Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Designing Satisfying Mobile Customer Experiences
Similar to Designing Satisfying Mobile Customer Experiences (20)
Recently uploaded
Recently uploaded (20)
Designing Satisfying Mobile Customer Experiences
- 1. 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 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 2. 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. 3 AND APP USE ACCOUNTS FOR MAJORITY http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/ September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 4. 4 ECOMMERCE CONTINUES TO GROW – MCOMMERCE CONTINUES TO TAKE LARGER SHARE http://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 5. 5 THINK ABOUT YOUR LAST ‘SIGNIFICANT‘ PURCHASE. WHAT ROLE (OR ROLES) DID MOBILE PLAY IN YOUR PURCHASE PROCESS? September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 6. 6 Impact Of Mobile On the Customer Journey Is Much Greater Than Sales Alone September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 7. 7 http://www.nielsen.com/us/en/insights/news/2013/a-mobile-shoppers-journey--from-the-couch-to-the-store--and-back.htmlS September 2014 To Accompany Internet Marketing, 3rd ed.
- 8. 8 MOBILE MORE THAN SMARTPHONES AND TABLETS http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 9. 9 IN RESPONSE, FACEBOOK OFFERING MULTI-DEVICE TRACKING FOR ITS ADS https://www.facebook.com/business/news/cross-device-measurement September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 10. 10 FORRESTER ASKS: “WHY CUSTOMER EXPERIENCE, WHY NOW” January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 11. 11 ANSWERS: “CUSTOMER EXPERIENCE DRIVES GREATER LOYALTY” And We Know From CRM That Loyalty Drives Sales FORRESTER PERSPECTIVE: The Business Impact Of Customer Experience September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 12. 12 CUSTOMER EXPERIENCE – CX – IS NOT A SINGLE EVENT. IT IS THE SUM OF ALL OF CUSTOMER INTERACTIONS AND THE RESULTING PERCEPTIONS OF THE BRAND. January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 13. 13 THE QUALITY OF THE MOBILE EXPERIENCE IS CRITICAL January 2014 To Accompany Internet Marketing, 3rd ed.
- 14. 14 “MOBILE EXPERIENCE IS CUSTOMER EXPERIENCE” https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 15. 15 MOBILE STRATEGIES MUST BE INTEGRATED WITH CORE DIGITAL STRATEGIES Search Web site objectives Email Mobile Social
- 16. 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. 17 MOBILE LENDS ITSELF TO • Gamification of marketing • Microsites • Sound (Video) bites September 2014 To Accompany Internet Marketing, 3rd ed.
- 18. 18 DOMAINE CHANDON’S SUMMER AD FEATURES LIMITED EDITION BOTTLE http://www.luxurydaily.com/domaine-chandon-creates-mobile-ad- to-showcase-limited-edition/ September 2014 To Accompany Internet Marketing, 3rd ed.
- 19. LUFTHANSA DEBUTS NEW SELFIE AD UNIT 19 WITH SOCIAL MEDIA POSTCARD http://mobilemarketingmagazine.com/opera-mediaworks-celtra-selfie September 2014 To Accompany Internet Marketing, 3rd ed.
