How to Utilize Mobile Across the Entire Customer Lifecycle

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This is a podcast episode titled, How to Utilize Mobile Across the Entire Customer Lifecycle. The summary for this episode is: <p>When engaging with a brand, consumers interact with several digital touchpoints that are seldom connected. However, these channels can almost always be accessed on mobile, with SMS, browser, email, apps, social and wallet readily available on most devices.</p><p><br></p><p>By making mobile the nucleus of any digital communication strategy, brands can harmonize data and use it to power more-personalized and frictionless experiences across all touchpoints.</p><p><br></p><p>Join&nbsp;<strong>Andy Gladwin</strong>&nbsp;as he shows us exactly how to acquire, understand, serve and retain customers with the ever-important mobile channel.</p>
Welcome to utilizing mobile across the entire customer lifecycle.
01:19 MIN
80% of consumers use their mobile in-store to help with purchasing decisions.
01:36 MIN
Key outlooks discussed in the session
00:48 MIN
80% of customers are using their mobile phones when they go in store to make purchasing decisions.
01:11 MIN
The average consumer touches their mobile phone 600 times a day.
01:15 MIN
How mobile helps you segment audiences.
01:50 MIN
How brands can use keywords for acquisition.
00:40 MIN
Mobile is an incredibly invasive channel if you get it wrong.
02:50 MIN
Sending the right message on the right channel at the right time.
00:51 MIN
The importance of a centralized data platform
03:48 MIN
How mobile serves its audience
03:36 MIN
90% of messages are read within 90 seconds for SMS.
02:24 MIN
SMS boasts up to 8% conversion rate.
00:29 MIN
How mobile powers the airline industry.
03:14 MIN
300% engagement for MMS vs. SMS.
03:32 MIN
Think...compliance first.
01:42 MIN
Using mobile to retain and grow and audience.
01:50 MIN
Zero-party data sees Cheetah clients see 70% click-through rates.
01:26 MIN
268% increase on industry standard.
00:47 MIN
Contactless is a great opportunity for triggering loyalty and additional messaging
01:52 MIN
Mobile is about data acquisition, customer retention and driving value.
00:59 MIN
Map your vision with Cheetah Digital
01:33 MIN

Tim Glomb: Welcome ladies and gentlemen to another great session here at Cheetah Digital. I'm excited about this one today, because it's all about mobile. It's everything mobile. In fact, the title is, mobile, your vehicle to drive enhanced results throughout the customer lifecycle. I am Tim Glomb, the VP of content here and the co- host of Thinking Caps podcast. Sorry for the shameless plug, go check us out. But today, I have who I think is the most cheerful employee here at Cheetah Digital, Andy Gladwin, who is the head Of mobile go to market. Andy, you're in the UK, I'm in Denver, how are you my friend?

Andy Gladwin: I'm cheerful. Not going to let you down now, Tim, all good. How are you?

Tim Glomb: I'm doing well, I'm doing well. As I mentioned, I'm excited for this session. I think we should dive right in for people. I'm going to show them a little graphic here so they know what they're in for over this session. You're going to explain everything and all things mobile, but we've got four key sections that we're going to really dig into here. Number one, we're going to understand how to grow your audience with mobile, acquisition, et cetera. Number two, how to understand your customers, how to use mobile as a channel to actually get the psychographic data and the other intent data that you need. Three, how to serve your audience, how to make their life easier, become a utility convenience. And four, how to retain your audience all within the scope of mobile. Did I get it right, Andy?

Andy Gladwin: I think that's pretty comprehensive.

Tim Glomb: Cool. Well, look, why don't you kick us off? I know you have a great presentation for us here today, so why don't you kick us off? Give us a little bit of what is mobile and what's it mean here at Cheetah Digital.

Andy Gladwin: So, mobile for us is a integrated and core component of everything we do. You talk to any of our customers and they want to be engaging with their customers in the natural preferred and habitual environment which they operate on, and eight out of 10 digital minutes reside on mobile. So within Cheetah, we have SMS, MMS, line, predominantly in Japan, mobile wallet, push, all to help our enterprise customers best engage on these channels, and that's integrated within our acquisition through to loyalty solutions. But we've seen great growth in this, and I think identified by a few components of Cheetah. One, we are truly centralized. And so, we have mobile within the much broader story and mix the data assets we have from all channels to ensure contextual and relevant information hits on whatever channel that we operate through, but we're truly global. And we're seeing increasing complexity and some basic use cases from more and more clients around North America, Europe, Asia, Australasia, and it is great to see our proposition resonating so well with the market. And testament to that was a recent bit of good news where we were recognized as a top mobile marketing provider by MarTech Outlook last year.

