go mobile! how to step change the customer experience (english)
DESCRIPTION
uns through the 5 "How To's" on how to create a mobile strategy that will improve the overall customer experience. From a Cnote seminar held at the 2013 Multichannel conference in Utrecht.TRANSCRIPT
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Go mobile! How to step change customer experience Seminar at Multi-channel Conference in Utrecht, NL - April 23, 2013
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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.
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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
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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
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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
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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
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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?
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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
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01 Customer
16 Illustratie: Corey Moortgat
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Understand the customer + need
17 foto: CNN
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Get the family to the table via an app??
Chapter 18 Srouce: http://www.google.com/think/campaigns/lawrys-lawrys-digital-dinner-bell.html,
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Easy grocery shopping & cooking
19 bron: spitsnieuws.nl,
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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
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03 Design for the “user”
Chapter 26
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Design focuses on key tasks
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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
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04 Connect the dots 30
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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
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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!
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38 foto: bitno.net
TV anno 2013
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If you make an app, test it live
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Wifi issues.. a deal breaker
Chapter 40 foto: nu.nl
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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
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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