1. Making sense of mobile
CRM/Messaging
Jason Cross, Marketing Director
12 September, 2012
Copyright Incentivated Limited 2012 www.incentivated.com

2. Contents
Introducing Incentivated
CRM basics
Client case studies
Copyright Incentivated Limited 2012

3. We are the UK’s leading mobile business specialists
Copyright Incentivated Limited 2012

4. We are a Google preferred partner
Copyright Incentivated Limited 2012

5. Some examples of our work
Copyright Incentivated Limited 2012

6. Technologies
We know how to optimise for the mobile internet
Copyright Incentivated Limited 2012

7. Contents
Introducing Incentivated
CRM basics
Client Case studies
Copyright Incentivated Limited 2012

8. CRM
 Consumers are used to managing their personal relationships with
mobile phones (facebook, twitter, SMS, instant messaging… phone
calls!). So it makes sense for businesses to manage customer
relationships through the same medium.
 Building a digital CRM system can be difficult and utilising it even
more complex, which is why Incentivated offers comprehensive CRM
solutions to clients that include:
 building databases
 distributing content to customers.
 integrate comprehensively with your existing systems
 Account managed or fully manageable by the client.
Copyright Incentivated Limited 2012

9. Loyalty
 Keeping your customers loyal is increasingly difficult as consumers
move online to search for and compare products. That's why it's
more important than ever to develop CRM-based retention
strategies that are personal, time-sensitive and relevant. Only one
medium can push communications to specific customers, at specific
times, at specific locations: mobile.
 Mobile marketing loyalty programmes can deliver:
 Exclusive products and promotions through text messaging campaigns
 Innovative apps and mobile internet sites to engage customers with your
brand and encourage repeat purchases, through special offers
and mCommerce
 Location-aware deals delivered immediately into customers' hands.
Copyright Incentivated Limited 2012

10. Customer Service
 We know that mobile can significantly improve and accelerate your customer
service strategy, but one of the biggest challenges is figuring out how to integrate
mobile with your existing services.
 We've been delivering customer service strategies through mobile for 10 years for
a host of SME and large businesses.
 We have helped clients deliver first class customer service by, for example:
 Delivering enterprise messaging solutions for appointment reminders, ticket
requests, and service or interruption updates
 Providing location-based services such as Find My Nearest…
 Providing (secure) account access through mobile internet sites
 Creating apps to deliver a richer and more useful customer service experience.
Copyright Incentivated Limited 2012

11. Some practical hints for CRM messaging
 First, do the back-end database work
 Append and segment your database with mobile numbers
 Keep database ‘clean’ to minimise opt outs & failures
 Match phone numbers to customer records (for tracking)
 Integrate the messaging with the rest of your marketing
 Look at other scheduled marketing activity
 Liaise with different business units (Womenswear, Menswear, Flowers,
Food, etc) and “share” the budget expenditure (a good trick if you can
pull it off).
Copyright Incentivated Limited 2012

12. Some practical hints for CRM messaging
 Develop copy
 Sign off by business unit, team sending the SMS and legal department
 All messages should include an opt out e.g. ‘To stop txt sms stop to XXXXX’
 Have relevant content for the message created: UPC codes (bar code
number), Online codes, T&Cs Wap pages, URL redirects, etc
 Communicate offers and processes for redemption with the rest of the
business: store staff/online team etc
 Let customer services know (as the first line of questions from customers)
Copyright Incentivated Limited 2012

13. Some practical hints for CRM messaging
 Work out who you are sending too
 Target using internal sales information (eg from loyalty or credit card records):
 Shopping habits (what they buy - by department or specific product e.g. womenswear or
lingerie or bras)
 Customer value (how much they spend and/or how often they shop)
 Redemption (Whether they have redeemed specific offer before)
 Geographical location, age, gender, etc
 Work out what you are sending them
 Different segments for different customer groups receiving different copy or offers
 Order of priority determines order of de-duping
 Setup tracking of loyalty customers
 Ensure there are Control Groups for each segment (track variations from the ‘norm’)
 Different segments with the same copy but different customer types to track sales for
different types of customer
 Look at how loyalty card holders spending, basket size, etc, can be tracked across different
business units online and offline over a given period – and if it’s different
Copyright Incentivated Limited 2012

14. Measuring Success
 Incremental sales
 Per customer mailed, basket spend, footfall
 Divided by customer segment
 ROI = Incremental Sales / Costs
 Profit = Incremental Sales - VAT x Margin - Costs
 NAMAD = Net Achieved Margin After Discount
 Profit + Campaign Costs
 Click through rate for URL’s in message
 Opt out rate
 Use different keywords for different segments so opt
outs can be attributed to different customer groups
 Complaints
 From customer services
Copyright Incentivated Limited 2012

15. Test - Evaluate - Adapt
 Do more of what works and change
what doesn’t
 Try different offers
 Different segmentation (customer
groups)
 Different copy
 Other factors
 Time of day
 TV advertised Dine Ins
 Timing with other offers
 What else is going on in the business
Copyright Incentivated Limited 2012

16. Contents
Introducing Incentivated
CRM basics
Client Case studies
Copyright Incentivated Limited 2012

17. Mobile modernises Tate’s visitor engagement strategy
Business need The solution Results
To improve the speed and accuracy of To complement an electronic sign-up form • Over 1,000 email addresses and mobile
Tate’s data capture process for visitors via at the ticket desk (hosted on an iPad) which numbers were entered and validated into
mobile. has replaced the paper-based system. Tate’s database within four months.
Visitors are asked to provide their email
address by SMS and sign up for e-
newsletters from Tate.
Posters advertising the Gauguin exhibition,
tickets for the exhibition and promotional
materials at Tate itself will all include the
option to sign up for Tate information and
the chance to enter a free prize draw for
a Gauguin-inspired holiday. Customers
simply text TATE followed by their EMAIL
3%
to 84420. conversion rate to
test drive
90,000
unique users
Case study: Enterprise messaging | Shortcodes & QR codes beinspired@incentivated.com
Entertainment: Tate Modern www.incentivated.com