Tim Glomb: Boom, I love it. And look, as you mentioned, mobile is global. I mean, it transcends languages. So it is a channel that everybody watching needs understand. What else do we need to know about mobile?

Andy Gladwin: There's been a movement of why mobile, I don't know, 10 years ago, and now it's how. And hopefully in this session we're going to look at a few key outlooks that I think that enterprises really capture that we can help them with to look at how can you actually redeem that benefit O of using mobile and apply it to your business to get the ROI, the business results, the customer satisfaction, whatever that call to action is, to effectively provide the frictionless engagement with your customers to drive a value exchange that operates and drives value to both enterprise and customers.

Tim Glomb: Yep. No, I love it. And you and I have had the benefit of talking about this before this session. So let's dig into it, right? Where do we start? We start with growing our audience. It's that acquisition. I know you have some great examples, but take us down the road. What do we need to know about how to grow an audience with mobile?

Andy Gladwin: Well, this goes back to the how. And I think that if we look at recent years, there's been a huge acceleration of crosstalk. And now there's going to be some normalization, but in the prior world, in the new world, either way, 80% of customers are using their mobile phones when they go in store to make purchasing decisions. And you also have people on the go who are there captivated saying, " Right now I am looking for value." And if you as the brand have value to offer, this is not always best to do it through a website, an email, it's on the go. And on the go can be on the menu of, well, on the menu at a restaurant, it could be over radio and TV, where there's been a huge surge in that in recent months.

Tim Glomb: I've had huge success using direct response, keywords, certain keywords in mobile for growing and acquiring customers using television. So inside of programming, as well as commercial spots. So, that's a huge, huge channel for mobile.

Andy Gladwin: And this is it, this is it, I say that there are two things that every enterprise should think about, QR codes and short codes, because follow the eyes, follow the ears, follow the thumbs of consumers and be present. Create those value gateways where it matters at the times that matter and be present. If you have value available, make sure that you have availability for customers to consume that, and this is something we can have on the go. A great stat I heard recently, the average consumer touches their mobile phone 2, 600 times a day. And to me, this is just a great example of... We talk about the mobile being extension of oneself almost these days, but if you're saying about accessibility for someone to go there and there on the spot, whether they're queuing in a restaurant, whether they're listening to the radio on the car, whether they are drinking their cup of soda and adding a QR code, the device to enter them and enroll them into whatever program or value exchange is always there as the mobile's there with them.

Tim Glomb: It's so true. I never leave the house without mobile, and I stopped wearing a watch, because I have my mobile in my pocket. So it has definitely changed behavior, we go everywhere with our mobile. And you mentioned, it's so you easy. I drive a lot, I cruise around the country, I like to see things, I live in the mountains, I'm all over all the time, and I consume a lot of gas. I'm trying to go to an electric vehicle next year, but I consume a lot of gas. It's so easy, you pull up to a pump, they ask for your mobile number, you get 25 cents off a gallon, and for me, 30- gallon tank, that's a big one. So, that's a good acquisition example as well that I've seen and used quite frequently.

Andy Gladwin: I'd love to add to that, which is one more thing, and that's just a little bit of a tactic. And so, something that I don't see enough, but works very effectively for companies who do it, that's say," If you are going to have someone texting into a short code, go and ask them to use different keywords for different categories." It's a great opportunity to segment your customers so that, yes, they said they wanted to enroll in whatever program, but you then specifically know what product category, what service was it? For what reason are they wanting to engage with you as a company? And then you can better personalize ongoing communications. And likewise, having people to double confirm with their zip code. It could be a great way of getting data assets go," Hey, we know that Tim when he came and text in was looking for hardware. And he didn't want to go kitchen, he wanted a hardware from the store, and we know that he's in Denver. And so next time we have a clearance sale for hardware, Tim is a perfect category where he is not going to churn, but it's going to be the value he was looking for when he engaged with us as a brand." So, very simple example, but these are great ways to say," Yes, we now know that you have engaged with us, but for specifically what reason?" If there is an opportunity to segment at that point in time, you can start on a front foot with a very relevant relationship.

