Optimize Mobile Customer Experiences
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Mobile usage continues to rise, especially for travel, but brand loyalty is eroding as customer expectations increase. To optimize the mobile customer experience, companies should: 1) Understand where customers are struggling in their journey and identify improvements across channels to drive acquisition, revenue, and loyalty. 2) Know how customers are interacting most with the mobile app to improve usability and gain insights from analytics. 3) Maximize engagements by creating a unified customer identity across interactions and integrating tools to provide a consistent experience across multiple mobile and digital channels.
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Optimize Mobile Customer Experiences
- 1. 5 Ways to Optimize Customer Experiences on Mobile Apps Karen He, Portfolio Marketing Manager, IBM Customer Experience (CX) Analytics Mike Combs, Mobile UX Design Director
- 2. 1 Mobile usage continues to rise, especially in dynamic environments such as travel
- 3. 2 But brand loyalty continues to erode…
- 4. 3 Mobile Engagement is Moving at the Speed of Expectation
- 5. 4 Everyone now brings their consumer experiences to everything they do
- 6. “The last, best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere.”
- 7. The traditional boundaries are dead. The focus is now on Human-to-Human interactions. Experience is the new competitive battleground
- 8. 8 A focus on user outcomes Multidisciplinary teams Restless reinvention Design Thinking Principles
- 9. 9 An awesome differentiated client experience requires that it is given the highest priority
- 10. 10 #1 Keep It Simple #1 Keep it simple
- 11. 11 #1 Keep It Simple
- 12. #1 Keep It Simple 12 Design a mobile app Design a place where users can connect with you easily right from their phones Product or Task Focused Experience Focused
- 13. 14 The Loop
- 15. 16 Some questions to get us started: Who are our users? What are their needs? What’s their feedback? What else is out there? The Loop: Observe
- 17. 18 Some questions to get us started: Who are we? What’s our intent? What do we know? What do we do next? The Loop: Observe
- 19. 20 Some questions to get us started: What are we saying? What’s possible? What is it? How do we deliver it? The Loop: Make
- 20. 21 The Keys
- 21. 22 In IBM Interactive Experience’s nearly 20 years of working with clients, we have seen the range – waterfall oriented big- bang release approaches driven by marketing organizations and technology and engineering driven feature releases without customer or user needs in mind. In response to our experience with these two extremes, IBM has created an agile-oriented, but design and customer experience driven framework for project execution and team member collaboration – IBM Design Thinking + Agile (Scrum) The Frameworks That Guide Our Efforts
- 22. #2 Understand Where Your Customers Are Struggling 24 #2 Understand where your customers are struggling
- 23. Understand customer journeys Journey Analytics Use marketing tools to visualize the entire customer journey, as individuals and segments, across channels to pinpoint improvements that drive acquisition, revenue and loyalty.
- 24. Gain insight on mobile users’ touch, tap and swipe every time
- 25. 1) Quickly discover a web or mobile issue High numbers of customer abandoning in a particular part 2) Quickly isolate the source of the problem This problem needs to be resolved quickly to minimize revenue losses. Drill down to the root cause of the problem and monetize issue in dollar amount By identifying the source of the problem, we eliminate the need for bridge calls, which reduces cost and time per incident. 3) Recover lost customers Prioritize by monetizing issue in dollar amount Effectively retarget impacted customers Critical issues are very costly and detrimental to brand loyalty
- 26. #3 Know where your customers are interacting the most 28 #3 Know where your customers are interacting the most
- 27. Usability Analytics on Mobile
- 28. Usability Analytics on Mobile Heatmap Link Analytics Form Analytics Comparison Analytics Attention Map
- 29. #4 Know how your customers are behaving on your app 31 #4 Know how your customers are behaving on your app
- 30. Understand your customers’ intents
- 31. Understand Your Customers’ Intents 33
- 32. #5 Maximizing your mobile customer engagements 34 #5 Maximizing your mobile customer engagements
- 33. @ a/b .com Social Activity Call Center History Loyalty Point Balance Indoor Location Cart Abandonment Coupon Redemption Past Purchases Email/Web History 2016 Mobile innovators are building Universal Context
- 34. 36 Create a single identity to enable a consistent customer experience
- 35. Abandoned Cart Trigger 37 Mobile must be part of a broader cross-channel campaign
- 36. Customer Interactions Events SMS Mobile Blogs Call Center Location Communities Push Facebook Twitter Wearables Retail Email Devices+ SMS 38 Breakdown silos and integrate tools
- 37. #5 Maximizing your mobile customer engagements 40 It doesn’t end here
- 38. 41 The Loop
- 39. Thank You
Editor's Notes
- Experience is changing expectations Once in a generation opportunity to lead our organizations Peter Drucker "Because its purpose is to create a customer, the business has two - and only two - functions: marketing and innovation. Marketing and innovation create value, all the rest are costs.” truer than 1954 Marketing and marketers are back in the driving seat
- Bumpy Ride -- Embrace Shape expectations of our customers -- experiences Bridget van Kralingen “The last, best experience that anyone has, anywhere, becomes the minimum expectation for the experiences they want everywhere.” context for challenges -- competing with all industries – retailer --- delightful experiences -- bank, --- phone provider --- government experience already transcend channels --- deliver consistently delightful experiences -- phone, mobile, web, face to face experience now transcends industry too, our experiences -- consumers and citizens -- expectations -- our employers.
