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Sponsor Luncheon Presentation by FORSEE

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  • We know these answers in aggregate and for our individual clients.
  • It’s about:1 Perspective: The customer’s 1 Company: The customer doesn’t care about what channel they are on. They view the company as a single entity – they want a seamless experience across channels. The company is 1 Company not various segmentations of itself…1 Metric System: A complete metric system is needed in order to capture the true customer experience and the impact it has on the company from top to bottom, left to right.
  • In 2 years, I project this. I don’t need usage data, I have you, and thus the biggest most representative customer profile in mobile. Art imitates life. Art imitates analytics.What about you? What is your traffic split? 60%, 20%, 20%? What do you think it will be? Does it matter? What about Sales on the other hand will come from other channels – stores, etc.1/3 Mobile: the prime lens for mobile is time. Discretionary time. More and more people will engage with companies via mobile but only at the certain times of day that best suits them. Let me state the obvious again: the customer is in control and thus when the time is right for them they will engage with your brand in the digital realm. This is what I like to refer to as humanity on its own time.1/3 Tablet: the main thing with these devices is location. While tablets have the promise of high utility on the go, we will continue to see the predominance of tablet use from the home. They will simply shift their laptop and home computer behaviors to their tablet – because, as many of you know, it is a more awesome and convenient experience. Shopping, banking, researching, communicating, social networking all migrates to the tablet when in the home.1/3 Web: location is the major player here as well. The majority of this traffic will come from people accessing the web from work, during the day, on their PCs or laptops. Sorry IT departments, you will continue to have people not working whilst at work – they will be doing their daily digital tasks from their work computer during the day.
  • This is where behavioral analytics fail. We need to understand it from a customer’s perspective. HOW CAN YOU GET THIS FROM behavioral analytics? Home, work, on the go.
  • You are part of a group that along with ForeSee has been measuring their mobile experience since 2009 and have to date been responsible for the completion of nearly 2 million completed surveys by their customers. You are leaders in the mobile space.
  • Transcript

