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[Slides] The Inevitability of a Mobile-Only Customer Experience by Altimeter Group

  1. 1! The Inevitability of a Mobile-Only Customer Experience! Jaimy Szymanski, Senior Researcher! Brian Solis, Principal Analyst!
  2. 2! Welcome!! ·  Hashtag: #MobileCX! ·  Submit questions via chat window! ·  Q&A at webinar’s end with follow-up blog post covering questions we didn’t get to! ·  Slides and recording will be emailed to you following the webinar! Jaimy Szymanski!! @jaimy_marie! ! Brian Solis!! @briansolis! !
  3. 3! Download the report at: !!
  4. 4! Customers are becoming increasingly mobile, and, as a result, the customer journey is in need of an overhaul.!
  5. 5! 60%!Comscore: Mobile platforms accounted for 60% of total time spent on digital media in May 2014. !
  6. 6! 60%!Comscore: Mobile platforms accounted for 60% of total time spent on digital media in May 2014. ! The truth is, mobile should be the standard for all things digital.!
  7. 7! Consumers are quickly learning to operate in a mobile-only world.! ! “Mobile-first” may not be enough: ! 1/3 of shoppers use mobile exclusively, and more than 1/2 consider mobile the most important resource in the purchase decision process.!
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  10. 10! •  Mobile is both part of the customer experience and also emerging as a self-contained experiential platform.! •  A lack of integration and continuity in the customer journey ! forces customers to multiscreen between devices and hop channels to move along the journey.!
  11. 11! Mobile CX investments are made around the context of engagement, requiring users to focus on channels that allow specific functionality. ! ! When the user requires! something outside of that scenario, they’re forced to multiscreen, channel- hop, or abandon altogether for a different screen or UX.!
  12. 12! Companies must design mobile-first and mobile- only customer journeys to prevent channel-hopping and multi-screening and increase conversions! Many organizations confuse the differences between channel and platform strategies:! ! •  Channel-hopping refers to a customer switching channels when the preferred channel for engagement does not satisfy their needs. ! •  Multi-screening refers to a customer switching devices — screens — to continue or complete a task.!
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  14. 14! •  When companies build new initiatives upon legacy foundations, they’re already behind customers.! •  Opportunity starts with the vision to see mobile’s potential beyond yet another technology platform.! •  Technology should be considered during final stages, as it represents a means to an end, not the end in and of itself.!
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  17. 17! Technology is most effective when it is invisible, allowing consumers to accomplish tasks without getting lost or hindered by old-school touchpoints.!
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  19. 19! Without proof of mobile conversion, strategists struggle to rally support, funding! ·  Without associating customers with a unique ID, change agents can’t prove mobile conversion.! ·  Forced channel-hopping behavior gives the false impression that customers prefer a multiscreen experience.! · Catch 22: Executives require results to approve funding, yet funding is required to build the case.!
  20. 20! Intuit’s Approach to Finding the Mobile ROI “Sweet Spot”! Business Priorities Customer Needs Device Capabilities Director of Development ! Mitch Bayersdorfer, On the art of what’s possible: ! ! “We keep a laser focus on that intersection.”!
  21. 21! 20% of American adults already own a wearable device.! ! Tablets are projected to outpace sales of PCs in 2015.! ! When businesses don’t consider differences in mobile device interaction, they’re left with a one-size- fits-all mobile approach that doesn’t account for nuances of engagement, context, and intention.! !
  22. 22! “Our true north is looking toward how people interact with beacon technology as it stands now. What makes the most natural sense to them in a retail setting in relation to technology?! ! We’re testing new technology to see what’s too much for our customers, what’s not enough, and if people even care about push communication from beacons.”!
  23. 23! Mobile is often positioned as a facet of digital, itself part of a larger marketing division. This is a result of two factors:! 1.  An outdated, uninformed culture that views mobile as a channel, not a lifestyle! 2.  Limited resources and support to empower mobile leaders to make decisions that align with customer consumption habits! ! This buries mobile in slow-moving bureaucracy, unable to nimbly adapt! to shifting customer expectations.!
  24. 24! Mobile Working Groups can act as ! powerful internal lobbying organizations to showcase mobile’s importance to leadership, as well as provide the manpower needed to consistently keep tabs on customer experiences ! and analyze related data.!
  25. 25! Once companies have fully embraced mobile as part of their customer’s lifestyle, they embrace it at their core.!
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  28. 28! What touchpoints do they frequent during formulation, pre- commerce, commerce, and post- commerce? ! ! How often, and for how long?! ! How do they use each touchpoint during the purchase decision cycle (what action is completed at each step)?! ! What devices are used to take the customer from awareness through advocacy?!
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  30. 30! Top Mobile Persona Questions to Ask & Answer! ·  What uniquely defines our mobile customers?! ·  What is different about their customer journey?! ·  What are their expectations, what do they value, and how do they define success?! ·  How are they influenced, and by whom? ! How and whom do they in turn influence?! ·  How can you design for device or platform- specific journeys to minimalize channel-hopping or multiscreening?!
  31. 31! All mobile devices and their related experiences are not created equally. Strategists must design for the channel, platform, and unique behaviors for each.! ! 1.  Begin with a deep dive into the areas where customers already experience the brand on their devices, as these mobile moments are already familiar. ! 2.  From there, broaden to each touchpoint throughout the DCJ.! 3.  Support each step of the mobile journey with the customer data gathered in step one.!
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  33. 33! By looking deeper into customer insights, beyond current behaviors, and toward desired experiences, mobile strategies are quickly moved from misinformed to engaging.! ! Data analysis and predictive experience mapping must take center stage.!
  34. 34! When companies benchmark against opportunity, they find a mobile ROI that transcends popular metrics, such as click-through or app downloads, is possible. ! ! These types of soft metrics are a result of engagement, not engagement itself.!
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  36. 36! It’s critical to consider existing digital, marketing, and CX goals when defining mobile metrics.! ! Whenever possible, connect mobile initiatives to larger strategies that move the needle toward impact. ! ! Doing so aids in your quest for internal buy-in when you can prove mobile’s contributions both alone and in a larger digital strategy.!
  37. 37! •  Forming strategic alliances with other groups can help prove mobile’s value.! •  Mobile working groups and digital CoEs can be instrumental in providing the launch pad to get mobile noticed.! •  Once in alignment, strategists test and re-test their mobile strategies internally and externally. ! •  IT leads software and hardware development and coding needed to execute on the architected mobile experience. !
  38. 38! In the future, mobile, through the sum of its parts, will become 
 the standard for hosting the customer journey.!
  39. 39! Thank you! Questions?! Jaimy Szymanski!! @jaimy_marie! ! Brian Solis!! @briansolis! ! Download the report at: ! customer-experience-report.html!