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1
DESIGNING SATISFYING MOBILE CUSTOMER EXPERIENCE
Supplements Rewarding Customer Experience Section, Chapter 12
Mobile Marketing Section, Chapter 16
Mary Lou Roberts, Debra Zahay
Revised November 2014
Mary Lou Roberts and Debra ZahaySeptember 2014 To Accompany Internet Marketing, 3rd ed.
2
MOBILE NOW ACCOUNTS FOR 60% OF ALL DIGITAL TIME
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
3
AND APP USE ACCOUNTS FOR MAJORITY
September 2014 To Accompany Internet Marketing, 3rd ed.
http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/
Mary Lou Roberts and Debra Zahay
4
ECOMMERCE CONTINUES TO GROW –MCOMMERCE CONTINUES TO TAKE LARGER SHARE
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756
Mary Lou Roberts and Debra Zahay
5
THINK ABOUT YOUR LAST ‘SIGNIFICANT‘ PURCHASE.
WHAT ROLE (OR ROLES) DID MOBILE PLAYIN YOUR PURCHASE PROCESS?
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
6
September 2014 To Accompany Internet Marketing, 3rd ed.
Impact Of Mobile
On the Customer Journey
Is Much Greater
Than Sales Alone
Mary Lou Roberts and Debra Zahay
7
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.nielsen.com/us/en/insights/news/2013/a-mobile-shoppers-journey--from-the-couch-to-the-store--and-back.htmlS
8
MOBILE MORE THAN SMARTPHONES AND TABLETS
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1
Mary Lou Roberts and Debra Zahay
9
IN RESPONSE, FACEBOOK OFFERINGMULTI-DEVICE TRACKING FOR ITS ADS
September 2014 To Accompany Internet Marketing, 3rd ed.
https://www.facebook.com/business/news/cross-device-measurement
Mary Lou Roberts and Debra Zahay
10
FORRESTER ASKS:
“WHY CUSTOMER EXPERIENCE, WHY NOW”
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
11
ANSWERS:
“CUSTOMER EXPERIENCE DRIVES GREATER LOYALTY”
September 2014 To Accompany Internet Marketing, 3rd ed.
And We Know From CRMThat Loyalty Drives Sales
FORRESTER PERSPECTIVE: The Business Impact Of Customer Experience
Mary Lou Roberts and Debra Zahay
12
CUSTOMER EXPERIENCE – CX –IS NOT A SINGLE EVENT.
IT IS THE SUM OF ALL OF CUSTOMER INTERACTIONSAND THE RESULTING PERCEPTIONS
OF THE BRAND.
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
13
THE QUALITY OF THE MOBILE EXPERIENCE
IS CRITICAL
January 2014 To Accompany Internet Marketing, 3rd ed.
14
“MOBILE EXPERIENCE IS CUSTOMER EXPERIENCE”
September 2014 To Accompany Internet Marketing, 3rd ed.
https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends
Mary Lou Roberts and Debra Zahay
15
MOBILE STRATEGIES MUST BE INTEGRATED WITH CORE DIGITAL STRATEGIES
Web site objectives
Search
Mobile
Social
16
MOBILE IS NOT A CHANNEL
• Mobile Describes the Platform/Layer for Messaging• Email• SMS• MMS• Apps• Mobile Web Site
• There Are Many Mobile Devices• Smart phones• Tablets• “Wearables”
• The Devices Are Limited• Small Display• Limited Memory• Slower Speed (Connection Issues)
September 2014 To Accompany Internet Marketing, 3rd ed.
17
MOBILE LENDS ITSELF TO
• Gamification of marketing
• Microsites
• Sound (Video) bites
September 2014 To Accompany Internet Marketing, 3rd ed.
