The DMA Mobile and Connected Council Research Hub will present new insights into the role of mobile in customer loyalty and CRM programmes. Our expert panel will share their own experiences and best practices to ensure you leave with clear, actionable ideas to improve your brand-customer relationships. Our industry speakers include: Barclaycard - Using mobile in consumer relationships Martin Miller, Head of Product and Innovation (Mobile) Textlocal - Using mobile to develop B2B relationships Jason Palgrave-Jones, Business Development & Client Services Director

1. Data protection 2013
Friday 8 February
#dmadata
Supported by
Everybody's talkin': what
consumers are saying about your
mobile CRM and customer loyalty
programmes
Wednesday 31 July 2013, Karmarama
#dmamobile
Sponsored by

2. Agenda
8.30am Registration and breakfast
9.00am Welcome from the Chair
Mark Brill, Chair, DMA Mobile & Connected Council, Lead Partner in Strategy and Innovation,
Brand Emotivity
9.10am DMA Research & Insight - CRM & Loyalty
Jo Garcia, Vice Chair, DMA Mobile & Connected Council, Business Development Director,
ICLP
9.30am Mobile Customer Relationship Management (CRM)
Jason Palgrave-Jones, Business Development & Client Services Director, Text Local
9.50am Building a mobile centric brand
Martin Miller, Head of Product and Innovation (Mobile), Barclaycard
10.10am Mobile workshop
11.05am End Sponsored by

3. Welcome for the chair
Mark Brill, Chair DMA mobile & connected council, Lead
partner in strategy and innovation, Brand Emotivity
@marktxt4ever
mark.brill@brandemotivity.com
Sponsored by

4. Hello!
We are the DMA
Mobile and Connected
Marketing Council

5. During this presentation, out of respect for
other members of the audience, please make
sure your phones or tablets are switched ON
and that you Tweet, Instragram or Vine to the
following hashtag.
#dmamobile

6. Your experience?
An example of a brand
experience on mobile?
Was it good or bad?

8. Mobile
connects

9. 80% of UK smartphone
owners use the device
in conjunction with
other media
http://services.google.com/fh/files/blogs/uk_infographic.pdf

10. 10% of media time is spent
in mobile devices
7%of media time is spent
in print

11. There are
many
options

12. But …

13. 63%
of top 100 brands are
not optimised for mobile
http://www.iabuk.net/about/press/archive/nearly-40-of-top-100-brands-have-a-mobile-optimised-website

14. A problem?

16. How can we
understand our
users?

17. DMA research & insight –
CRM & Loyalty
Jo Garcia, Vice Chair, DMA mobile & connected council,
Business Development Director, ICLP
Sponsored by

18. Date : 31st July 2013
Everybody’s talkin’
What consumers are saying about your mobile CRM
& customer loyalty programmes

19. Page: 19
DMA Mobile & Connected Council Research Findings
• Methodology
• Customer Service
• Loyalty Offers
ICLP Global Consumer Loyalty Research
• Headline Findings Across the Globe
• Loyalty Drivers
• The Loyalty Chasm
• Channels of Engagement
• Headline Opportunities – UK
Summary
Agenda

20. Page: 20
• Two separate online surveys were put out to UK consumers on TolunaQuick’s
representative consumer panel. One survey covered questions on customer
service via mobile while the other covered customer loyalty offers via mobile
• The surveys were live mid April 2013 -1,000 UK consumers answered each
survey
Demographic breakdown of consumers for each of the surveys is as follows:
Customer service via mobile
• 49% of the respondents were males whilst 51% were females
• 31% were 18-34 years-olds, 35% were 35-54 year-olds and 34% were over 54
years old
Customer loyalty via mobile
• 39.5% of the respondents were males whilst 60.5% were females
• 30% were 18-34 years-olds, 43% were 35-54 year-olds and 27% were over 54
years old
Research Methodology

