Think digital, act mobile

1. Think Digital, Act mobile
Mobile Customer Engagement
ibahrine, CET, Duabi, 2016
Discover the World of Customer Engagement Technology

2. What is a single,
best version ofcustomer truth?

3. What is successful mobile
engagement?

4. Definition of Customer experience
How to define mobile engagement
● Customer experience has been defined as the quality of all of a consumer’s
relationship/encounters with a company’s products, services, and brand ().
● The customer experience is the only thing that sets one brand apart from its
competitors.
A successful mobile engagement is the one that creates a strong customer experience
that shows significant results:
○ more customers, more sales, and more loyalty

5. Digital Customer Experience
● Digital customer experience includes only those experienced via a digital device
including a computer, tablet, mobile phone, gear, watch or screen.
● Mobile experience is a key part of overall customer experience
● It is the entry point to the customer journey
● It is likely to come into play at various touch points along the journey.

6. Why Mobile Customer Experience
● Why do digital marketers focus so heavily on the mobile customer
experience?
● For example, customers don’t mind waiting five minutes for service.
● Digital consumers are far less patient to wait.
● They are inclined to click.

7. Hyper-personalised communication
● Engaging people as as individuals
Today’s buyers demand hyper-
personalised communications that
speak to them as individuals

8. When it comes to football fans, the
company wants to convert individual
ticket holders into season ticket-
holders, and to convert current
season ticket-holders into lifetime
ticket holders.

9. Behaviors, not Demographics
● Engaging People based on what they do and on their
BEHAVIORS, not Demographics
Demographics tell you what a customer might be interested in;
BEHAVIORStell you what s/he is actually interested in

10. How Marketers Can Crack Mobile

11. Mobile Mind Shift
● Your customer is experiencing a mobile mind shift:
○ The expectation that she can get what she wants in
her immediate context and moments of need.
○ Mobile is central to customer experience (CX).

12. IDEA:
To master these moments, use the IDEA:
IDEA = identify + design + engineer + analyze cycle.
1. Identify the mobile moments and context;
2. Design the mobile interaction;
3. Engineer your platforms, processes, and people for mobile interactions
4. Analyze results to monitor performance and optimize outcomes.

14. “brand ready”
Is your company “brand ready” for
mobile?

15. “brand ready”
Creating a Customer JOURNEY MAP
1. Determining your personas.
2. Your personas should include your current customers, your clients and
your ideal loyal advocates

16. “brand ready”
● How is this measured?
○ Number of app downloads
○ Frequency of mobile activity
○ Duration of mobile activity
○ Participation in mobile loyalty programs
○ Completed customer satisfaction surveys

17. 365 Mobile Plans
Set a TVC and forget it
Mobile, meanwhile, demands
Flexible
Fast
Forward-looking
Framework
Mobile marketing requires
A perennial engagement
365 mobile plans a year

18. People have more choices &less time today

19. Goldfish
● Digital natives have more choices and less
time today, they have shorter attention
span than goldfish, eight seconds

20. Best Practice
Can you give us some example of how
your company has evolved its
strategies to succeed?

21. Capture the Hearts of Millennials
● BURBERRY, GOOGLE, GROW
○ Innovative lip detection technology lets users capture
and send a digital kiss on a personalized journey to loved
ones, experiencing the beauty and romance of Burberry
along the way.

22. Capture the Hearts of Millennials
● THE BIG IDEA
○ Getting Personal in Digital
■ THE IDEA IS REALLY SIMPLE:
● YOU SEND ONE OF YOUR PERSONAL KISSES TO ANYONE,
ANYWHERE IN THE WORLD, AND YOU FOLLOW THE JOURNEY
OF YOUR KISS.

24. Capture the Hearts of Millennials
● “Mobile moments” are a new unit of customer behavior that break
down the customer purchase journey into hundreds of real-time, intent-
driven moments.
● These moments happen when people turn to a device to act on a need
to learn, to do, to discover, or to buy.
● They are the instant when decisions are made and preferences are
shaped

25. Mobile Moments
● These are
○ I want-to-watch moments’,
○ ‘I want-to-do moments’,
○ ‘I need-to-find moments’,
○ ‘I need-to-buy moments’.
● These moments matter to brands because they are where
decisions are being made and preferences are being shaped
● Moments when we expect our needs and wants to be fulfilled
instantly.

26. Mobile Moment
● These are
○ the ‘I want-to-watch moments’,
○ ‘I want-to-do moments’,
○ ‘I need-to-find moments’,
○ ‘I need-to-buy moments’.
● These moments matter to brands because they are
where decisions are being made and preferences

27. Mobile Moments
● This is game changing because it impacts how businesses
become discoverable and marketable during these critical
moments

28. What are the biggest challenges
noticed in Gulf countries as we move
into the mobile engagement age?

29. The challenge?
Most marketers still manage, create,
& invest in campaigns designed for
Desktops

30. Mobile Moments
● In May of 2015, Google revealed that mobile search had
overtaken desktop search.
● According to a comScore report, the majority of digital
media consumption now takes place within mobile apps.

31. Mobile Moments
● Yet there is a Lack of Mobile Focus
● Marketers have a lot of work to do
on Mobile

32. Mobile FIRST
Mobile First

33. Mobile FIRST
Major brands have not yet reflected on mobile in
the right way
Mobile is considered as an extension of digital

34. Think digital, ACT MOBILE

35. Mobile Adoption
How to connect with Generation C

36. Mobile Adoption
● We no longer “go online”,
● We live online.

37. Mobile Adoption
According to a Pew Research Center report,
46% of smartphone owners say their smartphone
is something
● "they couldn't live without," April 2015

38. A paradox
Generation Z, Mobile Born
Brands are mobile laggards

39. How do we currently compare with
other regions worldwide?

40. Mobile Adoption
● Asia leads when it comes to mobile connections with penetration at 94%.
● The Gulf region is now second only to Asia-Pacific
● The UAE easily retains its regional standing as having the highest per capita
mobile phone penetration, estimated at 80.6 per cent of the population and
going up to 82.8 per cent by 2019,
● Saudi Arabia is second, with 72.9 per cent.

41. Mobile Brands
Brands must rebrand for
a mobile audience

42. Mobile-only brands
● In 2016, will see the launch of Atom Bank, the UK’s first
mobile-only bank.
● Launching a bank with high street branches would be like a
telecom putting telephone kiosks back on the high street
● “It’s about understanding that nobody cares about banks,
they just care about banking. And if you can make it a great
experience, so much the better.”

43. Mobile Saudi Arabia
How to win ksa consumers in
the moments that matter
82% of web users in Saudi Arabia use YouTube
when trying to find out how to do something.

44. Unskippable Labs: The Mobile Recut
●

45. ‘Mobile-First’ Experiences