18DOMAINE CHANDON’S SUMMER AD FEATURES LIMITED EDITION BOTTLE
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.luxurydaily.com/domaine-chandon-creates-mobile-ad-to-showcase-limited-edition/
19LUFTHANSA DEBUTS NEW SELFIE AD UNIT WITH SOCIAL MEDIA POSTCARD
September 2014 To Accompany Internet Marketing, 3rd ed.
http://mobilemarketingmagazine.com/opera-mediaworks-celtra-selfie
20
CU DIRECTLY IMPACTS SALES AS WELL AS LOYALTY
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.cmocouncil.org/webcast.php?id=31
Mary Lou Roberts and Debra Zahay
21
TEMKIN MODEL PROVIDES CX STRATEGY GUIDANCE
• A Customer Experience Is Composed Of
• EMOTIONAL Components That Affect How People Feel About the Brand
• FUNTIONAL Components That Ensure That All Aspects of the Experience
Perform Correctly
• ACCESSIBLE Components That Make It Easy for Customers To Do What
They Want To Do
September 2014 To Accompany Internet Marketing, 3rd ed.
http://uxmag.com/articles/the-total-experience
Mary Lou Roberts and Debra Zahay
22
• Physical Presence and Appearance• Disney Transfers “Magic” of Theme Park to Web• San Diego Zoo Features Animal Stars, Some on Webcams
• Cognition• Both Use Multiple Tools – Videos, Blogs & More - To Provide
Content
• Emotion or Attitude• Disney Characters and Zoo Animals Play Prominent Roles
• Connectedness • In Both Cases the Visitor Experience is Portrayed and Enhanced
(Online Tickets, for example)
September 2014 To Accompany Internet Marketing, 3rd ed.
Internet Marketing, p. 336
TEXT DISCUSSES CUSTOMER EXPERIENCE DIMENSIONS ON WEBSITE
Mary Lou Roberts and Debra Zahay
23
MOBIL EXPERIENCE PRINCIPLE 1
Everything Said About Customer Experience
In Other Contexts (e.g. Website, Retail Customer Service)
Applies to the Mobile Customer Experience
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
24
HAVE YOU HAD EITHER A VERY GOOD
OR A VERY BAD
EXPERIENCE IN A COMMERCIAL MOBILE CONTEXT
(NOT A PERSONAL COMMUNICATIONS CONTEXT)?
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
25
EXPERIENCE CAN OCCUR IN ANY CUSTOMER TOUCHPOINT/CHANNEL-USUALLY IN A COMBINATION OF CHANNELS-BOTH ON AND OFF LINE
September 2014 To Accompany Internet Marketing, 3rd ed.
26
September 2014 To Accompany Internet Marketing, 3rd ed.
There Are Many Possible Channels Depending On
Customer NeedsHabitual Customer Behaviors
Nature of Product/ServiceBrand Characteristics
and More
Mary Lou Roberts and Debra Zahay
27
STAGES OF CUSTOMER JOURNEY
BOTH ON AND OFFLINE
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
29SOCIAL AND MOBILE ARE INTERRELATED,ESPECIALLY FOR MILLENNIALS
September 2014 To Accompany Internet Marketing, 3rd ed.
https://blogs.oracle.com/thecxjourney/entry/simple_tips_to_design_a
Mary Lou Roberts and Debra Zahay
30
MOBILE EXPERIENCE PRINCIPLE 2
All Channels Must Work Together
Or Customers Will Be Lost
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
31BANKING EXAMPLE WITH VARIOUS CHANNELSAS INITIAL POINT OF ENTRY
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journey
Mary Lou Roberts and Debra Zahay
32
MOBILE SO UBIQUITOUS IT AFFECTS MANY CHANNELS
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.slideshare.net/tkawaja/lumas-2014-mma-summit-keynote
Mary Lou Roberts and Debra Zahay
Some Marketers Argue That Mobile
is a STRATEGY
33
MOBIL EXPERIENCE PRINCIPLE 3
Creating Satisfactory Customer Experience
Is Even More Difficult In The Mobile Space
Must Be Delivered:
At Appropriate Moment
In Appropriate Context (e.g. Shopping, Searching for a Restaurant)
On Customer’s Choice of Device
September 2014 To Accompany Internet Marketing, 3rd ed.
