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Designing Satisfying Mobile Customer Experience rev. Nov 2014

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Customers are increasingly connected by means of their mobile devices They expect satisfactory experience on whatever device they are using or they quickly leave.in search of a better one. . Best-practices marketers are adopting a "mobile first" approach and this needs to be accompanied by a thoughtful, strategic approach to the customer experience.

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Designing Satisfying Mobile Customer Experience rev. Nov 2014

  1. 1. 1 DESIGNING SATISFYING MOBILE CUSTOMER EXPERIENCE Supplements Rewarding Customer Experience Section, Chapter 12 Mobile Marketing Section, Chapter 16 Mary Lou Roberts, Debra Zahay Revised November 2014 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  2. 2. 2 MOBILE NOW ACCOUNTS FOR 60% OF ALL DIGITAL TIME September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  3. 3. 3 AND APP USE ACCOUNTS FOR MAJORITY http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/ September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  4. 4. 4 ECOMMERCE CONTINUES TO GROW – MCOMMERCE CONTINUES TO TAKE LARGER SHARE http://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  5. 5. 5 THINK ABOUT YOUR LAST ‘SIGNIFICANT‘ PURCHASE. WHAT ROLE (OR ROLES) DID MOBILE PLAY IN YOUR PURCHASE PROCESS? September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  6. 6. 6 Impact Of Mobile On the Customer Journey Is Much Greater Than Sales Alone September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  7. 7. 7 http://www.nielsen.com/us/en/insights/news/2013/a-mobile-shoppers-journey--from-the-couch-to-the-store--and-back.htmlS September 2014 To Accompany Internet Marketing, 3rd ed.
  8. 8. 8 MOBILE MORE THAN SMARTPHONES AND TABLETS http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  9. 9. 9 IN RESPONSE, FACEBOOK OFFERING MULTI-DEVICE TRACKING FOR ITS ADS https://www.facebook.com/business/news/cross-device-measurement September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  10. 10. 10 FORRESTER ASKS: “WHY CUSTOMER EXPERIENCE, WHY NOW” January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  11. 11. 11 ANSWERS: “CUSTOMER EXPERIENCE DRIVES GREATER LOYALTY” And We Know From CRM That Loyalty Drives Sales FORRESTER PERSPECTIVE: The Business Impact Of Customer Experience September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  12. 12. 12 CUSTOMER EXPERIENCE – CX – IS NOT A SINGLE EVENT. IT IS THE SUM OF ALL OF CUSTOMER INTERACTIONS AND THE RESULTING PERCEPTIONS OF THE BRAND. January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  13. 13. 13 THE QUALITY OF THE MOBILE EXPERIENCE IS CRITICAL January 2014 To Accompany Internet Marketing, 3rd ed.
  14. 14. 14 “MOBILE EXPERIENCE IS CUSTOMER EXPERIENCE” https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  15. 15. 15 MOBILE STRATEGIES MUST BE INTEGRATED WITH CORE DIGITAL STRATEGIES Search Web site objectives Email Mobile Social
  16. 16. 16 MOBILE IS NOT A CHANNEL • Mobile Describes the Platform/Layer for Messaging • Email • SMS • MMS • Apps • Mobile Web Site • There Are Many Mobile Devices • Smart phones • Tablets • “Wearables” • The Devices Are Limited • Small Display • Limited Memory • Slower Speed (Connection Issues) September 2014 To Accompany Internet Marketing, 3rd ed.
  17. 17. 17 MOBILE LENDS ITSELF TO • Gamification of marketing • Microsites • Sound (Video) bites September 2014 To Accompany Internet Marketing, 3rd ed.
  18. 18. 18 DOMAINE CHANDON’S SUMMER AD FEATURES LIMITED EDITION BOTTLE http://www.luxurydaily.com/domaine-chandon-creates-mobile-ad- to-showcase-limited-edition/ September 2014 To Accompany Internet Marketing, 3rd ed.