- 20. 20 CU DIRECTLY IMPACTS SALES AS WELL AS LOYALTY http://www.cmocouncil.org/webcast.php?id=31 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 21. 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. 22 TEXT DISCUSSES CUSTOMER EXPERIENCE DIMENSIONS ON WEBSITE • 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 Mary Lou Roberts and Debra Zahay
- 23. 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. 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. 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. 26 There Are Many Possible Channels Depending On Customer Needs Habitual Customer Behaviors Nature of Product/Service Brand Characteristics and More September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 27. 27 STAGES OF CUSTOMER JOURNEY BOTH ON AND OFFLINE September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 28. 29 SOCIAL 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
- 29. 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
- 30. BANKING EXAMPLE WITH VARIOUS CHANNELS 31 AS INITIAL POINT OF ENTRY September 2014 To Accompany Internet Marketing, 3rd ed. http://www.mckinsey.com/insights/marketing_sale s/digitizing_the_consumer_decision_journey Mary Lou Roberts and Debra Zahay
- 31. 32 MOBILE SO UBIQUITOUS IT AFFECTS MANY CHANNELS Some Marketers Argue That Mobile is a STRATEGY http://www.slideshare.net/tkawaja/lumas-2014-mma-summit-keynote September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 32. 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 Marketing See Table 16.1, p. 443 Mary Lou Roberts and Debra Zahay
- 33. 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 http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 34. 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
- 35. 36 EXAMPLES September 2014 To Accompany Internet Marketing, 3rd ed. The Future of Mobile eBusintss Forrester Research, 2012 Mary Lou Roberts and Debra Zahay
- 36. 37 CONTEXT IS LAYERED, COMPLEX CUSTOMER DATA HELPS TO UNDERSTAND http://www.smashingmagazine.com/2012/07/12/elements-mobile-user-experience/ September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 37. 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
- 38. 39 DESIGNING EXPERIENCE FOR SCREEN-AGNOSTIC KIDS “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” Button http://www.nickandmore.com/2014/07/31/new-nick-com-website-design-launches/ September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 39. 40 The App September 2014 To Accompany Internet Marketing, 3rd ed. You Have To Experience It For Yourself! The Site Mary Lou Roberts and Debra Zahay
- 40. 42 MAPPING THE CUSTOMER EXPERIENCE IS NECESSARY A TEMPLATE FROM SERVICES MARKETING September 2014 To Accompany Internet Marketing, 3rd ed. http://servicedesign.wikispaces.com/Service+Blueprint Mary Lou Roberts and Debra Zahay
- 41. 43 ACTUAL CX MAP (RAIL EUROPE) OFTEN VERY COMPLEX September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 42. 44 IDENTIFYING CUSTOMER TOUCHPOINTS September 2014 To Accompany Internet Marketing, 3rd ed. http://www.serviceMdeasrigyn Ltoouo lRso.obregr/ttso aonlsd/ 8Debra Zahay
- 43. 45 DIFFERENT TECHNIQUES ALL FOCUS ON STAGES IN CUSTOMER JOURNEY http://www.touchpointdashboard.com/2011/12/cooking-up-a-winning-customer-journey-map-part-ii-the-recipe/ September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 44. 46 TOOLS LIKE MAPPING ARE IMPORTANT BUT GOOD CX IS PEOPLE-INTENSIVE September 2014 To Accompany Internet Marketing, 3rd ed. www.customerexperiences.co.nz Mary Lou Roberts and Debra Zahay
- 45. 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
- 46. 48 MOBILE WILL CONTINUE TO GROW IN IMPORTANCE September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 47. 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
- 48. 50 AND THE FINANCIAL IMPACT CONTINUES TO GROW http://www.business2community.com/mobile-apps/uncovered-future-mobile-marketing-0844995#!bE81zV September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 49. 51 MOBILE REVENUE HAS SEVERAL COMPONENTS http://www.slideshare.net/JrmePerani/digi-capital-mobileinternetinvestmentreviewq22014summary September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 50. 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
- 51. 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
- 52. 54 COMPANIES THAT WIN IN THIS ENVIRONMENT WILL DELIVER SEAMLESS, SATISFYING CX http://www.cisco.com/cisco/web/UK/solutions/executive/pdf/Connected_Mobile_Experience_POV_Paper_EN.pdf September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 53. 55 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 September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 54. 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
- 55. 57 ACHIEVING MOBILE MATURITY September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 56. 58 FEW COMPANIES SEE THEMSELVES AHEAD OF COMPETITORS September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 57. 59 DATA INDICATES MOST BUSINESSES IN EARLY STAGES September 2014 To Accompany Internet Marketing, 3rd ed. Mobile Maturity Benchmark Report Urban Airship Mary Lou Roberts and Debra Zahay
- 58. 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
- 59. 61 SHOULDN’T IT BE A MAJOR BUSINESS FOCUS? January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
- 60. 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_eba y?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
Editor's Notes
- Some of the essentials of customer experience (CX) are discussed in Chapter 12, Developing and Maintaining Effective Websites (pp.335-339) and briefly in Chapter 13, Customer Service and Support in Web Space (p. 369). Chapter 16 is primarily devoted to mobile marketing strategy but lacks a discussion of the important topic of mobile customer experience. This presentation fills that gap.
