Case Study: Optimizing message routing and fine tuning the OTP tracking process.

Smart Messaging Use Cases

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Use Case #1 Increase the average rate of activation from the one-time password (OTP) notifications

Summary: A global OTT messaging app sought to increase the average rate of activation from the one-time password (OTP) notifications that they are sending. They found that the costs for sending these messages was exorbitantly high because of unreceived messages, unneeded customer service calls and lost business; all of which raised the cost of customer acquisition.

See how the Smart Messaging team was able to increase activation rates and reduce costs by optimizing message routing and fine tuning the OTP tracking process.

by Ira Cohen, VP Business Development

Business Challenge: Our customer sends millions of one-time password notifications every month as part of their security protocol. New users have to log in with a password messaged to them to use the app. Because this secure login is an integral part of their processing, this was the first step of actions new users have to take. The OTP process needed to be improved because a significant percentage of them were not being delivered. The new user is the life of the app, but because a large proportion of new users never received the message, a promising lead was lost forever. The client, looking for a way to increase retention of sign ins needed to find a way to make sure that the OTP was delivered successfully; on time, to the right person and the correct device.

Technical Challenge: Once the API was created and executed to send the message, the customer lost control of its delivery; from a results analysis and from a routing performance standpoint. This rendered any technical or functional advantage the client had in the sign on process, ineffective. The client wanted to be able to develop methods to track routing, time of delivery and success rate more rigorously in order to understand and take control of this part of his onboarding flow.

Our Solution:

The messaging app client met with MMD Smart Messaging with an understanding that the technical and contractual backbone of the Smart Messaging pipeline could deliver results.

By carefully analyzing the performance of the routing being used and utilizing favorable agreements with Tier 1 suppliers, MMD Smart would increase conversion rates. Using proprietary Smart Delivery, MMD Smart Messaging ascertained and implemented the correct routing hierarchy. From API firing to successful delivery and new user log in, Smart Messaging closed the loop. The client’s app marketing and analysis improved, log in rates and completions increased. Working with IT and development teams across companies can be difficult, but MMD Smart’s organization and flat decision making process made integration a snap. The customer is now able to use the API protocol’s self sufficiently and get results data quickly and transparently after working through the straightforward process.

Results: After struggling with low delivery rates and unexpectedly low conversions from the OTP process, the messaging app found MMD Smart Messaging to be an easy solution to implement. Average activation rates increased by more than 15%. The actual costs of the OTP process decreased by more than 20%. Overcoming the challenges of changing SMS partners was easier than the app developer thought, and Smart Messaging came in on time after a series of focused meetings and procedural understandings on both sides.