Advancing Toll-Free
March 8, 2017
Advancing Toll-Free: Discovering Industry and Enterprise Trends CONFIDENTIAL & PROPRIETARY INFORMATION OF SOMOS, INC. The information contained in this document is confidential and proprietary to Somos, Inc. and is intended for the express use of the intended recipients. Any unauthorized release of this information is prohibited and punishable by law. Somos, Somos and Design, 4 Quarters Design, SMS/800 and SMS/800 TollFree Means Business are trademarks of Somos, Inc. Copyright © [Insert Year] Somos, Inc. All rights reserved.
Today’s Presenter • Vice President of Customer Engagement • Responsible for Customer Engagement Strategy & Programs
Michelle Larsen
2
3
The Big Question How do Toll-Free Numbers deliver value to businesses today?
4
Getting to the Answer Responsible Organizations Enterprises Consumers
Focus Groups
Surveys
5
Resp Org Survey 78%
2.77
53%
41%
48% 40%
39%
2.48 2.63
2.48
64%
Top Applications Today
Growth Applications
– Customer service
– Customer service
– Sales
– Sales – Text – Marketing and analytics
Vertical Market Growth – Healthcare – Wireless/Telecom
Obstacles to Growth – Nearly half said: Lack of a clear value prop
– Retail and Services – Finance and Banking
6
Enterprise Focus Group • What we wanted to discover – How are how enterprise using TFN in different capacities today? – What value are they deriving as they expand their use of TFN?
• Who we talked to – Enterprise buyers/users of TFNs – VP, Director and C level
• When we did the study – August 2016
7
Enterprise Segements TFN’s Play a Functional Role
TFN’s Play an Intelligence Role Ad Tracking
Call Center Support
Call Center Analytics Credibility
Memorability
Basic User
Advanced User
Channel Integration
Texting
8
Advanced Applications Deepen Customer Intelligence
9
The Toll-Free Number Maturity Model •
TFNs demonstrate clear value today and use varies by enterprise maturity
•
The Toll-Free Number Maturity Model provides a framework to segment enterprise users and target solutions based on higher value enterprise use cases Initiating
Exploratory
Refining Text, Click-to-call, online ads, chat
Basic dashboarding and analytics Main communication channel
Optimizing analytics, tracking, and use cases
Managed Advanced analytics and multichannel tracking – continuous / real-time optimization
Greater Value Chat bots / automation
Text, mobile, and seeking experimental TFN use cases
Geotagging and location analysis Emerging use of APIs and SDKs for automation and integration
Customer journey analytics, CRM integration, advanced analytics
Integration with CRM for customer tracking
10
Enterprise Survey • Who we talked to – 100+ marketing and care professionals in North America who use TFNs
• What we wanted to discover – Who uses what apps to solve what challenges? – What vertical markets are experiencing growth?
• When we did the study – December 2016
11
TFN Usage Expected to Increase • Both the quantity of numbers and the volume of minutes is expected to increase. Only a small portion of the respondents expect a decrease in either quantity of numbers or minutes.
What is your expected future use of toll-free numbers? [Select One] (n=100)
12
Growth Verticals Planning to Expand Usage
Banking
• Highest Levels of TFN Usage • Increasing usage in the future • High willingness to address marketing challenges for call center analytics and understanding customer requirements
13
Growth Verticals Planning to Expand Usage
Healthcare
• High users of TFNs • Lead all industries for expected future use of numbers and minutes • High level of willingness to progress beyond basic use and interested in TFN for call center analytics
14
Growth Verticals Planning to Expand Usage
Retail
• High users of TFNs • Increase use in the future both for numbers and minutes • Interest in many use cases, highest interest in tracking and customer journey
15
Growth Verticals Planning to Expand Usage
High Tech
• Currently a moderate user of TFN • Increase use in the future is very high • Interest in many use cases, highest interest in call center & customer analytics and text enablement
16
Trust Matters • The top reason to use TFNs is its trusted nature as a communication channel • Customer analytics and tracking are the second highest ranked reason for TFN use
*What are the top three reasons for which your organization uses toll-free numbers today? [Rank top 3] (n=100)
17
TFNs Solve Marketing Challenges • Increasing the number of leads, optimizing call center analytics and understanding customer analytics are top marketing challenges that TFN can address
*Which of the following marketing challenges do you encounter and which would you consider addressing through the use of toll-free numbers?
