Designing Satifsfying Mobile Customer Experience

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    02-Jul-2015

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This presentation updates customer experience and mobile marketing in Roberts and Zahay Internet Marketing: Integrating Online and Offline strategies. Smartphone and tablets are ubiquitous in our lives and are deeply engaged in many of our activities. Satisfactory mobile customer experience is critical. It is a huge marketing challenge for reasons of both integrated marketing strategy and technology. This presentation looks as importance, challenges and ways to design satisfactory CX.

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<ul><li> 1. 1DESIGNING SATISFYINGMOBILE CUSTOMER EXPERIENCESupplements Rewarding Customer Experience Section, Chapter 12Mobile Marketing Section, Chapter 16Mary Lou Roberts, Debra ZahaySeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay</li></ul> <p> 2. 2MOBILE NOW ACCOUNTS FOR 60% OF ALL DIGITAL TIMESeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 3. 3AND APP USE ACCOUNTS FOR MAJORITYhttp://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/September 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 4. 4ECOMMERCE CONTINUES TO GROW MCOMMERCE CONTINUES TO TAKE LARGER SHAREhttp://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756September 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 5. 5THINK ABOUT YOUR LAST SIGNIFICANT PURCHASE.WHAT ROLE (OR ROLES) DID MOBILE PLAYIN YOUR PURCHASE PROCESS?September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 6. 6Impact Of MobileOn the Customer JourneyIs Much GreaterThan Sales AloneSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 7. 7http://www.nielsen.com/us/en/insights/news/2013/a-mobile-shoppers-journey--from-the-couch-to-the-store--and-back.htmlSSeptember 2014 To Accompany Internet Marketing, 3rd ed. 8. 8MOBILE MORE THAN SMARTPHONES AND TABLETShttp://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1September 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 9. 9IN RESPONSE, FACEBOOK OFFERINGMULTI-DEVICE TRACKING FOR ITS ADShttps://www.facebook.com/business/news/cross-device-measurementSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 10. 10FORRESTER ASKS:WHY CUSTOMER EXPERIENCE, WHY NOWJanuary 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 11. 11ANSWERS:CUSTOMER EXPERIENCE DRIVES GREATER LOYALTYAnd We Know From CRMThat Loyalty Drives SalesFORRESTER PERSPECTIVE: The Business Impact Of Customer ExperienceSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 12. 12CUSTOMER EXPERIENCE CX IS NOT A SINGLE EVENT.IT IS THE SUM OF ALL OF CUSTOMER INTERACTIONSAND THE RESULTING PERCEPTIONSOF THE BRAND.January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 13. 13THE QUALITY OF THE MOBILE EXPERIENCEIS CRITICALJanuary 2014 To Accompany Internet Marketing, 3rd ed. 14. 14MOBILE EXPERIENCE IS CUSTOMER EXPERIENCEhttps://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trendsSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 15. 15MOBILE STRATEGIES MUST BE INTEGRATED WITH CORE DIGITALSTRATEGIESSearchWeb siteobjectivesEmailMobileSocial 16. 16MOBILE IS NOT A CHANNEL Mobile Describes the Platform/Layer for Messaging Email SMS MMS Apps Mobile Web Site There Are Many Mobile Devices Smart phones Tablets Wearables The Devices Are Limited Small Display Limited Memory Slower Speed (Connection Issues)September 2014 To Accompany Internet Marketing, 3rd ed. 17. 