8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience

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Describes 8 ways to improve a mobile customers experience:
C-U-S-T-O-M-E-R = Convenience, Utility, Showrooming, TImeliness, Offers, Mobility, Easy of Use, Relevance. It shows why experience counts more than SoLoMo technology.

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8 Ways to Improve a Mobile C-U-S-T-O-M-E-R Experience

  1. 1. PART I MOBILE MARKETING TRENDS Customer Experience Gap Using C-U-S-T-O-M-E-R Rules Dr. Jim Barry March 4, 2013
  2. 2. More Experience, Less SoLoMo Common 2014 Predictions • SoLoMo marketing will materialize in a big way. • Much has to do with big data solutions and skyrocketing mobile phone usage. • But should bullish forecast rely on device/data enabling or consumers expecting better experiences? © 2014 Social Content Marketing  Do NOT distribute Slide 2
  3. 3. Mobile Growth © 2014 Social Content Marketing  Do NOT distribute Slide 3
  4. 4. Gap Marketing is failing to prioritize the mobile customer experience • 89% of mobile consumers want personalization • But only 18 percent of retailers actually make an effort in social and mobile marketing © 2014 Social Content Marketing  Do NOT distribute Slide 4
  5. 5. Mobile Growth Experts attribute most of slow response to the following • Desktop first, ‘mobile second’ design philosophy Big Data Mobile User Marketing • Failure to adequately map a mobile customer’s end-toend journey • Immature technologies addressing mobile payment apps, multiple operating systems and in-store shopping infrastructures © 2014 Social Content Marketing  Do NOT distribute Slide 5
  6. 6. Mobile Users Want More but Less Want greater • Friendliness • Context • Personalization • Speed Want less 40% to 61% of customers who visit a site that isn’t mobile-friendly are likely to visit a competitor’s site. • Detail • Navigation • Links © 2014 Social Content Marketing  Do NOT distribute Slide 6
  7. 7. Mobile User Experience Expectations © 2014 Social Content Marketing  Do NOT distribute Slide 7
  8. 8. Convenience Consumers expecting quick-and-easy mobile experiences • Location triggers • Mobile payments in hassle-free steps • Reminders • Directions • Instant call © 2014 Social Content Marketing  Do NOT distribute “We like mobile devices because they make our lives more convenient.” Slide 8
  9. 9. Mobile Wallet Wallets offer more than payment • Rewards • Tracking for personalization • Convenience Technology not yet resolved • Google Wallet & Apple Passbook • iBeacons/Bluetooth LE vs. NFC © 2014 Social Content Marketing  Do NOT distribute Slide 9
  10. 10. Utility “Self-Help” Apps & Useful Links • App that helps plan healthier meals built by a grocery store chain • Quick financial wrap up report delivered via email from a financial advisor • Blog that gives useful tips for customers to put into practice right away © 2014 Social Content Marketing  Do NOT distribute Slide 10
  11. 11. Youtility Examples of “Friend-of-Mine” Apps • Clorox MyStain app • Angie’s list • Geek squad © 2014 Social Content Marketing  Do NOT distribute Slide 11
  12. 12. Showrooming Instant In-Store Research for • Products • Competitive Prices • Ratings & Reviews Research shows high usage • Since 2012, the number of consumers who purchased a product from a competitor while in a retail store increased 156% (Vibes study) • After consumers compare prices on their phones while in-store • 47% move onto complete a transaction • 45% go elsewhere to purchase items • 7% do not make purchases. © 2014 Social Content Marketing  Do NOT distribute Slide 12
  13. 13. Timeliness © 2014 Social Content Marketing  Do NOT distribute Slide 13
  14. 14. Timeliness Timely Reminders • Health, meetings, calendar events • Expect links to address books, calendars, directions, etc. Timely Offers • Store proximity offers • In-store offers © 2014 Social Content Marketing  Do NOT distribute Slide 14
  15. 15. Offers Special Offers • Reward for downloading apps • Way to fend off showrooming opportunism • Bottom of Funnel incentive Emotional Connection from Gifting • Opportunity for social sharing • Real-time loyalty © 2014 Social Content Marketing  Do NOT distribute Slide 15
  16. 16. Mobility Mobility more than Mobile • User experience includes all in one all the time • Tablets & some smartphones can gather all intel • Phones are within reach most of the day © 2014 Social Content Marketing  Do NOT distribute Slide 16
  17. 17. Easy-to-Use Distinction of Mobile • Shorter attention spans • Closer to “closure” • Prone to video • Fat thumb restricted © 2014 Social Content Marketing  Do NOT distribute Slide 17
  18. 18. Easy-to-Use © 2014 Social Content Marketing  Do NOT distribute Slide 18
  19. 19. Easy-to-Use Understand End-to-End Journey • Sometimes just location & call • Simplify and shorten steps Make Hassle Free • Less is more • No scrolling © 2014 Social Content Marketing  Do NOT distribute Slide 19
  20. 20. Relevance Contextual relevance • Proximate relevance • Relevant to user mobile journey • Native Ads • Anticipatory needs • SoLoMo relevant © 2014 Social Content Marketing  Do NOT distribute Slide 20
  21. 21. Summary © 2014 Social Content Marketing  Do NOT distribute Slide 21
  22. 22. What’s Next? SoLoMo Context Marketing © 2014 Social Content Marketing  Do NOT distribute Slide 22
  23. 23. What’s Next? Wearables & IoT © 2014 Social Content Marketing  Do NOT distribute Slide 23
  24. 24. What’s Next? In-Store Shopping © 2014 Social Content Marketing  Do NOT distribute Slide 24
  25. 25. What’s Next? Rich Media & Native © 2014 Social Content Marketing  Do NOT distribute Slide 25

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