Designing Satisfying Mobile Customer Experience rev. Nov 2014

1

DESIGNING SATISFYING MOBILE CUSTOMER EXPERIENCE

Supplements Rewarding Customer Experience Section, Chapter 12

Mobile Marketing Section, Chapter 16

Mary Lou Roberts, Debra Zahay

Revised November 2014

Mary Lou Roberts and Debra ZahaySeptember 2014 To Accompany Internet Marketing, 3rd ed.

2

MOBILE NOW ACCOUNTS FOR 60% OF ALL DIGITAL TIME

September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

3

AND APP USE ACCOUNTS FOR MAJORITY

September 2014 To Accompany Internet Marketing, 3rd ed.

http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/

Mary Lou Roberts and Debra Zahay

4

ECOMMERCE CONTINUES TO GROW –MCOMMERCE CONTINUES TO TAKE LARGER SHARE


http://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756


5

THINK ABOUT YOUR LAST ‘SIGNIFICANT‘ PURCHASE.

WHAT ROLE (OR ROLES) DID MOBILE PLAYIN YOUR PURCHASE PROCESS?


6


Impact Of Mobile

On the Customer Journey

Is Much Greater

Than Sales Alone


7


http://www.nielsen.com/us/en/insights/news/2013/a-mobile-shoppers-journey--from-the-couch-to-the-store--and-back.htmlS

8

MOBILE MORE THAN SMARTPHONES AND TABLETS


http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1


9

IN RESPONSE, FACEBOOK OFFERINGMULTI-DEVICE TRACKING FOR ITS ADS


https://www.facebook.com/business/news/cross-device-measurement


10

FORRESTER ASKS:

“WHY CUSTOMER EXPERIENCE, WHY NOW”

January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

11

ANSWERS:

“CUSTOMER EXPERIENCE DRIVES GREATER LOYALTY”


And We Know From CRMThat Loyalty Drives Sales

FORRESTER PERSPECTIVE: The Business Impact Of Customer Experience


12

CUSTOMER EXPERIENCE – CX –IS NOT A SINGLE EVENT.

IT IS THE SUM OF ALL OF CUSTOMER INTERACTIONSAND THE RESULTING PERCEPTIONS

OF THE BRAND.


13

THE QUALITY OF THE MOBILE EXPERIENCE

IS CRITICAL

January 2014 To Accompany Internet Marketing, 3rd ed.

14

“MOBILE EXPERIENCE IS CUSTOMER EXPERIENCE”


https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends


15

MOBILE STRATEGIES MUST BE INTEGRATED WITH CORE DIGITAL STRATEGIES

Web site objectives

Search

Email

Mobile

Social

16

MOBILE 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)


17

MOBILE LENDS ITSELF TO

• Gamification of marketing

• Microsites

• Sound (Video) bites


18DOMAINE CHANDON’S SUMMER AD FEATURES LIMITED EDITION BOTTLE


http://www.luxurydaily.com/domaine-chandon-creates-mobile-ad-to-showcase-limited-edition/

19LUFTHANSA DEBUTS NEW SELFIE AD UNIT WITH SOCIAL MEDIA POSTCARD


http://mobilemarketingmagazine.com/opera-mediaworks-celtra-selfie

20

CU DIRECTLY IMPACTS SALES AS WELL AS LOYALTY


http://www.cmocouncil.org/webcast.php?id=31


21

TEMKIN 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 Experience

Perform Correctly

• ACCESSIBLE Components That Make It Easy for Customers To Do What

They Want To Do


http://uxmag.com/articles/the-total-experience


22

• 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 & More - To Provide

Content

• 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)


Internet Marketing, p. 336

TEXT DISCUSSES CUSTOMER EXPERIENCE DIMENSIONS ON WEBSITE


23

MOBIL EXPERIENCE PRINCIPLE 1

Everything Said About Customer Experience

In Other Contexts (e.g. Website, Retail Customer Service)

Applies to the Mobile Customer Experience


24

HAVE YOU HAD EITHER A VERY GOOD

OR A VERY BAD

EXPERIENCE IN A COMMERCIAL MOBILE CONTEXT

(NOT A PERSONAL COMMUNICATIONS CONTEXT)?


