SugarCon 2013: Crafting the Customer Experience

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Marshall Lager, Third Idea Consulting

The advance of mobile and social technology means that customers demand high levels of service through all channels, all the time. This informal workshop will explore all the elements that go into a winning mobile customer experience, and build the layout of a basic mobile experience that has what it takes to succeed.

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SugarCon 2013: Crafting the Customer Experience

  1. 1. Crafting the CustomerExperience: Mobile Edition Marshall Lager, Third Idea Consulting
  2. 2. Why Bother with Mobile?• Device ubiquity—everybodys got one• Greater capability = more demand• Clear business benefits
  3. 3. Whats at Stake?Consumers surveyed expect the mobile experience to bebetter or equal to in-store and online experienceMore than four in five U.S. adults (84%) reportexperiencing a problem conducting a mobile transaction 63% of online adults said they would be less likely to buyfrom the same company via other purchase channels ifthey experienced a mobile transaction problem Source: Harris Interactive Mobile Transactions Survey, 2011
  4. 4. ApproachECET Principle—Every Customer, Every Time – Every Customer receives effective, right-touch, personalized service, whether app, text, or other – Every User is empowered to solve customers issues and make changes to the record – Every Time. The best becomes business as usual CRM for Everyone—Thanks, SugarCRM!
  5. 5. Components: Customer• E-commerce (shop, purchase, track)• Info (locator, product data, KB, etc.)• Communication (corporate, social, push)• Added value (special offers, membership)
  6. 6. Components: Corporate• Lead identification and history• Shopping patterns and demographics• Identify trends and problems• Inventory/back end integration• Incentivize self-service
  7. 7. Exercise or Discussion? You decideDiscussion: You are the experts in your own businesses.Lets talk about your issues and experiences. Exercise: Split into groups, take on one of the following andlist the key factors a mobile app should have to make itrelevant and attractive to customers – Mobile provider – Automotive dealership/service – Custom publishing/printing – B2B equipment sales/rental – Gym/spa – Restaurant/bar
  8. 8. Contact Subtitle Thank YouEmail: marshall@3rd-idea.comPhone: 1.516-476-6696Skype: marshall.lagerTwitter: @Lager

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