Harnessing Location to Improve the Customer Experience

Kamran Saeed [brainstorm.co.uk] 1st Oct – 2012 MML

def. a lo·ca·tion based services (LBS) provide the ability to discover the geographical location of a mobile device and then deliver services based on that location.

“simply put, location changes everything”

- matthew honan, wired magazine

LBS techniques

Close Proximity using Wi-Fi, WLAN etc. for engagement in closed locations

GPS (Check-in) typically mobile apps for social, sharing etc.

GSM Localisation: Geo-fencing geo-fencing to deliver security, utility, marketing services etc.

Geo-fence services types

Local Offers / Coupons

Traffic Updates

Enhanced Emergency Services

Locating People / Assets & People In Your Area

Utility (Banking, Lifestyle)

Service Engagement Notifications

Case Study

Text

> 2.3m impressions

> near 1% click through rate

6

Source: Microsoft, Location Based Services Usage & Perception Survey – 1,500 respondents across UK, US, Germany, Canada and Japan

Barriers and challenges

Perception Distinctly negative perception has hindered adoption

Value SP’s need to offer more convenient and valuable services in order to make consumers experience the benefits

Trust A wild west scenario will not help consumer peace of mind

In 2010 a big brand coffee chain trialled a location-based mobile marketing service’ – why haven’t we seen more?

Access Operator’s still nervous about exposing location source

Monetisation Operator’s/SP’s still undecided on a model

Security Security implications around location not yet fully known and personal privacy still highly guarded

Tips for a successful LBS strategy (1/2)

Don’t abuse Customer location is privileged information, so don’t overkill or abuse it

Super-Context Understand why you’re communicating and make it valuable for the consumer

Don’t exclude Make your service device agnostic and don’t limit to niche devices (GF reaches 92% devices)

Mobile is different Don’t just replicate your internet strategy for mobile and consider the design of mobile

Passion appeal Align the audience with products/services they are passionate about – ‘relevant’

Accuracy Make sure your location content is actually timely and local

Value What you serve must be of value or able to drive real utility

Watch for trends Traditional products/service are all going digital, so look for opportunities

Be creative Study campaigns that win and understand why they do – be genuinely different

Be realistic Outline your goals at the start and ensure you measure success (physical click-through’s)

Tips for a successful LBS strategy (2/2)

How to enhance the experience

Profile Behaviour

Location

The Experience

Relevance &

Context

360

360

360

Compelling LBS examples

What’s the common theme?

Utility

-  Content relevant experience

-  Cost efficiency in heating management

-  Revenue opportunity to serve product promos

Benefits

Travel

-  Product simplicity -  Sustainable customer

engagement (securing long term revenues)

Benefits -  Operational/cost efficiency

for FO’s -  Customer peace of mind -  Enhanced customer

journey -  Drive FSP revenues

Money

Benefits

Brand advocacy and value!

Lifestyle & Business

-  Context relevant experience

-  Time management -  Revenue opportunity to

serve product promos

Benefits

What to expect in the future

‘big data-driven location based services’

MoLoDat [mobile location data]

Enabling marketers to provide ever more hyper-targeted location based mobile services

Greater usage Greater data collection Data driven services

Remember....

Thank you kamran.saeed@brainstorm.co.uk

It’s all about crafting the experience,

which in turn will enhance perception,

ultimately leading to adoption!