Seamless Customer Experiences with Behavior + Computing
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This document discusses providing seamless customer experiences through mobile apps. It notes that CVS and Walgreens apps work well on iOS and Android, and that using behavior and computing can help meet customer expectations. The document is from gigamon.com and Disney Parks Blog.
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Seamless Customer Experiences with Behavior + Computing
- 1. (More) Seamless Customer Experiences …sooner than you think
- 2. • Source: Disney Parks Blog
- 3. • •
- 4. CVS Walgreens iOS 4.5/5 iOS 4.5/5 Android 4.5/5 Android 4.3/5
- 8. • • •
- 9. Meeting Customer Expectations
- 13. Source: If Applicable. Delete if not.
- 14. • Source: Disney Parks Blog
- 15. Thank You!
Editor's Notes
- Disney is going to spend between $800M and $1B in the coming years creating a theme park experience that’s more amenable to modern customer behaviorThey are going to accomplish this using RFID enabled bracelets, similar to the form factor of a Nike Fuel Band. It will unlock your hotel roomStore your credit card informationAnd be a unique identifierThe delivery mechanism doesn’t much matter. What matters is what it will enable:They will know when you are leaving the park to return to your hotelThe last time you’ve eatenAnd allow Snow White to call your child by nameThey are building an environment that provides guests with a more personalized, context aware, and frictionless experience
- A customer experience is the people, processes, and technology that interact with a customerOrganizations are investing in better understanding the customer journey so that they can create digital experiences that enhance that journey at each stageAnd if the consumer internet has taught us anything in the last decade it’s that great experiences are about surfacing the right content, model, or opportunity at the right time for your users, or in our case, customers
- From the Xtreme Labs Retail Apps Report
- There are two forces driving the need for more seamless customer experiencesBehavior + Computing
- Customers have become usersThey don’t view relationships as transactionalAnd users are empoweredThey are increasingly satisfying wantsmaking them more difficult to sell them commoditized products and servicesBut also making them very loyal to great customer experiences
- The other driver of more seamless customer experiences is the ubiquity of computingCanbe an enabler of great customer experiencesIt can create a bridge between each stage of the customer journeyIt can enhance each stage of the customer journeyIt can make buying decisions easierAnd it can influence all of the experiences on the periphery of your core experienceOr conversely, it can drive a wedge between your organization and your customers:It can be cold and facelessIt can instantaneously move customers outside of the intended experience and off the intended pathIt can confuse your customersAnd in some circumstances can even cause organizations to retreat to their “traditional” core business, resulting in a slow death
- What we’re really seeing is an evolution in the value exchange between businesses and their customers.And they key is that The value exchange must still be clear and apparentLike providing your email at the store in exchange for getting offers delivered to your inboxAllowing a mobile application to track your location in exchange for ease of use and a more targeted experience
- So let’s go back to the Disney MyMagic+ Experience for a moment. They say that their RFID enabled bracelet is going to be a delivery mechanism for an experience that is more amenable to modern customer behavior.The experience is going to better meet customer expectations of a more personalized, context-aware, and frictionless experience.It sounds easy with $1B right?Here’s how companies without $1B to spend are doing the same thing
- Our friends at Exact Target make it possible create personalized 1:1 communication the norm across all customer touch pointsAnd retailers like Beyond the Rack are helping to change customer expectations across every industry by providing a richer and more personalized experience
- Location is a great example of this – and using Urban Airships geo-fencing tools is one way that we help to empower more context aware experiencesBut there is more we can do to tie disparate customer data togetherWho are my friends?Who are “users like me”What matters, my account balance, or whether I’m over budget on a certain activity
- Click and CollectMaking payments easierEndless Aisle
- At the begging of this presentation I said that we’re not that far offBut really what we’re saying is that seamless customer experiences are already happeningPersonalized, Context-aware, Frictionless