21. Customer Service
Research

22. Page: 22
Customer Service - Convenience

23. Page: 23
Customer Service - Flexibility

24. Page: 24
Customer Service – Personalised

25. Page: 25
Customer Service - Convenience

26. Page: 26
Customer Service – Priority

27. Page: 27
• Key insights: Convenient, flexible, personalised, priority
• Convenience is the key to brand and customer service
• Brands can have meaningful relationships with their
customers with regular welcomed communications
• Choose contact channels appropriately according to
customer preferences...consider time of day & day of week
• Communicate via the channels of choice
• Flexibility is essential – allow for changing customer
preferences
• Prioritise customer service – a happy customer is a loyal
customer...they will be your advocates
Customer Service – Insight & Actions

28. Loyalty Offers

29. Page: 29
Loyalty Offers – Mobile Delivery

30. Page: 30
Loyalty Offers – Increasing Acceptance

31. Page: 31
Loyalty – Mobile Channels – Flexibility &
Choice

32. Page: 32
Loyalty Offers – Contact Frequency

33. Page: 33
• Utilise mobile as a valuable communications channel for
loyalty offers, it is instant and can be contextually relevant
• Add value and offer location based offers
• Keep communications appropriate and relevant to add
value
• Give customers choice & consider frequency –
acknowledge that preferences change
• Be relevant, personal & engaging - segment offers
accordingly
• Consider the communications options within mobile and
ensure each touch point offers a good mobile experience
• Integrate all communications touch points with a unified
complementary approach – do not ignore less digitally
savvy customers
Loyalty Offers – Insights & Actions

34. ICLP global loyalty
research in association
with Forrester 2012

35. Page: 35
Copyright © 2013 ICLP. All rights reserved
www.iclployalty.com
Global Consumer Loyalty Research in association with Forrester
Consulting
Headline findings across the globe
For Indian consumers, more than
any market, loyalty is an act of brand
affiliation.
00 46 00 63% % % %
Price sensitivity
supersedes brand loyalty
Emerging markets
are heralding the change -
have greater opportunity
Impact of brand loyalty
by joining programmes
Instant gratification
from their rewards, greater
flexibility and control
Brands are falling short
in choice, customisation,
personalisation
and digital engagement
Mobile and social
important for emerging
markets and younger
demographics

36. Page: 36
Loyalty Drivers

37. Page: 37
The Loyalty Chasm
Hypothesis: There is a growing gap
between what consumers expect
from the brands they are loyal to,
and what they receive when it
comes to rewards, recognition,
engagement, and relevance.

38. Page: 38
Channels of engagement
In-store 79%
Web 65%
Email 36%
Kiosk 8%
Phone 14%
DM 17%
SMS 7%
Social 11%
IM chat 5%
Mobile Web
14 %
App 17 %
Forum
10%

39. Page: 39 Copyright © 2013 ICLP. All rights reserved
www.iclployalty.com
Headline opportunities – UK
• Brands missing expectations when it comes to instant and customisable rewards
• Personalisation: Similar to the US brands not delivering when it comes to
communication and messaging preferences
• Very low expectations for recognition in the UK but still brands not delivering
particularly around special events, access to online content and personalised
one-to-one service
• Again similar to the US, in terms of engagement brands failing to deliver some basics
– available when you need them and reward status and loyalty status available in
real-time
Discount is a bribe, creating customer value drives ROI

40. Page: 40
Tomorrow’s key customer wants more, but will offer more
1. Increased demand for a two way brand relationship
2. Increasing importance of the customer experience
3. Exponential growth in multi-channel engagement
4. At this rate of change…
….‘listen to your customers & plan ahead’
Planning for the future

41. Thank You
Contact:
Jo Garcia, Business Development Director
E: Jo.garcia@iclployalty.com
T: 0207 422 6024

42. Mobile Customer Relationship
Management (CRM)
Jason Palgrave-Jones, business development & client services
director, Textlocal
Follow this link to view Jason’s presentation
http://www.slideshare.net/SarahWright/jason-palgrave-
jones
Sponsored by