Tim Glomb: Yeah, that's great. And that gets into the understand your customers. But another example I love, I have a client that is a massive kombucha company. They sponsor all kinds of concerts from pop and jazz and blues, and everything in between. They use different keywords at activation on site, hundreds of thousands of people at some of these festivals. Luckily, we're seeing music come back. And they can understand maybe the genre of music you like, because the keyword you actually used to get into their system, and that already gives them some intelligence about you. If you're at a jazz Fest, you're probably not into Metallica or vice versa. So, it's amazing how you can use those different keywords to even learn about somebody before they even get into your system. But should we move to section two here? Do we round out the acquisition part? Do we move to how to understand your customer?

Andy Gladwin: Yeah. So you've now found whatever value exchange and you've created the gateways to bring in the customers to grow the audience. They say they want to relate to you for whatever purpose that might be. And then, we look at how to serve your customers. And recently, I know that we've made a lot of noise around the big topic at the moment, iOS 15, and how has that further handcuffed some of the more traditional ways in which marketers have had to use insights and track the effectiveness of different campaigns. And to me, this further accentuates the value of mobile apps, where it has a very unique environment to get deep behavioral insights on your customers, and with that, you can then leverage that for the way in which you engage with them. So when you talk about serving your customers, understanding your customers, I'd say, is part one of this. Mobile is an incredibly invasive channel if you get it wrong. And so, with that, the more data you can pick up is going to drive the context and relevance so that you as you engage with your customer have a present and total understanding as to how you should be working with them and what matters to them at that moment in time, rather than having a silo environment which may not be able to exchange data from the different channels. So, part one of this is saying, use apps, create an app environment where there is a value to the consumer, whether that's convenience, whether that's for additional promotions, for content, whatever it is. And in there, you're going to be able to start to see what's the category that the consumer always looks at? What's the price bracket they look at? How frequently are they coming into that? What recency do they have as they go in and out of the app? And with that, you start to go," Okay, is this someone who's at risk of churn? Is this someone who we could be better catering with loyalty deals? What's the same time optimization?" And so you have all of these capabilities of behavioral data to then go and say," Okay, here's what it is now," but one, you're able to see these insights and with that tailor your communications, but that might through time. And as that changes, you want to make sure that you continue to be relevant. So, last week I bought a watch, and then I've now done that purchase, that doesn't mean that every time I go back to that app I want to hear about watches, or from that vendor I want to hear about... It's about understanding now what is it? What am I looking for? And communicating through every digital touchpoint with commonality and relevance in order to reduce churn, but actually drive value, which is why they've engaged with you in the first place.

Tim Glomb: Absolutely. And you're building relationships here by the way, right? I mean, they're interacting in your app or with you via mobile SMS, you're listening and you're kind of personalizing and bringing that context and relevance back. So, it's human connection.

Andy Gladwin: Exactly. And where you have this treasure chest of data insights within the app, more important than any of this is getting direct feedback from kind customers. And so, this sits in arena where we have lots of different solutions outside of the channels themselves, but to me, it's around having all of that data collectively brought together to be able to have a lens on at that moment in time, what is the right content? What is the right channel? What is the right timing to be sending messages will have the right impact intended for that customer to gain the value that they intended and consume from that brand?

Tim Glomb: Yeah, absolutely. And look, one of the tools that you need to do this intelligently, as you're discussing, you need a centralized data platform that can understand all of these channels, all of these signals, right? From the app, from the website, they push SMS, did they use the actual wallet? And that's what I love about the Cheetah Digital Customer Engagement Suite, is it does monitor all of those channels in one. Your mobile is just one component feeding and also being activated against. What do we need to know? Give me an industry example of how understanding your audience might work, maybe if you have something for retail.

