Building Customer Love and Loyalty in a Mobile World
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In Robi Ganguly's MozCon Local 2016 talk, we discuss how the best companies in the world leverage mobile communication to relate to customers, create a personal touch, and foster customer loyalty at scale. Packed with industry stats, this presentation will help you bridge the gap between impersonal mobile engagement and today's consumers' high expectations, along with helping you make the case internally for investing in your mobile customer communication strategy. Robi Ganguly is the co-founder and CEO of Apptentive, the easiest way for every company to communicate with their mobile app customers. Visit us at http://www.apptentive.com/
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Building Customer Love and Loyalty in a Mobile World
- 2. @rganguly | #MozCon By 2018, half of the world’s mobile users will have a smartphone. (eMarketer, 2015)
- 3. @rganguly | #MozCon Mobile is EVERYWHERE, but it’s still impersonal.
- 8. @rganguly | #MozCon 96% of unhappy customers never complain 91% of whom will simply leave and never come back
- 9. Local search helps make mobile personal… “Where can I buy a greeting card for my spouse in the next 10 minutes?” @rganguly | #MozCon
- 10. Local search helps make mobile personal… “Where can I buy a greeting card for my spouse in the next 10 minutes?” @rganguly | #MozCon …But it’s not enough.
- 11. To build trust and loyalty, expectations are high. @rganguly | #MozCon
- 12. To build trust and loyalty, expectations are high. @rganguly | #MozCon Immediacy
- 13. To build trust and loyalty, expectations are high. @rganguly | #MozCon Immediacy Personalization
- 14. How do we bridge the gap? @rganguly | #MozCon Impersonal mobile engagement High customer expectations
- 15. @rganguly | #MozCon 1. Learn your customer’s mobile journey c Discover Compare Consider Commit Retain Goal Find the best options to meet their needs Goal Compare options and select front runners Goal Identify solution they want to work with Goal Enter the best partnership with peace of mind Goal Prove program’s worth and grow with partner Make the case Blog Case studies Press Newsletter Webinar WOM Conferences Assets Outbound Stand out Product tour Testimonials Case studies Feature lists Pricing sheets Product demos Stand out Sales calls Sales meetings Mocks Contract Pricing Set up Rules of engagement Stand out Contract Supporting docs Kick off Design assistance Technical assistance Strategy Stand out Strategy SLAs Performance reports Client check ins Continued support
- 16. @rganguly | #MozCon 1. Learn your customer’s mobile journey c Discover Compare Consider Commit Retain Goal Find the best options to meet their needs Goal Compare options and select front runners Goal Identify solution they want to work with Goal Enter the best partnership with peace of mind Goal Prove program’s worth and grow with partner Make the case Blog Case studies Press Newsletter Webinar WOM Conferences Assets Outbound Stand out Product tour Testimonials Case studies Feature lists Pricing sheets Product demos Stand out Sales calls Sales meetings Mocks Contract Pricing Set up Rules of engagement Stand out Contract Supporting docs Kick off Design assistance Technical assistance Strategy Stand out Strategy SLAs Performance reports Client check ins Continued support Mobile allows for more, including: • In-app messages
- 17. @rganguly | #MozCon 1. Learn your customer’s mobile journey c Discover Compare Consider Commit Retain Goal Find the best options to meet their needs Goal Compare options and select front runners Goal Identify solution they want to work with Goal Enter the best partnership with peace of mind Goal Prove program’s worth and grow with partner Make the case Blog Case studies Press Newsletter Webinar WOM Conferences Assets Outbound Stand out Product tour Testimonials Case studies Feature lists Pricing sheets Product demos Stand out Sales calls Sales meetings Mocks Contract Pricing Set up Rules of engagement Stand out Contract Supporting docs Kick off Design assistance Technical assistance Strategy Stand out Strategy SLAs Performance reports Client check ins Continued support Mobile allows for more, including: • In-app messages • Mobile surveys
- 18. @rganguly | #MozCon 1. Learn your customer’s mobile journey c Discover Compare Consider Commit Retain Goal Find the best options to meet their needs Goal Compare options and select front runners Goal Identify solution they want to work with Goal Enter the best partnership with peace of mind Goal Prove program’s worth and grow with partner Make the case Blog Case studies Press Newsletter Webinar WOM Conferences Assets Outbound Stand out Product tour Testimonials Case studies Feature lists Pricing sheets Product demos Stand out Sales calls Sales meetings Mocks Contract Pricing Set up Rules of engagement Stand out Contract Supporting docs Kick off Design assistance Technical assistance Strategy Stand out Strategy SLAs Performance reports Client check ins Continued support Mobile allows for more, including: • In-app messages • Mobile surveys • Intelligent prompts