- Time spent on desktop systems is decreasing while time spent on mobile, fueled by apps, continues to increase. Students will not find this surprising, but it’s worth pointing out that this data includes workplace use. Laptops are the device not considered in this chart. A 2013 study by Deloitte http://www.marketingcharts.com/online/26-of-americans-own-a-laptop-smartphone-and-tablet-28015/ found the largest group of respondents rating their smartphones most valuable with laptops a close second. The 2014 Deloitte survey finds a big uptick in tablet adoption http://www.marketingcharts.com/online/26-of-americans-own-a-laptop-smartphone-and-tablet-28015/. The key take-away is that it’s a multidevice world!
- Apps are really the heart of mobile activity and therefore experience. What proportion of your mobile time do you and your students spend browsing the web on your smart devices? Or is most of your time spent using one app or another? Are phone calls the major use of smart devices for most of us? We may spend a lot more time viewing or reading on our apps than we do actually making phone calls. And then there’s text messaging!
- These 2 eMarketer tables show ecommerce sales increasing at a far greater rate than traditional retail through 2017. So far mobile sales (mcommerce) are miniscule, but they continue to grow. Other media continue to play a role in ecommerce: Mobile e-commerce is now a $40 billion market, up from $2 billion in 2010. More than a third of visits to online stores now come from mobile devices, up from just 3% in 2010 Email marketing does surprisingly well driving purchases on phones and tablets; social media — not so much iPad reigns with 80% of tablet orders, but Samsung and a startup called “Amazon” are nibbling away at the Apple with 12% and 4% and of orders respectively as of March, 2014 Cross-device shopping isn’t quite here yet. As of Q1 2014, 88% of customers only use one device to make purchases There is more data from this study on Media Post http://www.mediapost.com/publications/article/234135/iphone-and-tablet-e-commerce-booming-with-an-email.html#reply?utm_source=newsletter&utm_medium=email&utm_content=comment&utm_campaign=76116
- This is actually a rather complex question, as the next 2 slides indicate. It will also be interesting to see what students consider a ‘significant’ purchase. You should find that few students actually bought on their mobile phones or tablets, but they may have used them for research of various kinds at various points in their “purchase journey.”
- That’s the main take-away from the student discussion.
- It’s worth spending some time on this slide, both to point out the complexity of the consumer journey and to emphasize that the role of the tablet vs. that of the smartphone varies according to the task and probably to where the task is being performed. Smartphones may be easier to use while actually shopping (store locator and checking their shopping list, for example). Tablets are the device of choice for more consumers when the step is information-intensive or when they are actively doing something like writing a review. The take-away here, as in so many parts of this presentation, is that this growing complexity makes the job of the marketer harder.
- Wearables are only a small part of the picture at this point but their time may be coming. Do any of your students use a wearable fitness for monitoring their status while exercising? Probably. Are they watches with fitness functions or are they special-purpose devices? Does anyone have an Apple watch yet? Are some considering it?
- Multidevice tracking studies are referenced throughout the presentation, but it is interesting that Facebook has recently joined the parade. Here’s a WSJ article on how they are doing it and more on Facebook ads http://online.wsj.com/articles/facebook-extends-reach-withad-platform-1411428726 After an initial poor experience with in-app advertising eBay is also developing a mobile ad network http://blogs.wsj.com/digits/2014/09/11/ebay-prepping-new-mobile-ad-network/
- As our treatments of customer experience in the contexts of website development and customer service illustrate, customer experience is not a new issue for Internet marketers. One of the main take-aways from this presentation should be that consumers expect good experience and will defect if the experience does not meet their expectations A second take-away—and the reason for “why now?”—is that seamlessly excellent customer experience in multiple contexts on multiple devices is challenging and few companies are doing it well. There are two good blogs that cover CX in general and sometimes have specific coverage of mobile CX: The Forrester customer experience practice: http://blogs.forrester.com/customer_experience The Temkin Group http://experiencematters.wordpress.com/
- This Forrester report also has an excellent graphic on “Age of the Consumer.” It is a good time to remind students of the material in Chapter 11 that shows customer loyalty driving not only sales but also profits.