18
Top Future Applications • Analytics and text enabled TFNs will command the highest interest over the next 5 years
*How interested would you be in the next 5 years in the following use cases to support your use of toll-free numbers? [Scale 1 - 7] (n=100)
19
Consumer Perception Study TFNs are relevant – 74% perceive Toll-Free to be a relevant way to communicate with a business
High value in texting with a business – 76% want to text a business to save time – 80% of Millennials want to use texting to take care of common business tasks – Texting also a strong preference for ages 35 to 65 and older to get more business-related tasks done
1,000+ Adults
Yet – only approximately one third of respondents were aware that they could send text messages to a Toll-Free Number.
Conducted in October 2016.
20
Texting Use Cases Most respondents would be likely to text a business when they need to:
70%
65%
57%
check the status of an order
schedule or change an appointment
contact customer service about a troubleshooting or repair issue
66%
52%
62%
make or confirm reservations
check bank balances or bill due dates
refill a prescription 21
Education Can Drive Growth • Research showed that advanced uses of Toll-Free deliver greater ROI • By educating enterprises about advanced and emerging uses of Toll-Free, we can drive growth in the Toll-Free industry
• The maturity model is a framework to encourage enterprises to leverage TFNs in more innovative ways
22
Targeted Toll-Free Awareness Campaign Somos is investing in a pilot Toll-Free Awareness Campaign to target marketing and care professionals at the enterprise level somos.com/toolkit 1. Educate enterprises that they can do more with TFN, a trusted channel for their customers 2. Empower You – the Resp Orgs with best practices and collateral to target end users
23
How You Benefit from the Toll-Free Awareness Campaign • You help define best practices and connect prospects to expertise • COMING SOON! Self-select in the Resp Org Finder
24
25
Advancing Toll-Free: Discovering Industry and Enterprise Trends CONFIDENTIAL & PROPRIETARY INFORMATION OF SOMOS, INC. The information contained in this document is confidential and proprietary to Somos, Inc. and is intended for the express use of the intended recipients. Any unauthorized release of this information is prohibited and punishable by law. Somos, Somos and Design, 4 Quarters Design, SMS/800 and SMS/800 TollFree Means Business are trademarks of Somos, Inc. Copyright © [Insert Year] Somos, Inc. All rights reserved.
Today’s Presenter • Vice President of Customer Engagement • Responsible for Customer Engagement Strategy & Programs
Michelle Larsen
2
3
The Big Question How do Toll-Free Numbers deliver value to businesses today?
4
Getting to the Answer Responsible Organizations Enterprises Consumers
Focus Groups
Surveys
5
Resp Org Survey 78%
2.77
53%
41%
48% 40%
39%
2.48 2.63
2.48
64%
Top Applications Today
Growth Applications
– Customer service
– Customer service
– Sales
– Sales – Text – Marketing and analytics
Vertical Market Growth – Healthcare – Wireless/Telecom
Obstacles to Growth – Nearly half said: Lack of a clear value prop
– Retail and Services – Finance and Banking
6
Enterprise Focus Group • What we wanted to discover – How are how enterprise using TFN in different capacities today? – What value are they deriving as they expand their use of TFN?
