5 Ways to Optimize Customer Experiences on Mobile AppsKaren He, Portfolio Marketing Manager, IBM Customer Experience (CX) Analytics

Mike Combs, Mobile UX Design Director

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Mobile usage continues to rise, especially in dynamic environments such as travel

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But brand loyalty continues to erode…

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Mobile Engagement is Moving at the Speed of Expectation

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Everyone now brings their consumer experiences to everything they do

“The last, best experience that anyone has anywhere becomes the minimum expectation for the experiences theywant everywhere.”

The traditional boundaries are

dead.

The focus is now on Human-to-

Human interactions.

Experience is the new

competitive battleground

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A focus on user outcomes

Multidisciplinary teams

Restless reinvention

Design Thinking Principles

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An awesome differentiated client experience requires that it is given the highest priority

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#1 Keep It Simple

#1 Keep it simple

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#1 Keep It Simple

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#1 Keep It Simple

Design a mobile appDesign a place where users can connect with you easily

right from their phones

Product or Task Focused Experience Focused

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The Loop

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The Loop: Observe

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Some questions to get us started:

Who are our users?What are their needs?What’s their feedback?What else is out there?

The Loop: Observe

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The Loop: Reflect

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Some questions to get us started:

Who are we?What’s our intent?What do we know?What do we do next?

The Loop: Observe

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The Loop: Make

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Some questions to get us started:

What are we saying?What’s possible?What is it?How do we deliver it?

The Loop: Make

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The Keys

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In IBM Interactive Experience’s nearly 20 years of working with clients, we have seen the range – waterfall oriented big-bang release approaches driven by marketing organizations and technology and engineering driven feature releases without customer or user needs in mind. In response to our experience with these two extremes, IBM has created an agile-oriented, but design and customer experience driven framework for project execution and team member collaboration – IBM Design Thinking + Agile (Scrum)

The Frameworks That Guide Our Efforts

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#2 Understand Where Your Customers Are Struggling

#2 Understand where your customers are struggling

Understand customer journeys

Journey Analytics

Use marketing tools to visualize the entire customer journey, as individuals and segments, across channels to pinpoint improvements that drive acquisition, revenue and loyalty.

Gain insight on mobile users’ touch, tap and swipe every time

1) Quickly discover a web or mobile issue High numbers of customer abandoning in a

particular part

2) Quickly isolate the source of the problem This problem needs to be resolved quickly to

minimize revenue losses. Drill down to the root cause of the problem and

monetize issue in dollar amount By identifying the source of the problem, we

eliminate the need for bridge calls, which reduces cost and time per incident.

3) Recover lost customers Prioritize by monetizing issue in dollar amount Effectively retarget impacted customers

Critical issues are very costly and detrimental to brand loyalty

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#3 Know where your customers are interacting the most

#3 Know where your customers are interacting the most

Usability Analytics on Mobile

Usability Analytics on Mobile

Heatmap Link AnalyticsForm Analytics Comparison Analytics

Attention Map

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#4 Know how your customers are behaving on your app

#4 Know how your customers are behaving on your app

Understand your customers’ intents

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Understand Your Customers’ Intents

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#5 Maximizing your mobile customer engagements

#5 Maximizing your mobile customer engagements

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Social Activity

Call Center History

Loyalty Point Balance

Indoor Location

Cart Abandonment

Coupon Redemption

Past Purchases

Email/Web History

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Mobile innovators are building Universal Context

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Create a single identity to enable a consistent customer experience

Abandoned Cart Trigger

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Mobile must be part of a broader cross-channel campaign

Customer Interactions

Events SMS Mobile Blogs Call Center Location Communities

Push Facebook Twitter Wearables Retail Email Devices+

SMS

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Breakdown silos and integrate tools

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#5 Maximizing your mobile customer engagements

It doesn’t end here

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The Loop

Thank You