Session Presentation

1. Managing The Customer Journey
in A Multi-Channel World
MMA Forum
January 2013

2. Introductions
Michael Della Penna
SVP, Emerging Channels
Sammar Faraj
Director of Digital Relationship Marketing
2

3. Today’s Agenda
Timing (EST) Topic
1:25 – 1:30 Introductions
1:30 – 1:35 Mobile & Cross Channel Trends
1:35 – 2:05 Q&A Quicken Loans
2:05 – 2:10 Wrap Up
3
2/4/13

4. Relationship Marketing with Display. Opportunities to drive new and additional
4
revenue.

5. Looking for a variety of content: Consumers
want discounts, location-based offers & more
100
General discounts &
90 deals
80 Location-based offers
70 In-store sales & events
60
Invites to sweepstakes &
50 contests
40 Gift guides & product
recs
30
20
10
0
Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and above in the U.S. from
November 9 to 13, 2012. The data has been weighted to reflect the demographic composition of adults in the U.S.
5

6. Email subscribers also welcome SMS
promotions
• Responsys consumer
research revealed that 44 44%
percent of consumers
who opt into email
promotions from retailers
are also interested in
receiving deals from
those retailers via SMS
Source: Omnibus survey conducted by Research+Data Insights of 1,039 adults aged 18 and
above in the U.S. from November 9 to 13, 2012. The data has been weighted to reflect the
demographic composition of adults in the U.S.
6

7. Requires building a “Relationship-First”
approach to Mobile
Customers say text spam
is more invasive to them
than junk mail or even
spam emails. And
sometimes, the recipients
even have to pay for the
texts that they never wanted
in the first place.
- Pew Research Center
Proprietary and Confidential 7

8. Its about the customer journey
Awareness à Consideration à Intent à Purchase à Experience à Loyalty
Alerts: Send an alert about a
Text for Response: Text to get additional info about Text for Location: Text for the
product or special deal.
products. Responses can include offers. location of the nearest store.
“Winter coats on sale
“Reply ‘tablet’ to get more information.” “Text your Zip Code to find a
starting Monday!”
store.”
Competition: Join in instant- Notifications: Get real-time
win or trivia contests around alerts for shipping, inventory, or
various products. deals.
“Which celebrity owns more “Your sneakers have
than 500 pairs of white shipped and are out for
sneakers?” delivery.”
Voting: Vote on the products/
designer collection you are Customer Service: Get an
most looking forward to this fall immediate response for those
season. time consuming customer
service issues.
“Text ‘Lopez’ or ‘Conrad’ for
the designer you are most “Text ‘HELP’ to get a call
excited about seeing this from customer support.”
season.”
Proprietary and Confidential

9. Today, communication with known individuals
is often different across digital touch points
With Progressive Profiling we found that Susan likes ETFs. While that
information led to a more specific email, other channels are still providing different
information.
Known
Individual
“David”
“Most Popular Loans” “refinance”
Email Display
“Open an application” “Rate alert”
Social Mobile
Inconsistent messages, due to different targeting, and a lack of coordination and
orchestration, creates inefficiency and lowers effectiveness.
Responsys Confidential

10. What if we could deliver more unified
marketing across all digital channels?
What if we could deliver more unified marketing across all digital channels based
upon customer indicated or implied interests?
Unified
Orchestration Known
Individual
Email “David”
Display
Mobile
Unified Unified
Targeting Social Messaging
Unified Reporting & Optimization
Unified targeting, orchestration, messaging, reporting, and optimization will drive
better customer experience and improved results.
Responsys Confidential

11. We can and are…. Group (A)
Lead Nurture = Email + Display + SMS
Display
Retail Ad
Group Group (B)
Display Ad
Retail Group (Other)
Display Ad Display Ad
— Rouch communication strategy
— Co-branded or generic display ads, based on segment and
data collected during quote process
Relationship Marketing with Display. Opportunities to drive new and additional
revenue.

13. Meet David – he lives in San
Francisco and works as a
creative director and a cool
boutique ad agency. Over the
past 5 years David has been
saving diligently for the down
payment on his first home in the
expensive bay area. With
interest rates at a record low he
begins to accelerate his search
looking to strike quickly when the
perfect house and opportunity
appears. As a result he is
diligently keep track of the rates
and decides to start the pre-
qualification process for his
mortgage.

14. Tell us more about Quicken Loans &
David?
February 4,
Confidential 14
2013

15. How are you incorporating Mobile
into Dave’s experience with the
brand?
February 4,
Confidential 15
2013

16. How do you think about Mobile at
Quicken Loans?
February 4,
Confidential 16
2013

17. What other digital channels are you
using in conjunction with your mobile
efforts?
February 4,
Confidential 17
2013

18. What would you say were some of
your key digital learnings &
accomplishments in 2012?
February 4,
Confidential 18
2013

19. What are some of your key
objectives & strategies for 2013?
February 4,
Confidential 19
2013

20. Tips for evangelizing mobile within
the organization?
February 4,
Confidential 20
2013

21. The Multi-Channel Effect
Home Works Newsletter Relevant Off-Site Quick Timely SMS Alerts
Email Loans Banner
New 15 year rates available now.
+
Click here to have a customer
+ service representative call you.
SSSTOP to Stop txt HELP for info
Working together, customer specific email, SMS, social and display marketing can
multiply the amplify the effect of each other.

22. What are your mobile priorities this year?
• Take our brief survey and get a chance
to win a $150 Amazon gift card
• Text MMA2013 to 88350 now!
22

23. Q&A
Thank You!
Michael Della Penna – SVP, Emerging Channels