mobile moments presentation by forester

55
Making Leaders Successful Every Day

Upload: psoenardi

Post on 23-Nov-2015

9 views

Category:

Documents


1 download

DESCRIPTION

mobile moment

TRANSCRIPT

  • Making Leaders Successful

    Every Day

  • The Mobile Mind Shift:Engaging Your Customers

    In Their Mobile Commerce Moments

    Julie Ask, Vice President/Principal Analyst

    Mcommerce Summit: State of Mobile Commerce 2014

    May 1, 2014

  • 2014 Forrester Research, Inc. Reproduction Prohibited 3

    Agenda

    How is mobile changing your customer expectations?

    How will mobile impact your business?

    What steps should you take to engage with your customers in their mobile moments?

  • 2014 Forrester Research, Inc. Reproduction Prohibited 4

    Agenda

    How is mobile changing your customer expectations?

    How will mobile impact your business?

    What steps should you take to engage with your customers in their mobile moments?

  • 2014 Forrester Research, Inc. Reproduction Prohibited

    The Mobile Mind Shift

    The expectation that I can get what I want in my

    immediate context and moments of need.

  • 2014 Forrester Research, Inc. Reproduction Prohibited 6

    Source: Kano Model

    Consumer expectations always shift

  • 2014 Forrester Research, Inc. Reproduction Prohibited 7

    What defined consumer delight in 1852?

    ~100 years

  • 2014 Forrester Research, Inc. Reproduction Prohibited 8

    What defined consumer delight in 1972?

    ~20

    Years

  • 2014 Forrester Research, Inc. Reproduction Prohibited 9

    What defined consumer delight in 1999?

    ~10

    Years

  • 2014 Forrester Research, Inc. Reproduction Prohibited 10

    What defined consumer delight in 2009?

    ~18

    Months

  • 2014 Forrester Research, Inc. Reproduction Prohibited 11

    Mobile is shifting customer expectations

  • 2014 Forrester Research, Inc. Reproduction Prohibited 12

    and accelerating the speed of the shift

    ~ 6

    Months

  • 2014 Forrester Research, Inc. Reproduction Prohibited 13

    How has mobile changed your

    customers expectations?

  • 2014 Forrester Research, Inc. Reproduction Prohibited 14

    What has changed? Consumers expect:

    Immediacy

    Simplicity

    Context

    Convenience

  • 2014 Forrester Research, Inc. Reproduction Prohibited 15

    Immediacy

    Source: WTSO mobile application

  • 2014 Forrester Research, Inc. Reproduction Prohibited 16

    Source: Commonwealth Bank mobile application

    Simplicity

  • 2014 Forrester Research, Inc. Reproduction Prohibited 17

    Address

    Room

    number

    Directions

    About 48 hours

    from your next stay,

    the home page

    changes states.

    Context

  • Flight

    Event

    You need to serve customers along their journey in their mobile moments

    - 2

    Weeks

    - 2

    Hours

    Airline Example - Mobile Moments

    + 2

    Weeks

    + 2

    Days

    + 2

    Hours

    You need to win in these mobile moments.

    - 2

    Days

    Request upgrade

    Reserve seat

  • 2014 Forrester Research, Inc. Reproduction Prohibited 19

    A quote from Forresters James McQuivey:

    When companies adopt technology, they do old things in new ways; when companies

    internalize technology, they find new things to

    do.

    For the most part, we are still doing old

    things in new ways.

  • 2014 Forrester Research, Inc. Reproduction Prohibited 20

    Agenda

    How is mobile changing your customer expectations?

    How will mobile impact your business?

    What steps should you take to engage with your customers in their mobile moments?

  • 2014 Forrester Research, Inc. Reproduction Prohibited 21

    There are many types of mobile moments that impact your customer

    experience.