  19. 19. LUFTHANSA DEBUTS NEW SELFIE AD UNIT 19 WITH SOCIAL MEDIA POSTCARD http://mobilemarketingmagazine.com/opera-mediaworks-celtra-selfie September 2014 To Accompany Internet Marketing, 3rd ed.
  20. 20. 20 CU DIRECTLY IMPACTS SALES AS WELL AS LOYALTY http://www.cmocouncil.org/webcast.php?id=31 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  21. 21. 21 TEMKIN MODEL PROVIDES CX STRATEGY GUIDANCE • A Customer Experience Is Composed Of • EMOTIONAL Components That Affect How People Feel About the Brand • FUNTIONAL Components That Ensure That All Aspects of the Experience Perform Correctly • ACCESSIBLE Components That Make It Easy for Customers To Do What They Want To Do September 2014 To Accompany Internet Marketing, 3rd ed. http://uxmag.com/articles/the-total-experience Mary Lou Roberts and Debra Zahay
  22. 22. 22 TEXT DISCUSSES CUSTOMER EXPERIENCE DIMENSIONS ON WEBSITE • Physical Presence and Appearance • Disney Transfers “Magic” of Theme Park to Web • San Diego Zoo Features Animal Stars, Some on Webcams • Cognition • Both Use Multiple Tools – Videos, Blogs & More - To Provide Content • Emotion or Attitude • Disney Characters and Zoo Animals Play Prominent Roles • Connectedness • In Both Cases the Visitor Experience is Portrayed and Enhanced (Online Tickets, for example) September 2014 To Accompany Internet Marketing, 3rd ed. Internet Marketing, p. 336 Mary Lou Roberts and Debra Zahay
  23. 23. 23 MOBIL EXPERIENCE PRINCIPLE 1 Everything Said About Customer Experience In Other Contexts (e.g. Website, Retail Customer Service) Applies to the Mobile Customer Experience September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  24. 24. 24 HAVE YOU HAD EITHER A VERY GOOD OR A VERY BAD EXPERIENCE IN A COMMERCIAL MOBILE CONTEXT (NOT A PERSONAL COMMUNICATIONS CONTEXT)? September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  25. 25. 25 EXPERIENCE CAN OCCUR IN ANY CUSTOMER TOUCHPOINT/CHANNEL-USUALLY IN A COMBINATION OF CHANNELS-BOTH ON AND OFF LINE September 2014 To Accompany Internet Marketing, 3rd ed.
  26. 26. 26 There Are Many Possible Channels Depending On Customer Needs Habitual Customer Behaviors Nature of Product/Service Brand Characteristics and More September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  27. 27. 27 STAGES OF CUSTOMER JOURNEY BOTH ON AND OFFLINE September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  28. 28. 29 SOCIAL AND MOBILE ARE INTERRELATED, ESPECIALLY FOR MILLENNIALS September 2014 To Accompany Internet Marketing, 3rd ed. https://blogs.oracle.com/thecxjourney/entry/simple_tips_to_design_a Mary Lou Roberts and Debra Zahay
  29. 29. 30 MOBILE EXPERIENCE PRINCIPLE 2 All Channels Must Work Together Or Customers Will Be Lost September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  30. 30. BANKING EXAMPLE WITH VARIOUS CHANNELS 31 AS INITIAL POINT OF ENTRY September 2014 To Accompany Internet Marketing, 3rd ed. http://www.mckinsey.com/insights/marketing_sale s/digitizing_the_consumer_decision_journey Mary Lou Roberts and Debra Zahay
  31. 31. 32 MOBILE SO UBIQUITOUS IT AFFECTS MANY CHANNELS Some Marketers Argue That Mobile is a STRATEGY http://www.slideshare.net/tkawaja/lumas-2014-mma-summit-keynote September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  32. 32. 33 MOBIL EXPERIENCE PRINCIPLE 3 Creating Satisfactory Customer Experience Is Even More Difficult In The Mobile Space Must Be Delivered: At Appropriate Moment In Appropriate Context (e.g. Shopping, Searching for a Restaurant) On Customer’s Choice of Device September 2014 To Accompany Internet Marketing, 3rd ed. Internet Marketing See Table 16.1, p. 443 Mary Lou Roberts and Debra Zahay