43. Building a mobile centric brand
Martin Miller, Head of Product and Innovation (Mobile), Barclaycard
Sponsored by

44. bespoke offers
building a mobile
offers brand from
Barclays
v1.1
STRICTLY CONFIDENTIAL

45. STRICTLY CONFIDENTIAL
THE OFFERS MARKET

46. STRICTLY CONFIDENTIAL
Key facts about the market
 Most competitors operate in EITHER the free
voucher OR the paid voucher market
 Revenues & margins are significantly higher in
the paid voucher sector where Groupon (#1)
and Living Social (#2) currently dominate
 Both markets are heavily dependant on the
email channel and are currently volume-
oriented but smart phones are changing this
 Offers are generally fairly untargeted
 The offers market has developed quickly and
new entrants come to the market

47. STRICTLY CONFIDENTIAL
Why Barclays?
Merchant
1/3 of all payment
card transactions
(450m a month)
Consumer
21m debit and credit
card holders
(profiled over 24 months)

48. STRICTLY CONFIDENTIAL
We entered the market with several competitive advantages
Advantages for merchantsOur assets
▪ Offer targeting (based on consumer
demographic and actual purchase behaviour*)
▪ Ability to analyse long-term impact and
provide detailed reporting
▪ Self service portal enables short lead times
▪ Offer a combination of free and paid vouchers
▪ Service quality leveraging Barclaycard’s assets
▪ Consumer reach c. 21MM customers;
>4MM with email addresses and >4MM
mobile #s at launch
▪ Existing merchant relationships and
sales force c. 100K merchants in the U.K.
▪ Proprietary customer purchase
behaviour data
▪ Strong analytical capabilities
▪ Experience, industry credibility and
customer recognition in loyalty
marketplace due to Freedom 1.0
▪ High profile initiative within Barclaycard
with senior sponsorship
▪ Trusted brand
Advantages for consumers
▪ Ability to ensure that offers are relevant (using
spending behaviour, stated preferences, offer
value and prior interaction with offers)
▪ Geo-targeting ensures offers are also timely
▪ Control over the frequency and channel of
communications
▪ No quibble refund policy
▪ Wider range of offers thanks to our relationships
with large merchants
* Provides ability to run acquisition or customer campaigns.

49. STRICTLY CONFIDENTIAL
OUR COMMS STRATEGY

50. STRICTLY CONFIDENTIAL
The customer journey today has changed
50

51. STRICTLY CONFIDENTIAL
The Forrester Spaghetti Online Customer Journey
51
The traditional customer journey The Spaghetti

52. STRICTLY CONFIDENTIAL
The Spaghetti model and the need for disruption
52
Disrupt the
funnel. Offers
are so good that
purchase needs
no consideration
Experience
drives social
interaction,
repeat
purchases and
comms
engagements
Build
• Credibility
• Awareness
• Desire for offers
Convert
Ease of purchase
Purchasing opportunities
relevancy
Optimise value
Drive repeat purchases
Drive engagement
Drive advocacy
Build Interest Secure the Sale Repeat

53. STRICTLY CONFIDENTIAL
Pillars to build engagement
53
1. Tap in to passions
2. Personalise the
experience
3. Sharing the
experience
4. Be trusted and
add value
Drive customers back again and again

54. STRICTLY CONFIDENTIAL
WHAT IS MOBILE?

55. STRICTLY CONFIDENTIAL
What is Mobile?
“Consumers are not only using their mobile devises when they are out or on-the-
move, more consumers are beginning to use it from home, whilst watching TV, at
the dinner table or in bed when they wake up. 1 in 7 households are now mobile
only.” (Ofcom, July 2012)
Or
Mobile use:
Home On-the-move
Tablet Minis Phones
iOS Feature
“Two fifths of UK adults now own a smartphone, with the same proportion saying
their phone is the most important device for accessing the internet.” (Ofcom, July
2012)
BlackberryWindowsAndroidKindle FireGoogle nexus 7iPad MiniMicrosoft SurfaceAndroidiPad

