BTC Podcast Ep 9: Amir Zamanian, Attentive and Personalized Customer Communication | Hathway

BTC Podcast Ep 9: Amir Zamanian, Attentive and Personalized Customer Communication

Published by Kevin Rice, CMO
October 23, 2020

Amir Zamanian, Attentive and Personalized Customer Communication

As General Manager of all things food and beverage at Attentive, Amir Zamanian helps brands create mobile messaging strategies to connect to consumers in a new way. In this episode, Amir chats with Jesse and Kevin about best practices for cross-channel communications and how to decide when to use each channel. He also shares some attractive stats around text message marketing and how to incorporate personalized messaging into your marketing strategy for this year’s unique holiday season.

Check out Amir’s episode and all of our episodes on your favorite podcast platform or the video below.

 

Video Transcription

Kevin:

Welcome back everybody, for another episode of Beyond the Counter, the show where we go behind the scenes and talk about the business of the food and beverage industry, basically everything that goes into putting food on your table from Marketing, IT, Culinary and more. If you’re new to the show, welcome! If you’re returning, feel free to share with your friends and family, we’d also love to hear your questions, comments, and feedback!

Jesse:

And as always I’m Jesse and that was Kevin, we’re the co-founders of Hathway, a leading digital services and software company that helps drive growth for restaurants and retailers through Commerce, CRM, and Loyalty. We’ve been really lucky to work with some of the world’s largest brands recently, and we’re here to share some of that knowledge and chat with our friends from the industry, in this case, we’ve got Amir. Kevin, tell us about Amir.

Kevin:

All right, Amir, welcome to the show. Amir, you’ve been a close friend and longtime partner of Hathway. You are a total pro when it comes to CRM and cross-channel communications, you’ve worked at some of the industry’s largest and most prestigious companies like IBM, Airship and now you’re the general manager for the restaurant vertical at attentive. Welcome to the show. Amir!

Amir:

Thanks for having me, first time caller, long time listener. So I appreciate you guys getting me on the call.

Kevin:

All eight episodes.

Amir:

It’s more episodes than I have in my back pocket. So I think it’s a good place to start.

Kevin:

Awesome, man. Well, thanks for joining us today. I think it’d be great for our audience just to kind of get to know you a little bit, share your background, your kind of experience in the messaging industry and kind of how you’ve seen the category evolve.

Amir:

Yeah, and again, thanks for having me. I think it’s actually serendipitous that we’re talking about this right now. As I was prepping for this, it was actually around the middle of my dog’s 10th birthday, and the only reason that’s significant, other than the fact it’s 10 year old dog, is I actually got my dog when I was at my first digital marketing software job. And I think back then, it was interesting because I think folks are just starting to get into really ramping up digital marketing for kind of the newer era. And I think then people were just starting with batch and blast and I’ve had the pleasure of going from a single channel kind of marketing platform to think getting into behavioral marketing automation, which came soon after, or then getting into things around lead scoring and profile building and then really kind of getting into the Omni channel world we are today.

I’ve seen some interesting angles because I’ve worked both on the messaging side, on multiple messages and also on a customer data platform for a few years, which kind of gave me insights into how people are really using all that consumer data to drive a lot of these experiences. So yeah, it was just interesting timing cause I think I look at my dog as my career resume even reminds me how long it’s been.

Kevin:

Oh man. Those were the days back in 2010, when you could set up sending out an email blast and have ridiculous open rates and click through rates before marketers had ruined email for everybody by spamming you three or four times a day. Yeah,

Amir:

Yeah, it was good. And I think everybody started with like, “I need a newsletter.” That was it. That was marketing at that point when I got introduced to it, it was like, “Hey, I want to get something like Constant Contact or MailChimp” And I usually get a newsletter going and just to see how far it’s come since then. It’s pretty incredible.

Kevin:

So with you on the show today, I wanted to get a little bit deeper. You’re a subject matter expert in messaging and CRM and communications and so I definitely wanted to go a little bit deeper today and talk about best practices for cross channel communications. We’d love to hear any sort of thoughts around frameworks or tools or playbooks or anything like that that can be shared with our listeners.

Amir:

Yeah, I think for best practices, what really continues to stick with me is probably the time I spent working at a customer data platform and this was before the term CDP existed. So I was doing a lot of evangelizing back then more than actually projects. But I think to this day…

Kevin:

You were at AgileOne?