25

EXPERIENCE CAN OCCUR IN ANY CUSTOMER TOUCHPOINT/CHANNEL-USUALLY IN A COMBINATION OF CHANNELS-BOTH ON AND OFF LINE


26


There Are Many Possible Channels Depending On

Customer NeedsHabitual Customer Behaviors

Nature of Product/ServiceBrand Characteristics

and More


27

STAGES OF CUSTOMER JOURNEY

BOTH ON AND OFFLINE


29SOCIAL AND MOBILE ARE INTERRELATED,ESPECIALLY FOR MILLENNIALS


https://blogs.oracle.com/thecxjourney/entry/simple_tips_to_design_a


30

MOBILE EXPERIENCE PRINCIPLE 2

All Channels Must Work Together

Or Customers Will Be Lost


31BANKING EXAMPLE WITH VARIOUS CHANNELSAS INITIAL POINT OF ENTRY


http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journey


32

MOBILE SO UBIQUITOUS IT AFFECTS MANY CHANNELS


http://www.slideshare.net/tkawaja/lumas-2014-mma-summit-keynote


Some Marketers Argue That Mobile

is a STRATEGY

33

MOBIL EXPERIENCE PRINCIPLE 3

Creating Satisfactory Customer Experience

Is Even More Difficult In The Mobile Space

Must Be Delivered:

At Appropriate Moment

In Appropriate Context (e.g. Shopping, Searching for a Restaurant)

On Customer’s Choice of Device


Internet MarketingSee Table 16.1, p. 443


34

FORRESTER CALLS IT A “MOBILE MOMENT”

A MOBILE MOMENT

Is A Point in Time and Space

When Someone Pulls Out a Mobile Device

To Get What He or She Wants

Immediately, In Context


http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html


35

MOBILE 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 Customer’s Location, Attitudes, Past Behaviors


36

EXAMPLES


The Future of Mobile eBusintssForrester Research, 2012


37

CONTEXT IS LAYERED, COMPLEXCUSTOMER DATA HELPS TO UNDERSTAND


http://www.smashingmagazine.com/2012/07/12/elements-mobile-user-experience/


38

PLOTTING A MOBILE MOMENT @ STARBUCKS


http://solutions.forrester.com/mymobilemoment


39

DESIGNING EXPERIENCE FOR SCREEN-AGNOSTIC KIDS


“NICKELODEON LAUNCHES NEW NICK.COM WITH UNIQUE HORIZONTAL LAYOUT, EDGE-TO-EDGE DESIGN, TV

EVERYWHERE AND SLATE OF ORIGINAL, DIGITAL-ONLY SERIES

Nick.com’s New Design Inspired by Net’s Successful Mobile Nick App”

Slate of Original Digital-Only Series on Nick.com with Debut of Animated Welcome to the Wayne

Extensive Use of “Do Not Touch” Buttonhttp://www.nickandmore.com/2014/07/31/new-nick-com-website-design-launches/


40


The App

You Have ToExperience ItFor Yourself!

The Site


42

MAPPING THE CUSTOMER EXPERIENCE IS NECESSARYA TEMPLATE FROM SERVICES MARKETING


http://servicedesign.wikispaces.com/Service+Blueprint


43ACTUAL CX MAP (RAIL EUROPE) OFTEN VERY COMPLEX


44

IDENTIFYING CUSTOMER TOUCHPOINTS

September 2014 To Accompany Internet Marketing, 3rd ed. http://www.servicedesigntools.org/tools/8Mary Lou Roberts and Debra Zahay

45

DIFFERENT TECHNIQUESALL FOCUS ON STAGES IN CUSTOMER JOURNEY


http://www.touchpointdashboard.com/2011/12/cooking-up-a-winning-customer-journey-map-part-ii-the-recipe/


46

TOOLS LIKE MAPPING ARE IMPORTANT

BUTGOOD CX

IS PEOPLE-INTENSIVE


www.customerexperiences.co.nz


47

THINKING ABOUT YOUR GOOD OR BAD EXPERIENCE

DO YOU THINK IT WAS A

TECHNICAL SYSTEMS FAILURE OR A FAILURE OF HUMAN SERVICE DELIVERY?

