Go mobile! how to step change the customer experience (English)
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Go mobile! how to step change the customer experience (English)

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uns through the 5 "How To's" on how to create a mobile strategy that will improve the overall customer experience. From a Cnote seminar held at the 2013 Multichannel conference in Utrecht.

uns through the 5 "How To's" on how to create a mobile strategy that will improve the overall customer experience. From a Cnote seminar held at the 2013 Multichannel conference in Utrecht.

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Go mobile! how to step change the customer experience (English) Presentation Transcript

  • 1. Go mobile! How to step change customer experienceSeminar at Multi-channel Conference in Utrecht, NL - April 23, 2013
  • 2. What do you do with mobile?2
  • 3. 3Client DirectorVeronique van CruchtenCreative DirectorLea WardCnote: founded in 2006, 10 women, 1 man plus network of freelancers, offices in Amsterdam & BostonWe design products and services that addmeaning to the daily lives of customers.
  • 4. We do mobile and more …4•  Check-In experience•  Transfer experience•  Service Recovery•  Customer Dashboard•  eCommerce design•  Email design•  Multi-channel experience•  Mobile payment design•  Customer strategy•  Mobile & tab design•  Ecommerce design•  In-store training•  Customer strategy•  Intranet design•  eCommerce designbla blablabla
  • 5. Mobile is everywhere; mCommerce still small585%under 25years owns asmartphonebron: CBS & Forrester1%7%€19 bn% of online sales via mobile accounts2012 2017
  • 6. Tablets offer ‘new’ shopping opportunity662%of page viewsnu.nl via tablet4+millionDutch tablet users bron: Gartner Research, via emerce.nl
  • 7. 7Foto bron: Isaac Brokken – Data: Pew Internet study “Instore mobilecommerce during 2012 Holiday Season.28%view onlinereviews in-storeMobile changes everything
  • 8. Search8“It’s importantto recognize thatmany mobileapps are reallyvertical searchengines”- Rebecca Lieb, digital mediaanalyst Altimeter Group.Mobile changes how we...
  • 9. 9ShopFoto: littledoremi.com, brickmeetsclick.com Digital supermarket in metro station Self service price check & order onlineMobile changes how we…
  • 10. 10PayFoto: outofhome-shops.nl, mobilemarketingwatch.comOrder and pay with myOrder Transfer money with PaypalMobile changes how we…
  • 11. 11Interact with companiesbron: railandre.nlMobile changes how we…
  • 12. 12Spend our free timeMobile changes how we…
  • 13. 13VeroniqueWhat should I do?
  • 14. Wat nu??14Raak niet in paniek.En maak niet “ook een app”.bron: emerce.nlDon’tpanic
  • 15. 1501 Customer 02 Journey03 Design 04 Connect 05 It works
  • 16. 01 Customer16Illustratie: Corey Moortgat
  • 17. Understand the customer + need17foto: CNN
  • 18. Get the family to the table via an app??Chapter 18Srouce: http://www.google.com/think/campaigns/lawrys-lawrys-digital-dinner-bell.html,
  • 19. Easy grocery shopping & cooking19bron: spitsnieuws.nl,
  • 20. 02 Journey20Foto: carinsurancecomparison.com
  • 21. 21Crash Follow upGet helpInfo exchangeA collision and insurance formFoto’s: carinsurancecomparison.com, anwb.nl, menthatmovethings.com,
  • 22. 22Liberty Mutual supports the journeyInfo exchange Photo’s & documents Follow upOK? What to do
  • 23. 23Wait PayRideCallFrom A to B with a taxiFoto’s: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com
  • 24. 24Look up PayRideOrderTCA takes a step in the right directionFoto: fietsenplanplus.nl
  • 25. 25Order PayRideWaitBut Uber takes it to the next levelfoto: Uber
  • 26. 03 Design for the“user”Chapter 26
  • 27. 27Design focuses on key tasks
  • 28. Mobile web vs app28Design to support the journeyApp for personal data & security One website provides access for allmobile shoppersbron: emerce.nl, frankwatching.com
  • 29. 29Leverage what makes mobile specialGPS – location based services Camera – pictures & scanning bron: mobilemarketer.com
  • 30. 04 Connect the dots30
  • 31. Rijksmuseum: audio tours are out of stock31
  • 32. Why not advertise the app audio tour?32
  • 33. And connect the physical to the mobile33Physical info cardscould have a QRcode to help visitorsdownload themobile app usingmuseum’s free WiFi
  • 34. Connect PC to mobile34
  • 35. Connect PC to mobile35
  • 36. Does it fail? Ensure customers know about “Plan B”36
  • 37. TV anno 195037foto: musicforants.com05 It works!
  • 38. 38foto: bitno.net TV anno 2013
  • 39. If you make an app, test it live39
  • 40. Wifi issues.. a deal breakerChapter 40foto: nu.nl
  • 41. All the effort.. site does not work on mobile41
  • 42. 42Meet expectations80 %expects that anapp loads inless than 3sBron: Compuware
  • 43. 43Involve the organisationbron : FastcompanyWhat? Square?" the clerk asks me,as she turns to another Starbucksemployee behind the counter. "Canwe pay with Square?”"I dont know," the other employeeresponds. - FastCompany : Shoddy Starbucks Square roll out baffles
  • 44. 4401 Customer 02 Journey03 Design 04 Connect 05 It works
  • 45. 4501 Customer02 Journey03 Design04 Connect05 It worksIs mobile a solution for acustomer’s need?Is mobile part of the“customer journey”?Is mobile designed for the“user” and the journey?Does mobile connect tothe other “touchpoints”? Does it meet a customer’sexpectations? Is it tested?And your project?
  • 46. 46Mobile can do a lot, but not everything
  • 47. Customer experience designJacob Obrechtstraat 201071 KM Amsterdamwww.cnote.nl+31 6 55195225l www.linkedin.com/company/c.notef www.facebook.com/CnoteCXt @CnoteCX t @learwt @Veronique_CNote