Amir:

I was AgileOne, yeah. Which I think now is Acquia. So it’s, and it’s funny, all my companies have recently started with an ‘A’, so it’s a trend. But I think the thing that really stuck with me is how much of an enabler having just a grasp of your customer data has become, right. I think a lot of folks are really distracted by this Holy grail of having one platform that basically messages anybody and everybody based on every single aspect of their life and kind of auto segments and all these things. And I think if you look at it, there’s been a lot of old school players like the Salesforce’s of the world and the Oracle’s and a lot of new school players that are still trying to do that. But I think the reality is those who actually get a solid understanding of the customer data and really leverage that as the central source of driving all of the experiences. I think that’s where I’ve seen become more of a best practice in my opinion, right? Because instead of trying to get one van that does everything, and you’re sacrificing one channel or the next having that central view your data and then leveraging best in breed providers that really integrate well together. I really think that’s where people are going to get the most from their investments because you’re neither sacrificing channel features or channel opportunity, nor are you sacrificing the ability to actually leverage those insights actually drive some of these experience. I think that’s the big thing I see from a lot of folks.

Amir:

I think the other thing that really keeps sticking out is I speak to a lot of marketers and typically they’re like, “I want to drive engagement”, right? What does engagement mean? Because I think it’s a very vague term. I think the folks who’ve been a little bit more direct and specific and hyperfocused on “this is the specific metric I want to address. This is the specific business goal I want to address.” I think those folks have really start to kind of show what you can do basketball cross channel. And I think COVID even kind of exemplifies that, right? Most of the projects during covid aren’t “I want to drive engagement” or like “I need to create an online ordering format”. Right? They’re very specific. And I think that’s why people look and actually get some results from it. So I think that’s what I see in terms of kind of the changes.

Amir:

And I think past that, I really think AB testing and experimentation is huge. Right. You’re never going to get it right the first time, which is okay, but just being able to test and not being afraid of tests, I think that’s, what’s really standing out. So I kinda framework it as get your data in order, be very specific by your business goals. Activate all the channels so you can extend your reach and I think it’s really important. You use context as well, right? We’re talking about food today and, I get a text at 6:00 AM, which I do as often from some, some brands I’m not ready for lunch at 6:00 AM. Right. But if you text me at 11am right before lunch, I think that’s a great time. Whereas if you have one general announcement, email might be good for that. Right? So I think different channels serve different contexts. And I think that’s where you need to really start to identify what you want to use for what message. And then just AB test everything. Right. I think that’s the framework I’m really seeing with the best marketers out there.

Jesse:

So, Amir, you’re on the bottom of that funnel where you’ve successfully converted a customer into a loyal app user who’s theoretically subscribed to email, SMS and push, where would you use SMS vs push & email? When you do have access to them and all three channels.

Amir:

Yeah. I mean, part of it is obviously again, going back to your customer data platform and just seeing the opt-in preferences, right? Sometimes you’re really limited to what channel they’ve actually stayed open on. I think the other part goes back to context if, if I want to get you to buy in the next hour, cause it’s what I call hungry hour or hangry hour, email is going to be hidden in between like 500 emails from all the other promotional ones. Right. Some people don’t even check email multiple times a day. They just do it in the morning. They do it at night. Email is tough, right? And then if you look at mobile apps again, you’re never going to get a hundred percent often for notifications or location tracking. Right. And if somebody gets a new phone, the app needs to be logged-in, reinstalled and things like that. So I think things that are a little more immediate, like time-based like lunch hour or dinner hour or things like that. Something like SMS is great because you could still use a deep link to push them into the app to actually make the transaction or take them back to the site. So it’s not necessarily cannibalizing the other channel. It’s just a much better tip of the spear to get people, to see the call-to-action, engage, and then from there go through their preferred channel to actually have that experience.

Amir:

So I think that’s where top of the funnel is great, and the other thing I would say is for two way communications. So again, if somebody has a question about their order, if somebody wants to know their orders outside and they’re about to buzz the door, I think that’s something where SMS is great because one it’s transactional, it’s immediate and people are used to getting transactional text messages and two, being able to respond to a text message and actually have a conversation with a customer agent that does a lot for your brand. And even our metrics show that typically consumers who get a response spend about 31% more with that brand. Right. I think there are certain parts of the life cycle where SMS is a good first point and it could still drive the other channels.

Jesse:

Yeah. And that’s a good point too, about the two way communication. I mean the alternative would be building a full fledged instant messenger into your app experience, which is a lot of engineering work and it’s a lot of support work and the bar is set pretty high for how those things work vs everybody knows how SMS works, it works well. And if you can just nail the the two APS and the routing, then you’ve got it. Um, it’s essentially a much cheaper way to engage with them too.