Andy Gladwin: I guess it could be, as we mentioned earlier, people researching before they make a buy in a store. And so, with that we might go and say," Okay, Tim is there. He's looking at men's wear rather than women's wear. And Tim's looking out something for 80 to$ 150, and we've seen that Tim's been looking at that same item repeatedly." Now, here it could be an opportunity to start sending a message to Tim. I don't know why I keep on calling you the third person. Let's just say Tim anyway, yourself. And so, as this goes back and forth you start to see inaudible going," This is someone who's looking to make a purchase." Did they make a purchase? Or have they gone to a competitor to potentially make that purchase? Either way, or from that, you can then go and say," Is there continuity in what he's looking for?" If there is a, yeah, abandoning cart, could we send an email reminder now? Because we've seen that off of the app. Either push them back to the app with a push notification or send an email saying," Hey, for your convenience next time you go we've saved what was in your abandoning cart, click through here, and it'll be easy for you to continue with that purchase," because it may have been a distraction of a young child, which I have two of, that has taken you away from that purchasing path rather than anything to do with not wanting to go and redeem the value of the offer, the purchase, whatever it might be. So, these are examples of being able to see and understand Tim, in our example, but we might then go and say," Well, Tim's gone ahead and bought this, but we now haven't seen Tim for a couple of months." And as a retailer, you are now working out," Is that his normal shopping habit? Is Tim actually buying on behalf of himself? Or is he buying for a friend's birthday?" Understanding this is where you then start to have a look at further touchpoints of, what do we know about Tim and his in- shop experience? And bringing those data points together. But within the mobile environment, we can start to go," Okay, Tim's just got a big bonus and now he's looking for 180 to$ 250 shirts." And so, these are the items where you go and say," How can we continue to be relevant and serve Tim for what is right for him at this moment in time?" And have continuity in terms of your experience or focus and serve you according to what you're looking for rather than to continue to go on past behaviors. And with this, again, there's a huge amount of data and algorithms available to go and say," Well, based on Tim's behaviors we see that there's a high propensity to churn," or," Based on Tim's behaviors we know that he opens messages at 8: 00 AM, and we also know that Tim's in Denver, Tim's not in New York." And so let's make sure that we're doing that message two hours later than someone in New York with the same behaviors. But it's around having those contextual touchpoints based off of the data in order to really provide relevance and contextual messaging that has power, because if you don't do that, right? As I say, and I can't emphasize enough, mobile can be super invasive, but for the technologies that we provide and our customers benefit from it can really drive value like many other channels can't.

Tim Glomb: Yep. Absolutely. And look, you nailed me and my addiction to my Pendleton wool shirts from Oregon and I'm a huge fan of those. So, I think it's important to note here in this section, enterprises need to get this right, right? They must cater to this environment and make this process seamless. And you need tools. I mean, that's why we're talking, the Customer Engagement Suite facilitates everything that you're talking about here. It's not disparate data silos and multiple vendors stitched together. So that's really, really important. Now that all serves the brand and the brand marketer, right? You're getting these signals, you're learning about Tim, you're planning and predicting Tim's next behavior and trying to persuade or get him that next offer, but how do we use mobile? Let's move to section three here. How do you serve audience? How do you bring convenience? How do you weave those messages and touchpoints into their natural lifestyle? Because again, this is a very intimate device for me. So, take us there. How are we going to serve our audience with mobile?

Andy Gladwin: Well, I'd say the first thing to note which is a really important point that I have repeated conversations with different enterprises around the world is that, this is part of an integrated communication flow across every engagement with a brand and consumer. And the consumer should really be directing what's their preferences, what are their behaviors, and then serve them on their terms rather than what works best or easiest or your historic tech stack has allowed for you to do so. So, my biggest point, I say, before even looking at serving on mobile is customers do not have relationships with channels, they have relationships with brands. And so, when you talk around," Oh, I don't go and say I have a great relationship with Nike through SMS and push, but an awful relationship with them with email." No, I have a good relationship with Nike. And this is where it's really important to integrate this. So as we look around mobile and the mobile channels which we listed earlier, it's working out how do they work alongside the other channels and provide the value overall in terms of what customers are saying, doing, and the environments in which they reside on? But I'd say there are two things that really stand out, other than it just being that always on accessible devices it's the ubiquity of it. And so, yeah, the mobile penetration rate in the markets that we predominantly work in is over a hundred percent. Everyone has a mobile phone, and then the immediacy. And so, with that, you can be very forensic with a high level of confidence of sending messages where you have a strong understanding that customers off the back of it are going to be reading that. And so, let's take an example of why does it matter if you send a message in the space of 10 seconds knowing it's going to be read rather than something that's going to get read in 10 minutes or couple of hours off my personal email account much longer? Banking, you have a fraud alert, that message needs to get there and then. A password, two- factor authentication needs to get there and then, or even is halftime in the Super Bowl, let's send out the latest betting odds. That's something that's relevant for a finite period of time, and that can't come in the middle of the third quarter when the game's over and suddenly the odds have changed as soon as you go to try and play them on a website. So, different examples there, but just that these are the kind of things in different verticals where we've talked a bit about retail, but there's so much importance as to the immediacy and how that really drives ROI for different enterprises that have unlocked this to date.