18. RBS welcomes new customers by text message
Business need The solution Functions
To extend customer relationship New customers of RBS motor insurance • Alerts
programme by making emergency phone (Direct Line, Churchill and Privilege) • Enterprise messaging
numbers easily accessible to motor receive a text message alert.
insurance customers.
The text message contains the phone
number for the relevant call centre and
advises recipients to save it into their
mobile’s address book to use in a case of
emergency (e.g. following an accident or
any other incident where the insurer’s help
is needed).
The SMS service was back-dated for 1.4m
existing customers, merging in their
FROM: Privilege correct details.
Dear customer. Please
save 08452460216 to your
phone. If involved in an
accident please call at the
scene so we can help you
straight away.
Inspiration guide: CRM | Enterprise messaging beinspired@incentivated.com
Property & financial: Royal Bank of Scotland www.incentivated.com

19. SMS shortcode provides rapid access to NSPCC’s Helpline
Business need The solution Results
To help increase access to and use of the The service, which is integrated with the • Average of 240 text messages received
helpline by mobile users, through a simple support centre, allows NSPCC Helpline from users per month
to use SMS interface. counsellors to access and respond to • Average of 170 text messages sent from
messages received from members of the the helpline per month
general public in close to real-time.
Adults seeking advice regarding a child’s
welfare can contact the NSPCC Helpline by
SMS to a simple, memorable, dedicated
short code 88858.
240
The messages involved are by their very Average number
nature are incredibly sensitive, so we have
of text messages
provided strong encryption and end-to-end
data security. received per
month
170
Average number of text
messages sent per
month
Case study: Acquisition | CRM | Enterprise Messaging| Shortcodes beinspired@incentivated.com
Charity: NSPCC www.incentivated.com

20. M&S weekly messaging
Copyright Incentivated Limited 2012

21. M&S mobilises CRM activity with messaging alerts
Business need The solution Results
This campaign was M&S’s first venture into The M&S mobile database grew • 700,000 opted-in customers as of
mobile CRM. The overall aim was to significantly by exploiting various channels August 2010, exceeding the goal several
increase the size of their mobile database (press, in-store, direct mail, email, times over
and communicate with their customers in a magazines, and online) as well as text-to- • Low opt-out rate of 0.61%
more relevant and timely way. win competitions. • Weekly positive ROI
• Campaign triggered an increase in in-
Using this database, the campaign reached store purchases
out principally to customers who had
signed up for text alerts, with offers, deals,
promotions and news about M&S.
This meant that M&S could engage with
700,000
customers through the mobile channel
From M&S: directly and use this new method to
Pssst! Want great deals compliment existing DM and email contact
across clothing & home?
The M&S Sale starts strategies. new opted-in
tomorrow! Beat the
crowds & get all your customers
favourites. To opt out, Tailored messages were delivered to
reply ALERTS STOP
subscribers every other week, targeting
M&S’s different segments, to drive footfall
OPTIONS BACK
in-store and therefore revenue growth.
0.61%
opt-out rate
Case study: Acquisition| CRM | Enterprise messaging beinspired@incentivated.com
Retail & automotive: M&S www.incentivated.com

22. Copyright Incentivated Limited 2012

23. Mobile enhances passenger experience for BA
Business need The solution Results
An instantaneous communication channel Passengers enter their mobile numbers • During the air crew strikes of March
for sharing flight update information, via ba.com. 2010, BA sent out over 47,000 SMS
including delays, re-bookings and alerts to passengers over 10 days, saving
cancellations. Up-to-the-minute SMS alerts are sent unnecessary trips to the airport and
if their flight is going to be delayed or is allowing plans to be reorganised.
cancelled. Messages are sent in a number • During the two days of disruption
of languages. caused by Icelandic volcano activity in
April ’10 over 180,000 SMS alerts were
The service integrates with BA’s existing sent to passengers and cabin crew in the
information system. UK.
From: British Airways
Flight BA0214 10/08
BOS/LHR ref 2v2t5h is
cancelled. Please see
ba.com/mmb. Or call
BA8777677970 (US)
or08450551155 (UK).
CONTINUE MORE
Case study: CRM | Enterprise messaging beinspired@incentivated.com
Entertainment & travel: BA www.incentivated.com

24. And now… in-app messaging
Copyright Incentivated Limited 2012

25. In-app messaging
 The next stage in personalised CRM
 Goes directly to your customers (they’ve already downloaded your app!)
 Costs you less (no network fees)
 Allows you to increase the value of your app for your customers by
highlighting/ reminding them about offers, functionality etc available
through the app.
 BUT…
 Not an excuse to ‘spam’ – as (at least) one (nameless) high street retailer
might be guilty of at the moment
 Be as vigilant with opt-in permissions, quality of messaging and tracking
and reporting on results as for other marketing
 Quality > Volume every time
Copyright Incentivated Limited 2012

26. Thank You
Jason Cross
Marketing Director
jasonc@incentivated.com
@jcmobile10
Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985
(No code reader? Text CODE to 62233 for
a link to a reader appropriate for your
phone)
Copyright Incentivated Limited 2012 www.incentivated.com