Amir:

Especially in North America cause other like developing countries a lot more prone towards like the WhatsApp and chat messenger, just because of the nature of their kind of market, whereas here, I think SMS is still the most widely adopted in terms of generations. We see both Gen-Z and Millennials use it along with Baby Boomers as well. Whereas the chat function, sometimes you’re not gonna get all the generations.

Jesse:

Right.

Kevin:

Where do you advise brands getting started? Right. So a lot of brands is in the restaurant category of retail food service, they have email they’ve been doing email for a long time. They have potentially an app with push notifications. How do you recommend them getting started? What’s kind of like a crawl, walk, run approach to integrating SMS across the rest of your channels for communications.

Amir:

Yeah. I mean for starters, I would definitely say don’t be afraid of the crawl step. And you don’t have to have everything figured out day one to get started. I think the first thing marketers should do is just see where they are in that digital maturity curve when it comes to, not just SMS, but all the channels out there. So then the first thing is, look at your current reach. For a lot of restaurants, they were really relying on email and putting a lot of their focus on building loyalty because they could always fall back on their store traffic and the revenue from their stores. Right. If you look at a company like Shake Shack, they used to have 80-90% revenue come from their stores and 20% from digital. But now they actually flipped that in the last quarter. Right? So I think we have to look at the say, if worst case scenario, and I think COVID has taught us this. If the stores have to shut down, can I still get in front of all the customers I want to get in front? Right. If all of a sudden new social network comes out like Tik-Tok all of a sudden, I don’t know, email, it just goes down or whatever happens. Can I still maximize my reach, and if the answer is no that you’re still relying on email or app or direct mail, I think that’s when it might be time to say, I need to just activate more ways to get people into my first party data.

And I think that’s a difference too. It’s not just advertising, but being able to identify that user, having that be an owned channel versus relying on even third party delivery, which has high commissions. So what are you doing as a marketer to extend your reach? I think the second thing is, as you turn on these different channels, what are you doing to optimize the activation? So again, if you’re getting a huge spike in web traffic, because of COVID, which there’s other things we can talk about related to that, what are you doing to convert 1% more, 5%, more, 10% more because the only way to bring them back is heavy retargeting heavy direct mail, all things that cost a lot of money.

I think the second thing to look at is once I’ve turned on different channels, what am I doing to just get more people to opt into those channels? Right? And then I think the third thing starts getting into the messaging strategy, right? So definitely start on the crawl stage. You don’t have to have the entire thing mapped out, but this is a something where the foundational, like e-comm strategy comes into play, right? The welcome series, the cart abandonment, browse abandonment, and then getting to things around, “Hey, we’re opening up soon. Here’s some things you should know.” Really other ways to kind of get in front of the consumer without just doing some sort of purchase call to action. And then AB test everything again. I think after you do all that, you can start to run downhill. You can activate two way messaging, you can start playing with video, you can start doing different things but I think that’s where I would start. If I was a restaurant it’s just to extend my reach, start driving some of those.

Jesse:

Amir, what are your, what are your thoughts in terms of crawl, walk, run, and technology adoption. Should brands be looking right now at you? I know at Airship, you’d worked a lot with wallet cards and the ability to push messages to wallet cards. Now Apple’s got Apple clips which are kind of a light version of a nap. And where do you see that fitting into the mix? Should brands be adopting those? Should they be just be focused on something like SMS that already has a very high adoption rate by consumers? What are your thoughts there?

Amir:

