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Mapping the Mobile First Customer Journey

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Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present how the rising influence of the mobile channel is altering the traditional customer journey and what brands can do to enhance engagement with their customers in the mobile moment.

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Mapping the Mobile First Customer Journey

  1. 1. 1 Mapping the Mobile-First Customer Journey John Walker Vice President, Marketing – Enterprise and Intelligence Solutions @JohnEWalker #MobileFirst
  2. 2. 2 #MobileFirst Today’s Expert Panelists Paul Berney (@paulbmobile) Managing Partner and Co-Founder, mCordis • Served as Chief Marketing Officer & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA) • In 2012, recognized as the leading speaker on mobile marketing worldwide by C-Squared • Voted one of the Top 50 influencers in mobile marketing by The Drum magazine in 2013 & 2014 Rob Hammond (@tech2dollars) Senior Director Mobile Engagement, Syniverse • Experienced sales and technology leader • 30-year career with Microsoft, Sprint and more • Media, analyst commentator and contributor
  3. 3. 3 MAPPING THE MOBILE FIRST CUSTOMER JOURNEY Putting mobile at the heart of marketing Paul Berney @paulbmobile
  4. 4. THE END OF THE LINEAR JOURNEY
  5. 5. Go to supermarket Decide in aisle (taste/ask for help/ POS/read labels) Select product Buy Define need/problem (Personal/sharing/gift/occasion) Read reviews & Recommendations online Select Product Find supplier Buy Define need/problem (Personal/sharing/gift/occasion) WHY DO WE NEED JOURNEY MAPPING? THEN NOW
  6. 6. NOW THEN Go to supermarket Decide in aisle (taste/ask for help/ POS/read labels) Select product Buy Define need/problem (Personal/sharing/gift/occasion) Read reviews & Recommendations online Select Product Find supplier Buy Define need/problem (Personal/sharing/gift/occasion) WHEN AND WHERE WE ENGAGE IS CHANGING
  7. 7. MOBILE INFLUENCES ALL SALES IN RETAIL STORES 19%
  8. 8. WHY THE CHANGE?
  9. 9. “A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.” FORRESTER: THE AGE OF THE CONSUMER
  10. 10. SOURCE: MCKINSE
  11. 11. 1st moment of truth STORE 2nd moment of truth HOME ZERO moment of truth SEARCH
  12. 12. DESIGNDISTSRICT.COM 13 THE NEW ROLE OF THE CMO
  13. 13. MOBILE CAUSES & ENABLES BEHAVIOURAL CHANGE
  14. 14. "Our focus should not be on emerging technologies, but on emerging cultural practices.” HENRY JENKINS, PROFESSOR OF COMPARATIVE MEDIA, MIT
  15. 15. NATIVES DEPEND ENTS IMMIGR ANTS
  16. 16. MILLENNIALS WILL GIVE WAY TO ‘CENTENNIALS’
  17. 17. Connect me Help me find Update me Organise me Inform me Entertain me Let me buy Let me share Matching Mobile ‘Need States’
  18. 18. Convenience Engagement Omni-channel Real time dialogue Participation Experience control The Changing Expectations Of Mobile Consumers
  19. 19. The altered expectations of Millennial consumers
  20. 20. Source: Ashu Garg, Partner at Foundation Capital (Feb. ’15)
  21. 21. Parking in dubai
  22. 22. MARKETERS WILL SWITCH TO USING ‘PERSONAS’. @paulbmobile
  23. 23. PERSONAS RECORD: DEMOGRAPHICS HISTORIC DATA BUYING CYCLE TRIGGERS REACH AND INFLUENCE DIGITAL BEHAVIOURS
  24. 24. Mobile builds our understanding. It is the creator and beneficiary of big data.
  25. 25. DIGITAL TOUCHPOINTS mobile advertising traditional advertising activation sponsorship activation consumer promotion activation mobile incentives & coupons in-store mobile marketing VIP/rewards program mobile database marketing OFFLINE TOUCHPOINTS AWARENESS ENGAGEMENT TRANSACTION LOYALTY ADVOCACYADOPTION
  26. 26. PERSONAS’ ENABLE A SHIFT TOWARDS CONTEXTUAL RELEVANCE
  27. 27. 28 WHO / WHAT / WHERE / WHEN RIGHT PERSON RIGHT MESSAGE RIGHT PLACE THE RIGHT TIME
  28. 28. USE BIG DATA TO INFLUENCE SMALL DECISIONS @paulbmobile
  29. 29. HISTORIC to PREDICTIVE BEHAVIOUR
  30. 30. Predictive brings the shift from ‘big’ to intelligent data
  31. 31. FOUR EPICENTRES OF DATA SOCIAL NETWORKS / MOBILE OPERATORS / SUPERMARKETS / FINANCIAL SERVICE Co’s
  32. 32. MASTERING DATA SCIENCE COLLECTION ANALYSIS APPENDING REFINING INTUITING ACTING
  33. 33. HIRE PEOPLE THAT KNOW THIS STUFF OR LEARN NEW SKILLS. @paulbmobile
  34. 34. PHYSICAL DIGITALMOBILE