Tim Glomb: Sure. So, low latency, and I used to use it as a tune in device. And Facebook Live and everything was really popular just a couple of years ago and Instagram Live. You can activate your audience and get them to that channel you want. But it has to be low latency, right? If you have a guest star or a big athlete that you're supporting through your brand and they're live you need that low latency. So, great examples there. What else do you got for us?

Andy Gladwin: Well, let me bore you. Let's say going back to my roots. So yeah, spoiler alert, I apologize. December the 5th, 1992, first SMS, Merry Christmas. And we look at that as a channel and people are going," How the heck is that growing five to 10% year on year?" And that's not because it's rich. It's not because it's become any more sexy than what it was back then as many other channels can offer more and more, it's because it has a proven ROI based on these fundamental deliverables. So, if you look at SMS and the return you get from messaging is two to 8% conversion. And obviously, that's going to vary depending on the order of good that's being promoted when you look at it for appointment reminders. For restaurants, as an example, you see a 10 to 30% reduction in missed appoints, which saves a lot to covers and cost, which could then be given to other customers. For delivery notifications you're seeing 15 to 35% improvement in missed deliveries. Again, all of these things are helping the OPEX efficiency, and most people aren't saying," Hey, can you deliver me some goods? And I may or may not want them actually to be delivered." It's actually driving customer satisfaction when it's saving money for organizations. And then just one other example, a simple one, is late payments, seven to 9% improvement in late payments for enterprises, whether you use SMS as part of that program. So, this is just giving a bit of an insight where, yeah, 90% of messages are read within 90 seconds for SMS. And that with the high level of mobile ownership, the access to all customers, not having the technology hurdle, whether you're 15 years old or 85 years old, people know how to use techs. Some other channels have been, yeah, more of a technology barrier to have that engagement. For me, this is some of the simple, less exciting stuff, but incredibly powerful. And as I say, we see customers across the world continue to use this more and more with the Cheetah because of the deliverables they see.

Tim Glomb: You're absolutely right. And we take it for granted sometimes. I mean, this meeting today, when we were getting ready to record this, I got a mobile alert for it, that's how I knew where I needed to be in 10 minutes. So, mobile is so, so important here and great examples. And I know we talked a lot about flights and airlines, and how they're using it. I've told you, I was able to change a flight in less than three minutes with an SMS texturing, whether it was a chatbot or not it worked amazingly well. It was serving me. No one wants to get on the phone and be on hold for 25 minutes. So, another great one. But I think you talk a lot about how flights get booked and seat selections and all that. Give us another example.

Andy Gladwin: This is it, and for me, this is a great example of a customer journey metaphorically as well as literally. And you see as a customer you don't want to have to remember," Okay, so exactly 24 hours before departure I get to select my seat. And I'm very particular about what seat, but I'm departing at 5: 00 AM, which means you to be online 5: 00 AM inaudible." It's much easier rather than having to remember all of these things for someone just to guide you through it and hold your hand through it. So the confirmation of you've got your message, and with that there might be a link to mobile on it. And with that, you're able to download your boarding pass. Convenience, done. And then you have confirmation that you can now select your seat. Okay, go on there inaudible the website, or you might want to download the app to go through that. And as you're going to the airport, you might go," Hey, your flight's going to depart in an hour's time, and we see that you are 20 minutes away from the airport. Should we now promote a Q- Pass to fast track you through the airport." So little examples how mobile can help the customer experience. And then, yeah, one of the examples which I didn't touch on earlier for SMS is customer services, where you are able to provide a self- serve environment for customers to take care of themselves in common service requirements. And a great example is flights. So, as you said, you don't want to be on hold, on that jingle, I don't know many organizations that have really nice jingles, either way, gem you're on a jingle because there's a moment where there's some friction in the service process and stress. And so, if you receive a message saying," Your flight's been canceled, click here." And with that, the ability to rebook, to be able to go through that without having to go on hold for 40 minutes, remove the period of anxiety, and then you're also saving money to the airline for them not having to have many call agents manage a huge number of customer in large burst and a lot of dissatisfaction. That automation it's just made so much easier improving customer satisfaction, profitability for the airline in this example, and then you might follow it up with," Hey, here's a voucher that you can redeem on Uber to take you to a hotel until your flight goes tomorrow. Thanks again," and whatever promotion's off the back of it. But all of this is just saying, you can help go through a journey for every different eventuality. And some of these things will be relevant for some journeys, others won't, gate changes, et cetera, but the point is that everything's going to be based on context and relevance and that will vary from journey to journey. Some will be activated some won't, but there are many ways to always ensure a high confidence of things being read in critical messages where it could be you making your boarding or not.

