When we onboard new customers at Vibes, they typically have a lot of questions. How do we get started? How soon will we see results? How can we be mobile compliant?
Julia Pearson, Mobile Solutions Strategist, is one of the first points of contact for new customers at Vibes, and as she says, “we want to provide a successful mobile solution that helps them meet and exceed their strategic goals as well as a plan for how to get there.”
We sat down with Julia to understand more about how she helps new customers implement their mobile marketing strategies.
An Evolving Role in the Implementation Process
Julia started working at Vibes in January 2017 as an Implementation Manager. In that role, her goal was to build out a team, as this function at Vibes did not yet formally exist.
Within a year, she built out a process: “now when a new customer signs with Vibes, my team manages a clearly defined onboarding process to ensure they all receive a consistent white-glove experience.”
As she began managing more of the day-to-day direct interaction with customers, her role shifted to becoming the Mobile Solutions Strategist.
“Now, I oversee the implementation team, while also helping the Sales team capture the necessary details by fully understanding customers’ needs pre-signature. My goal is both top and bottom-line driven to ensure we are scoping out the full solution to set up the customer for long-term success.”
An Intense But Effective Onboarding Process
Julia says that the Sales team owns the customer relationship up until they sign their contract. At that point, the Implementation team leads the onboarding process, and then their dedicated Customer Success team leads the long-term relationship.
She is a part of the initial kickoff, introducing the customer to the teams that they will work with and setting expectations with the customer to enable a successful transition. She says taking a partnership approach is key to Vibes’ success and long-term relationships with its customers.
“We want to be an extension of their team.”
After that, Vibes’ implementation team gives the customer access to the mobile engagement platform, sets up their account, and provisions their short codes with the carriers. The team trains the customer on the platform to ensure they are comfortable using it. Customer will also get a deep dive into the mobile industry and compliance regulations.
Common Barriers in Mobile Marketing Implementation
Julia says that about 25% of Vibes’ new customers are those who have worked with other mobile marketing platforms but found them lacking in one way or another. Often, she hears from customers that their previous platform was not user-friendly – there was an inability to personalize or target mobile messages – or other vendors may not have provided the support necessary to take their mobile program to the next level.
“Vibes can help to send the right message to the right person at the right time across multiple channels. We have a robust Platform and in addition, offer compliance expertise and strategic support to ensure we are meeting our customer’s goals and making them successful.”
For SMS, Vibes also has direct connections with mobile carriers. Julia says that Vibes being a Tier 1 aggregator isn’t just slick marketing: “it really does impact our customers.” Having a direct connection to carriers like Verizon, AT&T, Sprint, and T-Mobile means that when Vibes’ customers send SMS messages, those messages go directly to carriers to send to the end consumer. With no middle man, the messages are sent faster and with less error.
Good Implementation Strategies Need These Two Things
Over her time in these roles Julia observed the key factors that allow a mobile marketing implementation strategy to thrive: communication and organization.
“We want to be very transparent in our contributions to the partnership,” she says. She also encourages the customer to communicate their expectations to ensure “we’re working toward the same success from day one.”
In terms of organization, the onboarding outlines key milestones and deliverables, as well as who is responsible for them.
The Secret to Mobile Marketing Success
When it comes to customers who have quickly seen a return on investment from their mobile marketing efforts, Julia says it has been the ones who have been able to dive in right away and see the value of mobile.
“Successful customers lean into mobile and see the value of the channel and how it can be added into their overall marketing strategy to complement what they are already doing. Customers that are quick to grasp mobile and see the value will dedicate resources to facilitate a successful launch. The quicker to launch, the faster the customer will see results.”
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