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Mobile devices have revolutionized the way customers purchase today - but these same devices are revolutionizing business processes in ways you never imagined. This session will take a strategic look at how mobility is driving significant efficiencies in sales, fulfillment, operations, financials, services and support departments for companies large and small.
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LEADERSHIP
Driving Efficiencies with Mobile Technologies
Eric Fletcher / Christopher Kubala
LEADERSHIP
Introduction
LEADERSHIP
Momentum in Mobility
LEADERSHIP
Facebook’s analytics team
54% Use their phones while lying in bed.
30% Check their phones at the dinner table.
39% Admit to using their phones while in the bathroom.
LEADERSHIP
Last few years… What has mobile done?
ELECTION OF POPE FRANCIS ST. PETERS SQUARE
ELECTION OF POPE BENEDICT ST. PETERS SQUARE
LEADERSHIP
What have mobile users become?
More: - Knowledgeable - Demanding - Empowered - Collaborative - Diverse - Interactive - On the move
LEADERSHIP
Traditional Funnel
DISCOVER
CONSIDER
EVALUATE
PURCHASE
USE
LEADERSHIP
Continuous Customer experience
LEADERSHIP
What does mobile mean today and tomorrow?
Provider Strategy
BE ENGAGED IN THEIR ECO-SYSTEM Community + Influence vs. Push + Control
BE AT CHANNEL OF CHOICE Anywhere, Anytime, Increasingly Self-serve
BE RELEVANT Relevance + Dialogue = Influence on Choice
LEADERSHIP
What does mobile mean today?
LEADERSHIP
What does mobile mean tomorrow?
Car purchasing influence by cost to
insure
Contextual messaging creates connection with
agent
Solidify loyalty as a trusted advisor
LEADERSHIP
How do organizations start
Omni-Channel Cross-Channel Multi-Channel Single Channel
Bulk of revenue from one channel…
Traditional brick and
mortar retailer
Pure play online retailer
Different channels in silos…
Siloed business units
Agent locator
High level customer service
Product variety
Differentiated services
Some cross channel capabilities…
Single brand access
across all channels
Separate supply chains
and systems
Unified experience…
Flexibility and seamless
awareness
Full product offering across
all channels
Single view for the
customer across all
channels
Single organization
servicing all channels
LEADERSHIP
One total experience for your customer
LEADERSHIP
For a typical global 2000 company. Source: Forrester Research, Inc.
LEADERSHIP
Iterate and learn
Minimize the total time through
the loop
Define success: What is our minimum value product? What is needed to go-to-market?
Put in place: A way to measure progress
Mentality: Flexible, ok with the uncomfortable, desire to learn.
Culture of innovation Lean team required:
Product / business Technical Creative
LEADERSHIP
Learning from Facebook
LEADERSHIP
Learning from Best Buy
After Best Buy lost $1.2 billion during 2012, the world’s largest consumer electronics retailer looked like it was headed toward the same discontinued item bin as onetime rival Circuit City, which went bankrupt four years earlier.
2012 “Renew Blue” Campaign • Added store pickup • Made 200 changes to its online store • Combined online and physical store
operations 40 percent of shoppers on Bestbuy.com have chosen the the option to pick up their purchases in stores. No one could have predicted that because no one had tried it before. - Scott Durchslag President e-Commerce, Best Buy
LEADERSHIP
Where to Start
LEADERSHIP
Wrapping up.
• Mobile technologies has changed the way customers perceive and interact with brands
• To take advantage of this opportunity businesses need transition from transaction based interactions to focus on customer moments
• This can be done by adopting an omni-channel program lead by a unified business and technology teams