How to insert mobile marketing into your customer journey - a presentation given at 2016 ABA conference

1. MARKETPLACE 2016 POWERPOINT TEMPLATE

2. MARKETPLACE 2016
Investment Strategies
Judd Wheeler
3Cinteractive

3. MARKETPLACE 2016
Customer Experience leaders compared to
S&P 500 from 2007-2012?
• Same
• Underperformed 2X
• Outperformed 0.5X
• Outperformed 3X

4. MARKETPLACE 2016

5. MARKETPLACE 2016

6. MARKETPLACE 2016

7. Companies that prioritize the
customer experience generate
60%
higher profits
than their competitors.
MARKETPLACE 2016

8. MARKETPLACE 2016
Customer Experience = New Battlefield
86%
consumers will pay more for a better experience.
RIghtNow Customer Experience Impact Report 2011

9. MARKETPLACE 2016
Customer Engagement
= Customer Loyalty:
How to Use Mobile
Judd Wheeler
3Cinteractive

10. MARKETPLACE 2016

11. LOYALTY IS AN EMOTION

12. SO WHY DO WE TREAT IT
LIKE A TRANSACTION?

13. A DISCOUNT CARD
IS NOT ENOUGH

15. LONG-TERM GAME
NOT A DRIVE BY EVENT

16. HOW DO YOU USE
WHAT YOU KNOW
ABOUT ME?

17. “I often went fishing during the summer.
Personally I am very fond of strawberries and
cream, but I found that for some reason fish
prefer worms.”
Dale Carnegie
MARKETPLACE 2016

18. MARKETPLACE 2016
4 Steps to Building Customer Loyalty
1
2
3
4
DEFINE CUSTOMER’S WHY
DESING THE EXPERIENCE
TAKE ACTION: TEST/EXPERIMENT
CONTINOUS LOYALTY

19. 2015: The Year of
Disruption
MARKETPLACE 2016

20. Mobile Customer Experience Trends
• Make it fast
• Create emotional experience
• Balance high-touch and high-tech
• Avoid spoil
MARKETPLACE 2016

21. How do we insert mobile into
the customer journey?

22. “We see our customers as invited guest to a
party, and we are the hosts. It’s our job every
day to make every important aspect of the
customer experience a little bit better.”
MARKETPLACE 2016
Jeff Bezos

23. Planning
Consideration
Purchase
Post-
Purchase
Travel/Stay
Post-
Travel/Stay

24. New & Existing Customers
MARKETPLACE 2016

25. Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no
time
restrictions
Non-linear, no
time restrictions Linear
Non-linear, time
restriction
Non-linear, no
time
restrictions
Non-linear, no time
restrictions
Mobile Ads
Mobile Web
Mobile Apps
Email
SMS - Marketing
SMS - Transactional
Mobile Coupon
Mobile Wallet
Push
Virtual Reality
Augmented Reality
Proximity
Wearable
Video
Gamification

26. MARKETPLACE 2016
Planning
Dreaming

27. Intent & Micro-moments
150X
a day
MARKETPLACE 2016

28. What do we really
think about ads?

29. Mobile Ads - Targeted
MARKETPLACE 2016

30. Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no
time
restrictions
Non-linear, no
time restrictions Linear
Non-linear, time
restriction
Non-linear,
time
restrictions
Non-linear, no time
restrictions
Mobile Ads N | E
Mobile Web N | E
Mobile Apps E
Email N | E
SMS - Marketing E
SMS - Transactional
Mobile Coupon N | E
Mobile Wallet E
Push E
Virtual Reality *
Augmented Reality *
Proximity
Wearable
Video N | E
Gamification

31. MARKETPLACE 2016
Consideration

32. MARKETPLACE 2016
90%Of consumers will always
check a website first before
calling or emailing you

33. MARKETPLACE 2016

34. MARKETPLACE 2016

35. MARKETPLACE 2016
1.05B
2019 (estimate)
560M
2014

36. MARKETPLACE 2016

37. Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no
time
restrictions
Non-linear, no
time restrictions Linear
Non-linear, time
restriction
Non-linear,
time
restrictions
Non-linear, no time
restrictions
Mobile Ads N | E N | E
Mobile Web N | E N | E
Mobile Apps E E
Email E E
SMS - Marketing E E
SMS - Transactional
Mobile Coupon N | E N | E
Mobile Wallet E E
Push E E
Virtual Reality * *
Augmented Reality * *
Proximity
Wearable
Video N | E N | E
Gamification

38. MARKETPLACE 2016
Purchase

39. MARKETPLACE 2016

40. Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no
time
restrictions
Non-linear, no
time restrictions Linear
Non-linear, time
restriction
Non-linear,
time
restrictions
Non-linear, no time
restrictions
Mobile Ads N | E N | E N | E
Mobile Web N | E N | E N | E
Mobile Apps E E N | E
Email N | E N | E N | E
SMS - Marketing E E
SMS - Transactional N | E
Mobile Coupon N | E N | E N | E
Mobile Wallet E E N | E
Push E E E
Virtual Reality * *
Augmented Reality * *
Proximity
Wearable
Video N | E N | E
Gamification

