Waterfall Mobile and Angel's presentation of the top strategies for effective cross-channel integration of SMS, IVR and social. Gain a clear understanding how: - SMS text messaging services can integrate into IVR systems to form a key facet of businesses' customer care strategy - Business intelligence, customer analytics and reporting can help deliver better customer engagement

1. 5 Strategies for Effectively
Integrating SMS, IVR and Social
Kane Russell Amy Brennan
Vice President of Marketing Marketing Manager
Waterfall Mobile Angel

2. Your Presenters
Kane Russell
Vice President of Marketing
Waterfall Mobile
Amy Brennan
Marketing Manager
Angel

3. Today s Discussion
5 Steps
Angel & For
Channel Audience
Waterfall Integrating
Overview Q&A
Mobile SMS, IVR
and Social

4. Angel Company Overview
! Founded in 1999 as a BU of (NASDAQ: MSTR)
! Patented IVR Technology: 25+ granted
! Over 1,200 customers in 20 different industries
! Over 10,000 applications deployed including many of nation s top consumer brands
! Industry Awards for Technology Excellence

5. Why Move To the Cloud?
! Highest level of security
! Platform Scalability & Geo-Redundancy
! Eliminate/reduce Capital Expense
! Continual Technology Refresh
! Speed to Market
! Instant IT bandwidth
! Pay for what you use

6. Angel Vision: Redefine Voice
Web Mobile SMS Email Phone
Multi-Channel
Interaction Capability
Customer Experience Platform
MULTI-CHANNEL / MULTI-MODAL COMMUNICATION
Intuitive BI Analytics
On-Demand Business Intelligence Analytics
Name & Address Phone Payment
Voice Biometrics Capture Solution Real-time Transcription GPS Chat
Mobility
CTI
Plug & Play Apps
Best-in-Breed Solutions
Inbound IVR Outbound IVR Virtual Call Center
Seamless Data
Data
CRM ERP Integration
Warehouses
Web Accessible Data Integration

7. The IVR experience is just as
important as the technology.
User-centered design methodologies, evaluation
tools, and best practices will deliver better IVR
experiences and business results.

8. Let s Face it: Many People Hate
IVRs…
1) You are asked by the agent to repeat
information that you already
provided.
2) You are made to listen to several
minutes of nonsense before you are
offered anything that you care about.
3) You are made to wait a long time
only to be routed to an agent who
doesn t know who you are or what
you want.
4) You wait a long time only to discover
that you are in the wrong queue.
5) You are bounced from one IVR
system to another IVR system.

9. But They Like Good Automation
Good automation:!
• Knows who you are…
• Caters to your preferences…
• Anticipates your needs…
Your order has
• Respects your time…
been confirmed!
Need Help?!
888-692-6435!
• Serves you quickly!
!
And now… knows WHERE you are

10. Waterfall Mobile Overview
! Founded August 2005
! Offices in San Francisco (HQ), New York City and Austin, TX
! Backed by $6B software fund Vista Equity Partners
! Cross-channel mobile & social CRM

11. Channel Overview
SMS
IVR
Social
Success comes down
to execution

12. SMS Execution
How to create interactivity and
immediacy:
1) Include time sensitivity in your
messaging
SMS is an 2) Integrate a clear call to action
interactive and informing next steps
immediate form of 3) Focus on driving customer
lifetime value as opposed to
communication. one-off engagement
4) Use language appropriate for
the text message environment
5) Mind time of day when
delivering messages

13. IVR Execution
Poor experience includes:
1) Asked to repeat information that
you already provided
The IVR 2) Made to listen to several minutes
experience is just of non-substantive filler
as important as 3) Made to wait a long time only to
be routed to an a agent
the technology.
4) Wait a long time only to discover
that you are in the wrong queue
5) Bounced from one IVR system to
another

14. Social Execution
Focus areas:
1) Dedicate resources to listening to
social conversations
2) Generate one-to-many
Social media is a conversations with the desired
give and take means audience
to engage a desired 3) Use multimedia resources to
invigorate your social ecosystem
audience.
4) Address negative feedback
honestly rather than covering up
5) Embrace social across your
organization

15. 5 Steps For Integrating SMS, IVR & Social
Address the low hanging fruit
Drive innovation with multiple channels
Share data across channels
Use data to inform and iterate
Develop ongoing personalized conversations

16. 1) Address The Low Hanging Fruit
Collect data via multiple Integrate calls to action
channels across media

17. Case In Point: Stella Artois
Multichannel commitment
increases # of eyeballs &
campaign trust

18. 2) Drive Innovation With Multiple Channels
Roadmap
1) Assess each individual
channel to understand
how it interrelates with
others.
2) Understand each
channel’s role within a
multichannel campaign
3) Preplan the follow- up
strategy

19. Case In Point: Jay Z Decoded
2011 Multi-platform search experience and interactive game
to decode Jay-Z s life and lyrics
1) Pre-book launch, every page released to
the public using encoded pages placed in
strategic locations
2) Fans decoded pages over the course of a
month
3) Clues found in person or online via
Bing.com
4) Text in unique game code from found and
decoded pages
5) Credit for decoding awarded online upon
which players could share via social media
sites
6) Participants also entered to win various
prizes including NYE Jay-Z concert

20. 3) Share Data Across Channels
Moving from multichannel to cross-channel marketing
Multichannel marketing puts customers
and data as recipients of multi-pronged
communication strategy.
CUSTOMERS CHANNELS BRAND
Cross-channel marketing puts customers and
data at the center of an integrated
communication strategy.

21. Case In Point: PayNearMe
Partnership between PayNearMe and 7-Eleven
1) Allows for the purchase of online goods using
zero cash or credit cards on hand.
2) Users execute a purchase using their
PayNearMe account and later settle the
balance in person at a local retailer like 7-11.
3) Account holders can check account balance,
transaction history, and payments history in real
time via the web, IVR and SMS.
4) User-centric CRM, with user information shared
and updated across SMS, IVR and online
simultaneously.

22. 4) Use Data To Inform And Iterate
Subscriber Data Operational Data
Segmentation points about Analysis of subscriber
individual subscribers, such behavior in aggregate, such
as date of birth, gender, as opt out rates, open rates,
zip code, shoe size inventive level
Strategy: Send the right message, at the
right time, to the right person, in the right place
in the optimal format

23. Case Almost Point: Assorted Campaigns
Stop marketing – create personalized engagement instead

24. 5) Develop Ongoing Personalized Conversation
SMS, IVR and social
communication should replicate
consumer conversation.
1) Interactive
2) Ongoing
3) One channel picks up where
another leaves off
4) One-to-many communication
moves to one-to-one

25. 5) Case Almost Point: PETA
Use collected data to personalize the conversation

26. Key Takeaways
Disseminate calls to action across media Grab the low hanging fruit
Drive campaign innovation Use multiple channels
Develop a cross-channel perspective Integrate SMS/IVR/Social data
Determine messaging strategy from data Optimize to the user
Deepen engagement and insight over time Create conversations
• The result: Delight your customers by delivering the right message, at the right
time, to the right person, in the right place in the optimal format.

27. Q&A
Kane Russell
Vice President of Marketing, Waterfall Mobile
krussell@waterfallmobile.com
Resources: Blog | eBooks
Amy Brennan
Marketing Manager, Angel
abrennan@angel.com
Resources: Blog | Mobility White Paper