- Customers expect so much more… Experience is the new competitive battleground Design is the intent behind an outcome. Human-centered outcomes require you to develop empathy with the people you serve. IBM Design Thinking helps teams understand peoples’ needs, form intent and deliver outcomes to satisfy those needs, at speed and scale.
- IBM is announcing a new way to understand your customers with an innovative unified customer analytics platform that takes a unique approach to breaking down the silos of customer data in the context of a customer’s journey squarely putting the customer at the center of our new Customer Analytics offering. With the debut of Journey Analytics, we are providing immediate insight into the sequence of activities customers are actually engaging in, across time, channels and devices. This first of its kind insight enables you to accelerate the path to purchase and drive more profitable relationships. IBM Journey Analytics is fueled by an open data exchange that breaks down silos of customer data, enabling you to easily access customer data, and put it to work in analytics and engagement applications, regardless of where that data was collected. We enable a seamless customer experience by providing a common view of the customer for commerce, marketing and service teams, simplifying their jobs by turning data into answers, and embedding these insights into the applications they use to engage the customers.
- You can gain actionable insight and make accurate and timely decisions. Business teams detect anomalies on conversion rates and abandonment rates on a particular web or mobile channel. You can quickly isolate the source of the problem with Tealeaf by understanding where exactly customers struggled – for example any error messages that are faulty on a web site or mobile site that was not supposed to be there Once you drill down on that issue and find the root cause, you can find the business impact of that issue by quantifying the number of customers who abandoned because of that issue and then measure how much money was lost due to the issue.
- We all know that one of Silverpop’s main value propositions is that we remove Silos for marketers. Mobile is a data source As consumer touchpoints continue to multiply, brands will realize that the customer data they have been collecting results in incoherent experiences for customers (i.e., I am treated as a VIP online, but in-store the sales associates have no idea how loyal I am or my preferences). Brands will start to integrate their various silos (email, digital marketing, finance, social, mobile, CRM, etc.) to create a single view of their customers in order to provide a cohesive experience. forward. It’s this universal context that should be applied to all channels…. So even with the Universal Context we don’t want to ignore the device. B/c it does matter. It matters that a customer is using an older iPhone with a smaller screen vs a new iPhone with a big screen and enhanced messaging capabilities. It matters if you’re on an Android, Kindle, connected appliance. Consumers also use different devices at various points in the day. Marketers to address each device while including the universal context
- With IBM Marketing Cloud, you have a platform that helps to remove the obstacles we previously discussed for marketers and to help them evolve their marketing efforts. IBM Marketing Cloud helps a marketer to Know their customer - Collect data across all sources, create a single customer identity, using a flexible marketing database Deliver personalized experiences across channels and be everywhere their customer is by leveraging their data and using automation to deliver personalized experiences Drive integration across marketing and related systems through integrating data and systems to drive a consistent experience Single Identity: By capturing data about your customers you are going to create a portrait, or digital identity, for them. Our database not only helps you store every identity, handle, address and ID for each individual customer, it automatically helps you consolidate all the information into a single contact record ensuring that everything you understand about a customer lives in one single place. Creating the single identity leads to a consistent digital experience reflecting declared and inferred preferences based on behavior across channels.
- Your customers are interacting with you through a variety of channels, and they won’t pay attention to you unless you are there with them. We are uniquely collecting valuable information from all channels - web, email, mobile and social - and across devices and platforms. Through our automation engine, we make it easy and seamless to connect and interact with your customers on each of those channels based on their behavior. Our automation engine that can act on this behavioral data and that is driven by your marketing and business rules. You can to leverage massive amounts of collected data in order to deliver highly personalized interactions, at scale, that deliver a better buying experience and drive revenue.
- IBM Marketing Cloud helps you to leverage technology to break down the organizational silos and integrate your tools and more importantly your data. We all work in organizations with departments and technologies that we don’t control, but still have information that we could use. Through IBM Marketing Cloud technologies there are ways in which we can get access to that data and use it in interacting with our customers and prospects.