• Who we talked to – Enterprise buyers/users of TFNs – VP, Director and C level
• When we did the study – August 2016
7
Enterprise Segements TFN’s Play a Functional Role
TFN’s Play an Intelligence Role Ad Tracking
Call Center Support
Call Center Analytics Credibility
Memorability
Basic User
Advanced User
Channel Integration
Texting
8
Advanced Applications Deepen Customer Intelligence
9
The Toll-Free Number Maturity Model •
TFNs demonstrate clear value today and use varies by enterprise maturity
•
The Toll-Free Number Maturity Model provides a framework to segment enterprise users and target solutions based on higher value enterprise use cases Initiating
Exploratory
Refining Text, Click-to-call, online ads, chat
Basic dashboarding and analytics Main communication channel
Optimizing analytics, tracking, and use cases
Managed Advanced analytics and multichannel tracking – continuous / real-time optimization
Greater Value Chat bots / automation
Text, mobile, and seeking experimental TFN use cases
Geotagging and location analysis Emerging use of APIs and SDKs for automation and integration
Customer journey analytics, CRM integration, advanced analytics
Integration with CRM for customer tracking
10
Enterprise Survey • Who we talked to – 100+ marketing and care professionals in North America who use TFNs
• What we wanted to discover – Who uses what apps to solve what challenges? – What vertical markets are experiencing growth?
• When we did the study – December 2016
11
TFN Usage Expected to Increase • Both the quantity of numbers and the volume of minutes is expected to increase. Only a small portion of the respondents expect a decrease in either quantity of numbers or minutes.
What is your expected future use of toll-free numbers? [Select One] (n=100)
12
Growth Verticals Planning to Expand Usage
Banking
• Highest Levels of TFN Usage • Increasing usage in the future • High willingness to address marketing challenges for call center analytics and understanding customer requirements
13
Growth Verticals Planning to Expand Usage
Healthcare
• High users of TFNs • Lead all industries for expected future use of numbers and minutes • High level of willingness to progress beyond basic use and interested in TFN for call center analytics
14
Growth Verticals Planning to Expand Usage
Retail
• High users of TFNs • Increase use in the future both for numbers and minutes • Interest in many use cases, highest interest in tracking and customer journey
15
Growth Verticals Planning to Expand Usage
High Tech
• Currently a moderate user of TFN • Increase use in the future is very high • Interest in many use cases, highest interest in call center & customer analytics and text enablement
16
Trust Matters • The top reason to use TFNs is its trusted nature as a communication channel • Customer analytics and tracking are the second highest ranked reason for TFN use
*What are the top three reasons for which your organization uses toll-free numbers today? [Rank top 3] (n=100)
17
TFNs Solve Marketing Challenges • Increasing the number of leads, optimizing call center analytics and understanding customer analytics are top marketing challenges that TFN can address
*Which of the following marketing challenges do you encounter and which would you consider addressing through the use of toll-free numbers?
18
Top Future Applications • Analytics and text enabled TFNs will command the highest interest over the next 5 years
*How interested would you be in the next 5 years in the following use cases to support your use of toll-free numbers? [Scale 1 - 7] (n=100)
19
Consumer Perception Study TFNs are relevant – 74% perceive Toll-Free to be a relevant way to communicate with a business
High value in texting with a business – 76% want to text a business to save time – 80% of Millennials want to use texting to take care of common business tasks – Texting also a strong preference for ages 35 to 65 and older to get more business-related tasks done
1,000+ Adults
Yet – only approximately one third of respondents were aware that they could send text messages to a Toll-Free Number.
Conducted in October 2016.
20
Texting Use Cases Most respondents would be likely to text a business when they need to:
70%
65%
57%
check the status of an order
schedule or change an appointment
contact customer service about a troubleshooting or repair issue
66%
52%
62%
make or confirm reservations
check bank balances or bill due dates
refill a prescription 21
Education Can Drive Growth • Research showed that advanced uses of Toll-Free deliver greater ROI • By educating enterprises about advanced and emerging uses of Toll-Free, we can drive growth in the Toll-Free industry
• The maturity model is a framework to encourage enterprises to leverage TFNs in more innovative ways
22
Targeted Toll-Free Awareness Campaign Somos is investing in a pilot Toll-Free Awareness Campaign to target marketing and care professionals at the enterprise level somos.com/toolkit 1. Educate enterprises that they can do more with TFN, a trusted channel for their customers 2. Empower You – the Resp Orgs with best practices and collateral to target end users
23
How You Benefit from the Toll-Free Awareness Campaign • You help define best practices and connect prospects to expertise • COMING SOON! Self-select in the Resp Org Finder
24
25
