Mobile's impact on moments on truth

How a mobile-first strategy is helping to develop loyalty and revenue opportunities in common customer touchpoints. 

@jpohare@esendex

• 32% of banking customers rate high quality customer service and ease of doing business with as core drivers of satisfaction

• After a positive experience, more than 85% of customers increased their value to the bank by purchasing or investing more

Accenture report: Banking Customer 2020: Rising Expectations Point to the Everyday Bank | McKinsey surveys of customers in

Belgium, Germany and Italy, 2004

Some unsurprising statistics...

• 58% of bank customers ‘often’ use mobile devices when seeking support

• 61% expect to have access to more online interactions across their lifecycle

• A digital customer interacts with providers 12 times more than a non-digital customer

Accenture report: Banking Customer 2020: Rising Expectations Point to the Everyday Bank

More unsurprising statistics…

Challenger banks’ advantage

“Challenger banks create a very close link, usually digitally, with customers, taking on

board their feedback and integrating this into products and customer service.”

Sophie Guibaud, VP, Fidor Bank

We’re helping thousands of businesses communicate more effectively

TouchpointsHow Esendex’s customers have integrated mobile to

increase interaction with their customers

New customer onboarding

Why we love mobile web apps (Mobile Journeys)!

Easy to complete Goal focused with no

distractions Custom-built to deliver a

unique experience Personalised to the user.

Mobile Journeys outcome

For comparison:

Email open rates (business and finance): 20.97%

Click-through rate: 2.73%

Average online form completion: 12.57% (percentage of people who start a form and complete it as opposed to percentage of page visitors)

Survey delivered via SMS / Mobile Journey:

• Successfully delivered: 90.5%

• Clicked through: 5%

• Form completion (five questions) after click-through: 77.5%

Esendex data: Bank sending satisfaction surveys to UK customers from August-December 2016 Email data: MailChimp | Form data: Formstack

Two way messaging for retention

Customer service messages

• 64% of consumers would prefer to use SMS over voice as a customer service channel, rising to 81% for 18-34 year olds

• 79% of companies believe customers want SMS support

• 73% of UK respondents send or receive text messages every day

• 61% of contact centres were estimated to offer SMS support in 2016

Sources: Harris Interactive | ICMI | Statistia | Dimension Data

Outcome of SMS Chat outreach

Source: Telematics insurance provider utilising SMS Chat

Debt collection messaging

Multichannel messaging outcome

Esendex data from utilities provider, November-December 2016

• Payment rate with multichannel: 16%

• Payment rate without multichannel: 3%

• Utilised mobile web app to make payment: 46%

• Made payment via desktop site: 54%

What’s intelligent about ‘intelligent multichannel’?

Future trends in mobile messaging

Questions?

James O’Hare07772 234 562

james.o’hare@esendex.com

@jpohare@esendex