56. STRICTLY CONFIDENTIAL
We decided to define two experiences
Tablet Minis Phones
iOS FeatureBlackberryWindowsAndroidKindle FireGoogle nexus 7iPad MiniMicrosoft SurfaceAndroidiPad
Desktop site
Designed, built and tested to work on a range
operating systems, browsers and devices 7”
and above
Mobile optimised site
and hybrid app
Designed, built and
tested to work on a
range smartphones

57. STRICTLY CONFIDENTIAL
What do you think is the split of traffic we’ve had since launch?
Tablet Minis Phones
iOS FeatureBlackberryWindowsAndroidKindle FireGoogle nexus 7iPad MiniMicrosoft SurfaceAndroidiPad
Desktop site
Designed, built and tested to work on a range
operating systems, browsers and devices 7”
and above
Mobile optimised site
and hybrid app
Designed, built and
tested to work on a
range smartphonesX% Y%

58. STRICTLY CONFIDENTIAL
What do you think is the split of traffic we’ve had since launch?
Tablet Minis Phones
iOS FeatureBlackberryWindowsAndroidKindle FireGoogle nexus 7iPad MiniMicrosoft SurfaceAndroidiPad
Desktop site
Designed, built and tested to work on a range
operating systems, browsers and devices 7”
and above
Mobile optimised site
and hybrid app
Designed, built and
tested to work on a
range smartphones57% 43%

59. STRICTLY CONFIDENTIAL
In the offers business, smartphone is the single biggest device
43% - Traffic from
smartphone app and
m-site
57% - Traffic from
desktop site accessed
using PC or tablet

60. STRICTLY CONFIDENTIAL
Looking at the pages hits, we see users have similar needs on
both mobile and desktop
Feature list for mobile Feature list for desktop
Home page
Explore offers
Free offers
login
registration
payment
Home page
Explore offers
Free offers
login
registration
payment
Note data had been anonymized

61. STRICTLY CONFIDENTIAL
Mobile has to be a rich experience
Mobile 2013
Now with 3G / 4G / WiFi together
with large screens and fast
processors consumers will demand
a rich experience
As it used to be….
Previously with 2G and small colour
screens a mean that a WAP site
was optimal

62. STRICTLY CONFIDENTIAL
It’s not just iPhone……
UK Smartphone Market March – June 2013
Android (56%)
Apple (31%)
Windows (9%)
BlackBerry (4%)
Kantar Worldpanel ComTech’s smartphone OS market share data March – June 2013 (UK)

63. STRICTLY CONFIDENTIAL
But it’s only touch
Support
- iOS
- Android
- Windows Phone
- Blackberry 10
Not Supported
- Blackberry 7.x
- Symbian
- Feature phones
- Bada

64. STRICTLY CONFIDENTIAL
Apple iPhone
Appeal
- Most active user base, who use
their device the most*(Ofcom)
- Users proactively update their
OS
- Really only need to support
current and last previous version
of OS
- Only two screen sizes
Challenges
- Apple app approval process is
difficult for brands as you can’t
control or predict it
- Most users iOS users (pre iOS7)
won’t necessarily update you
app which leads to crashes
- UI guidelines mean it’s hard to
design something differentiated

65. STRICTLY CONFIDENTIAL
Google Android
Appeal
- Biggest selling OS* (mobile
news)
- Virtually no approval process for
app store
- Typically large screen and fast
processor
Challenges
- Legacy base of older Android
phones (including still a lot of
2.x)
- App / m-site testing typically
requires circa 30 different
handsets
- Customisation of browser or
keyboard can lead to crashes

66. STRICTLY CONFIDENTIAL
Microsoft Windows Phone
Appeal
- Active user base who ‘support’
those brands that make apps for
them
- Very closed ecosystem with
consistent, fast and large screen
devices
- Metro tiles
- Integration of social
Challenges
- Still very much third place
- Metro interface is unique and
needs to be followed to work
well
- Few developers have proven
experience