  35. 35. MOBILE ENABLES DIRECTED SHOPPING: (GUIDING CONSUMERS THROUGH THE PATH- TO-PURCHASE WITH MOBILE) @paulbmobile
  36. 36. IDENTIFY PRESENCE ESTABLISH CONTEXT RELEVANT MESSAGE EFFECTIVE CHANNEL TRACK REDEMPTION RETURN & RE-ENGAGE 1 2 34 5 6 CONTEXT Location Customer profile Weather/events/time MESSAGE Offers/promotions Advertising Content RETURN In-store Online REDEMPTION Vouchers E-Receipts Loyalty schemes CHANNEL Mobile In-store digital PRESENCE Wi-Fi Beacons Source: Wiforia
  37. 37. @paulbmobile CONVERGED FUTURE WHERE MOBILE = PROMOTION + ENGAGEMENT + PAYMENT + SERVICE + LOYALTY
  38. 38. 39 PAUL.BERNEY@MCORDIS.COM WWW.MCORDIS.COM @PAULBMOBILE WE EDUCATE WE ADVISE
  39. 39. 40 Making it Real… Mobile Engagement in Action Rob Hammond Senior Director of Mobile Engagement, Syniverse @tech2dollars #MobileFirst
  40. 40. 41 #MobileFirst Mobile- First Customer Journey Hook your customers by sending an offer they can’t refuse Ensure a seamless experience as your customers prepare to purchase Send additional product and service recommendations that pique your customers’ interest Respond to customer inquiries and concerns in a timely manner to improve experiences Reward long-term loyalty to keep your customers wanting more Mobile Influence Transactions UpsellService Loyalty
  41. 41. 42 Reservation Confirmation/Journey Reservation confirmation Trip reminder + amenities upsell Trip reminder + attraction tickets Post-stay survey Your reservation has been confirmed! Visit the app to review our cancelation policy. Your vacation starts in 2 weeks! Click http://bit.ly/brand to save up to 25% on selected treatments in our new spa! Welcome to the resort! See an agent at the Guest Services desk in the main lobby to collect your free park tickets! We hope you enjoyed your stay! Please complete a short guest survey and receive a discount. #MobileFirst
  42. 42. 43 Shipping Notification/Journey Shipping Notification VIP Event Pass Special Offer Post-Purchase Thank you for shopping with us, your package is on its way! Visit app for more details As a loyal customer, We would like to offer you VIP access to our shopping event this weekend! Click http://bit.ly/brand for more details Welcome to our shopping event! Click http://bit.ly/brand to reveal a mystery discount for use during your shopping trip We hope you enjoyed our shopping event! Click http://bit.ly/brand to complete a quick survey! #MobileFirst
  43. 43. 44 Coupons Gaming Pictures The Power of the SMS-Embedded Link Scratch for new offer! Mobile coupons are redeemed 10x more than print coupons The open rate of text promotions/offers is a whopping 98% Photos generate 96% of total engagement from mobile devices Check out the tropical destination of the month! VIP offer available just for you! #MobileFirst
  44. 44. 45 The Power of the SMS-Embedded Link Video App Passbook Click here to view your newly added loyalty points! 300 million iPhones around the world have Passbook installed Discover the amenities available for your trip! Download our new travel app today! App revenues are expected to grow to 76.52 billion in 2017 The average mobile user consumes 6 hours of media per day #MobileFirst
  45. 45. 46 #MobileFirst Leverage Mobile Context to Personalize the Customer Experience Mobile Identification Mobile Location Leverage data to determine customer use patterns behaviors and attitudes Is this my customer? Is this her device? Am I reaching the right mobile number? Geo-fence Beacon Trigger Network Location
  46. 46. 47 #MobileFirst Mapping Your Mobile Journey Mobile Engagement Maturity Model
  47. 47. 48 Q&A #MobileFirst #MobileFirst
  48. 48. 49 #MobileFirst  Mobile is about behavior, not technology  The switch to mobile is only going to get stronger  Contextual relevance is critical – get the right message to the right customer at the right time  Mobile is the bridge between the digital and physical worlds  Mobile is the only channel that is with the customer along the entire journey  Make sure you know what actions you want to drive with mobile before you start Key Takeaways Choose the right partner to help guide you on your own mobile journey
  49. 49. 50 Thank You! For more information, visit mobilebrands.syniverse.com or follow us @Mobile4Brands #MobileFirst #MobileFirst

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