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Customer Loyalty,                    SM    Mobile and PEER Strategies    – Presented at the World Summit Awards in Abu Dha...
Loyalty and its Connections                                                                                               ...
Status Quo3   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
In the Ideal World5Businesses and consumers “in sync”4       Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Fe...
In the Real World5     5 gaps, disconnects and conflicts5       Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi –...
Conflicting Focus, Priorities, Metrics6    Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil...
Symptoms of Disconnects    Showrooming                                                Uncertainty                         ...
Third1party Apps Filling the Breach5          Risk             Businesses Disintermediated8       Dr. Phil Hendrix, immr –...
Customer                     Loyalty –                   the Holy Grail9   Dr. Phil Hendrix, immr – World Summit Awards – ...
The Mobile Opportunity     “[How long] could your     business survive     without marketing?”     Doug Stephens, @RetailP...
Loyalty Model (Simplified)11   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Frictions, Shoulds and Wants       Minimizing                                                 Enabling                    ...
PEER Strategies                to Boost            Customer Loyalty13   Dr. Phil Hendrix, immr – World Summit Awards – Abu...
SMEngaging Consumers with PEER          Learn† &           Adapt                                                          ...
Closing the Gap with PEER Strategies15   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_h...
Metaphors Guide PEER Strategies16   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
SoLoMo,                 Digital Signals                       and                 Personalization17   Dr. Phil Hendrix, im...
Consumer Expectations – Know5                                                         Who I                     What      ...
Confluence of SoLoMo19   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Digital Signals     Digital Channels                                                     Digital Signals                  ...
Significance of Digital SignalsSource: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr21               Dr. ...
Trends in SoLoMo, Digital Signals  #1. Hyper1local Audiences  #2. Micro1location  #3. Micro Networks  #4. Mashups  #5. Fil...
Connecting                        PEER                         and                     M1Commerce23   Dr. Phil Hendrix, im...
M1Commerce Overview                                     Mobile                                    Marketing               ...
Information Flows in M1Commerce                                  Mobile                                 Marketing  Mobile ...
Disruption, Innovation in M1Commerce     Mobile                 Influencing prospective buyers with communications, incent...
Challenges in M1Payments27   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Rewards,              Reinforcement                   and             Behavior Change28   Dr. Phil Hendrix, immr – World S...
Behavior Change Concepts29   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Behavior Change Concepts                               Behavioral Economics                                         Gamifi...
Conclusion31   Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Related Reports     Building Customer Loyalty with Mobile†     SoLoMo Analytics and the Transformation of Shopping†     Tu...
Thank you!          Dr. Phil Hendrix          Director, immr and GigaOm Pro          www.immr.org          @phil_hendrix  ...
Bio                             Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused...
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Customer Loyalty and Mobile Peer Strategies Dr. Phil Hendrix, immr - 20130204

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Presented at the World Summit Awards, Abu Dhabi, Feb. 4, 2013
http://events.wsa-mobile.org/content/conference-87020121213

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  1. 1. Customer Loyalty, SM Mobile and PEER Strategies – Presented at the World Summit Awards in Abu Dhabi February 4, 2013 Dr. Phil Hendrix Director, immr and Gigaom Pro analyst www.immr.org 1 (770) 61211488 phil.hendrix@immr.org1 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  2. 2. Loyalty and its Connections Sponsors2 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  3. 3. Status Quo3 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  4. 4. In the Ideal World5Businesses and consumers “in sync”4 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  5. 5. In the Real World5 5 gaps, disconnects and conflicts5 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  6. 6. Conflicting Focus, Priorities, Metrics6 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  7. 7. Symptoms of Disconnects Showrooming Uncertainty Churn Rate Risks Returns Time Costs Marketing $ Failure Rate Indifference Regret7 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  8. 8. Third1party Apps Filling the Breach5 Risk Businesses Disintermediated8 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  9. 9. Customer Loyalty – the Holy Grail9 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  10. 10. The Mobile Opportunity “[How long] could your business survive without marketing?” Doug Stephens, @RetailProphet “Soon [your mobile device] will be a remote control for your life5” Peter Fenton, Benchmark Capital, 12/201210 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  11. 11. Loyalty Model (Simplified)11 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  12. 12. Frictions, Shoulds and Wants Minimizing Enabling Maximizing Friction Shoulds Wants Avoid, minimize, “Good for You” Recognition or eliminate (Resolutions) Entertainment Acceptance Education Savings Food Social Fitness Fun Green Cost Annoyances TimeBad outcomes Uncertainty “Satisfice” “Maximize” Savings Risk Others12 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  13. 