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The Connected Consumer: Leveraging 
Mobile Devices as a Core Component of 
Your Customer Strategy 
Michael Fauscette 
GVP,...
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 2
Consumerization of IT and ITization of Consumers 
ENTERPRISE CONSUMER 
Mobility 
The Social Web 
Cloud Computing 
Big Data...
Beyond “Traditional” Service 
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 4 
Self Educating Consumers 
Always...
Customer Experience 
5 
Satisfaction 
Getting 
it “right” 
Expectations Experience
Engagement 
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 6
Experience 
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 7
Top Challenges For Meeting Expectations 
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 8 
Unified view 
of each...
Top 3 Factors For Superior CX 
9 
Motivated, 
capable, and 
friendly-customer 
facing personnel 
Presence across 
many cha...
Copyright 2013 IDC
CX Modeling - Buying 
Community 
Need Brand 
Awareness 
Copyright 2013 IDC 
Education 
Evaluation 
Decision Purchase Advoc...
Sales & Marketing 
Copyright 2013 IDC 12
Experience 
Sales Marketing Service 
Move from “automation” to orchestration 
Copyright 2013 IDC
Copyright 2013 IDC 14
The Power of Connecting 
Q: Why do you conduct social media/networking initiatives for business 
purposes? (Select all tha...
Q. What specific initiatives are you planning to conduct using social software 
for BUSINESS purposes in the next 12 month...
Communities 
17
Growth of Mobile 
2014 ~1.8B smartphone users WW 
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 18
Connected Community = Experience 
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 19
Why Mobile Enterprise Applications? 
Q: Select the most important benefit that your organization expects to gain from 
cur...
MEA Adoption by Application Type 
20% 24% 21% 31% 15% 19% 
19% 19% 
© IDC Visit us at IDC.com and follow us on Twitter: @I...
MEA Adoption by Application Type 
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 22 
80% 
70% 
60% 
50% 
40% 
30...
Using Connected Mobile 
Personalized - Individualized 
Understanding Context 
Unified Experience 
Converged Identity 
And ...
Using Connected Mobile 
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 24 
Customer 
Service 
Loyalty 
Marketing...
Connected Experiences 
25
Some More Examples 
eBay 
Mobile Banking 
Amazon 
Kraft Foods 
iFood Assistant 
© IDC Visit us at IDC.com and follow us on...
Connected Consumers 
§ What’s Your Hook? 
§ Experience Matters (This includes the mobile 
app design) 
§ Community is t...
Connected Consumers 
§ Think like the customer / user 
§ Leverage the convergence of identities 
§ Value 
© IDC Visit u...
Michael 
Fausce,e 
Group 
Vice 
President 
So7ware 
Business 
Solu:ons 
mfausce,e@idc.com 
@mfausce,e 
www.mfausce,e.me 
T...
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The Connected Consumer: Leveraging Mobile Devices as a Core Component of Your Customer Strategy

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Session at 2014 CRM Evolution conference on leveraging mobile as a key component of your customer experience strategy.

Published in: Devices & Hardware, Software
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Transcript of "The Connected Consumer: Leveraging Mobile Devices as a Core Component of Your Customer Strategy"

