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Driving Efficiencies with Mobile Technologies

Eric Fletcher / Christopher Kubala

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Introduction

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Momentum in Mobility

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Facebook’s analytics team

54% Use their phones while lying in bed.

30% Check their phones at the dinner table.

39% Admit to using their phones while in the bathroom.

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Last few years… What has mobile done?

ELECTION OF POPE FRANCIS ST. PETERS SQUARE

ELECTION OF POPE BENEDICT ST. PETERS SQUARE

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What have mobile users become?

More: - Knowledgeable - Demanding - Empowered - Collaborative - Diverse - Interactive - On the move

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Traditional Funnel

DISCOVER

CONSIDER

EVALUATE

PURCHASE

USE

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Continuous Customer experience

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What does mobile mean today and tomorrow?

Provider Strategy

BE ENGAGED IN THEIR ECO-SYSTEM Community + Influence vs. Push + Control

BE AT CHANNEL OF CHOICE Anywhere, Anytime, Increasingly Self-serve

BE RELEVANT Relevance + Dialogue = Influence on Choice

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What does mobile mean today?

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What does mobile mean tomorrow?

Car purchasing influence by cost to

insure

Contextual messaging creates connection with

agent

Solidify loyalty as a trusted advisor

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How do organizations start

Omni-Channel Cross-Channel Multi-Channel Single Channel

Bulk of revenue from one channel…

Traditional brick and

mortar retailer

Pure play online retailer

Different channels in silos…

Siloed business units

Agent locator

High level customer service

Product variety

Differentiated services

Some cross channel capabilities…

Single brand access

across all channels

Separate supply chains

and systems

Unified experience…

Flexibility and seamless

awareness

Full product offering across

all channels

Single view for the

customer across all

channels

Single organization

servicing all channels

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One total experience for your customer

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For a typical global 2000 company. Source: Forrester Research, Inc.

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Iterate and learn

Minimize the total time through

the loop

Define success: What is our minimum value product? What is needed to go-to-market?

Put in place: A way to measure progress

Mentality: Flexible, ok with the uncomfortable, desire to learn.

Culture of innovation Lean team required:

Product / business Technical Creative

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Learning from Facebook

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Learning from Best Buy

After Best Buy lost $1.2 billion during 2012, the world’s largest consumer electronics retailer looked like it was headed toward the same discontinued item bin as onetime rival Circuit City, which went bankrupt four years earlier.

2012 “Renew Blue” Campaign • Added store pickup • Made 200 changes to its online store • Combined online and physical store

operations 40 percent of shoppers on Bestbuy.com have chosen the the option to pick up their purchases in stores. No one could have predicted that because no one had tried it before. - Scott Durchslag President e-Commerce, Best Buy

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Where to Start

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Wrapping up.

• Mobile technologies has changed the way customers perceive and interact with brands

• To take advantage of this opportunity businesses need transition from transaction based interactions to focus on customer moments

• This can be done by adopting an omni-channel program lead by a unified business and technology teams