Mobile Payments & Alert Communications:
Changing Your Bottom Line
Art Coutcher
Utility Sales Manager
direct: 1-602-443-5959
e-mail: acoutcher@mybillingtree.com
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: acoutcher@mybillingtree.com