  1. 1. The Connected Consumer: Leveraging Mobile Devices as a Core Component of Your Customer Strategy Michael Fauscette GVP, SB @mfauscette www.mfauscette.me
  2. 2. © IDC Visit us at IDC.com and follow us on Twitter: @IDC 2
  3. 3. Consumerization of IT and ITization of Consumers ENTERPRISE CONSUMER Mobility The Social Web Cloud Computing Big Data/Analytics BLENDED Create content, work anywhere, connect Access/share/integrate content, multi-device, self provisioning Real-Time, continuous collaboration, New behaviors, influence Monitor, aggregate, build/deliver analytic apps – making decisions 3
  4. 4. Beyond “Traditional” Service © IDC Visit us at IDC.com and follow us on Twitter: @IDC 4 Self Educating Consumers Always Connected Customers Social Networks “Trusted Source” In-Bound versus Out-bound Massive Growth in Customer Data Change
  5. 5. Customer Experience 5 Satisfaction Getting it “right” Expectations Experience
  6. 6. Engagement © IDC Visit us at IDC.com and follow us on Twitter: @IDC 6
  7. 7. Experience © IDC Visit us at IDC.com and follow us on Twitter: @IDC 7
  8. 8. Top Challenges For Meeting Expectations © IDC Visit us at IDC.com and follow us on Twitter: @IDC 8 Unified view of each customer Responding to customer inquiries Consistent experience across communication channels Q: What are in your opinion the top 3 challenges for your organization in delivering a superior experience to your customers? n=482 Source: IDC’s 2014 European CXIT Survey
  9. 9. Top 3 Factors For Superior CX 9 Motivated, capable, and friendly-customer facing personnel Presence across many channels of interaction 1 3 2 Consistent experience across all channels Q: What are – in your opinion – the 3 most important factors in achieving a superior customer experience? n=482 Source: IDC’s 2014 European CXIT Survey © IDC Visit us at IDC.com and follow us on Twitter: @IDC
  10. 10. Copyright 2013 IDC
  11. 11. CX Modeling - Buying Community Need Brand Awareness Copyright 2013 IDC Education Evaluation Decision Purchase Advocate
  12. 12. Sales & Marketing Copyright 2013 IDC 12
  13. 13. Experience Sales Marketing Service Move from “automation” to orchestration Copyright 2013 IDC
  14. 14. Copyright 2013 IDC 14
  15. 15. The Power of Connecting Q: Why do you conduct social media/networking initiatives for business purposes? (Select all that apply) 27% 33% 60% 58% 58% 54% 53% 51% 51% 50% 50% 48% 46% 43% 49% 57% 64% 0% 20% 40% 60% 80% Communicate with customers Respond to customer inquiries Share knowledge/contribute ideas Communicate with business partners/suppliers Gather feedback on company product or service Make decisions Create awareness about company product or service Communicate with internal colleagues Acquire knowledge/ask questions Network with industry colleagues Respond to partner inquiries It is a requirement for my job Competitors are doing it Conduct employee training Monitor conversations/activities Drive revenue generation through sourcing of sales leads etc., Brand Awareness © IDC 2013 15 N=700, IDC Social Business Survey, February 2014
  16. 16. Q. What specific initiatives are you planning to conduct using social software for BUSINESS purposes in the next 12 months? 41% 41% 40% 37% 36% 36% 35% 35% 34% 34% 31% 29% 26% Its about communities.. 24% 29% 33% 38% 48% 46% 45% 53% 51% 56% 0% 20% 40% 60% Internal Discussion forum Public social network or micro blog for customer service Public social network or micro blog for marketing Online communities Socialytics External Discussion forum Public social network or micro blog for sales Enterprise Social Network Innovation Management Web broadcasting Application/Video Sharing File/Content sharing service Internal micro-blog Online office productivity Web chat/voice/video over IP applications Peer feedback Blog/Wiki Ideasourcing Crowdsourcing Geo-Social networking Recruiting Gamification (particularly behavior analytics) Social Learning N=700, IDC Social Business Survey, February 2014 © IDC Visit us at IDC.com and follow us on Twitter: @IDC 16
  17. 17. Communities 17
  18. 18. Growth of Mobile 2014 ~1.8B smartphone users WW © IDC Visit us at IDC.com and follow us on Twitter: @IDC 18
  19. 19. Connected Community = Experience © IDC Visit us at IDC.com and follow us on Twitter: @IDC 19
  20. 20. Why Mobile Enterprise Applications? Q: Select the most important benefit that your organization expects to gain from current or future mobile enterprise application deployments .0 5.0 10.0 15.0 20.0 25.0 20 Improve/enhance worker productivity Increase sales/revenue Improve customer service/support Improve competitive advantage/market share Provide ease of information access Enhance portability within the office or work environment Decrease costs Increase customer retention Speed the sales process Offer employees more flexibility Provide perception of an advanced company to customers Improve field service response time Eliminate paperwork Source: IDC's 2014 MEA Survey N=407
  21. 21. MEA Adoption by Application Type 20% 24% 21% 31% 15% 19% 19% 19% © IDC Visit us at IDC.com and follow us on Twitter: @IDC 21 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Vendor selection in process Implementation planned for 2014 Live - in production Source: IDC's 2014 MEA Survey N=407
  22. 22. MEA Adoption by Application Type © IDC Visit us at IDC.com and follow us on Twitter: @IDC 22 80% 70% 60% 50% 40% 30% 20% 10% 0% Vendor selection in process Implementation planned for 2014 Live - in production Source: IDC's 2014 MEA Survey N=407
  23. 23. Using Connected Mobile Personalized - Individualized Understanding Context Unified Experience Converged Identity And it’s not just BtoC Person to Person © IDC Visit us at IDC.com and follow us on Twitter: @IDC 23
  24. 24. Using Connected Mobile © IDC Visit us at IDC.com and follow us on Twitter: @IDC 24 Customer Service Loyalty Marketing Sales / Commerce Education and Training Industry Functionality Gamification Communication
  25. 25. Connected Experiences 25
  26. 26. Some More Examples eBay Mobile Banking Amazon Kraft Foods iFood Assistant © IDC Visit us at IDC.com and follow us on Twitter: @IDC 26 Using the “whole” device Apps and Mobile Web Location Services Gamified Advertising Convergence of On and Off Line Best Buy NFC
  27. 27. Connected Consumers § What’s Your Hook? § Experience Matters (This includes the mobile app design) § Community is the glue § Use the whole device © IDC Visit us at IDC.com and follow us on Twitter: @IDC 27
  28. 28. Connected Consumers § Think like the customer / user § Leverage the convergence of identities § Value © IDC Visit us at IDC.com and follow us on Twitter: @IDC 28
  29. 29. Michael Fausce,e Group Vice President So7ware Business Solu:ons mfausce,e@idc.com @mfausce,e www.mfausce,e.me Thank You Blog: www.mfauscette.com 29
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