This document provides a summary of Matthew Kwan's presentation on customer management strategies in the mobile age. The presentation discusses how the retail market is shifting to mobile, the importance of customer experience, and ways to increase sales and reach customers through better segmentation, database growth, and mobile media. Specific strategies covered include optimizing the customer journey, building an engaging mobile experience, developing an online-offline loyalty program, personalizing content for different audiences, and leveraging social media.

1. 「M」- 世代客戶管理策略
Customer Management
Strategy in MobileAGE
May 26, 2015
Matthew Kwan 關廣智
Adams Company Limited
www.facebook.com/matthew.news
The Hong Kong Retail Management Association Seminar
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Picture Source: https://www.flickr.com/photos/rodeime/15627238721

2. DISCLAIMER 聲明
Copyright © 2016.
Adams Company Limited
本內容版權所有，未經許可，不得翻印或向外傳閱。
No part of this document is allowed to reprint or circulate publicly.
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3. Agenda
• Retail Market in MobileAGE
• Winning through better Customer Experience
• E-xpansion for Retail Industry
• Increase Sales with better Customer Segmentation
• Shorten Sales Cycle with Great Customer Experience
• Grow bigger Customer Database with easy and simple Tools
• Reach more Customers at lower cost using m-Media
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4. Retail Market in MobileAGE
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5. The Future of Retail
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https://www.youtube.com/watch?v=CR6mkO2cOnM

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THE CONSUMER SHOPPING JOURNEY
Source: http://www.crossmark.ca/wp-content/uploads/Shopping_Journey_image.png

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http://blogs-images.forbes.com/marketshare/files/2012/12/Google-Study-2.png

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Source: http://www.comscore.com/Insights/Press-Releases/2012/6/What-factors-
influence-the-online-shopping-experience#imageview/0/

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http://www.cnnic.cn/hlwfzyj/hlwxzbg/dzswbg/201509/P02015
0909354828731159.pdf

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13. Winning through better
Customer Experience
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14. 14
Postmodernism:
Customer experience
is all about FEELINGs!?
Picture Source from : http://www.pics4world.com/vb/imgcache/2/4425showing.jpg
© 2015. Adams Company Limited. 版权所有
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15. Satisfied
Customer
Service Level
Good
Quality
Customer
service
Visual,
Design,
Identity
Meet
Expectation
Relationship
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16. 7Success Factors of e-Commerce
1. Site design
2. User-friendliness
3. Product range
4. Pricing level
5. Payment methods
6. Shipping options
7. Delivery of goods
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In order to run a successful online
store it is especially important to
gain loyal customers as well as
to keep those customers
satisfied.Friday 20 January 2012
The results of the largest survey of customer satisfaction in German e-
commerce, conducted by ECC Handel and Hermes, were published on
the occasion of the Online Trading Congress in Bonn. More than 10,000
consumers and customers of 108 German online shops
Source: http://e-commercefacts.com/research/2012/01/ecc-handel-ecommerce-stud/

17. Rethinking “Mobile Experience”
• Flip
• Swipe
• Scroll
• Select
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Picture source: https://static.pexels.com/photos/4831/hands-coffee-smartphone-technology.jpg

18. 18
KLM Case StudyConfidential. Copyright © 2016. Adams Company Limited.

19. 19
Mobile Oriented
Sales & Customer
Service
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20. Key Questions…
• What kind of human resources?
• Customer Service Team
• Online Sales Team
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Picture Source: http://www.bespoke-hospitality.com/wp-content/uploads/2013/03/customer-service2.jpg

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*All names & brands are property of their respective owners

22. Key Questions…
•How to smooth the
Customer Experience
• Availability
• Response Time
• Escalation Procedures?
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23. Brand Awareness
Visibility or Online Presence
e-Branding
Top of Mind & Perception
Word of Mouth
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More Air Time Win the Eyeballs Create Perception

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25. Key Questions…
•What Sales & Marketing Strategy?
•Re-marketing & Re-Targeting
•Discount & First Time/Sign Up Offer
•Membership/Loyalty Program
•Cross Selling & Up Selling
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Impulse Buying