I think something that we always forget to really think about is just time value on a lot of these projects, right? You don’t necessarily have to pick one or the other. I think what becomes problematic when people pause one thing that’s much quicker and short term, because they’re working on something longterm. Right? Cause again, I, and I know you guys put a lot of clients who’ve been working on apps through COVID, all of a sudden COVID hit and that six month time cycle has to be shortened down to six weeks. Right? I think the first thing I’ll tell brands is work on the longterm initiatives, like a loyalty program, like an app, because that’s really about retention. That’s really about driving frequency and increasing kind of lifetime value. But I would, don’t wait until some of these kind of shorter term things, because if you look at SMS, for example, adoption’s already there, right? The volumes already there. There’s vendors like Attentive that can get you going very quickly. And the other benefit of it is it can actually be a jump off point for all the other things you’re doing. If you’re working on a direct mail campaign, well, how do you get them to go into your digital ecosystem, maybe a text to join a QR code that gets them to SMS, right? If you do an advertising campaigns that are driving traffic to your website, well, if you’re not optimizing that opt in, you’re, you’re losing a lot, right? If you’re doing some sort of celebrity endorsement on Tik-Tok or Instagram or whatever, and you’re not creating some sort of direct call to action that gets them into your first party database, you’re missing the opportunity. I think a lot of folks that I speak to they’re like, yeah, we’re interested. But right now we’re doing loyalty or we’re doing our app or we’re doing drive through and things like that, which are equally important. But the time to value is so much shorter on some of these initiatives and they can be such a accelerator for all the other things you do downturn, right? If you’re launching the loyalty, the more people you have in your database, the more loyalty conversions you can get. Right. I think that’s what I would say in terms of time trying to balance different initiatives.

Jesse:

Right. And we even got the whole, just the COVID factor to of, one of the things we realized early on was helping our clients choose the right solution based on when that solution will actually be ready to launch. So if it’s going to take them 6 to 12 weeks to build something that only is relevant, when stores are completely closed down, then maybe they shouldn’t be investing in that and you need to get that to market sooner. And on the other side we’ve advised clients, you shouldn’t wait to launch this capability because by the time it’s actually going to be ready you’re already gonna be beat to the market by a handful of other brands. So making sure you’re kind of phasing that based on the relatively rapidly changing world around us right now.

Amir:

Yeah. I 100% agree, I think if anything, 2020 has been kind of the year where leveled the playing field as much as I hate to say that and it’s kind of like the acceleration year, especially for restaurants. Cause you guys know this like digital transformation started probably two years ago in the industry and I think a lot of the brands who got ahead of it are probably in a much better place today, but still everybody’s stores are mostly shut down. So this is really the chance for, I’ve seen a lot of newer brands who have started on digital first really start to kind of catch up because they got this kind of past all of a sudden freeze all the offline locations. So it’s unfortunate, but the silver lining is this is a good year to kind of accelerate and it’s definitely the year to test as well. Yep. So, so what I heard was at least just for that kind of crawl phase, just get started, right? Like implement SMS as a channel.

Kevin:

It might be siloed from your other channels, but just get started, start building your database. Then as you’re ready to move into maybe the walk phase, that’s where you look at incorporating a CDP merging together platforms, having that single source of truth that you can then message across channel depending on your customer’s preferences.

Amir:

Yeah, I would say a hundred percent. The one thing I would add to that is just like have some intent, right? You don’t want to just get started with something that’s not going to scale down a line. You don’t want to get started with something where it’s going to require a lot of work. I think one of the other changes, especially in SMS as a channel, cause that’s, the mass that has been around for, for years. It’s just that now again, everybody has unlimited phone plans, so you’re not paying for it.

Amir:

We’re just more accustomed to it. But I think the other differences you is that you got to do it right, cause it’s not like email where to your point, you can send a hundred emails in a month and , you get 20% of them right that open and then you get 10% of convert. SMS is something where you don’t have a lot of opportunities to kind of stay in the front of that consumer because it’s such a personal channel. So I think you got to make sure you start, right. And I think what’s changed is some of the newer vendors and obviously, Attentive being one of them, is they’re kind of mixing this approach of services alongside technology alongside of working with agencies that are also in the brand. Because that’s how they’re kind of accelerating the time of value, but they’re very intentful.

Amir:

The next 30 days, you’re going to get this out of the program. These are the exact campaigns because you can also just set up SMS as a pipeline the same way you can with email and just have things kind of just going out randomly. That’s not going to do anything for your business if you’re not actually having some intent behind it. So I think that’s where, again, best in breed is really important there.

Kevin:

So if you’re making technology decisions, you want decisions that have platforms that can get you to market quickly, but you’re not going to have to walk back those decisions when you’re ready to move to the next level.

Amir:

Yeah, because you want people that are, again, from messaging standpoint, you want people that are continuously investing in that channel as a prime channel, right. That’s their R and D where it’s going, that’s where best practices are going. You want people that are really focused on compliance because compliance is very important. Like it isn’t any other channel, but again, different companies approach it differently. So I would say make sure they’re scalable, make sure there are future-proof in terms of iteration and then the most important thing to make sure that it’s an open platform, right. Because at some point you’re gonna need that data to go back to your CDP, your CRM, and your loyalty program. I think that’s where you really want to dig into and make sure you got all those things covered.