17MOBILE LENDS ITSELF TO Gamification of marketing Microsites Sound (Video) bitesSeptember 2014 To Accompany Internet Marketing, 3rd ed. 18. 18 DOMAINE CHANDONS SUMMER AD FEATURESLIMITED EDITION BOTTLEhttp://www.luxurydaily.com/domaine-chandon-creates-mobile-ad-to-showcase-limited-edition/September 2014 To Accompany Internet Marketing, 3rd ed. 19. LUFTHANSA DEBUTS NEW SELFIE AD UNIT 19WITH SOCIAL MEDIA POSTCARDhttp://mobilemarketingmagazine.com/opera-mediaworks-celtra-selfieSeptember 2014 To Accompany Internet Marketing, 3rd ed. 20. 20CU DIRECTLY IMPACTS SALES AS WELL AS LOYALTYhttp://www.cmocouncil.org/webcast.php?id=31September 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 21. 21TEMKIN MODEL PROVIDES CX STRATEGY GUIDANCE A Customer Experience Is Composed Of EMOTIONAL Components That Affect How People Feel About the Brand FUNTIONAL Components That Ensure That All Aspects of the ExperiencePerform Correctly ACCESSIBLE Components That Make It Easy for Customers To Do WhatThey Want To DoSeptember 2014 To Accompany Internet Marketing, 3rd ed.http://uxmag.com/articles/the-total-experienceMary Lou Roberts and Debra Zahay 22. 22TEXT DISCUSSES CUSTOMER EXPERIENCEDIMENSIONS ON WEBSITE Physical Presence and Appearance Disney Transfers Magic of Theme Park to Web San Diego Zoo Features Animal Stars, Some on Webcams Cognition Both Use Multiple Tools Videos, Blogs &amp; More - To ProvideContent Emotion or Attitude Disney Characters and Zoo Animals Play Prominent Roles Connectedness In Both Cases the Visitor Experience is Portrayed and Enhanced(Online Tickets, for example)September 2014 To Accompany Internet Marketing, 3rd ed.Internet Marketing, p. 336Mary Lou Roberts and Debra Zahay 23. 23MOBIL EXPERIENCE PRINCIPLE 1Everything Said About Customer ExperienceIn Other Contexts (e.g. Website, Retail Customer Service)Applies to the Mobile Customer ExperienceSeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 24. 24HAVE YOU HAD EITHER A VERY GOODOR A VERY BADEXPERIENCE IN A COMMERCIAL MOBILE CONTEXT(NOT A PERSONAL COMMUNICATIONS CONTEXT)?September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 25. 25EXPERIENCE CAN OCCUR IN ANY CUSTOMER TOUCHPOINT/CHANNEL-USUALLYIN A COMBINATION OF CHANNELS-BOTH ON AND OFF LINESeptember 2014 To Accompany Internet Marketing, 3rd ed. 26. 26There Are Many Possible Channels Depending OnCustomer NeedsHabitual Customer BehaviorsNature of Product/ServiceBrand Characteristicsand MoreSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 27. 27STAGES OFCUSTOMER JOURNEYBOTH ON ANDOFFLINESeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 28. 29 SOCIAL AND MOBILE ARE INTERRELATED,ESPECIALLY FOR MILLENNIALSSeptember 2014 To Accompany Internet Marketing, 3rd ed.https://blogs.oracle.com/thecxjourney/entry/simple_tips_to_design_aMary Lou Roberts and Debra Zahay 29. 30MOBILE EXPERIENCE PRINCIPLE 2All Channels Must Work TogetherOr Customers Will Be LostSeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 30. BANKING EXAMPLE WITH VARIOUS CHANNELS 31AS INITIAL POINT OF ENTRYSeptember 2014 To Accompany Internet Marketing, 3rd ed.http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journeyMary Lou Roberts and Debra Zahay 31. 32MOBILE SO UBIQUITOUS IT AFFECTS MANY CHANNELShttp://www.slideshare.net/tkawaja/lumas-2014-mma-summit-keynoteSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 32. 