Tim Glomb: Yeah. Absolutely. And look, it's all about the journey, right? So you have to invest in the people, the technology and the framework to map this out. But can you talk to me a little bit about engagement rates and what type of media you people consume? So you can send a lot of different ways and a lot of different content through their great examples of quick touchpoint of customer service, but what do you get across SMS and versus MMS, and all those others?

Andy Gladwin: Great question. And so, when we look at north American... And MMS unlike SMS is not globally standardized. And so, not every country has the infrastructure set up, the tariffs between consumer and carriers set up that it can work effectively. In the U. S. it does, and it is one of the countries where you see great success. And so, where we use MMS for clients and great examples of just simply being able to send your a picture, a GIF, audio, to try and show," Here's what your meal's going to look like." A picture smells, yeah, a thousand words, is much more effective. And we see 300% engagement versus SMS when you're using an MMS. And so, in that environment, we heavily, for the right use case, we'll be directing customers to use that. Now, not every use case is something where a picture's going to be beneficial, but in many, it really helps to see the conversion, the click throughs, and provide a much more vivid picture, literally, of what a customer may gain. And let me give you a bit of research. A company called myElefant, they said that for a plain text message, so just text, 160 characters, SMS, the average attention span of a customer is three seconds. Now, to get your password, to get informed that your flight bookings occurred as the examples were, that's all you need. Okay, tick. Out of sight, out of mind, I don't care. Great, we can move forward. But as soon as you make it a rich message... So MMS, it goes up to 45 seconds of customer attention. And tell me a brand that doesn't want to have more attention and more of their customers thinking about them for a longer period of time to go and say," Right. With this, now it's rich, what else can we learn?" What are they going to do in terms of conversion and next steps? There aren't any. Everyone wants to have more time and more mind space of their customers. So, ways in which we see this being effective outside of MMS is even sending an SMS with a short link. And in that short link, you go," Okay, we now know it's going to a mobile handset." You click on it, and it opens up a web environment where using experiences you're able to leverage the haptics of a mobile phone. And when I say haptics, the ability to touch, and swipe, and vibrate. And suddenly you have a much more interactive an engaging relationship with your customer, whereby conversions go up, churn goes down. It could be fun, it could be gamified, It could be swiping left or right to show your preferences, it could be spinning the wheel to show what's the competition, it could be wiping off. The fog that canceled your flight, what are you getting in return? Wipe off hold from the window and there it is. Probably not a good one for the airline to be doing that in a moment of stress, but you get the gist. And that's the kind of stuff that we are starting to work with our clients on to say, what can you do to stand out from the crowd? What can you do to make it more interactive? And with that, how can you make it more compelling and differentiate further your organization and service from other is in the marketplace?

Tim Glomb: Got it. So those haptics, those actual gestures, those are all trackable, they're signals, right? So, an airline could say," Hey, where's your next flight going to go?" Mountains or beach, the left, right. We all know that from Tinder, right? Swipe left, swipe right, whatever it is. Those are signals that you're collecting preferences, et cetera. So, amazing. Great way to learn about your customer.

Andy Gladwin: I mean, one thing I like to add to all of this is the dull point, but an important one. And it's an important one for our enterprises, and that is best practice and compliance. And so when we talk about serving customers and how do you best do it, there's so much power from the mobile channels that could be leveraged in terms, as we said, the immediacy, the engagement, deliverability, the ROI, fine, but the way in which you serve them needs to be done in a manner that is within social hours, that it is ensuring the ability to opt out if there is an issue. And part of what we signed when we joined the mobile ecosystem forum is SMS business Code Of Conduct to effectively as we have and continue to say that we will continue to be compliant in everything we do and follow a code of practice to that as you send messages to Peru, India, Thailand, or Canada, that we will always work to do this in a fashion that is fully compliant, but also following best practice and best customer experience so that our clients can worry about content and value, and we get rid of all the red tape of regulation and concern around how to actually deliver this. And so we do that with success with local teams across the world who are experts in delivering these programs.