Kevin:

So after you get your kind of foundation in place, what are some of the more fun and exciting, or as you’re getting towards more of innovation, what are some of the use cases that you can unlock when you have this foundation in place?

Amir:

Yeah. I think 2020 is the year of e-commerce and I think we all know it. I think the stock market kind of shows us that as well. So I think a lot of the quick wins for the restaurant, because again, some of them are net new, its just taking what leading retail and eCommerce things are doing.So you want to have your foundational things that we talked about, the cart, abandonment, welcome series post-purchase incentives, things like that. Then from there, I think a lot of folks are starting to geotarget because not all the restaurants were open.

Amir:

California has much different protocols right now than Texas versus Arkansas versus New York. So I think being able to really drive segment of promotions based on your region and the current socioeconomic issues, I think that’s one thing that’s really starting to surface up because people are treating their messages differently based on how you’re being impacted by COVID. I think other things I’m seeing that are really unique is like past those introductory ones is using SMS as a channel to kind of just inform people on the new process. There’s going to be a lot of new normal, as much as we use that term, just educating people on the hours, what the new pickup windows are going to be like what Drive-Thru’s going to be like,I think those are some of the other ones. and then I think some of the more fun campaigns I’m seeing is where people are really starting to introduce either a two-way conversation or some sort of multimedia. Especially with food, seeing a picture of a burger or even better like a short video of a burger, each gets you hungry. I think it’s one of the only verticals where like a picture of an image can get you to do something in the next like 10 minutes. So I think that’s one thing I’ve seen people kind of test with is MMS. We actually just introduced video and contact cards. This helps you kind of personalize that brand. Then we have some brands doing two-way messaging. So another vertical, but one of our clients actually, when the Olympics got canceled, they let you pick one of their sponsored athletes who, once you text their name, you would get a link with a video from that athlete about their training regimen, things like that. Food and beverage could easily take a lot of these with celebrity chefs, celebrity endorsements, different kind of vegetarian options, vegan options, meatless options. So I think that’s the fun thing about the channel is, once you kind of get people into it and get them engaged, it’s so personal, it’s always on them that there’s a lot of different things you can do with and have fun with it.

Jesse:

So, you mentioned testing a number of times, what are some best practices when it comes to testing with SMS?

Amir:

So with SMS, a few things we test is, by all means an offer is always going to drive the highest opt in rate. I think that’s just the nature of shopping. But, obviously some brands aren’t necessarily always open to an offer. So some brands will test a dollar value versus a percentage versus maybe a free appetizer or even those who don’t want to discount maybe just a raffle for a gift card. I think some of the tests we see is really at the top of what is the offer that gets them to actually activate the channel. And then from there, we would do a lot of testing and ask “is this going to work better for this brand if we’re just doing texts”? Or if adding an image is going to actually increase their conversion rates, because with SMS, it’s basically a considered open rate because you can’t track opens, but there’s three minute or less read time so we just assume it’s near a hundred percent, but the click through rates, like on our side, our customers are seeing 30% on average click through rate. And a lot of that is because RCSM’s are testing text vs image vs Giphy now on iOS, we’re doing video. So I think that’s part of it as well. I think time parting is important as well. If I hit somebody at an hour before lunch, is that going to do more? Or if I do it 10 minutes before lunch? So there’s a lot of different tests we can do there. And then I think from there, it’s just a matter of do I want to captive, we also capture email to help out your muscle Rex providers. Do we want to do email first SMS second or SMS only? Do we want to do a full page opt in or half page opt in? So there’s a lot of micro adjustments you can make to increase the opt in rate the click through rate and then the conversion rate. And then once you have that, you have your benchmark and you can start to iterate on that over time.

Kevin:

So I don’t want to skip over that. You just said, and this is something I’m aware of, but open rates or click through rates, click through rates are upwards of 30%. That’s incredible when you consider it against 1-2, maybe 4% is like a great click through rate for email.

Amir:

Yeah. I mean not everybody is going to use SMS as a consumer, right? I mean, if you look at all of us, we’re not opted into every single brand we ever buy from. There’s probably a handful or less than we’ll opt into. So I think a lot of folks are just maybe apprehensive initially, cause that’s, the mess that has been around for a while. And they’re like, why haven’t I heard about it until now? So I think that the conversion rates are something that really kind of speaks to it. But I think again, the big reason for that is it’s such an immediate channel. The click through rate, I think is significantly driven by the fact that when you get a text message, you’re going to open that text message, because it’s either your friend, your mom, or a transaction or something like that. So I think that really drives the click through rate. I think the more interesting fact is across our 1400 clients, the channel is actually driving 18.5% of revenues for them, which is incredible especially since a lot of them are new to SMS. I think a lot of that goes back to the fact that the market is just ready for it. We’re seeing 80% of consumers either already receive text messages or that they want to receive text messages. I think it’s just a matter of getting it right.