  33. 33. 34 FORRESTER CALLS IT A “MOBILE MOMENT” A MOBILE MOMENT Is A Point in Time and Space When Someone Pulls Out a Mobile Device To Get What He or She Wants Immediately, In Context http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  34. 34. 35 MOBILE DRIVERS OF BEHAVIOR • Immediacy • As Soon As The Customer Accesses The Mobile Device • Simplicity • Easy To Get Whatever The Customer Wants • e.g., Information, Access To A Service, Purchase A Product • Context • The Customer’s Location, Attitudes, Past Behaviors September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  35. 35. 36 EXAMPLES September 2014 To Accompany Internet Marketing, 3rd ed. The Future of Mobile eBusintss Forrester Research, 2012 Mary Lou Roberts and Debra Zahay
  36. 36. 37 CONTEXT IS LAYERED, COMPLEX CUSTOMER DATA HELPS TO UNDERSTAND http://www.smashingmagazine.com/2012/07/12/elements-mobile-user-experience/ September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  37. 37. 38 PLOTTING A MOBILE MOMENT @ STARBUCKS September 2014 To Accompany Internet Marketing, 3rd ed. http://solutions.forrester.com/mymobilemoment Mary Lou Roberts and Debra Zahay
  38. 38. 39 DESIGNING EXPERIENCE FOR SCREEN-AGNOSTIC KIDS “NICKELODEON LAUNCHES NEW NICK.COM WITH UNIQUE HORIZONTAL LAYOUT, EDGE-TO-EDGE DESIGN, TV EVERYWHERE AND SLATE OF ORIGINAL, DIGITAL-ONLY SERIES Nick.com’s New Design Inspired by Net’s Successful Mobile Nick App” Slate of Original Digital-Only Series on Nick.com with Debut of Animated Welcome to the Wayne Extensive Use of “Do Not Touch” Button http://www.nickandmore.com/2014/07/31/new-nick-com-website-design-launches/ September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  39. 39. 40 The App September 2014 To Accompany Internet Marketing, 3rd ed. You Have To Experience It For Yourself! The Site Mary Lou Roberts and Debra Zahay
  40. 40. 42 MAPPING THE CUSTOMER EXPERIENCE IS NECESSARY A TEMPLATE FROM SERVICES MARKETING September 2014 To Accompany Internet Marketing, 3rd ed. http://servicedesign.wikispaces.com/Service+Blueprint Mary Lou Roberts and Debra Zahay
  41. 41. 43 ACTUAL CX MAP (RAIL EUROPE) OFTEN VERY COMPLEX September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  42. 42. 44 IDENTIFYING CUSTOMER TOUCHPOINTS September 2014 To Accompany Internet Marketing, 3rd ed. http://www.serviceMdeasrigyn Ltoouo lRso.obregr/ttso aonlsd/ 8Debra Zahay
  43. 43. 45 DIFFERENT TECHNIQUES ALL FOCUS ON STAGES IN CUSTOMER JOURNEY http://www.touchpointdashboard.com/2011/12/cooking-up-a-winning-customer-journey-map-part-ii-the-recipe/ September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  44. 44. 46 TOOLS LIKE MAPPING ARE IMPORTANT BUT GOOD CX IS PEOPLE-INTENSIVE September 2014 To Accompany Internet Marketing, 3rd ed. www.customerexperiences.co.nz Mary Lou Roberts and Debra Zahay
  45. 45. 47 THINKING ABOUT YOUR GOOD OR BAD EXPERIENCE DO YOU THINK IT WAS A TECHNICAL SYSTEMS FAILURE OR A FAILURE OF HUMAN SERVICE DELIVERY? WHAT DEPARTMENT IN THE BUSINESS SHOULD BE TASKED WITH FIXING THE PROBLEM? September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  46. 46. 48 MOBILE WILL CONTINUE TO GROW IN IMPORTANCE September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  47. 47. 49 MORE PEOPLE ARE USING MOBILE MORE September 2014 To Accompany Internet Marketing, 3rd ed. http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1 Mary Lou Roberts and Debra Zahay