- There are various definitions of CX. All agree that it is a perception, not a behavior. This is our definition, intended to stress to students that CX is not a unique event; it is the result of all interactions over all touchpoints. As such, satisfying CX is hard won and easily damaged. That is another description of the challenge marketers face in a multichannel, multidevice world.
- Probably trite, but a major take-away in any event. The real marketing issue, of course, is how to make quality mobile experience happen.
- This statement may have an element of hyperbole, but mobile is increasingly ubiquitous and consequently mobile CX impacts overall perceptions. Perhaps, at least for some segments, it swamps perceptions of CX in other channels. That seems especially true for Millennials. These references should be of special interest to our students, many/most of whom are probably members of that cohort. https://www.comscore.com/Insights/Blog/Why-Are-Millennials-So-Mobile http://www.infodocket.com/2014/09/11/nielsen-mobile-millennials-over-85-of-generation-y-owns-smartphones/
- One thing mobile is certainly not—it is not a stand-alone. Integrating it with overall strategy is key.
- Experts agree that mobile is not a channel. They don’t, however, agree on what is the best term to describe it. We’ll say more about that in slide 32. It is messaging that ties it all together; these are some of the communications channels for mobile messages. The devices are discussed throughout the presentation. Reasons that mobile cannot stand alone include the small screen, limited memory of the devices and slow connection speeds compared to the wired web.
- “Gamification is the use of game mechanics and game design techniques in non-game contexts.” http://mashable.com/category/gamification/ Game-like engagement techniques, microsites and short videos are all ways to support mobile ads. The amount of content the basic ad can convey is limited so supporting content can be useful, especially if it is highly engaging. The following two slides show good examples.
- Since mobile ad has limited space, links to supporting content make sense. This has a short video and a recipe pane that links to recipes on the brand website. Note the call to action on the recipe pane.
- You could demo this campaign live but you need an image handy to upload. Would the selfie format be especially attractive to Millennials?
- Data like the first two items has been around for quite awhile and versions are quoted in both the CRM and customer service chapters. The assumption is that this is the most recent data available, whatever its date. The third item sounds familiar also, but its focus on CX suggests a relatively new study. In any event, the very familiarity of these ideas suggests that consumer expectations don’t change that much. The real change continues to be in the number of touchpoints and in the technology—and the proliferation of the technology—that delivers the experience at various touchpoints.
- Bruce Temkin is one of the leaders in CX management and his blog was referenced in slide 10. His model makes a great deal of sense. It has the same flavor as service quality models and that is also in its favor. It provides a good way to think about CX design and management in whatever channel—mobile or any other.
- This slide links back to the material in Chapter 12 of the text and reinforces the importance of integrated strategy in which the website remains the hub. The elements are equally applicable to the mobile website.
- Good experience is good experience, whatever the method of delivery.
- There are many opportunities for wireless services, mobile devices and apps not to perform properly. I’m writing this on the day that Apple was forced to pull its iOS 8 update as a result of dropped calls and other problems. The update added several apps to my phone; I wasn’t aware of opting in to them. Were they in the service agreement that most of us don’t read carefully? The health app is interesting; not quite one of the wearables mentioned in slide 8 but possibly useful. It’s also possible that it creates privacy problems. This suggests multiple possibilities for problems/poor experience. If a student tells a bad experience story, was the problem resolved promptly? How did the person feel about the problem resolution? How did the incident make the person feel about the brand? Mobile customer experience is complex and ever-evolving!
- This chart from Chapter 11 is another link back to the material in the text. The technologies were not included in order to focus on the touchpoints. There are additions to the technologies, but the customer touchpoints don’t seem to have changed. It’s worth asking students if they see any additions to this very generic set of touchpoints.