  • 2014 Forrester Research, Inc. Reproduction Prohibited 22

    Mobile moments are present through the customer journey

    Marketing:

    Manufactured moment

    Borrowed moment

    Marketing:

    Loyalty moment

    Sales:

    Influenced sales

    moment

    Sales:

    Impulse purchase

    moment

    Guided sales

    moments

    Customer service:

    Information moment

    Product:

    Setup moment

    Use moment

    Care moment

    Source: April 14, 2014, The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

  • Well focus primarily on sales moments today

    Sales:

    Influenced sales

    moment

    Source: April 14, 2014, The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

    Sales:

    Impulse purchase

    moment

    Guided sales

    moments

  • In sales, these mobile moments are:

    Guided

    Sales

    B2C in storesB2C for high consideration

    sales at home

    / at sales

    location

    B2B

    Influenced

    Sales

    Price comparisons

    Product ratings and

    reviews

    Digital in-store orders

    Impulse Buys

    FlashExpiring inventory

    Limited availability

    SpontaneousGifts

  • 2014 Forrester Research, Inc. Reproduction Prohibited 25

    Impulse Sales Moment: SteepAndCheap

    Source: SteepAndCheap.com

  • 2014 Forrester Research, Inc. Reproduction Prohibited 26

    Influence Sales Moments

    Image source: Deloitte Digital

  • 2014 Forrester Research, Inc. Reproduction Prohibited 27

    Guided Selling Moment: Trane

  • 2014 Forrester Research, Inc. Reproduction Prohibited 28

    Commerce opportunities will spread through the customer journey

    Marketing:

    Manufactured moment

    Borrowed moment

    Marketing:

    Loyalty moment

    Customer service:

    Information moment

    Product:

    Setup moment

    Use moment

    Care moment

    Source: April 14, 2014, The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

  • Source: blogs.ubc.ca

  • Starbucks owns their mobile moments

    +5 min.

    Find nearest SBUX.

    Check email, FB.

    Check SBUX MSG.

    -30 sec.

    Check balance.

    Reload card.

    Download song.

    Purchase

    Order latte.

    Open Passbook.

    Pay.

    +30 sec.

    Push new balance.

    Check email.

    Receive receipt for reload.

    +5 min.

    Push new balance.

    Check loyalty points.

    Listen to new song.

    In 2013, Starbucks announced that its mobile loyalty and

    payment app is used by 10 million customers with an average of

    5 million weekly transactions at US stores.

    Source: Starbucks

  • Subscribers

    Platform Subscrib

    ers

    KakaoTalk 130M

    WhatsApp 450M

    WeChat 270M

    Line 400M

    Viber 300M

    Facebook 1,000M

    Source: Mobidia, Expandedramblings.com, Mobiles Trojan Horse: The Messaging Platform, and Techcrunch.comSource: March 27, 2014, Mobile's Trojan Horse: The Messaging Platform Forrester report

    (not Messenger)

    Few of you, however, will ever obtain the mass reach you seek leaving you to borrow

  • Borrowed moments (commerce)

    Image source: iPhone screen shot: WeChat mobile application

  • 2014 Forrester Research, Inc. Reproduction Prohibited 33

    Proactive notifications plus transparency bridge information gaps

    Source: Uber mobile applicaton; eBay mobile application; iPhone screenshot

  • Product Replenishment Moments

    Source: insider.nike.com

  • Opportunities for mobile moments are simultaneously endless and limited

    Mobile moments extend throughout the customer journey. Weve shown you a few categories of the most important moments for

    you.

    Youll be able to anticipate and design for many of these moments today, but dont stop.

    New technologies especially through connected devices will create new moments that enhance the physical world by offering

    information or services in near real time.

  • 2014 Forrester Research, Inc. Reproduction Prohibited 36

    A common theme persists: you must iterate to serve your customers well

    Opt-In

    Download an App

    Allow push notifications

    Opt in for messaging

    Understand

    Build Trust

    LearnServe

    Understand

    Better

    Be more

    relevantGenerate

    Deeper

    Insights

    Build More

    Trust

    Customer

  • 2014 Forrester Research, Inc. Reproduction Prohibited 37

    Agenda

    How is mobile changing your customer expectations?

    How will mobile impact your business?

    What steps should you take to engage with your customers in their mobile moments?

  • 2014 Forrester Research, Inc. Reproduction Prohibited 38

    Your Mobile Mind Shift

    Your company must meet these

    new expectations

  • IDEA guides mobile designIdentifythe mobilemoments

    and context

  • 2014 Forrester Research, Inc. Reproduction Prohibited 40

    Identify mobile moments and their associated context

    Customer Journey

    What are customer motivations?

    What does the customer need?

    What is their context?

