Delivering great brand experiences gives you the edge. We need to understand the experiences customers have so we can make them better. Mobile research is a way to capture all the things that happen in the moment that define a brand experience. Turn your audience into the biggest R&D department ever...

1. Mobile research makes
you awesome
Ben Claxton
Founder, nativeye
www.nativeye.com

2. Are you a god?

3. Or maybe a warg?

4. Or perhaps a part-time superhero?

5. No you’re just someone concerned about
delivering great customer experiences.
And that makes you pretty awesome.

6. More on god-like powers later…

7. Why experiences matter

8. The experience is the product

9. “Overall experience with a brand is the single
biggest factor in whether I decide to purchase a
product or service.”
60% strongly agree

10. And yet we have SAG

11. Service Anticipation GapAdvertising
Customer
experience

12. $40bn is spent annually on advertising but only 2$bn
on planning and designing services

13. 6 out of 10 leadership teams do NOT use the brand
positioning/brand promise to guide their decision
making

14. For 9 out of 10 businesses customer insight and
research are NOT the main drivers of decision
making in the business

15. Oh dear

16. Service Anticipation GapAdvertising
Customer
experience
Lots of room for
innovation here

17. But it just got even trickier

18. 1. Complex customer landscape

19. Ecosystem pic“Currently there are more Android
devices activated than babies born.”
Channel boom!

20. More and different types of
experience

21. 2. Complex people

22. Context frames experiences

23. We think we are driving but we’re not.

24. “The conscious rational brain isn’t the Oval
Office. It’s actually the press office issuing
explanations for actions we’ve already taken.”
Rory Sutherland

25. So all in all you can’t just do a survey
3 weeks later

26. It can help you:
- understand the pain
- spot opportunities
- get ideas
- involve customers and staff in the process
- generally kick ass
Understanding people’s experience is
important

27. But how can we have eyes and ears
everywhere?
(remember the gods and superheros?)

28. The smartphone
We take it everywhere.
75% of us take one to the toilet.
It’s a way to see what other people see.
(yeah not the toilet thing)

30. Your customers now = biggest ever R&D
department

31. Mobile research helps you…
Understand the experiencing brain
Capture emotion
Capture context
Be global
Be quick

32. I can point to what’s good

33. And what’s not

34. Show daily stresses…

35. …and things meaningful to me

36. Small things that make a big
difference

37. Things that catch my attention

41. What is your customer narrative?

42. - Understanding customer experiences is important
- It can give you the edge in the “Experience economy”
- Mobile is useful for building a customer narrative
- Capture emotion & context, as it happens
Takeaways

43. So you can be a bit of a hero.
At least when it comes to
customer experience.

44. Ben Claxton ben@nativeye.com
www.nativeye.com
@nativeye
Thank you
Go to nativeye.com/ds13
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