41. MARKETPLACE 2016
Post-Purchase

42. Real time
interaction
allows for real
time response
Mobile is a
two-way
channel
MARKETPLACE 2016

43. Routing and Check-In
• SMS
• Email
• Web
• App
• Wallet
MARKETPLACE 2016

44. Wallet - Itinerary
MARKETPLACE 2016

45. Travel Updates - Connect
• Weather
• Events
• Itinerary changes
• Reminders (Passport, sweaters, etc.)
MARKETPLACE 2016

46. MARKETPLACE 2016
Lufthansa App
• Boarding pass
• Up-to-date flight info
• Seat numbers
• Terminal numbers
• Weather

47. Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no
time
restrictions
Non-linear, no
time restrictions Linear
Non-linear, time
restriction
Non-linear,
time
restrictions
Non-linear, no time
restrictions
Mobile Ads N | E N | E N | E N | E
Mobile Web N | E N | E N | E N | E
Mobile Apps E E N | E N | E
Email N | E N | E N | E N | E
SMS - Marketing E E N | E
SMS - Transactional N | E N | E
Mobile Coupon N | E N | E N | E N | E
Mobile Wallet E E N | E N | E
Push E E E N | E
Virtual Reality * *
Augmented Reality * *
Proximity
Wearable N | E
Video N | E N | E N | E N | E
Gamification N | E

48. MARKETPLACE 2016
Travel/Stay

49. How can we connect
people to what’s
happening around them?
MARKETPLACE 2016

50. Show people the time of
their life
MARKETPLACE 2016

51. Taxi Stockholm
MARKETPLACE 2016

52. Augmented Reality
MARKETPLACE 2016
• Yelp
• See restaurants
• Click to get ratings and
reviews
• Zagat RETINA
• Can interact & virtually
walk down the street
• Click to get full review
and details

53. Beacons
• Check-in
• Offers
• Tailored to property amenities (spa, golf, bar)
MARKETPLACE 2016

54. People love games, hunting, collecting
MARKETPLACE 2016

55. North Face (China)
• Stake virtual claim
• Live score kept on web &
outdoor electronic board
• 18 days
• > 2 million unique visitors to
web
• > 651,000 red flags planted
• Champion > 4,000
MARKETPLACE 2016

56. McDonald’s Interactive Billboard
• Photo Catch
• Using cell phone camera
• Get one free
• Pick & Play
• No app
• picknplay.se
• Geo-location
• Play on big screen in real-time
• Last 30 sec get digital coupon
w/directions
MARKETPLACE 2016

57. Gaming Strategies
•Insert fun
•Reward members
•People are more inclined to engage and stay engaged
if they see tangible
MARKETPLACE 2016

58. MARKETPLACE 2016

59. Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no
time
restrictions
Non-linear, no
time restrictions Linear
Non-linear, time
restriction
Non-linear,
time
restrictions
Non-linear, no time
restrictions
Mobile Ads N | E N | E N | E N | E N | E
Mobile Web N | E N | E N | E N | E N | E
Mobile Apps E E N | E N | E N | E
Email N | E N | E N | E N | E N | E
SMS - Marketing E E N | E N | E
SMS - Transactional N | E N | E N | E
Mobile Coupon N | E N | E N | E N | E N | E
Mobile Wallet E E N | E N | E N | E
Push E E E N | E N | E
Virtual Reality * * N | E
Augmented Reality * * N | E
Proximity N | E
Wearable N | E N | E
Video N | E N | E N | E N | E N | E
Gamification N | E N | E

60. MARKETPLACE 2016
Post-Travel/Stay

61. MARKETPLACE 2016
“Your most unhappy customers are
your greatest source of learning.”
Bill Gates

62. Follow up
• 92% of consumers said they would be willing to go back to a
company after a negative experience if they received one of the
following:
• an apology,
• a discount or
• proof of enhanced customer service
2010 Customer Experience Impact Report
MARKETPLACE 2016

63. MARKETPLACE 2016

64. Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no
time
restrictions
Non-linear, no
time restrictions Linear
Non-linear, time
restriction
Non-linear,
time
restrictions
Non-linear, no
time restrictions
Mobile Ads N | E N | E N | E N | E N | E N | E
Mobile Web N | E N | E N | E N | E N | E N | E
Mobile Apps E E N | E N | E N | E N | E
Email N | E N | E N | E N | E N | E N | E
SMS - Marketing E E N | E N | E N | E
SMS - Transactional N | E N | E N | E
Mobile Coupon N | E N | E N | E N | E N | E N | E
Mobile Wallet E E N | E N | E N | E N | E
Push E E E N | E N | E N | E
Virtual Reality * * N | E
Augmented Reality * * N | E
Proximity N | E
Wearable N | E N | E
Video N | E N | E N | E N | E N | E
Gamification N | E N | E N | E

65. Planning
Consideration
Purchase
Post-
Purchase
Travel/Stay
Post-
Travel/Stay

66. • Started with text messages, times, delays
• Then book flights
• Then check-in and bag check-in
MARKETPLACE 2016

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73. MARKETPLACE 2016
Drivers of Customer Loyalty Are Changing
•Forge emotional connections at high touch points
•Listen to voice of customer
•Remove pain points
•Enhance delight

74. Map the touch points
understand how mobile can
extend and enhance,
not replace other channels
MARKETPLACE 2016

75. Technology should never drive your
objectives
MARKETPLACE 2016

76. “It is not the phone that is mobile
– it is us.”
Mark Meilau – BMW
MARKETPLACE 2016

77. Judd Wheeler
jwheeler@3c.com
3Cinteractive
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