Internet MarketingSee Table 16.1, p. 443
Mary Lou Roberts and Debra Zahay
34
FORRESTER CALLS IT A “MOBILE MOMENT”
A MOBILE MOMENT
Is A Point in Time and Space
When Someone Pulls Out a Mobile Device
To Get What He or She Wants
Immediately, In Context
September 2014 To Accompany Internet Marketing, 3rd ed.
http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html
Mary Lou Roberts and Debra Zahay
35
MOBILE DRIVERS OF BEHAVIOR
• Immediacy • As Soon As The Customer Accesses The Mobile Device
• Simplicity• Easy To Get Whatever The Customer Wants
• e.g., Information, Access To A Service, Purchase A Product
• Context• The Customer’s Location, Attitudes, Past Behaviors
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
36
EXAMPLES
September 2014 To Accompany Internet Marketing, 3rd ed.
The Future of Mobile eBusintssForrester Research, 2012
Mary Lou Roberts and Debra Zahay
37
CONTEXT IS LAYERED, COMPLEXCUSTOMER DATA HELPS TO UNDERSTAND
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.smashingmagazine.com/2012/07/12/elements-mobile-user-experience/
Mary Lou Roberts and Debra Zahay
38
PLOTTING A MOBILE MOMENT @ STARBUCKS
September 2014 To Accompany Internet Marketing, 3rd ed.
http://solutions.forrester.com/mymobilemoment
Mary Lou Roberts and Debra Zahay
39
DESIGNING EXPERIENCE FOR SCREEN-AGNOSTIC KIDS
September 2014 To Accompany Internet Marketing, 3rd ed.
“NICKELODEON LAUNCHES NEW NICK.COM WITH UNIQUE HORIZONTAL LAYOUT, EDGE-TO-EDGE DESIGN, TV
EVERYWHERE AND SLATE OF ORIGINAL, DIGITAL-ONLY SERIES
Nick.com’s New Design Inspired by Net’s Successful Mobile Nick App”
Slate of Original Digital-Only Series on Nick.com with Debut of Animated Welcome to the Wayne
Extensive Use of “Do Not Touch” Buttonhttp://www.nickandmore.com/2014/07/31/new-nick-com-website-design-launches/
Mary Lou Roberts and Debra Zahay
40
September 2014 To Accompany Internet Marketing, 3rd ed.
The App
You Have ToExperience ItFor Yourself!
The Site
Mary Lou Roberts and Debra Zahay
42
MAPPING THE CUSTOMER EXPERIENCE IS NECESSARYA TEMPLATE FROM SERVICES MARKETING
September 2014 To Accompany Internet Marketing, 3rd ed.
http://servicedesign.wikispaces.com/Service+Blueprint
Mary Lou Roberts and Debra Zahay
43ACTUAL CX MAP (RAIL EUROPE) OFTEN VERY COMPLEX
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
44
IDENTIFYING CUSTOMER TOUCHPOINTS
September 2014 To Accompany Internet Marketing, 3rd ed. http://www.servicedesigntools.org/tools/8Mary Lou Roberts and Debra Zahay
45
DIFFERENT TECHNIQUESALL FOCUS ON STAGES IN CUSTOMER JOURNEY
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.touchpointdashboard.com/2011/12/cooking-up-a-winning-customer-journey-map-part-ii-the-recipe/
Mary Lou Roberts and Debra Zahay
46
TOOLS LIKE MAPPING ARE IMPORTANT
BUTGOOD CX
IS PEOPLE-INTENSIVE
September 2014 To Accompany Internet Marketing, 3rd ed.
www.customerexperiences.co.nz
Mary Lou Roberts and Debra Zahay
47
THINKING ABOUT YOUR GOOD OR BAD EXPERIENCE
DO YOU THINK IT WAS A
TECHNICAL SYSTEMS FAILURE OR A FAILURE OF HUMAN SERVICE DELIVERY?
WHAT DEPARTMENT IN THE BUSINESS SHOULD BE TASKED WITH FIXING THE PROBLEM?
