Conversion
SMS With an Alternative Incentive
to Visit the site
SEGMENT 1
those that did not click after the first
message
mGage: You signed up for our
session! Tell us what you want
to hear and win a $300
Amazon Gift Card.
http://a2w.mobi/sy/t8
SMS With Incentive to go back and enter to
win the GiftCard
SEGMENT 2those that
clicked after the first
message but DID NOT enter
to win the GiftCard
mGage: Complete our survey
to help us tailor a learning
experience for you and enter
the drawing to win a $300
Amazon Gift Card!
http://a2w.mobi/sy/t8
ONEtrends for your company, go to:
http://netfinance.mgage.comtrends for your company, go to:
http://netfinance.mgage.com
Identified Two Segments To Retarget
SMS With A URL LinkTrack click-through rates on web links received via
SMS
Drive ConversionIncrease response rates and
ROI through customer centric experiences
Mobile Website BrowsingDetermine mobile web consumer behavior for targeted marketing
Promote Conversion/OfferUse mobile web data to customise
communication based on user behavior and other demographic
info.
Based on User Activity
ONEONE mGage: Complete our
survey to help us tailor a
learning experience for
you and enter the
drawing to win a $300
Amazon Gift Card!
http://a2w.mobi/sy/t8
RetargetRetain
Behaviour
Data
Increased # of
giveaway entrants by 100%
Increased # of
infographicdownloads
by 50%
mGage: We can't wait to
see you at NetFinance!
To get info on the latest
industry trends for your
company, go to:
http://netfinance.mgage
.com
Results
THANK YOU
To find out more, be sure to email me at [email protected] or call me on: 0207 921 5396.
Alternatively visit www.mgage.com for more information and learn more from our mobile marketing insights.