Kevin:

And we as marketers haven’t ruined the channel yet. So it’s kind of like being back in the late 2000’s!

Amir:

The newer ones are better because you can do frequency-capping, sentiment analysis, so if somebody swears at you in response to a text message, you should be able to pick that up as an opt-out. I think that’s why SMS is a little bit more controlled because email we just take for advantage. Whereas, it’s fine and gets deleted. We’ll look at the next one. Things like that.

Kevin:

So Amir, what’s at the top of mind right now? What are you working with clients on as summer is almost over and back to school didn’t really happen? Are you guys gearing up for the holidays or what’s kind of top of mind right now?

Amir:

I think anything right now across the board we’re doing a few things. So as a company, we’re just trying to get everybody ready for the holidays. Now, I don’t know if Covid is going to change the trends, but typically the holiday season is pretty busy for a lot of folks. Now, restaurants, I feel like it might be different because you may not be ordering for as many people because if you have a smaller pod you’re celebrating with, you may not be going out to eat and things like that. But I think a part of the things we’re doing is planning for the holidays.

Amir:

And I think the big thing I always tell folks around end of the year is you’re going to see a spike in web traffic and things like that. And it’s gonna be a lot of one time buyers. And if you don’t get in front of it right now, come January, you’re not going to retain those buyers. The same thing goes like for when Covid hit, all the grocery stores started seeing a spike. But that’s not the only place you can go for food, meats, things like that. So what we’re trying to do is get people to be ready for the next kind of peak season. So they’re actually capturing all those new segments of users they didn’t have before. And they’re finding ways to just get more from that one peak season to last them throughout the entire year.

Amir:

So I think holiday planning and peak season planning, in general, is what we’re working on as a company. I think for the restaurant vertical, we’re actually helping a lot of folks get into SMS for the first time. Again, 2020 is the year to kind of test and that’s what we’re working with not just the restaurants, but also even our partners like you guys, partners like loyalty, to just figure out how we can help get some of those other initiatives to just show more just by increasing the database and increasing the audience reach.

Jesse:

All right. Thanks man.

Jesse:

I had never really, to be honest, had never put as much stock in the SMS. Just hearing those few stats I think has made me just really consider that for our clients. I mean, in any brand in the restaurant or retail or CPG space, but I think there’s a huge amount of opportunity there. And , just understanding where SMS fits into the customer journey fits into the funnel. Is it a acquisition tool? Is it converting guest orders into loyalty members or is it apart of the messaging mix that maybe is a very high performing portion of it for your existing loyalty members that you’re already marketing to via email and push? But it seems like there’s a lot of opportunity there. I know there’s a lot of brands that would kill for an extra 18% sales right now.

Kevin:

Yeah, absolutely. SMS is incredibly powerful channel. I know personally I’ve gotten full on video text messages from retailer brands that I’ve ended up purchasing from. I don’t think I’ve seen much adoption in the restaurant category just because restaurant in general is a little bit behind the retail industry but it’s certainly coming. And as Amir talked about maybe it’s just starting with setting up SMS as a silo channel and then starting to bridge it into the rest of your communications channels and looking at how to use it contextually based on your customer’s preferences alongside push and email and other channels too.

Kevin:

Thanks everybody for tuning into another episode of Beyond the Counter. If you like the show, don’t forget to subscribe, share it with your friends and again, send us any commentary feedback we’d love to hear from you and incorporate your questions into the next episode.

Producer:

Hey everyone, thanks so much for tuning in today. Before we go, we wanted to just remind our wonderful listeners out there about our partnership with the amazing folks over in No Kid Hungry. The work that the team is doing over there is essential to help combat the huge effect that the shutdown of schools has had on children’s ability to rely on daily meals. Every podcast Hathway is contributing $500 and in our guest’s name to No Kid Hungry, and through this effort, we plan to donate $10,000 to assist the team and incredible work that they’re doing by the end of the year. Amir, thanks for joining us today on Beyond the Counter and sharing your knowledge, we hope you enjoyed today’s episode everyone!