You ’ ll recall from last year my objectives infographic; customers using all kinds of different devices an appropriate apps or services to connect to the Tesco web site, So what do I think are the trends for 2012 – not just for Tesco but for small and medium businesses that form Business leaders Network? Let ’ s find out!
The Apps vs Internet debate will continue to be Irrelevant simply because you are talking to your customers and finding out what they like and don’t like about your service on their mobile phone. An app is a great ‘ownership’ experience for a customer and can control the phone more such as switch on the camera to scan a barcode – but your mobile-enabled website will be just as relevant and customers can arrive on your web site from a Google/Bing search and transact without needing an app. And let’s not forget that your app or web service is not a failure just because so many customers don’t always transact – you’re raised awareness and hopefully created a good impression. At least customers will have a positive attitude thanks to the work you did to mobile-enable your web site – and at best they will transact later. HTML5 will be a big factor in improving the look and feel across all devices. At Tesco we have both apps and mobile web – even for groceries – and we’re finding out as a result what customers like best – not just collectively but individually.
Mobile means more than mobile phones. In fact you should have a ‘device’ strategy rather than just a mobile strategy. Internet-enabled TVs are selling like hotcakes thanks to catch-up TV such as BBC iPlayer. What would you do on this, the main screen in the house. Don’t forget Google TV and Apple Tv coming soon – both allowing or planning to allow web access on a big screen! How about two-screen watching – such as Zeebox. Tablets will get more powerful with better displays and more graphics capability. Look at apps such as Flipboard which turns all your social media content into a “good read”! HTML5 will be a big factor in improving the look and feel across all devices.
Bring Your Own Device = BOYD - You receive company email on your smartphone? Your phone is your personal assistant reminding you of your next appointment or meeting? What else could you do? A personal dashboard? What about internet access and data security considerations?
There are some interesting trials about from Paypal and a couple of other players but this is tinkering around the edges. Perhaps if iPhone 5 gets a mobile payment “thing” then I may re-consider, but not yet.
You’ve been chasing all those smartphone users and forgotten about everyone else? How about a nice customer service desk with nice colleagues representing the company and helping customers out with queries and customer decisions (Tesco Customer Service centres, Tesco Tech Team specialists).
Context-aware searching, location-based searching. Leverage the data you know about the customer to help them to find what they are looking for. How about image recognition and voice searching? QR codes?
The beauty of good design is that it really delights customers (Tesco Real Food for iPad is a good example). Concentrate on something beautiful, intuitive, and easy to use. Spend money on design.
The app or site you launched did all the basics really well, and by getting it out when ‘good enough’ rather than ‘perfect’ you learned from “an earlier day one” how customers used it and what they thought of it. Some things surprised you but the resource you saved from making the original ‘perfect’, you were able to put into design changes to enhance the actual customer journeys rather than what you thought those journeys were. You may have ended up with a rather different application than you planned but customers love it and your transaction throughput is higher. Good for you!
Facebook Likes & Shares, Twitter hashtags, Foursuqare checkins, Google +1s, the ability for anyone to post a link to your product or service to their web page, For you to take criticism on the chin as well as plaudits – free feedback!
Due to volume continuously high every day, Tesco runs its own service, but for SMEs (small and medium enterprises) the benefits that cloud computing brings when load is occasional but massive is compelling. Tesco is trying out Microsoft Azure for its corporate information website which has huge peaks in load twice a year with its annual report download and year/half-year results burt otherwise has little traffic – perfect for the cloud!
An infographic of my objectives
Trends for 2012 1. The Apps vs Internet debate will continue to be… Irrelevant!. 2
Trends for 2012 2. The year you develop for the Tablet, the TV, and other HTML5 devices. 3
Trends for 2012 3. The year you Bring Your Own Device to work. 4
Trends for 2012 4. The year you keep calm and don’t worry about mobile payments… yet! 5
Trends for 2012 5. The year you think about customers who do not have, want, or cannot afford a smartphone (and everyone else who wants simple human interaction!). 6
Trends for 2012 6. The year you make search more relevant for customers. 7
Trends for 2012 7. The year you make the online experience for customers gorgeous. 8
Trends for 2012 8. The year you launch your app or web site when it is good enough rather than waiting until it is perfect. 9
Trends for 2012 9. The year you brought social media into your site, and allow customers to tell you (and each other) exactly what they think. 10
Trends for 2012 10. The year you look into cloud computing – especially if your web service suffers occasional but massive peaks in volume. 11
Summary FOR 2012You created a great web site that was mobileenabled (with maybe an app), with greatcontext-aware search, beautiful design andworked on tablets and TV. You added insocial media, looked into hosting it in thecloud and got it out to customers when “goodenough”. And you staff used their own devicessafely for work. Damn you’re good! 12