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
48
MOBILE WILL CONTINUE TO GROW IN IMPORTANCE
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
49
MORE PEOPLE ARE USING MOBILE MORE
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1
Mary Lou Roberts and Debra Zahay
50
AND THE FINANCIAL IMPACT CONTINUES TO GROW
September 2014 To Accompany Internet Marketing, 3rd ed.http://www.business2community.com/mobile-apps/uncovered-future-mobile-marketing-0844995#!bE81zV
Mary Lou Roberts and Debra Zahay
51
MOBILE REVENUE HAS SEVERAL COMPONENTS
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.slideshare.net/JrmePerani/digi-capital-mobileinternetinvestmentreviewq22014summary
Mary Lou Roberts and Debra Zahay
52
WHAT COMES AFTER SMARTPHONES AND TABLETS?
September 2014 To Accompany Internet Marketing, 3rd ed.http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1
Mary Lou Roberts and Debra Zahay
53
January 2014 To Accompany Internet Marketing, 3rd ed.
http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1
Mary Lou Roberts and Debra Zahay
54
COMPANIES THAT WIN IN THIS ENVIRONMENT WILL DELIVER SEAMLESS, SATISFYING CX
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.cisco.com/cisco/web/UK/solutions/executive/pdf/Connected_Mobile_Experience_POV_Paper_EN.pdf
Mary Lou Roberts and Debra Zahay
55
September 2014 To Accompany Internet Marketing, 3rd ed.
WHAT BEST PRACTICES SUPPORT SATISFYING CX?THE IMPORTANCE OF INTEGRATED STRATEGY—BEYOND CAMPAIGNS, BEYOND DEVICES
http://www.cmocouncil.org/current_program_details.php?pid=122
Mary Lou Roberts and Debra Zahay
56
DELIVERING SEAMLESS, SATISFYING CX IS
COMPLEX (THE CUSTOMER JOURNEY)
TIME-CONSUMING (USING DATA TO UNDERSTAND)
PEOPLE-INTENSIVE (PEOPLE DELIVER SERVICE)
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
57
ACHIEVING MOBILE MATURITY
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
58
FEW COMPANIES SEE THEMSELVES AHEAD OF COMPETITORS
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
59
DATA INDICATES MOST BUSINESSES IN EARLY STAGES
September 2014 To Accompany Internet Marketing, 3rd ed.
Mobile Maturity Benchmark ReportUrban Airship
Mary Lou Roberts and Debra Zahay
60
IF MOBILE IS A KEY TO LOYALTY & SALES
AND
ACHIEVING SATISFACTORY MOBILE CX IS COMPLEX, TIME CONSUMING
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
61
SHOULDN’T IT BE A MAJOR BUSINESS FOCUS?
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
62
RESOURCES FOR MOBILE MARKETING EXPERIENCE• The Mobile Mind Shift, Ted Schandler, Josh Bernoff, Julie Ask, Forrester Research, Groundswell Press, Cambridge,
MA 2014.
• “Lessons from the Leading Edge of Customer Experience Management”
http://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/hbr-leading-edge-customer-experience-mgmt-107061.pdf
• “The Digital Consumer,” Nielsen, February 2014
http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2014%20Reports/the-digital-consumer-report-feb-2014.pdf
• “The U.S. Mobile App Report,” ComScore
http://mat1.gtimg.com/tech/2014/pdf/The_US_Mobile_App_Report.pdf
• “The Contextual Map” Robert Schmohl and Uwe Baumgaten
http://mediatum.ub.tum.de/doc/1115362/1115362.pdf
• “How Digital is Transforming Retail: The View from eBay,” with videos
http://www.mckinsey.com/insights/consumer_and_retail/how_digital_is_transforming_retail_the_view_from_ebay?cid=DigitalEdge-eml-alt-mip-mck-oth-1407
• “Exceed Mobile Expectations,” Adobe OnDemand Webinar
http://success.adobe.com/en/na/programs/products/digitalmarketing/aem/1404-49112-aem-mobile-personalization.html?s_rtid=70114000002JC6YAAW&s_iid=701a0000002IhEXAA0&sfid=0033000001CyfzTAAR
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay