mobile customer engagement in the gulf region
TRANSCRIPT
Think Digital, Act mobileMobile Customer Engagement
ibahrine, CET, Duabi, 2016
Discover the World of Customer Engagement Technology
What is a single, best version of customer truth?
What is successful mobile engagement?
Definition of Customer experience
How to define mobile engagement ● Customer experience has been defined as the quality of all of a consumer’s
relationship/encounters with a company’s products, services, and brand (). ● The customer experience is the only thing that sets one brand apart from its
competitors.
A successful mobile engagement is the one that creates a strong customer experience that shows significant results:
○ more customers, more sales, and more loyalty
Digital Customer Experience
● Digital customer experience includes only those experienced via a digital device including a computer, tablet, mobile phone, gear, watch or screen.
● Mobile experience is a key part of overall customer experience
● It is the entry point to the customer journey
● It is likely to come into play at various touch points along the journey.
Why Mobile Customer Experience
● Why do digital marketers focus so heavily on the mobile customer experience?
● For example, customers don’t mind waiting five minutes for service.
● Digital consumers are far less patient to wait.
● They are inclined to click.
Hyper-personalised communication
● Engaging people as as individuals Today’s buyers demand hyper-personalised communications that speak to them as individuals
When it comes to football fans, the company wants to convert individual ticket holders into season ticket-holders, and to convert current season ticket-holders into lifetime ticket holders.
Behaviors, not Demographics
● Engaging People based on what they do and on their BEHAVIORS, not Demographics
Demographics tell you what a customer might be interested in;
BEHAVIORS tell you what s/he is actually interested in
How Marketers Can Crack Mobile
Mobile Mind Shift
● Your customer is experiencing a mobile mind shift:
○ The expectation that she can get what she wants in her immediate context and moments of need.
○ Mobile is central to customer experience (CX).
IDEA:
To master these moments, use the IDEA:IDEA = identify + design + engineer + analyze cycle.
1. Identify the mobile moments and context; 2. Design the mobile interaction; 3. Engineer your platforms, processes, and people for mobile interactions4. Analyze results to monitor performance and optimize outcomes.
“brand ready”
Is your company “brand ready” for mobile?
“brand ready”
Creating a Customer JOURNEY MAP
1. Determining your personas.
2. Your personas should include your current customers, your clients and your ideal loyal advocates
“brand ready”
● How is this measured?
○ Number of app downloads○ Frequency of mobile activity○ Duration of mobile activity○ Participation in mobile loyalty programs○ Completed customer satisfaction surveys
365 Mobile Plans
Set a TVC and forget itMobile, meanwhile, demands
FlexibleFast Forward-looking Framework
Mobile marketing requires A perennial engagement 365 mobile plans a year
People have more choices & less time today
Goldfish
● Digital natives have more choices and less time today, they have shorter attention span than goldfish, eight seconds
Best Practice
Can you give us some example of how your company has evolved its strategies to succeed?
Capture the Hearts of Millennials
● BURBERRY, GOOGLE, GROW ○ Innovative lip detection technology lets users capture
and send a digital kiss on a personalized journey to loved ones, experiencing the beauty and romance of Burberry along the way.
Capture the Hearts of Millennials
● THE BIG IDEA ○ Getting Personal in Digital
■ THE IDEA IS REALLY SIMPLE:
● YOU SEND ONE OF YOUR PERSONAL KISSES TO ANYONE, ANYWHERE IN THE WORLD, AND YOU FOLLOW THE JOURNEY OF YOUR KISS.
Capture the Hearts of Millennials
● “Mobile moments” are a new unit of customer behavior that break down the customer purchase journey into hundreds of real-time, intent-driven moments.
● These moments happen when people turn to a device to act on a need to learn, to do, to discover, or to buy.
● They are the instant when decisions are made and preferences are shaped
Mobile Moments● These are
○ I want-to-watch moments’,○ ‘I want-to-do moments’,○ ‘I need-to-find moments’,○ ‘I need-to-buy moments’.
● These moments matter to brands because they are where decisions are being made and preferences are being shaped
● Moments when we expect our needs and wants to be fulfilled instantly.
Mobile Moment● These are
○ the ‘I want-to-watch moments’,○ ‘I want-to-do moments’,○ ‘I need-to-find moments’,○ ‘I need-to-buy moments’.
● These moments matter to brands because they are where decisions are being made and preferences are being shaped - lean-in moments when we expect our needs and wants to be fulfilled instantly.
Mobile Moments● This is game changing because it impacts how businesses
become discoverable and marketable during these critical moments
What are the biggest challenges noticed in Gulf countries as we move into the mobile engagement age?
The challenge? Most marketers still manage, create, & invest in campaigns designed for Desktops
Mobile Moments● In May of 2015, Google revealed that mobile search had
overtaken desktop search.
● According to a comScore report, the majority of digital media consumption now takes place within mobile apps.
Mobile Moments● Yet there is a Lack of Mobile Focus
● Marketers have a lot of work to do on Mobile
Mobile FIRST Mobile First
Mobile FIRST Major brands have not yet reflected on mobile in the right way
Mobile is considered as an extension of digital
Think digital, ACT MOBILE
Mobile AdoptionHow to connect with Generation C
Mobile Adoption● We no longer “go online”,
● We live online.
Mobile AdoptionAccording to a Pew Research Center report, 46% of smartphone owners say their smartphone is something● "they couldn't live without," April 2015
A paradox
Generation Z, Mobile BornBrands are mobile laggards
How do we currently compare with other regions worldwide?
Mobile Adoption● Asia leads when it comes to mobile connections with penetration at 94%.● The Gulf region is now second only to Asia-Pacific
● The UAE easily retains its regional standing as having the highest per capita mobile phone penetration, estimated at 80.6 per cent of the population and going up to 82.8 per cent by 2019,
● Saudi Arabia is second, with 72.9 per cent.
Mobile BrandsBrands must rebrand for a mobile audience
Mobile-only brands● In 2016, will see the launch of Atom Bank, the UK’s first
mobile-only bank. ● Launching a bank with high street branches would be like a
telecom putting telephone kiosks back on the high street
● “It’s about understanding that nobody cares about banks, they just care about banking. And if you can make it a great experience, so much the better.”
Mobile Saudi ArabiaHow to win ksa consumers in
the moments that matter
82% of web users in Saudi Arabia use YouTubewhen trying to find out how to do something.
‘Mobile-First’ Experiences