33MOBIL EXPERIENCE PRINCIPLE 3Creating Satisfactory Customer ExperienceIs Even More Difficult In The Mobile SpaceMust Be Delivered:At Appropriate MomentIn Appropriate Context (e.g. Shopping, Searching for a Restaurant)On Customers Choice of DeviceSeptember 2014 To Accompany Internet Marketing, 3rd ed.Internet MarketingSee Table 16.1, p. 443Mary Lou Roberts and Debra Zahay 33. 34FORRESTER CALLS IT A MOBILE MOMENTA MOBILE MOMENTIs A Point in Time and SpaceWhen Someone Pulls Out a Mobile DeviceTo Get What He or She WantsImmediately, In Contexthttp://solutions.forrester.com/mobile/landing-61Q6-3212NK.htmlSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 34. 35MOBILE DRIVERS OF BEHAVIOR Immediacy As Soon As The Customer Accesses The Mobile Device Simplicity Easy To Get Whatever The Customer Wants e.g., Information, Access To A Service, Purchase A Product Context The Customers Location, Attitudes, Past BehaviorsSeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 35. 36EXAMPLESSeptember 2014 To Accompany Internet Marketing, 3rd ed.The Future of Mobile eBusintssForrester Research, 2012Mary Lou Roberts and Debra Zahay 36. 37 CONTEXT IS LAYERED, COMPLEXCUSTOMER DATA HELPS TO UNDERSTANDhttp://www.smashingmagazine.com/2012/07/12/elements-mobile-user-experience/September 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 37. 38PLOTTING A MOBILE MOMENT @ STARBUCKSSeptember 2014 To Accompany Internet Marketing, 3rd ed.http://solutions.forrester.com/mymobilemomentMary Lou Roberts and Debra Zahay 38. 39DESIGNING EXPERIENCE FOR SCREEN-AGNOSTIC KIDSNICKELODEON LAUNCHES NEW NICK.COM WITH UNIQUEHORIZONTAL LAYOUT, EDGE-TO-EDGE DESIGN, TVEVERYWHERE AND SLATE OF ORIGINAL, DIGITAL-ONLY SERIESNick.coms New Design Inspired by Nets Successful Mobile Nick AppSlate of Original Digital-Only Series on Nick.com with Debut ofAnimated Welcome to the WayneExtensive Use of Do Not Touch Buttonhttp://www.nickandmore.com/2014/07/31/new-nick-com-website-design-launches/September 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 39. 40The AppSeptember 2014 To Accompany Internet Marketing, 3rd ed.You Have ToExperience ItFor Yourself!The SiteMary Lou Roberts and Debra Zahay 40. 42MAPPING THE CUSTOMER EXPERIENCE IS NECESSARYA TEMPLATE FROM SERVICES MARKETINGSeptember 2014 To Accompany Internet Marketing, 3rd ed.http://servicedesign.wikispaces.com/Service+BlueprintMary Lou Roberts and Debra Zahay 41. 43 ACTUAL CX MAP (RAIL EUROPE)OFTEN VERY COMPLEXSeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 42. 44IDENTIFYING CUSTOMER TOUCHPOINTSSeptember 2014 To Accompany Internet Marketing, 3rd ed. http://www.serviceMdeasrigyn Ltoouo lRso.obregr/ttso aonlsd/ 8Debra Zahay 43. 45DIFFERENT TECHNIQUESALL FOCUS ON STAGES IN CUSTOMER JOURNEYhttp://www.touchpointdashboard.com/2011/12/cooking-up-a-winning-customer-journey-map-part-ii-the-recipe/September 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 44. 46TOOLS LIKE MAPPINGARE IMPORTANTBUTGOOD CXIS PEOPLE-INTENSIVESeptember 2014 To Accompany Internet Marketing, 3rd ed.www.customerexperiences.co.nzMary Lou Roberts and Debra Zahay 45. 47 THINKING ABOUT YOUR GOOD OR BAD EXPERIENCEDO YOU THINK IT WAS ATECHNICAL SYSTEMS FAILURE ORA FAILURE OF HUMAN SERVICE DELIVERY?WHAT DEPARTMENT IN THE BUSINESSSHOULD BE TASKED WITH FIXING THE PROBLEM?September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 46. 