67. STRICTLY CONFIDENTIAL
Apps vs mobile optimised website…. Actually its really about
ensuring a brilliant experience on a small screen device
Apps
- Slightly more permanent than
bookmarks
- Remember that 50% are only
ever opened once
- Need to offer something
(functionality / performance) that
the m-site doesn’t in order to
justify the complexity / cost
- Offers content when away from
coverage / connectivity
M-Site
- Not an option, you need one
- Use smart redirect from .co.uk
- Always up to date with fresh
content
- Requires brand recognition to
ensure customer goes to them
- Bookmarks aren’t quite as good
- Give consumer the option to
view desktop site

68. Please now warm up your ‘device’ be that a
smartphone, tablet or laptop
Then go to bespokeoffers.co.uk
or search ‘bespoke offers’
or download the ‘bespoke offers’ app from
iTunes or Google Play

69. STRICTLY CONFIDENTIAL
Very similar experience, look & feel and functionality
bespoke offers app bespoke offers site

70. STRICTLY CONFIDENTIAL
Landing on an offer from email, search or social

71. STRICTLY CONFIDENTIAL
Purchase page for non registered users still quick and easy

72. STRICTLY CONFIDENTIAL
Offer page optimised to maximise sales, yet ensuring the
customer still understand what they are about to buy

73. STRICTLY CONFIDENTIAL
Purchase Confirmation is an opportunity to share with
friends within your social network

74. STRICTLY CONFIDENTIAL
Integration of Barclaycards new bPay service

75. STRICTLY CONFIDENTIAL
Stand Alone Registration

76. STRICTLY CONFIDENTIAL
My Account/My interests web

77. STRICTLY CONFIDENTIAL
My Account/My interests mobile App

78. STRICTLY CONFIDENTIAL
My Account/My interests mobile web

79. STRICTLY CONFIDENTIAL
Stored vouchers sync across devices

80. STRICTLY CONFIDENTIAL
Vouchers redemption is limited by
each merchants POS system

81. STRICTLY CONFIDENTIAL
MOVING FORWARD

82. STRICTLY CONFIDENTIAL
Moving forward
Location
PushNFC
- GPS kills battery life
- Geo fencing is a
great technology but
has to be handled
sensitively
- Transaction data
- Use push for
service first,
then sales
- Email is dead*
- Grow in new
messaging
platforms
- NFC = Not For
Consumers
- Payment +
offer voucher
- Merchant POS

83. Thanks for you time, now lets have some
questions and get the debate started

84. Mobile Workshop
Sponsored by
A better brand service on mobile

85. A few brands do it well …
(but most don’t)

93. An Example
National Rail Mobile Alerts

98. Results?
Mobile experience: poor
Recommendations
- Alerts clearly flagged on mobile site
- Free text alerts
- Mobile friendly registration
- Registration with Twitter account

99. Over to you
Travel – British Airways
Leisure – Sherwood
Retail – Debenhams
Automotive – Ford
Finance – Insurance – Direct Line

100. #1
Rate the service experience on mobile
• Can I access the core service through mobile?
• Can I find the information if I search?
• Channels: SMS, mobile optimised emails mobile web,
apps (which platforms)?
• Are they using mobile features
– Click to call, call back, text to call etc?
• What are the barriers – user registration (can I use
social accounts etc)?

101. #2
What are your ideas to
make it better on mobile?

102. #3
The Results?
(in 90 seconds)

103. To conclude …

104. Thank you to our sponsor
And our hosts

105. DMA
Awards
2013
Find out more at
www.dmaawards.org.uk
Entries open:
04.07.13
Entry deadline:
06.09.13#dmaawards

106. Thank You!
• dma.org.uk
• www.dmamobileblog.org.uk
• http://dma.org.uk/toolkit/infographic-mobile-and-
customer-service
• http://dma.org.uk/toolkit/infographic-mobile-and-
customer-loyalty
(or contact me: mark.brill@brandemotivity.com)