- 19. @rganguly | #MozCon 1. Learn your customer’s mobile journey c Discover Compare Consider Commit Retain Goal Find the best options to meet their needs Goal Compare options and select front runners Goal Identify solution they want to work with Goal Enter the best partnership with peace of mind Goal Prove program’s worth and grow with partner Make the case Blog Case studies Press Newsletter Webinar WOM Conferences Assets Outbound Stand out Product tour Testimonials Case studies Feature lists Pricing sheets Product demos Stand out Sales calls Sales meetings Mocks Contract Pricing Set up Rules of engagement Stand out Contract Supporting docs Kick off Design assistance Technical assistance Strategy Stand out Strategy SLAs Performance reports Client check ins Continued support Mobile allows for more, including: • In-app messages • Mobile surveys • Intelligent prompts • Friendly, personalized notes
- 20. @rganguly | #MozCon 1. Learn your customer’s mobile journey 0% 10% 20% 30% 40% 50% 60% 70% 80% Annoying notifications Complex registration Freezing Bad UI/UX Intrusive ads Privacy concerns Forced social login Top 7 reasons people uninstall mobile apps Source: Appiterate Survey
- 21. @rganguly | #MozCon 2. Be proactive Survey customers
- 22. @rganguly | #MozCon 2. Be proactive Say thank you
- 23. Deep linking @rganguly | #MozCon 3. Leverage local search tactics App packs
- 24. Single apps Paid search @rganguly | #MozCon 3. Leverage local search tactics
- 25. @rganguly | #MozCon 4. Humanize your mobile experience
- 26. @rganguly | #MozCon 4. Humanize your mobile experience
- 27. @rganguly | #MozCon 4. Humanize your mobile experience
- 28. @rganguly | #MozCon 4. Humanize your mobile experience
- 29. In sum, earning mobile customer trust and loyalty isn’t given. It’s earned by: @rganguly | #MozCon 1. Learning your customers’ mobile journey 2. Being proactive 3. Leveraging local search tactics 4. Humanizing your experience
Notas do Editor
- People turn to mobile now, rather than desktop search.
- People turn to mobile now, rather than desktop search.
- In the world of impersonal mobile engagement, customers have set the bar high when deciding where to pledge their loyalty, and ultimately, their dollars.
- In the world of impersonal mobile engagement, customers have set the bar high when deciding where to pledge their loyalty, and ultimately, their dollars.
- In the world of impersonal mobile engagement, customers have set the bar high when deciding where to pledge their loyalty, and ultimately, their dollars.
- Ask questions like: What did they look for? What experience was most helpful? What would they do again? What wouldn’t they do again?
- Ask questions like: What did they look for? What experience was most helpful? What would they do again? What wouldn’t they do again?
- Ask questions like: What did they look for? What experience was most helpful? What would they do again? What wouldn’t they do again?
- Ask questions like: What did they look for? What experience was most helpful? What would they do again? What wouldn’t they do again?
- Ask questions like: What did they look for? What experience was most helpful? What would they do again? What wouldn’t they do again?
- Remember, ask at the right place, the right time, the right person Learn through listening Communicate with them through mobile On your mobile site or in your app
- Don’t wait for customers to come to you; you have to find them and go talk with them. Include example of a Note, or a few examples of Notes What’s our favorite example of a Survey?
- Don’t wait for customers to come to you; you have to find them and go talk with them. Include example of a Note, or a few examples of Notes What’s our favorite example of a Survey?
- Get into app indexing before others Get into deeplinking if you’re not
- Get into app indexing before others Get into deeplinking if you’re not
- Conversations. Start them. Have them. Use thoughtful language and be personal Aim to make your mobile experience feel like the café around the corner rather than the enterprise, no matter what size your business is. These are bad examples
- Conversations. Start them. Have them. Use thoughtful language and be personal Aim to make your mobile experience feel like the café around the corner rather than the enterprise, no matter what size your business is. These are bad examples
- Conversations. Start them. Have them. Use thoughtful language and be personal Aim to make your mobile experience feel like the café around the corner rather than the enterprise, no matter what size your business is. These are good examples
- Conversations. Start them. Have them. Use thoughtful language and be personal Aim to make your mobile experience feel like the café around the corner rather than the enterprise, no matter what size your business is. These are good examples