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Mobile, brands and service


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How can brands deliver a better service to mobile users?

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Mobile, brands and service

  1. 1. Mobile, Brands and Service Mobile as a Tool to Deliver a Better Customer Experience Mark Brill BrandEmotivity London - September 2013
  2. 2. Mobile devices can connect consumers to brands at every stage of their journey 2
  3. 3. **Mary Meeker, KPCB, 2013 Mobile doesn’t sit on its own • 80% of smartphone owners use their device in conjunction with other media* • 10% of media time is spent using mobile** • Just 7% is now spent in print media** * 3
  4. 4. Yet brands fail to use them There are many tools brands can use to deploy mobile services 4
  5. 5. Just 63% of the top 100 brands have a mobile optimised website* * Problem 1 - Inconvenience 5
  6. 6. 52% of UK mobile users have received a spam SMS 25% of those are from brand they already know* *DMA Spam Study, 2011 Problem 2 - Trust 6
  7. 7. Problem 3 - Lack of customer focus 7 Brands fail to meet users in the mobile landscape
  8. 8. What do mobile customers Want? 8
  9. 9. • 36% would like a scheduled callback • 62% want brands to know who they are when they contact them • 33% want priority for mobile callers • 42% like an optimised site across all mobile channels (Data from DMA Mobile Service Study, 2013) A personalised, convenient and optimised service 9
  10. 10. 10 But most brands fail on service. Here’s one example of this ...
  11. 11. What if you want text alerts on a mobile phone? Here’s a mobile site .... BUT, there’s no SMS alerts menu option! 11 Finding the alerts via the desktop site delivers a poor experience ... it also turns out the SMS costs 25p each time. How about the Twitter alerts? Unfortunatley there’s no option to login with Twitter. Instead there’s a fiddly form with masked passwords and conformations.
  12. 12. Some brands succeeded in providing good mobile service... Over $ 4 bn in mobile transactions each year Nearly 1m customer SMSs per month 12 45.4% of U.S. smartphone owners, or 44MM people, have visited Amazon on their phones 25 million mobile users
  13. 13. 13 Here are a few examples of brands delivering good mobile service...
  14. 14. Starbucks The coffee brand has a successful mobile strategy - 10% of US payments are made on mobile, through this app or via Square. Pretty good for a physical store. 14
  15. 15. Gatwick Airport The airport is different from the competition by having a dedicated team to respond to Twitter-based service requests. 15
  16. 16. Kenneth Cole The fashion brand engaged with audiences at New York Fashion Week, by encouraging use of social media. Even the cat walk models were Tweeting. As a result they got 30,000 Tweets and reached a global audience. “During the @KennethCole runway show, out of respect for other members of the audience, please make sure your phones and tablets are switched ON.” 16
  17. 17. Comodo The New York restaurant used Instagram photos from their customers to create their menu. 17
  18. 18. Mercedes QR codes are embedded in cars. In case of an accident, the emergency services can scan the nearest code and to receive instructions on the fastest way to access the vehicle. 18
  19. 19. 3rd Party App for Ford The augmented reality app allows users to scan Ford car engines, see the parts and follow instructions to remove or replace them. 19
  20. 20. Red Tomato Pizza A fridge magnet connects with the customers via mobile phone. At the push of a button on the magnet, customers can order their favourite pizza. 20
  21. 21. Some simple steps to deliver a better service in mobile... 21
  22. 22. Ensure there is core mobile hygiene Some questions all brands should address: • Can users access the core service through mobile? • Can users find the information if they search on their device? • Which channels are available: SMS, mobile optimised emails mobile web, apps (and which platforms)? • Are mobile features being used - click to call, call backs or text to call? • Are there mobile UX barriers - masked passwords, complex forms, no option to use social media accounts? ‣ 22 • Mobile alerts clearly flagged on an optimised site • Free text alerts • Mobile friendly registration • Or allow registration with a Twitter or Facebook account
  23. 23. 23 Some simple solutions...
  24. 24. Sometimes, service on mobile can be as easy as this Help Me! Simple solutions are the best approach. For exmaple, what about a big click to call button on your mobile site? Or maybe customers can receive electronic receipts on their phone? 24
  25. 25. Service can be many things Imagine if you could scan this box, and it shows a guide in augmented reality to assemble the furniture piece by piece 25
  26. 26. 26 Delivering a better service on mobile requires simple solutions with as little friction as possible. What will your brand do?
  27. 27. London • Paris • Singapore • Shanghai Mark Brill @BrandEmotivity Thank you Nino Kvezereli-Kopadze @BrandEmotivity