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Online Discount
Offline Shop
Redemption
Online/Mobile
Registration
Incentive
Offline & Online
Membership
Repeat Purchase O2O
Loop?
Picture Source: http://qranywhere.blogspot.hk/2010/04/iron-man-2-staring-qr-codes.html

28. -xpansion
for Retail Industry
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3R
Sales
Expansion

30. Returning Customer
Copyright © 2014. Adams Company Limited. All rights
reserved.
30
Gifts & Discount
Customer
Experience
Quality

31. Copyright © 2014. Adams Company Limited. All rights
reserved.
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Loyalty Program
Up Selling
Cross Selling
Repeating Purchase

32. Referring Customers
•Critical Mass is
everything!
•Viral is all about
WOM.
•Social Media
Network
Copyright © 2014. Adams Company Limited. All rights
reserved.
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33. Increase Sales with better
Customer Segmentation
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34. Who are your audience(s)?
• Segmentation
• Business Vs Individuals
• Customers Vs Partners Vs Public
• Stakeholders
• Spending & Budget
• Demographics
• Age
• Sex
• Language/Country of Origin
• Education
• Interests
• Behaviors
• Reading
• Talking/Communicating
• Buying
• How are you being perceived?
• How can you bring across your
message?
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35. Your
BIG
FOUR
Audiences
Suppliers
Business
Partners
Existing
Customers
Enquiring
Customers
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Smart
e-Mail
Designated
List
Predefined
Template
Selected
Website
Contents
Facebook
Wall Posts

37. Angles of Contents
•Announcements
•Greetings
•Achievements
•Knowledge
•Marketing Intelligence
•Selling
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Screen from MailChimp Template

38. Events
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39. Aggregation
of Personal
Profile
Individual
Age
Sex
In
Relationship
Spending
Power
Education
Personal
Interests
Family
Interests
Location
Profession
Network &
Association
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40. Shorten Sales Cycle with
Great Customer Experience
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41. Customer Experience
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Source: https://www.youtube.com/watch?v=FEXLpveFnzg

42. How many clicksto pay?
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Photo Source: http://neosidea.com/portal/portalnews/servemedia/112/portalnewsattachments/113/ecommerce.jpg

43. Grow bigger Customer
Database with easy and simple
Tools
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44. Critical Mass
is EVERYTHING
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45. eMail
Ads
WOM
Direct
Creating
Critical
Mass
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Website
Social Media
Events
Promotions
& Campaigns

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Form
Name Mobile E-Mail Address
Social Media…

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50. Reach more Customers at
lower cost using m-Media
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51. Monthly Active Users (MAU’s)
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Instagram
400M
Facebook
1.65B
Twitter
320M
http://newsroom.fb.com/company-info/
https://www.youtube.com/yt/press/statistics.html
http://expandedramblings.com/index.php/business-directory/19997/whatsapp/
https://about.twitter.com/zh-hant/company
http://www.businessinsider.com/facebook-messenger-has-700-million-users-2015-6?op=1
https://www.techinasia.com/wechat-650-million-monthly-active-users
http://expandedramblings.com/index.php/business-directory/19788/instagram/
https://www.techinasia.com/weibo-still-growing-maus-2015
http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
Youtube
1B
WeChat
690M
WhatsApp
1B
Weibo
236M
LinkedIn
1.06B

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Instagram – User Generated Contents?

53. The 10 Most Popular Instagram
Trends of Summer 2015
www.cosmopolitan.com/lifestyle/news/a45051/instagram-trends-summer-2015/
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54. Incentive for Sharing
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https://upload.wikimedia.org/wikipedia/commons/thumb/4/4a/Six_degrees_of_separation.svg/2000px-Six_degrees_of_separation.svg.png
5/29/2016

55. Call to Action
• Mobile Media is the largest media channel you have to deal with till
the end of time!? Are you ready to embrace the MobileAGE by
breaking through the OLD Media and Channels?
• Customer behavior is going to align with the characteristics of
different “demographic cultures”. We need to design our game plan
well!
• Start gathering your BIG FOUR database in a Excel format. Use Social
& m-Media consistently to help creating CRITICAL MASS.
• Design your Customer Engagement Strategy based on their behavior.
Engagement means resources allocation. (Labour/Time/Money)
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56. Thank You!
We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk
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