- The issue for the marketer is which channels to choose, which touchpoints to activate. Few marketers use all of the ones listed in the previous slide, although some who serve both B2C and B2B markets might do so. Dell comes to mind. Even if a firm uses all the channels, some probably have a higher priority than others Choice of channels/touchpoints should be customer-centric decision. Data from various channels will help marketers make the appropriate decisions.
- This is a good example of how complex and interrelated channels often are. Again, this is a generic portrayal, but it represents the questions that need to be asked in order to make optimal channel choices.
- Another conceptual chart, this one more focused on media. What are the roles of various interactive media in the purchase journey—is the medium more likely to assist (support, provide information to) the purchase or it more likely to be part of the actual decision? The Awareness > Consideration > Intent > Decision model is often seen and students should recognize it as essentially the purchase process model that they see in most marketing texts, from basic to advanced.
- Another example, this one chosen to emphasize the potential role of social media in the purchase process for a younger consumer. This is another process that many students should identify with..
- Again, this is a CRM lesson that is entirely applicable to the mobile context. The mobile context just makes it more challenging.
- The post from which this chart came also contains a 2 minute video that could be used in class. http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journey The chart is a good reminder of different behaviors by different market segments.
- Definitions from Webopedia: Channel (1) A transmission path Platform The underlying hardware or software for a system. The platform defines a standard around which a system can be developed. Layer In graphics software, a layer is the term used to describe the different levels at which you can place an object or image file. All three terms are heard but ‘layer’ is popular among mobile marketers at the moment. None of them seem ideal, but the graphic gets the idea across. There are important applications of mobile in display advertising, social media, and video--perhaps others. - - More recently the term strategy has come into use, and it seems to be more appropriate.
- This summarizes the marketing challenge: At the appropriate moment is hard enough although geolocation services are sophisticated. In the appropriate context is the hardest to explain and also to accomplish. Slide 33 helps with the meaning. So does the concept of “intent” from search marketing. What is the customer trying to do? Why does she need this information? Being located in a shopping mall is a clue. So is a search on Yelp or another restaurant-rating site. Choice of device is probably the easiest; technology provides that data The bottom line is that the mobile marketing system must gather all 3 types of data, make the appropriate choices—contact/no contact, provide a coupon, ask if the customer would like assistance are only a few of the possibilities. And it must do this in just a few seconds. There is no time for human intervention in making the decision. And if it’s wrong, the mobile moment is lost, or even worse, a negative brand perception is created.
- This is a good definition that restates the mobile marketing challenge for marketers.
- Are all three of these elements necessary to create satisfying mobile experience and to encourage consumers to engage in the desired behavior? It seems so, but remember the Chandon ad that had a specific call to action.
- The daily deal ad makes use of the time-honored “limited time” direct marketing appeal. The QR code is useful in a variety of contexts to link to more detailed content and is ideal in the mobile context. Location-based marketing is a key tool in mobile marketing. Accessed from: http://research.directmarketingiq.com/index.php?option=com_categoryreport&task=thankyou&title=25870&pathway=no&gen=0&pi=681851&cfmurl=https%3a%2f%2fforms.madisonlogic.com%2fFormConfirmation.aspx%3fpub%3d119%26pgr%3d410%26src%3d2665%26ast%3d25870%26frm%3d587%26embed%3d1%26pd%3d681851-30-6886-3935-321-0
- The graphic does a good job of explaining the concept of context in mobile marketing. Students should pause to consider that, if it takes a bit of effort to understand the concept, it takes even more to execute it well in a mobile campaign. The four key layers are: Culture Environment Activity Interface Interface itself is complex and requires understanding of consumer: Goals Attention Task Device Connection Carrier. Note that the first three interface elements are typical marketing concerns; the last three are technological elements that affect delivery of the message.
- This graphic provides a good introduction to services mapping techniques that are necessary to understand what is needed to create satisfying mobile experience. See other examples at http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html The concept is similar to Google’s Zero Moment of Truth http://www.thinkwithgoogle.com/research-studies/2011-winning-zmot-ebook.html
- This might be called a reverse strategy example. The new Nick site mimics Nick’s successful mobile app, not the reverse. As one engagement technique it debuts a new video series that can only be seen on the web. And if you tell someone “Do Not Touch,” doesn’t that make the person want to touch it?