  48. 48. 50 AND THE FINANCIAL IMPACT CONTINUES TO GROW http://www.business2community.com/mobile-apps/uncovered-future-mobile-marketing-0844995#!bE81zV September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  49. 49. 51 MOBILE REVENUE HAS SEVERAL COMPONENTS http://www.slideshare.net/JrmePerani/digi-capital-mobileinternetinvestmentreviewq22014summary September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  50. 50. 52 WHAT COMES AFTER SMARTPHONES AND TABLETS? September 2014 To Accompany Internet Marketing, 3rd ed. http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1 Mary Lou Roberts and Debra Zahay
  51. 51. 53 January 2014 To Accompany Internet Marketing, 3rd ed. http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1 Mary Lou Roberts and Debra Zahay
  52. 52. 54 COMPANIES THAT WIN IN THIS ENVIRONMENT WILL DELIVER SEAMLESS, SATISFYING CX http://www.cisco.com/cisco/web/UK/solutions/executive/pdf/Connected_Mobile_Experience_POV_Paper_EN.pdf September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  53. 53. 55 WHAT BEST PRACTICES SUPPORT SATISFYING CX? THE IMPORTANCE OF INTEGRATED STRATEGY—BEYOND CAMPAIGNS, BEYOND DEVICES http://www.cmocouncil.org/current_program_details.php?pid=122 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  54. 54. 56 DELIVERING SEAMLESS, SATISFYING CX IS COMPLEX (THE CUSTOMER JOURNEY) TIME-CONSUMING (USING DATA TO UNDERSTAND) PEOPLE-INTENSIVE (PEOPLE DELIVER SERVICE) September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  55. 55. 57 ACHIEVING MOBILE MATURITY September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  56. 56. 58 FEW COMPANIES SEE THEMSELVES AHEAD OF COMPETITORS September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  57. 57. 59 DATA INDICATES MOST BUSINESSES IN EARLY STAGES September 2014 To Accompany Internet Marketing, 3rd ed. Mobile Maturity Benchmark Report Urban Airship Mary Lou Roberts and Debra Zahay
  58. 58. 60 IF MOBILE IS A KEY TO LOYALTY & SALES AND ACHIEVING SATISFACTORY MOBILE CX IS COMPLEX, TIME CONSUMING January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  59. 59. 61 SHOULDN’T IT BE A MAJOR BUSINESS FOCUS? January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
  60. 60. 62 RESOURCES FOR MOBILE MARKETING EXPERIENCE • The Mobile Mind Shift, Ted Schandler, Josh Bernoff, Julie Ask, Forrester Research, Groundswell Press, Cambridge, MA 2014. • “Lessons from the Leading Edge of Customer Experience Management” http://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/hbr-leading-edge-customer-experience-mgmt-107061.pdf • “The Digital Consumer,” Nielsen, February 2014 http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/the-digital-consumer-report-feb-2014.pdf • “The U.S. Mobile App Report,” ComScore http://mat1.gtimg.com/tech/2014/pdf/The_US_Mobile_App_Report.pdf • “The Contextual Map” Robert Schmohl and Uwe Baumgaten http://mediatum.ub.tum.de/doc/1115362/1115362.pdf • “How Digital is Transforming Retail: The View from eBay,” with videos http://www.mckinsey.com/insights/consumer_and_retail/how_digital_is_transforming_retail_the_view_from_eba y?cid=DigitalEdge-eml-alt-mip-mck-oth-1407 • “Exceed Mobile Expectations,” Adobe OnDemand Webinar http://success.adobe.com/en/na/programs/products/digitalmarketing/aem/1404-49112-aem-mobile-personalization. html?s_rtid=70114000002JC6YAAW&s_iid=701a0000002IhEXAA0&sfid=0033000001CyfzTAAR January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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