This presentation updates customer experience and mobile marketing in Roberts and Zahay Internet Marketing: Integrating Online and Offline strategies.
Smartphone and tablets are ubiquitous in our lives and are deeply engaged in many of our activities. Satisfactory mobile customer experience is critical. It is a huge marketing challenge for reasons of both integrated marketing strategy and technology. This presentation looks as importance, challenges and ways to design satisfactory CX.
1. 1
DESIGNING SATISFYING
MOBILE CUSTOMER EXPERIENCE
Supplements Rewarding Customer Experience Section, Chapter 12
Mobile Marketing Section, Chapter 16
Mary Lou Roberts, Debra Zahay
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
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
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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
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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
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.
53. 55
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
54. 56
ACHIEVING MOBILE MATURITY
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
55. 57
FEW COMPANIES SEE THEMSELVES AHEAD OF COMPETITORS
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
56. 58
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
57. 59
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
58. 60
SHOULDN’T IT BE A
MAJOR BUSINESS FOCUS?
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
59. 61 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.
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.
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.