Technology Strategies For The Mobile Mind Shift

Technology Strategies

For The Mobile Mind Shift

Vice President & Principal Analyst

July 8, 2014

Ted Schadler

The mobile mind shift

The expectation that I

can get what I want in

my immediate context

and moments of need

© 2014 Forrester Research, Inc. Reproduction Prohibited 3 #mobilemindshift

Companies

Platforms

People

Processes

Mind Devices Applications

The mobile mind shift will penetrate the beating heart of your business . . .


. . . and present throughout every step of a customer’s journey Marketing:

Manufactured moment

Borrowed moment

Marketing:

Loyalty moment

Sales:

Influenced sale moment

Sales:

Impulse buy moment Customer service:

Service moment Product:

Setup moment

Use moment

Care moment Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For

Customer-Obsessed Enterprises” Forrester report

Marketing:

Social Depth moment


What matters in a mobile moment?

› Who is seeking help?

› What kind of device (and network) is she using?

› What is her motivation?

› What is her physical and emotional context?

› Where is she on her journey?

› What can you do to serve her in that moment?


-2 minutes

Mobile moments matter to employees and your business processes, too

-2 hours event

-Review service

ticket

-Align dish

-Configure set-top box

-Sell audio system

-Record signature

-Record sale

-Review appointments

-Confirm next visit

-Get directions

-Log service report

-Confirm next visit

Who are we serving?

Field technician

What is their context?

Standing in front of the customer

What is the motivation?

To record proof of service

Who are we serving?

Field technician

What is their context?

Outside customer’s home

What is the motivation?

To prep for service call

After


The IDEA cycle: the business discipline to win in the mobile moment

Analyze

results to monitor

performance and

optimize outcomes.

Engineer

your platforms,

processes, and

people for mobile.

Design

the mobile

engagement.

Identify

the mobile

moments and

contexts.

Start small

with a platform

to extend..


To win the mobile moments, the app experience must be:

› Intuitive

› Task-oriented

› Contextual

› Able to flex, scale, and grow


Companies

Platforms

People

Processes

Mind Devices Applications

And means making big changes at the core of your business


Engineer your systems

› Are your platforms ready to

support mobile engagement?

› Are your processes designed

for mobile moments?

› Are people organized to

rapidly deploy services?


And that means APIs to your core processes


You need a new technology approach

Systems of engagement help

customers take the next best action

in their immediate context and

moments of need


. . . and a new business technology strategy

Network

Hardware/infra

structure

Software

Data

Systems of record

UX

Infrastructure

Software

Data

Systems of engagement

UX

Network

Design

starts with

engagement

Design

starts with

transactions


Client tier

Delivery tier

Aggregation tier

Services tier • On-premises transaction & content systems

• Some services cloud hosted

• Data security managed here

• Smartphones & tablets & API consumers

• Manage software and policy on the device

• Outstanding experience online & offline

• Asynchronous, event-driven content layer

• Scale out to Internet proportions

• Cloud or cloud-connected

• Most app logic and integration happens here

• On-premises or cloud-hosted

• Analytics data store & algorithms here

Built on a four-tier engagement platform


Analyze results to monitor performance and optimize outcomes

› Performance & operational metrics to know what’s going

on at all times

› Business metrics to drive investment

› Customer and experience insights to improve the

experience over time

› Real-time analytics to power great mobile moments


Remember this . . .

› The mobile mind shift will

transform business.

› The new competitive

battleground is the mobile

moment.

› Identify, design, engineer,

analyze . . . and repeat.


› Watch the three-part Mobile Mind Shift Webinar

Series, and download the presentation slides

› Download a complimentary report, "Four Steps

To Win In The Mobile Moment"

› Download the first two chapters of Forrester's

book The Mobile Mind Shift

Next Steps

https://solutions.forrester.com/mobile-mind-shift-webinar?cmpid=mkt:soc:ss:MMSSeries3

https://solutions.forrester.com/mobile-mind-shift-webinar?cmpid=mkt:soc:ss:MMSSeries3

https://solutions.forrester.com/mobile/landing-61Q6-3213EB.htmll?cmpid=mkt:soc:ss:MMSSeries3

https://solutions.forrester.com/mobile/landing-61Q6-3213EB.htmll?cmpid=mkt:soc:ss:MMSSeries3

https://solutions.forrester.com/mobile/landing-61Q6-3240OS.html?cmpid=mkt:soc:ss:MMSSeries3