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THE MOBILE MARKETING REVOLUTION: HOW YOUR BRAND CAN HAVE A ONE-TO-ONE CONVERSATION WITH EVERYONE by Jed Alpert

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7USE DATA TO INCREASE CONVERSIONS BY STREAMLINING USERS’ EXPERIENCE

Ben Stein, CTO and Cofounder of Mobile Commons

Imagine this scenario, which you have no doubt experienced: You call your bank for customer support. After navigating through a cumbersome phone tree, the automated system asks you to enter in your 16-digit account number. You scramble around in your personal effects for your wallet and painfully press the 16 keys. At last, you’re transferred to a representative.

What’s the first thing the customer service representative asks you? “Please tell me your 16-digit account number.” Why didn’t he know it already? Didn’t you just key it in? Why can’t their systems talk to one another?

Just a few years ago, that kind of technological inefficiency ...

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