    Mobile Moments of Truth Context

  • 2014 Forrester Research, Inc. Reproduction Prohibited 41

    Airline Example: Identify the moments

    Customer Journey: Day of Travel

    ContextMobile Moments of Truth

    Check-in

    Re-book (Irregular operations)

    Enter TSA

    - 2 hours

    - 1 hour

    - 30 minutes

    What are customer motivations?

    What does the customer need?

    What is their context?

  • 2014 Forrester Research, Inc. Reproduction Prohibited 42

    Airline Example: Understand the context

    Customer Journey: Day of Travel

    ContextMobile Moments of Truth

    Get to destination

    Rebook a flight

    Anxious

    Check-in

    Re-book (Irregular Operations)

    Enter TSA

    - 2 hours

    - 1 hour

    - 30 minutes

    Confirm flight, TSA pre status

    Check-in

    Hurried

  • 2014 Forrester Research, Inc. Reproduction Prohibited 43

    Design the engagement

    Customer Journey: Day of Travel

    Check-in

    Boarding

    Enter TSA

    - 2 hours

    - 1 hour

    - 30 minutes

  • 2014 Forrester Research, Inc. Reproduction Prohibited 44

    Design the engagement

    Customer Journey: Day of Travel (Irregular)

    Check-in

    Re-book

    Notification

    - 2 hours

    - 1 hour

    - 45 minutes

  • 2014 Forrester Research, Inc. Reproduction Prohibited 45

    Design Elements

    Proactive notifications

    Mobile boarding passes

    Opportunities to book a new flight on days of irregular operations

  • 2014 Forrester Research, Inc. Reproduction Prohibited 46

    Engineer your platforms, processes, and people

    Processes PlatformsPeople

  • 2014 Forrester Research, Inc. Reproduction Prohibited 47

    Processes: Passengers go directly to Security

  • 2014 Forrester Research, Inc. Reproduction Prohibited 48

    People: Tech & Business teams must collaborate more

    Talent

    Help

    wanted

    UX

    Machine learning

    Big data

    Developers

    Culture

    MVP

    Agile development

    Multiple release cycles each year

    UX-driven design

    Colocated teams

    Organization

    Collaboration

    Cross-functional steering committees

    Best practices teams

    IDEA development teams

  • 2014 Forrester Research, Inc. Reproduction Prohibited 49

    Consumers will want to engage with you on an increasing number of devices.

    Apps demand that enterprises build a web services layer and APIs to access data and

    functionality.

    Your physical and digital worlds are colliding or complementing each other understand the implications.

    Source: October 18, 2013, Mobile Needs A Four-Tier Engagement Platform Forrester report

    Platforms: new engagement model

  • Customer service

    Mileage status

    Reward travel

    Upcoming reservations

    Traveler mobile tasks

    United had to do substantial platform work to support their new mobile app

    Flight- 2 days + 2h- 2h + 2 days

    Book reservation

    Change reservation

    Request upgrade

    Reserve seat

    Check gate

    Departure time

    Lounge access

    Upgrade

    Arrival time

    Food order

    Movies

    Wi-Fi

    Baggage carousel

    Ground transportation

    Lost luggage

    Navigation

    Flight reservation processes

    Flight timeline

    Travel business

    processes

    Customer loyalty processes

    Flight processes

    Baggage handling processes

  • 2014 Forrester Research, Inc. Reproduction Prohibited 51

    Source: Anjuke

    Analyze results to monitor performance and improve business outcomes

    Conversion rates were strangely low in the evenings their busiest time

    Anjuke conduct A/B testing

    Learned that the best listings were no longer available in the

    evenings because the spending

    caps set by agents had been

    reached

    They reconfigured their algorithms to ensure the best

    audience plus offered analytics

    to agents to increase spend

  • 2014 Forrester Research, Inc. Reproduction Prohibited 52

    Too few companies have a mobile analytics solution in place

  • All in, mobile has the potential to transform your customer experience in these moments

    Remember, every interaction that your customer has with your brand falls within the customer

    experience.

    Entrepreneurs and your competitors will better serve and then win over your customers if you

    dont create a strategy to win in your customers mobile moments.

  • Learn more about

    The Mobile Mind Shift

    (http://solutions.forrester.com/mobile)

  • Thank you

    Julie Ask

    +1 415.355.6002

    [email protected]

    @JulieAsk