Tim Glomb: No, that's great. And that's the power of platform plus people, our strategy in human connections. So really, really important. Well, that's a great section. Are we ready to move to our last and final section here?

Andy Gladwin: If you are, I am.

Tim Glomb: I mean, let's do it. How do you retain your audience, right? I mean, that's the key to customer lifetime value for your customers. How do you actually keep them? So, show me the ropes, man.

Andy Gladwin: Well, let me start by just saying that we have got some of the biggest thought leaders in loyalty, solutions, programs and dynamics in this organization. And I'm not going to take anything away from this. I know that we have some focus sessions on that. And this is where, again, mobile is interwoven throughout all the solutions that Cheetah has to offer throughout customer lifecycle. But I'd like to say there are two items that I'd like to focus on for enterprise help you enhance retention of customers using some of the mobile technology. And one is that, yeah, as you know, customers change. And so, what your customer was a month ago, three months ago, six months ago, is different for what they are now. And so to really monitor how you best engage with them you just know them, and that constantly evolves. So, for me, part of retaining your customer is continuing to know them. And so we've spoken about the data insights you have. And so, with that, you can have observations on behaviors and first party data, but then it's to look at how can we start to get zero- party data? How can we start to have our clients get that understanding of what is the opinions of preferences? What is it they actually feel and want from a brand? And do that in a compelling value exchange. And for me, SMS is a great vehicle for this, where the clickthrough rates are 19%. So if you have a URL in an SMS, the clickthrough is 19% of those SMS will have a clickthrough in which you can start to ask questions to better understand your customers at those moments in time.

Tim Glomb: That's huge. You glazed over it, because I need to bring it back up, you talked about zero- party data, right? And zero- party data everybody should be getting familiar with this, but if you're not familiar, we have great sessions. We already had some sessions at Signals, you can go look at cheetahdigital. com in the resources section. Zero- party data is that directly declared data from a consumer, and usually, it's around psychographics, right? It's things you can't deduce from by behavior or infer from tracking them around the web. And it's crucial. You had some great stats, I'm going to give you another stat. We have a great client who's a longtime zero- party data strategy believer, Pure Archery Group. They've been using this to do giveaways. They give away great experiences, products, everything, and their mobile audience. When they send out an SMS or an MMS saying," Hey, we have this new experience for you, survey, sweepstakes, whatever," they get a 70% clickthrough rate when they use mobile versus email. They get a great email inaudible too, but mobile has been incredible for them. And they have hundreds of thousands of customers on mobile. It's not a giant brand. They don't need a hundred million clients, they need one million or the right clients. So, I can't say enough about the value exchange. Offer something good, maybe it's a survey, get some information back on each individual customer, and mobile has been a huge driver for them. But I digress, you continue on, tell us more about this and how to retain.

Andy Gladwin: Well, just to add to that, and thank you I think that you raise a really important point there, and that is, yeah, the 70% you were saying was a clickthrough that you're observing with this brand. And 19% is the benchmark, the industry norm for different use cases. And so, again, if you can personalize and drive relevant messages at the times that matter that are going to resonate with customers, and whatever the value exchange is in these messages get first option and seek on it. It doesn't need to be around giving money off, it's around adding value. And value doesn't necessarily always transcribe to saving money. And so, these are the things that we say 19%, but using the data assets that we work with our clients on gaining and best managing to help them execute, that can be much greater than 19%.

Tim Glomb: Oh, yeah.

Andy Gladwin: The second thing that I think is worth bringing up and the final points on retaining audiences using mobile is that of mobile wallet. When you go to a store now, how do you go and pay for something, Tim? So you go, there, you go to a point of sale, how do you pay me?

Tim Glomb: Me, typically, I'm contactless, but I will pull out the card generally.

