go mobile! how to step change the customer experience (english)

Go mobile! How to step change customer experience Seminar at Multi-channel Conference in Utrecht, NL - April 23, 2013

What do you do with mobile?

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Client Director

Veronique van Cruchten Creative Director

Lea Ward

Cnote: founded in 2006, 10 women, 1 man plus network of freelancers, offices in Amsterdam & Boston

We design products and services that add meaning to the daily lives of customers.

We do mobile and more …

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•  Check-In experience •  Transfer experience •  Service Recovery •  Customer Dashboard

•  eCommerce design •  Email design •  Multi-channel experience •  Mobile payment design

•  Customer strategy •  Mobile & tab design •  Ecommerce design •  In-store training

•  Customer strategy •  Intranet design •  eCommerce design

bla bla bla bla

Mobile is everywhere; mCommerce still small

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85% under 25

years owns a smartphone

bron: CBS & Forrester

1% 7%

€19 bn

% of online sales via mobile accounts

2012 2017

Tablets offer ‘new’ shopping opportunity

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62% of page views nu.nl via tablet

4+ million

Dutch tablet users

bron: Gartner Research, via emerce.nl

7 Foto bron: Isaac Brokken – Data: Pew Internet study “Instore mobile commerce during 2012 Holiday Season.

28% view online

reviews in-store

Mobile changes everything

Search

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“It’s important to recognize that

many mobile apps are really vertical search

engines”

- Rebecca Lieb, digital media analyst Altimeter Group.

Mobile changes how we...

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Shop

Foto: littledoremi.com, brickmeetsclick.com

Digital supermarket in metro station Self service price check & order online

Mobile changes how we…

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Pay

Foto: outofhome-shops.nl, mobilemarketingwatch.com

Order and pay with myOrder Transfer money with Paypal

Mobile changes how we…

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Interact with companies

bron: railandre.nl

Mobile changes how we…

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Spend our free time Mobile changes how we…

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Veronique What should I do?

Wat nu??

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Raak niet in paniek.

En maak niet “ook een app”.

bron: emerce.nl

Don’t panic

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01 Customer 02 Journey

03 Design 04 Connect 05 It works

01 Customer

16 Illustratie: Corey Moortgat

Understand the customer + need

17 foto: CNN

Get the family to the table via an app??

Chapter 18 Srouce: http://www.google.com/think/campaigns/lawrys-lawrys-digital-dinner-bell.html,

Easy grocery shopping & cooking

19 bron: spitsnieuws.nl,

02 Journey

20 Foto: carinsurancecomparison.com

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Crash Follow up Get help Info exchange

A collision and insurance form

Foto’s: carinsurancecomparison.com, anwb.nl, menthatmovethings.com,

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Liberty Mutual supports the journey

Info exchange Photo’s & documents Follow up OK? What to do

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Wait Pay Ride Call

From A to B with a taxi

Foto’s: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com

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Look up Pay Ride Order

TCA takes a step in the right direction

Foto: fietsenplanplus.nl

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Order Pay Ride Wait

But Uber takes it to the next level

foto: Uber

03 Design for the “user”

Chapter 26

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Design focuses on key tasks

Mobile web vs app

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Design to support the journey

App for personal data & security One website provides access for all mobile shoppers

bron: emerce.nl, frankwatching.com

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Leverage what makes mobile special

GPS – location based services Camera – pictures & scanning

bron: mobilemarketer.com

04 Connect the dots 30

Rijksmuseum: audio tours are out of stock

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Why not advertise the app audio tour?

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And connect the physical to the mobile

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Physical info cards could have a QR code to help visitors download the mobile app using museum’s free WiFi

Connect PC to mobile

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Connect PC to mobile

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Does it fail? Ensure customers know about “Plan B”

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TV anno 1950

37 foto: musicforants.com

05 It works!

38 foto: bitno.net

TV anno 2013

If you make an app, test it live

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Wifi issues.. a deal breaker

Chapter 40 foto: nu.nl

All the effort.. site does not work on mobile

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Meet expectations

80 % expects that an

app loads in less than 3s

Bron: Compuware

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Involve the organisation

bron : Fastcompany

What? Square?" the clerk asks me, as she turns to another Starbucks

employee behind the counter. "Can we pay with Square?”

"I don't know," the other employee

responds.

- FastCompany : Shoddy Starbucks Square roll out baffles

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01 Customer 02 Journey

03 Design 04 Connect 05 It works

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01 Customer

02 Journey

03 Design

04 Connect

05 It works

Is mobile a solution for a customer’s need?

Is mobile part of the “customer journey”?

Is mobile designed for the “user” and the journey?

Does mobile connect to the other “touchpoints”?

Does it meet a customer’s expectations? Is it tested?

And your project?

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Mobile can do a lot, but not everything

Customer experience design

Jacob Obrechtstraat 20 1071 KM Amsterdam www.cnote.nl +31 6 55195225 l www.linkedin.com/company/c.note f www.facebook.com/CnoteCX t @CnoteCX t @learw t @Veronique_CNote