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Mobile Payments & Alert Communications:
Changing Your Bottom Line
Art Coutcher
Utility Sales Manager
direct: 1-602-443-5959
e-mail: [email protected]
Objectives
Harness the value of Text Messages as your vital
new communications channel
Change your bottom line with mobile payments
Migrate to a GREEN biller
Raise your hand if…..
You have a cell phone with you today
You have a smart phone
You checked your phone within 15 minutes of
waking up this morning
You have a unlimited text plan
You have sent a text message today
You have paid a bill in the last three months on
your phone
Interesting Cellular Facts
87% of the world’s population has a cell phone (5.9B)
2010 – 26% of households do not have a “hardwired”
home phone
51% of people have a smart phone in the U.S. today
The average age of a “texter” is 39 years old
77% of people are on unlimited text plans
More Google searches are done on phones than
computers
Why?
More American
adults texting in 2012
Teens – 87% use
phones for texting
Harness this channel
Improve customer
relationships
*Pew: Americans and Text Messaging
Mobile Payments Trends
Mobile Payments Trends
Even More Reasons
Evaluating eAdoption Progress
e-Adoption Timeline
The Real Question:
How to achieve an eAdoption rate beyond the
industry average of 10-12%?
Focus Area 1: Bill Design
Focus Area 3: Customer Usability
How do I enroll in eBilling?
How will I know when to pay
if I go paperless?
Can I view my past bills
online?
Can I view and pay multiple
bills at the same time?
Can I use my smartphone to
pay?
Focus Area 2: Biller Practices
Email Update
After updating Terms and Conditions on website, send
email update to current customer base…
Add Compliance guidelines to your
Website & Agreements
MMA (Mobile Marketing Association) Requirements
Your wireless policy must contain the minimum
information:
STOP instructions in BOLD Lettering
HELP instructions in BOLD Lettering
Frequency (you will receive messages about your account)
Customer Service Contact Information
Msg & Data Rates May Apply
Terms & Conditions on Agreements and Website
include your completed Wireless Policy.
Compliance
Proper Opt-In:
Account activation combined
with verified cell # and
possession of device.
Proper Opt-Out:
Message templates
include HELP command to
return to customer service
and STOP instructions
Getting Started with the 4 Cs
1.
Collect Permission – Properly obtain
customer consent for text message
communication
2.
Comply – Follow the MMA (Mobile
Marketing Association) Best Practices
3.
Confirm – Verify customer cell phone
number and possession of device
4.
Communicate – Manage SMS
strategy through automated triggers
that deliver predetermined messages
Message Templates
Message flow foundation is your custom message
template library
Proper structure and key language requirements
higher response rates
Proper structure
» Source (i.e. company name) of the message first
» Offer or primary info should
» Method of redemption or contact info
» Help option
Example (CoServ):
This is a courtesy reminder your payment is due in 5 days. Questions? Call
888.555.1212. Reply HELP for help.
Message Templates
Build a message library
around your business
model
Activation
Approval/Next Steps
Welcome/Confirmation
EFT Confirmation
Pending
CoServ:
Your account is
approved for activation
on or around
4/11/2012. For
questions contact 800555-1212.
Reply HELP for help
Message Templates
Welcome Verification message confirms the number is
still active…
Welcome Message Templates:
CoServ: As a customer benefit, we provide account
updates & outage alerts by text. For more information
call 888-555-1212 or reply HELP for help
CoServ: Thank you for your business. Please click on the
link to LIKE us on FACEBOOK, For outstanding cust svc
call 888-555-1212. Pls save our # in your phone for
future use. Reply HELP for help
Confirm
(company name)
Opt-out
1. Customer receives
message template
with HELP option.
2. If customer replies
HELP then receives
reply with STOP
instructions.
3. Customer replies
STOP, receives reply with
confirmation.
CoServ:
CoServ:
CoServ:
Courtesy reminder:
Your payment is due
in 5 days. Thank you
for your business. For
questions call 800555-1212
Msg&Data Rates May
Apply For customer
service call 800-5581212
You have opted out.
You will not receive
additional messages.
Reply HELP for help
Call our 24hr Opt Out
Line @ 877-111-1111
Reply STOP to Opt
Out
Vipcash.com /mobile
For questions call 800558-1212
Message Templates
Build a message library
around your business
model
Account Management
5 day reminder
1 day reminder
Returned payment
Payment request
Payment confirmation
Loyalty point balance update
CoServ:
This is your courtesy
reminder you have a
payment due in 5 days.
For questions call
1.866.555.1212
Reply HELP for help
Common Use Billing Reminders
Payment Reminder Templates:
CoServ: Billing Statement available @
www.coserve.com. Pmt should be made by the <Due
Date> to avoid late fee of 1% added to your acct. Reply
HELP 4help
CoServ courtesy reminder: Your payment is due in 3
days. Questions ? Reply by text or call 888.555.1212
Thank you for your business! Reply HELP for help
Common Use Billing Reminders
Payment Reminder Templates (continued):
CoServ courtesy reminder: Your payment is due today.
Questions? Reply by text or call 888-555-1212. Thank
you for your business! Reply HELP for help
CoServ pmt reminder: Your payment is due March 5th
Reply by text or call 888.555.1212 to speak w/cust svc.
Thank you. Reply HELP for help
Marketing
Re-market to your best customers with an incentive to
use your product again.
Highest rates of return by re-marketing to your
preferred customers
Stimulate new business from current customers –
best $ spent
Marketing Campaign Templates:
CoServ Referral Program: Get a $200 credit towards ur account
when u refer a friend. Have them call 888-555-1212 & mention ur
name & acct # to get $200. Reply HELP for help.
Mobile Payment Trends
AITE Group predicts bills
paid online will increase
by 18% by 2013
The number of bills paid
with a mobile device is
set to grow by a huge
377% across the same
period
TO: 58789
12341234
FROM: 58789
Thank you. Your
payment has been
processed. Your
confirmation # is
45678912
Text Notification
Billers leverage technology to
reduce costs associated with
consumer contact, including
recurring and/or post date
check reminder notices
time sensitive notices
outage and repair notification
coupons and appointment
reminders
Text Notification & Payment
Text “Textpay” to 75935
Text Notification & Payment
ART COUTCHER
UTILITY SALES MANAGER
direct: (602) 443-5959
email: [email protected]