48MOBILE WILL CONTINUE TO GROW IN IMPORTANCESeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 47. 49MORE PEOPLE ARE USING MOBILE MORESeptember 2014 To Accompany Internet Marketing, 3rd ed.http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1Mary Lou Roberts and Debra Zahay 48. 50AND THE FINANCIAL IMPACT CONTINUES TO GROWhttp://www.business2community.com/mobile-apps/uncovered-future-mobile-marketing-0844995#!bE81zVSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 49. 51MOBILE REVENUE HAS SEVERAL COMPONENTShttp://www.slideshare.net/JrmePerani/digi-capital-mobileinternetinvestmentreviewq22014summarySeptember 2014 To Accompany Internet Marketing, 3rd ed.Mary Lou Roberts and Debra Zahay 50. 52WHAT COMES AFTER SMARTPHONES AND TABLETS?September 2014 To Accompany Internet Marketing, 3rd ed.http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1Mary Lou Roberts and Debra Zahay 51. 53January 2014 To Accompany Internet Marketing, 3rd ed.http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1Mary Lou Roberts and Debra Zahay 52. 54COMPANIES THAT WIN IN THIS ENVIRONMENTWILL DELIVER SEAMLESS, SATISFYING CXhttp://www.cisco.com/cisco/web/UK/solutions/executive/pdf/Connected_Mobile_Experience_POV_Paper_EN.pdfSeptember 2014 To Accompany Internet Marketing, 3rd ed. 53. 55DELIVERING SEAMLESS, SATISFYING CX ISCOMPLEX (THE CUSTOMER JOURNEY)TIME-CONSUMING (USING DATA TO UNDERSTAND)PEOPLE-INTENSIVE (PEOPLE DELIVER SERVICE)September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 54. 56ACHIEVING MOBILE MATURITYSeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 55. 57FEW COMPANIES SEE THEMSELVES AHEAD OF COMPETITORSSeptember 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 56. 58DATA INDICATES MOST BUSINESSES IN EARLY STAGESSeptember 2014 To Accompany Internet Marketing, 3rd ed.Mobile Maturity Benchmark ReportUrban AirshipMary Lou Roberts and Debra Zahay 57. 59IF MOBILE IS A KEY TO LOYALTY &amp; SALESANDACHIEVING SATISFACTORY MOBILE CX ISCOMPLEX, TIME CONSUMINGJanuary 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 58. 60SHOULDNT IT BE AMAJOR BUSINESS FOCUS?January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay 59. 61 RESOURCES FOR MOBILE MARKETING EXPERIENCE The Mobile Mind Shift, Ted Schandler, Josh Bernoff, Julie Ask, Forrester Research, Groundswell Press, Cambridge,MA 2014. Lessons from the Leading Edge of Customer Experience Managementhttp://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/hbr-leading-edge-customer-experience-mgmt-107061.pdf The Digital Consumer, Nielsen, February 2014http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/the-digital-consumer-report-feb-2014.pdf The U.S. Mobile App Report, ComScorehttp://mat1.gtimg.com/tech/2014/pdf/The_US_Mobile_App_Report.pdf The Contextual Map Robert Schmohl and Uwe Baumgatenhttp://mediatum.ub.tum.de/doc/1115362/1115362.pdf How Digital is Transforming Retail: The View from eBay, with videoshttp://www.mckinsey.com/insights/consumer_and_retail/how_digital_is_transforming_retail_the_view_from_ebay?cid=DigitalEdge-eml-alt-mip-mck-oth-1407 Exceed Mobile Expectations, Adobe OnDemand Webinarhttp://success.adobe.com/en/na/programs/products/digitalmarketing/aem/1404-49112-aem-mobile-personalization.html?s_rtid=70114000002JC6YAAW&amp;s_iid=701a0000002IhEXAA0&amp;sfid=0033000001CyfzTAARJanuary 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay </p>

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