13. PEER Strategies to Boost Customer Loyalty13 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  14. 14. SMEngaging Consumers with PEER Learn† & Adapt Surprise/ Delight Remove Frictions Reinforce † Securely, with full transparency14 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  15. 15. Closing the Gap with PEER Strategies15 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  16. 16. Metaphors Guide PEER Strategies16 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  17. 17. SoLoMo, Digital Signals and Personalization17 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  18. 18. Consumer Expectations – Know5 Who I What am… Where I I Like am What I What’s respond to Nearby What I’ve What’s bought going On Where Where I’ve been What I’m going I needSource: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing18 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  19. 19. Confluence of SoLoMo19 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  20. 20. Digital Signals Digital Channels Digital Signals • Websites • Search Internet • Microsites • Ads Traces produced Social • Publish • Discuss as consumers • Share • Review interact with Digital • Apps • 2D codes Mobile • Location • NFC Channels Interactive • Social TV • OOH Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals20 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  21. 21. Significance of Digital SignalsSource: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr21 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  22. 22. Trends in SoLoMo, Digital Signals #1. Hyper1local Audiences #2. Micro1location #3. Micro Networks #4. Mashups #5. Filters #6. Curation #7. Persistent Location #8. Ambient Analytics #9. PEER #10. Yield Management22 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  23. 23. Connecting PEER and M1Commerce23 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  24. 24. M1Commerce Overview Mobile Marketing Search Advertising Coupons Mobile Mobile Rewards Payment Points Offers Experiences FIs†/Issuers Operators TPPs† Mobile Engagement Information Assistance Recommendations † FIs: Financial Institutions PP: Third1party Providers24 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  25. 25. Information Flows in M1Commerce Mobile Marketing Mobile MobileEngagement Payment Mobile Rewards25 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  26. 26. Disruption, Innovation in M1Commerce Mobile Influencing prospective buyers with communications, incentives Marketing Search Advertising Offers Mobile Enabling payment for goods and services via mobile devices Payment FIs/Issuers Operators Challengers Mobile Brands and businesses rewarding customers via mobile devices Rewards Points Offers Experiences Mobile Brands, businesses and TPPs assisting mobile customers Engagement (including shopping) Information Recommendations Assistance26 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  27. 27. Challenges in M1Payments27 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  28. 28. Rewards, Reinforcement and Behavior Change28 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  29. 29. Behavior Change Concepts29 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  30. 30. Behavior Change Concepts Behavioral Economics Gamification Design – User Experience – Neuroscience – Innovation Ecology – Social – Experimentation30 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  31. 31. Conclusion31 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  32. 32. Related Reports Building Customer Loyalty with Mobile† SoLoMo Analytics and the Transformation of Shopping† Tuning into Consumers’ Digital Signals Insights into Connected Consumers† Local Search Enterprise Mobile Solutions: Pt. 1 and 2 The Promise of Hyperlocal: Tuning into Consumers’ Digital Signals How SoLoMo is Empowering Consumers, Transforming Shopping, and Disrupting Advertising and Retailing Location – the Epicenter of Mobile Innovation † Forthcoming32 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  33. 33. Thank you! Dr. Phil Hendrix Director, immr and GigaOm Pro www.immr.org @phil_hendrix phil.hendrix@immr.org33 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
  34. 34. Bio Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He specializes in helping organizations evaluate and capitalize on opportunities that are new1to1 customers and new1to1market. Dr. Hendrix has extensive experience uncovering customer needs, identifying triggers and hurdles to adoption, and developing strategies that unlock market opportunities, both B2C and B2B. As an analyst, Phil focuses on mobile innovation and the implications for companies across Dr. Phil Hendrix industries. He is a regular contributor at leading industry conferences, including GigaOm’s Director, immr Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social1Loco and www.immr.org others. His current work focuses on mobile and its impact on consumer behavior, especially +1 (770) 61211488 shopping, M1commerce and mobile payment. phil.hendrix@immr.org As a consultant and advisor, Phil has led significant engagements with startups and Fortune @phil_hendrix 100 clients in mobile, consumer electronics, and related categories, including financial services, transportation, insurance and others. He works closely with senior management and project teams on key issues, including market sizing, segmentation, positioning, and branding as well as innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, services and businesses. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at Emory University and the University of Michigan, where he taught courses in marketing, research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also held a joint appointment as a research scientist in the Survey Research Center, Institute for Social Research. Additional information on immr perspectives and reports prepared by Dr. Hendrix is available at immr and Slideshare, with additional information available at GigaOm Pro.34 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
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