- If you have the ability to demo the Do Not Touch button live, you should do so. It is exceedingly cool!
- The marketer cannot understand touchpoints and design good service at each one without understanding what the customer does—”the customer journey.” We have inherited the useful technique of service mapping from services marketing. This is obviously a conceptual portrayal. The actual customer journey is invariably more complex.
- These are the elements of a services map. The physical evidence of the service—an ATM machine, for example Actions to be taken by the consumer Actions taken by employees “Onstage” “Backstage” The support process; often, but not always, technology. Other layers include Interactions between the customer and the brand The distinguishing line between what the customer can and cannot see Internal interactions
- This services map of customer interactions with Rail Europe illustrates the complexity of an actual customer journal. That is probably a sufficient point; the details are specific to each type of service interaction.S
- This is another frequently used technique to identify elements of complex interactions. It is also a good way for a team to work together to understand a process, to see areas of disagreement and to resolve them. In this example the colors of the sticky notes undoubtedly mean something, probably different types of interactions. Once all are agreed on the nature of the process these data can be turned into a more visually appealing and understandable graphic.
- This appears to be a map for a health insurance product. It is understandable if you want to take time to go through it. Or the point may simply be, from the last slide, that the marketers must turn their analysis of the customer journey and what that implies about designing customer experience—mobile and otherwise—into something that all functions can work with.
- This is a good set of steps and worth spending some time with. It is easy to get engrossed in the technology of experience design and to forget how essential people are in creating an excellent design and in delivering the experience. Students should be encouraged never to forget the key role of the human element in delivering satisfactory CX.
- Sometimes students have thought about the issues of attributing a problem, sometimes they have not. The discussion tends to be interesting and can be useful in helping students understand that not everyone looks a problem the same way, and certainly not all consumers make correct attributions about the root cause of a problem.
- That also seems to be a trite observation, but it is one of the important points of this presentation.
- Since our students tend to be leaders in the shift to mobile the first graphic probably comes as no surprise. To those of us who have been watching digital marketing for some time, the fact that marketers are usually behind the digital curve isn’t surprising either. However, that is not to say that marketers should grab onto every trending development. The need to see what has staying power and what is today’s flavor is one of the things that makes digital marketing so difficult.
- Note that the $400 b figure is mobile marketing, which includes many types of expenditures for communicating with customers on mobile devices, not mobile commerce.
- But mobile revenues, led by mcommerce, are growing rapidly.
- It appears that wearables are going to be the “next big thing’ in mobile—for the moment, anyway.
- Connectivity in cars is already here and is also likely to accelerate.
- This is a simple, but nice, visualization of satisfying CX in the retail context.
- Quote from the Report: Understanding what customers expect from their engagements and experiences across the variety of devices now being used to connect will become more important as mobile moves beyond its infancy. As customers begin to clearly define where and how each device is being used to engage, smart marketers will follow suit and deliver enriched engagements that are unique to each device in order to exceed the customer’s mobile and device expectations. What devices are customers using? Will they/do they use different devices for different purposes? Marketers will personalize each experience not only to the user, but also to the device being used.
- Good mobile CX is clearly a function of both data and technology and human service delivery people, all in a customer-centric environment.
- The mobile maturity model is quite similar to the relationship models in the CRM chapter. That chapter points out that even segmentation model usage in CRM programs has been difficult to achieve. True 1 to 1 marketing is extremely difficult, and as emphasized throughout, the mobile context is the most difficult thus far.
- Not many brands feel they have a significant advantage in mobile.
- Another way of looking at the same issue. Almost half the brands are still at the tactical stage, almost none are at the relationship stage.
- Are we implying that there is still opportunity for many brands to pull ahead of their competitors in the mobile context and to achieve significant competitive advantage by doing so? That seems to be the case.
- The answer is obvious—right?
- The links on the individual slides provide more excellent resources. These are a few recent ones. The last one is a 45-minute webinar (without the Q&A). It could be used as an out of class assignment or perhaps in a lab.