Mobile, Brands and Service
Mobile as a Tool to
Deliver a Better Customer Experience
London - September 2013
Mobile devices can
connect consumers to brands at
every stage of their journey
**Mary Meeker, KPCB, 2013
Mobile doesn’t sit on its own
• 80% of smartphone owners use their device in conjunction
with other media*
• 10% of media time is spent using mobile**
• Just 7% is now spent in print media**
Yet brands fail to
There are many tools
brands can use to
Just 63% of the top 100 brands have a
mobile optimised website*
Problem 1 - Inconvenience
52% of UK mobile users have
received a spam SMS
25% of those are from brand
they already know*
*DMA Spam Study, 2011
Problem 2 - Trust
Problem 3 - Lack of customer focus
Brands fail to meet users in the mobile
• 36% would like a scheduled callback
• 62% want brands to know who they are when they
• 33% want priority for mobile callers
• 42% like an optimised site across all mobile channels
(Data from DMA Mobile Service Study, 2013)
A personalised, convenient and
But most brands fail on service.
Here’s one example of this ...
What if you want text
alerts on a mobile
phone? Here’s a mobile
site .... BUT, there’s no
SMS alerts menu option!
Finding the alerts via the
desktop site delivers a poor
experience ... it also turns
out the SMS costs 25p each
How about the Twitter alerts?
Unfortunatley there’s no
option to login with Twitter.
Instead there’s a ﬁddly form
with masked passwords and
Some brands succeeded in
providing good mobile service...
Over $ 4 bn in mobile
transactions each year
Nearly 1m customer
SMSs per month
45.4% of U.S. smartphone owners, or
44MM people, have visited Amazon
on their phones
25 million mobile users
Here are a few examples of
brands delivering good
The coffee brand has a successful mobile strategy - 10% of
US payments are made on mobile, through this app or via
Square. Pretty good for a physical store.
The airport is different from the competition by having a dedicated
team to respond to Twitter-based service requests.
The fashion brand engaged with audiences at New York
Fashion Week, by encouraging use of social media. Even the
cat walk models were Tweeting. As a result they got 30,000
Tweets and reached a global audience.
show, out of respect for
other members of the
audience, please make
sure your phones and
tablets are switched
The New York restaurant used Instagram
photos from their customers to create their menu.
QR codes are embedded in cars. In case of an accident,
the emergency services can scan the nearest code and to
receive instructions on the fastest way to access the
3rd Party App for Ford
The augmented reality app allows users to scan Ford
car engines, see the parts and follow instructions to
remove or replace them.
Red Tomato Pizza
A fridge magnet connects with the customers via
mobile phone. At the push of a button on the
magnet, customers can order their favourite pizza.
Some simple steps to deliver
a better service in mobile...
Ensure there is core mobile hygiene
Some questions all brands should address:
• Can users access the core service through mobile?
• Can users ﬁnd the information if they search on their device?
• Which channels are available: SMS, mobile optimised emails mobile
web, apps (and which platforms)?
• Are mobile features being used - click to call, call backs or text to call?
• Are there mobile UX barriers - masked passwords, complex forms, no
option to use social media accounts?
• Mobile alerts clearly ﬂagged on an optimised site
• Free text alerts
• Mobile friendly registration
• Or allow registration with a Twitter or Facebook account
Sometimes, service on mobile
can be as easy as this
Simple solutions are the best approach. For exmaple, what
about a big click to call button on your mobile site? Or maybe
customers can receive electronic receipts on their phone?
Service can be many things
Imagine if you could scan this box, and it shows a
guide in augmented reality to assemble the furniture
piece by piece
Delivering a better service on
mobile requires simple solutions
with as little friction as possible.
What will your brand do?
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