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Technology Strategies 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 3 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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Technology Strategies For The Mobile Mind Shift

  1. 1. Technology Strategies For The Mobile Mind Shift Vice President & Principal Analyst July 8, 2014 Ted Schadler
  2. 2. The mobile mind shift The expectation that I can get what I want in my immediate context and moments of need
  3. 3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 #mobilemindshift Companies Platforms People Processes Mind Devices Applications The mobile mind shift will penetrate the beating heart of your business . . .
  4. 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 #mobilemindshift . . . and present throughout every step of a customer’s journey Marketing: Manufactured moment Borrowed moment Marketing: Loyalty moment Sales: Influenced sale moment Sales: Impulse buy moment Customer service: Service 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
  5. 5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5 #mobilemindshift What matters in a mobile moment? ›Who is seeking help? ›What kind of device (and network) is she using? ›What is her motivation? ›What is her physical and emotional context? ›Where is she on her journey? ›What can you do to serve her in that moment?
  6. 6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6 #mobilemindshift -2 minutes Mobile moments matter to employees and your business processes, too -2 hours event -Review service ticket -Align dish -Configure set-top box -Sell audio system -Record signature -Record sale -Review appointments -Confirm next visit -Get directions -Log service report -Confirm next visit Who are we serving? Field technician What is their context? Standing in front of the customer What is the motivation? To record proof of service Who are we serving? Field technician What is their context? Outside customer’s home What is the motivation? To prep for service call After
  7. 7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7 #mobilemindshift The IDEA cycle: the business discipline to win in the mobile moment Analyze results to monitor performance and optimize outcomes. Engineer your platforms, processes, and people for mobile. Design the mobile engagement. Identify the mobile moments and contexts. Start small with a platform to extend..
  8. 8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8 #mobilemindshift To win the mobile moments, the app experience must be: ›Intuitive ›Task-oriented ›Contextual ›Able to flex, scale, and grow
  9. 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 #mobilemindshift Companies Platforms People Processes Mind Devices Applications And means making big changes at the core of your business
  10. 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 #mobilemindshift Engineer your systems ›Are your platforms ready to support mobile engagement? ›Are your processes designed for mobile moments? ›Are people organized to rapidly deploy services?
  11. 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 #mobilemindshift And that means APIs to your core processes
  12. 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 #mobilemindshift You need a new technology approach Systems of engagement help customers take the next best action in their immediate context and moments of need
  13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 #mobilemindshift . . . and a new business technology strategy Network Hardware/infrastructure Software Data Systems of record UX Infrastructure Software Data Systems of engagement UX Network Design starts with engagement Design starts with transactions
  14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited #mobilemindshift 14 Client tier Delivery tier Aggregation tier Services tier • On-premises transaction & content systems • Some services cloud hosted • Data security managed here • Smartphones & tablets & API consumers • Manage software and policy on the device • Outstanding experience online & offline • Asynchronous, event-driven content layer • Scale out to Internet proportions • Cloud or cloud-connected • Most app logic and integration happens here • On-premises or cloud-hosted • Analytics data store & algorithms here Built on a four-tier engagement platform
  15. 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 #mobilemindshift Analyze results to monitor performance and optimize outcomes ›Performance & operational metrics to know what’s going on at all times ›Business metrics to drive investment ›Customer and experience insights to improve the experience over time ›Real-time analytics to power great 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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