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Marketing, Sales, And Product Strategy For The Mobile Mind Shift

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Learn strategies and frameworks for how to engineer your business to win the mobile moments of your customers in Part 2 of this three-part webinar series with top analysts and authors of Forrester's newest book, The Mobile Mind Shift.

Watch the three-part Mobile Mind Shift Webinar Series, and download the presentation slides: http://forr.com/1uRIKNA

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Marketing, Sales, And Product Strategy For The Mobile Mind Shift

  1. 1. Marketing, Sales, And Product Strategy For The Mobile Mind Shift Senior Vice President & Principal Analyst June 30, 2014 Julie Ask
  2. 2. © 2014 Forrester Research, Inc. Reproduction Prohibited 2 #mobilemindshift Mobile is shifting customer expectations Mobile
  3. 3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 #mobilemindshift … and accelerating the speed of the shift ~ 6 Months
  4. 4. The mobile mind shift The expectation that I can get what I want in my immediate context and moments of need
  5. 5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5 #mobilemindshift Mobile is the new face of engagement ›Every interaction a customer has with your brand is a customer experience. ›Customer experience is a thread that runs throughout the entire customer journey—not just customer service. ›Winning in the mobile moments throughout the journey will be key to transforming your customer experience.
  6. 6. 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.
  7. 7. #mobilemindshift Mobile moments are present throughout the customer journey Marketing: Manufactured moment Borrowed moment Marketing: Loyalty moment Sales: Influenced sales moment Sales: Impulse purchase moment Customer service: Information moment Product: Setup moment Use moment Care moment Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report Marketing: Social Depth moment
  8. 8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8 #mobilemindshift Opportunities for mobile moments are simultaneously endless and limited ›Mobile moments extend throughout the customer journey. ›You have to choose the right moments – and you have to be damn good in those moments you do choose. ›New technologies — especially through connected devices — will create new moments that enhance the physical world by offering information or services in near real time. Keep innovating!
  9. 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 #mobilemindshift Use IDEA to win in your moments
  10. 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 #mobilemindshift Identify mobile moments and their associated context Customer journey •What are customer’s motivations? •What does the customer need? •What is their context? Mobile moments of truth Contextual opportunities
  11. 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 #mobilemindshift Know what context is available and appropriate Social Body Home Home School Location Work Gym Heart rate Blood pressure Steps Speed
  12. 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 #mobilemindshift Design the mobile engagement ›How can we offer our customers what they need in their mobile moments – especially the moments of truth when something goes wrong? •How will we protect our customers’ privacy, security and credit? •How will we help our customers maximize their utility with rewards points and deals? ›How will we drive ongoing engagement? ›What are the mechanics of the engagement?
  13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 #mobilemindshift Re-engineer your business Processes Platforms People
  14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 #mobilemindshift Analyze to improve outcomes ›Instrument your app or mobile service with analytics to drive performance and outcome improvements. •Behavior •Outcomes = financial benefits •Performance ›Develop insights based on how your customers use the app. •Develop and test hypotheses through A/B testing. •Consider the physical world implications of what you learn. ›Iterate your app or services through agile processes.
  15. 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 #mobilemindshift All in, mobile has the potential to transform your customer experience in these moments ›Remember, every interaction that your customer has with your brand is a customer experience. ›As my colleague James McQuivey says, “When brands adopt new technologies, they do old things in new ways. When they internalize a technology, they begin to do new things.” Go do new things! ›Entrepreneurs and your competitors will better serve and then win over your customers if you don’t create a strategy to win in your customers’ mobile moments.
  16. 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 #mobilemindshift Remember this . . . ›The mobile mind shift will transform business. ›The new competitive battleground is the mobile moment. ›Identify, design, engineer, analyze . . . and repeat.
  17. 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 #mobilemindshift ›Watch the three-part Mobile Mind Shift Webinar Series, and download the presentation slides ›Download a complimentary report, "Four Steps To Win In The Mobile Moment" ›Download the first two chapters of Forrester's book The Mobile Mind Shift Next Steps

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