    • 1. Eric Feinberg Senior Director, Mobile 734-327-3850 eric.feinberg@foresee.com @ericfeinberg Mobile Insider Summit, August 2013 MEASURE RIGHT MANAGE FORWARD MOBILE MAKES A DIFFERENCE
    • 2. Property of ForeSee – Proprietary & Confidential 3 The Business Challenge ► Increase the velocity of growth ► Customer Retention ► Customer Upsell ► Acquire New Customers ► Allocate finite resources with higher precision, bigger impact and minimum waste ► Win more business than competitors
    • 3. Property of ForeSee – Proprietary & Confidential 4 Mobile Consumer
    • 4. Property of ForeSee – Proprietary & Confidential 5 Mobile Consumer = Multi-Channel Consumer
    • 5. Property of ForeSee – Proprietary & Confidential 6 Mobile Consumer = Multi-Channel Consumer
    • 6. Property of ForeSee – Proprietary & Confidential The Consumer Experience is more important today than ever before. If you’re not measuring it, you’re operating in the dark
    • 7. Property of ForeSee – Proprietary & Confidential 8 The customer experience has emerged as the single most important aspect in achieving success for companies across all industries (Peppers and Rogers) 86% of leaders place Customer Experience as their TOP strategic priority (Forrester) 59% of large companies have ambitions to be industry leaders in customer experience within three years (Temkin Group)
    • 8. Property of ForeSee – Proprietary & Confidential 9 ► Lower switching costs ► Consumer is in control Why
    • 9. Source: David Godsman Bank of America, Online/Mobile Solutions Executive Mobile’s Role in Building More Personal Connections With Customers Mcommerce Summit: State of Mobile Commerce 2013, May 2, 2013
    • 10. Source: Julie Ask Forrester Research Mobile Commerce Opportunity Mcommerce Summit: State of Mobile Commerce 2013, May 2, 2013
    • 11. Property of ForeSee – Proprietary & Confidential 16 The Business Challenge ► Increase the velocity of growth ► Customer Retention ► Customer Upsell ► Acquire New Customers
    • 12. Property of ForeSee – Proprietary & Confidential 17 More than Meets the Eye It never was The customer experience is no longer about the Web Channel Mobile Channel Multi-Channel Merged-Channel Omni-Channel
    • 13. Property of ForeSee – Proprietary & Confidential 18 The Power of One Measure Right Manage Forward Make a Difference Company– Brand
    • 14. 19Property of ForeSee – Proprietary & Confidential WHY IT’S IMPORTANT
    • 15. Property of ForeSee – Proprietary & Confidential 20 A Highly Satisfied Mobile Shopper Source: ForeSee E-Retail Satisfaction Index (US Holiday Edition) 72% more likely to recommend 69% more likely to buy in mobile channel 36% more likely to buy in any other channel 58% more likely to return to mobile experience
    • 16. Property of ForeSee – Proprietary & Confidential 21 Mobile Customer Experience Analytics ► NOT an accurate representation of the multi-channel, multi-device consumer ► NOT strong in strategic value ► NOT predictive ► NOT measurement Current Mobile Customer Experience Analytics are: ► Single channel or touch point specific ► Focused mainly on tactical and operational insights ► Dominated by behavioral data ► Feedback
    • 17. Property of ForeSee – Proprietary & Confidential 22 Tomorrow’s Analytics
    • 18. Property of ForeSee – Proprietary & Confidential 23 Tomorrow’s Analytics
    • 19. Property of ForeSee – Proprietary & Confidential 24 Tomorrow’s Analytics
    • 20. Property of ForeSee – Proprietary & Confidential 25 Where are you? Wherever you are is where you are Some things you cannot control Where you go is up to you Non- optimized Mobile Optimized App & Mobile Optimized Tablet Optimized & Apps & Mobile Optimized Responsive Design
    • 21. Where you go is up to you
    • 22. Where are we going?
    • 23. Location = Work Time = Daytime Location = Both Time = Both Location = Home Time = Evening
    • 24. Property of ForeSee – Proprietary & Confidential 32 The New Consumer
    • 25. Property of ForeSee – Proprietary & Confidential 33 The New Consumer & ForeSee’s Mobile Expertise ► 100+ mobile clients ► 150+ mobile measures ► 2,000,000+ mobile surveys completed ► Innovation: SessionReplay for Mobile Sites & Apps ► Blog: Mobile Mondays ► Mobile Research: Retail, Financial Services, Travel, Cont ent & Media, Social Media, Gaming, Gover nment
    • 26. Property of ForeSee – Proprietary & Confidential 34 The New Consumer
    • 27. Property of ForeSee – Proprietary & Confidential 35 It’s All About Context Context = Location + Intent All too often we are optimizing for a conversion event when in fact we should be optimizing for a contribution event
    • 28. Property of ForeSee – Proprietary & Confidential 36 Contribution, Not Conversion Purchase 21% Research 79% Mobile Intent in Retail Source: ForeSee
    • 29. Property of ForeSee – Proprietary & Confidential 37 Tablet Is Not “Mobile” Work 16% On The Go 5% Home 78% Location: Tablet Work 15% On The Go 22% Home 63% Location: Phone Q1 2013 Source: ForeSee
    • 30. Property of ForeSee – Proprietary & Confidential 38 Phone Is Somewhat Mobile, Tablet’s Not Work 16% On The Go 5% Home 78% Location: Tablet Work 15% On The Go 22% Home 63% Location: Phone Source: ForeSee
    • 31. Property of ForeSee – Proprietary & Confidential 39 Tablet Underperforms Phone Tablet 73 Phone 77 , 0 Mobile Satisfaction: Phone vs. Tablet Source: ForeSee
    • 32. Property of ForeSee – Proprietary & Confidential 40 Android Outperforms iOS 58 60 62 64 66 68 70 72 74 76 78 Q1 2012 Q2 Q3 Q4 Q1 2013 Quarterly Mobile Satisfaction by OS Android iOS RIM Source: ForeSee
    • 33. Property of ForeSee – Proprietary & Confidential 41 No Task Accomplishment Woefully Low Yes 72% No 28% Mobile Task Accomplishment 84 Satisfaction 88 Recommend 91 Return Satisfaction 56 Recommend 58 Return 64 Yes Source: ForeSee
    • 34. Property of ForeSee – Proprietary & Confidential 42 The Stars Don’t Align Source: ForeSee
    • 35. Property of ForeSee – Proprietary & Confidential 43 Again, The Stars Don’t Align Source: ForeSee
    • 36. 44Property of ForeSee – Proprietary & Confidential HOW DO WE MEASURE?
    • 37. Property of ForeSee – Proprietary & Confidential 45 The Right Survey, the Right Person, the Right Time
    • 38. Property of ForeSee – Proprietary & Confidential 47 SessionReplay for Mobile Sites & Apps Be Actionable ► Identification ► Acceptance ► Resolution
    • 39. 70 FUTURE BEHAVIORSELEMENTS CONTENT67 LOOK AND FEEL79 FUNCTIONALITY76 72RECOMMEND MOBILE SITE 78PURCHASE OFFLINE 70RETURN TO MOBILE SITE Customer Satisfaction
    • 40. Property of ForeSee – Proprietary & Confidential 50 No Proxies, No Feedback – Only Truth ► Outcome – Buy from us – Buy from competitor – Do Nothing/ Still Researching ► Channel – Digital • Web • Tablet • Phone – Offline • Store • Call Center ► Value – $ – $$ – $$$ – Competitive loss ($) What resulted from the mobile experience? In what channel did that experience occur? What was the quantifiable impact to the business?
    • 41. Managing forward to next generation customer experience analytics…
    • 42. …you need to keep innovating, and keep moving forward, in order to stay ahead
    • 43. Leading the Mobile Revolution
    • 44. Property of ForeSee – Proprietary & Confidential 54 Some of the Companies We Measure 9 of the Fortune 10 ● 50 of the Top 100 Online Retailers 6 of the Top 10 Banks ● Over 90% Customer Renewal Over 600 customers ● Over 1000 active measures Over 100 million surveys collected ● Over 80 industry benchmarks
    • 45. Property of ForeSee – Proprietary & Confidential 55 Mobile Consumer is Measurable We’re creating mobile and multi-channel experiences Let’s measure those experiences directly To radically change the way critical investments and decisions are made, leading to a competitive advantage
    • 46. Eric Feinberg Senior Director Mobile, Media & Entertainment ForeSee (734) 327-3850 Eric.Feinberg@foresee.com @ericfeinberg www.foresee.com

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