Andy Gladwin: Yep. And so, correct answer, contactless. And so, that was a nervy moment, but generally we see increased behaviors of consumers increasingly using their phone, Apple Wallet, Google Wallet, to pay with their credit cards, out of their hat, out of their mobile handset, because again, it's always with you, it's accessible. And as it's been behavior increases, you look at loyalty programs and go, okay, well, as you have whatever form of loyalty card within your mobile wallet it's exactly the same behavior for a customer to be going and tapping that just after they tap to pay redeeming points and then potentially triggered additional messages saying," Hey, you've reached a new tier," or have you thought about whatever other sale there might be while you're in store that we complement it. These are great opportunities to deliver value, but also deliver convenience. And where we talk around going from the physical to digital world and then going back to physical again in terms of engagement with customers and brands, contactless I think is even more heightened in terms of organizations saying," How can we do things in a manner whereby we are minimizing touch and physical contact, post- pandemic, for both employees and customers?" And so, for me, mobile one is a great example of this, which increasingly resonates with enterprises that we you talk to for how they redeem and engage loyalty programs with their customers at point of sale.

Tim Glomb: Absolutely. I've just experienced the Del Taco, Del Yeah rewards program, where it is all mobile. It's a QR code, you just pull it open, and it's contactless. You just put it under just like a boarding pass. Great ways to engage your customers. Great ways to get those signals back. And as we said, the reason we're talking about this, this is the most intimate device for any consumer out there. All right, how do we round this out? Any other thoughts here on retention using mobile?

Andy Gladwin: I look at it as a spectrum, the customer life cycle. And so when we talk about retention it's really a component of everything that sits underneath it from acquisition, the data that you can gather to personalize and have a total and present understanding your customers when you work with them and understanding how do you communicate with them? How are they evolving to drive that retention? And then serving them as we spoke about, on the right channels, the right content, the right time. So, for me, it's all around data acquisition, customer acquisition, and then after that, it's around, once you have that how do you best manage it and activate and execute with it to drive value? And that's why customers stay with brands, because they do that more effectively than their competitors.

Tim Glomb: Absolutely. I have brands that I am so tied to because they just make my life easy. And again, that mobile is a huge part of it. And look, you're going to need partners to pull this off, right?

Andy Gladwin: Mm-hmm(affirmative).

Tim Glomb: Map your vision. We'd love to talk to anybody here at Cheetah Digital. You can give us a ring, you can set up a demo. Heck, you might even get Andy Gladwin on the phone with you. But we have great strategy team, we have great platform that weaves mobile into all the channels as you mentioned, and we have great strategic services team that can help you figure out what's your best plan. This has been great. Do we have any closing thoughts? Do we have anything we need to wrap up here? As we're about 40 minutes in on our session.

Andy Gladwin: I think for me is, again, the final point I'd make is that as per the title of the session mobile can help enhance existing programs by using QR codes and short codes to grow your audience. When you have it, use your app. Get more data insights, and ask for more in terms of customer preferences with SMS and URLs. And then once you have them ensure you're using wallet and other tools to best serve and retain your customers. So for me, it's just saying, it's not a displacement, it's part of an ecosystem and you provide an environment to serve customers. And this is a compliment, and hopefully, this session's helped to show a few ways in which you can add value at different stages of the customer life cycle.

Tim Glomb: And look, Andy, we know you're about to create some more content for us down the road where you're going to talk to actual customers and how they're actually activating, how they're doing these things. So, there will definitely be more content of getting into the weeds around mobile with Andy. It's always great to talk to you, buddy. This has been a great session. I appreciate you taking the time on a Friday. Go have a beer, it's the end of your day. I'm just getting started here in Denver, can't wait to see you on the next session.

Andy Gladwin: Thank you so much, Tim. It's going to be a great pleasure. Cheers.

Tim Glomb: All right, everybody. Go check out more content at cheetahdigital. com. In the resources section, you have blogs and papers, all kinds of things. Andy's authored a bunch of stuff in there if you want to dig into mobile and look at all of our other channels. So, we'll see you next time.


When engaging with a brand, consumers interact with several digital touchpoints that are seldom connected. However, these channels can almost always be accessed on mobile, with SMS, browser, email, apps, social and wallet readily available on most devices.

By making mobile the nucleus of any digital communication strategy, brands can harmonize data and use it to power more-personalized and frictionless experiences across all touchpoints.

Join Andy Gladwin as he shows us exactly how to acquire, understand, serve and retain customers with the ever-important mobile channel.