WHAT DEPARTMENT IN THE BUSINESS SHOULD BE TASKED WITH FIXING THE PROBLEM?


48

MOBILE WILL CONTINUE TO GROW IN IMPORTANCE


49

MORE PEOPLE ARE USING MOBILE MORE




50

AND THE FINANCIAL IMPACT CONTINUES TO GROW

September 2014 To Accompany Internet Marketing, 3rd ed.http://www.business2community.com/mobile-apps/uncovered-future-mobile-marketing-0844995#!bE81zV


51

MOBILE REVENUE HAS SEVERAL COMPONENTS


http://www.slideshare.net/JrmePerani/digi-capital-mobileinternetinvestmentreviewq22014summary


52

WHAT COMES AFTER SMARTPHONES AND TABLETS?

September 2014 To Accompany Internet Marketing, 3rd ed.http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1


53

January 2014 To Accompany Internet Marketing, 3rd ed.



54

COMPANIES THAT WIN IN THIS ENVIRONMENT WILL DELIVER SEAMLESS, SATISFYING CX


http://www.cisco.com/cisco/web/UK/solutions/executive/pdf/Connected_Mobile_Experience_POV_Paper_EN.pdf


55


WHAT BEST PRACTICES SUPPORT SATISFYING CX?THE IMPORTANCE OF INTEGRATED STRATEGY—BEYOND CAMPAIGNS, BEYOND DEVICES

http://www.cmocouncil.org/current_program_details.php?pid=122


56

DELIVERING SEAMLESS, SATISFYING CX IS

COMPLEX (THE CUSTOMER JOURNEY)

TIME-CONSUMING (USING DATA TO UNDERSTAND)

PEOPLE-INTENSIVE (PEOPLE DELIVER SERVICE)


57

ACHIEVING MOBILE MATURITY


58

FEW COMPANIES SEE THEMSELVES AHEAD OF COMPETITORS


59

DATA INDICATES MOST BUSINESSES IN EARLY STAGES


Mobile Maturity Benchmark ReportUrban Airship


60

IF MOBILE IS A KEY TO LOYALTY & SALES

AND

ACHIEVING SATISFACTORY MOBILE CX IS COMPLEX, TIME CONSUMING


61

SHOULDN’T IT BE A MAJOR BUSINESS FOCUS?


62

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 Management”

http://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/hbr-leading-edge-customer-experience-mgmt-107061.pdf

• “The Digital Consumer,” Nielsen, February 2014

http://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,” ComScore

http://mat1.gtimg.com/tech/2014/pdf/The_US_Mobile_App_Report.pdf

• “The Contextual Map” Robert Schmohl and Uwe Baumgaten

http://mediatum.ub.tum.de/doc/1115362/1115362.pdf

• “How Digital is Transforming Retail: The View from eBay,” with videos

http://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 Webinar

http://success.adobe.com/en/na/programs/products/digitalmarketing/aem/1404-49112-aem-mobile-personalization.html?s_rtid=70114000002JC6YAAW&s_iid=701a0000002IhEXAA0&sfid=0033000001CyfzTAAR


http://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/hbr-leading-edge-customer-experience-mgmt-107061.pdf

http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014 Reports/the-digital-consumer-report-feb-2014.pdf

http://mat1.gtimg.com/tech/2014/pdf/The_US_Mobile_App_Report.pdf

http://mediatum.ub.tum.de/doc/1115362/1115362.pdf

http://www.mckinsey.com/insights/consumer_and_retail/how_digital_is_transforming_retail_the_view_from_ebay?cid=DigitalEdge-eml-alt-mip-mck-oth-1407

http://success.adobe.com/en/na/programs/products/digitalmarketing/aem/1404-49112-aem-mobile-personalization.html?s_rtid=70114000002JC6YAAW&s_iid=701a0000002IhEXAA0&sfid=0033000001CyfzTAAR

Education

Designing Satisfying Mobile Customer Experience rev. Nov 2014