the connected consumer: leveraging mobile devices as a core component of your customer strategy

The Connected Consumer: Leveraging Mobile Devices as a Core Component of

Your Customer Strategy Michael Fauscette

GVP, SB @mfauscette

www.mfauscette.me

Mobility

The Social Web

Cloud Computing

Big Data/Analytics

Consumerization of IT and ITization of Consumers ENTERPRISE CONSUMER

Monitor, aggregate, build/deliver analytic apps – making decisions

Access/share/integrate content, multi-device, self provisioning

Create content, work anywhere, connect

Real-Time, continuous collaboration, New behaviors, influence

BLENDED

3


Self Educating Consumers

Always Connected Customers

Social Networks “Trusted Source”

Beyond “Traditional” Service

In-Bound versus Out-bound

Massive Growth in Customer Data

Change

Customer Experience

5

Expectations Experience

Satisfaction

Getting it “right”


Engagement


Experience

Top Challenges For Meeting Expectations


Unified view of each

customer

Responding to customer inquiries

Consistent experience across

communication channels

Q: What are in your opinion the top 3 challenges for your organization in delivering a superior experience to your customers?

n=482 Source: IDC’s 2014 European CXIT Survey

Top 3 Factors For Superior CX

9

Motivated, capable, and friendly-customer facing personnel

Presence across many channels of interaction

1

3 2

Consistent experience across all channels

Q: What are – in your opinion – the 3 most important factors in achieving a superior customer experience?

n=482 Source: IDC’s 2014 European CXIT Survey

© IDC Visit us at IDC.com and follow us on Twitter: @IDC

Community

CX Modeling - Buying

Copyright 2013 IDC

Need Brand Awareness

Education Evaluation

Decision Purchase Advocate

Copyright 2013 IDC 12

Sales & Marketing

Copyright 2013 IDC

Sales Marketing Service Experience

Move from “automation” to orchestration

27% 33%

43% 46%

48% 49% 50% 50% 51% 51%

53% 54%

57% 58% 58% 60%

64%

0% 20% 40% 60% 80%

Brand Awareness Drive revenue generation through sourcing of sales leads etc.,

Monitor conversations/activities Conduct employee training

Competitors are doing it It is a requirement for my job Respond to partner inquiries

Network with industry colleagues Acquire knowledge/ask questions

Communicate with internal colleagues Create awareness about company product or service

Make decisions Gather feedback on company product or service

Communicate with business partners/suppliers Share knowledge/contribute ideas

Respond to customer inquiries Communicate with customers

The Power of Connecting

15 © IDC 2013

Q: Why do you conduct social media/networking initiatives for business purposes? (Select all that apply)

N=700, IDC Social Business Survey, February 2014

24% 26%

29% 29%

31% 33% 34% 34% 35% 35%

36% 36%

37% 38%

40% 41% 41%

45% 46%

48% 51%

53% 56%

0% 20% 40% 60%

Social Learning Gamification (particularly behavior analytics)

Recruiting Geo-Social networking

Crowdsourcing Ideasourcing

Blog/Wiki Peer feedback

Web chat/voice/video over IP applications Online office productivity

Internal micro-blog File/Content sharing service

Application/Video Sharing Web broadcasting

Innovation Management Enterprise Social Network

Public social network or micro blog for sales External Discussion forum

Socialytics Online communities

Public social network or micro blog for marketing Public social network or micro blog for customer service

Internal Discussion forum

Its about communities..


Q. What specific initiatives are you planning to conduct using social software for BUSINESS purposes in the next 12 months?

N=700, IDC Social Business Survey, February 2014

Communities

17

Growth of Mobile


2014 ~1.8B smartphone users WW


Connected Community = Experience

Why Mobile Enterprise Applications?

20

.0 5.0 10.0 15.0 20.0 25.0

Eliminate paperwork

Improve field service response time

Provide perception of an advanced company to customers

Offer employees more flexibility

Speed the sales process

Increase customer retention

Decrease costs

Enhance portability within the office or work environment

Provide ease of information access

Improve competitive advantage/market share

Improve customer service/support

Increase sales/revenue

Improve/enhance worker productivity

Q: Select the most important benefit that your organization expects to gain from current or future mobile enterprise application deployments

Source: IDC's 2014 MEA Survey N=407

MEA Adoption by Application Type


20% 24% 21% 31% 15% 19% 19% 19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Vendor selection in process Implementation planned for 2014 Live - in production


MEA Adoption by Application Type


0% 10% 20% 30% 40% 50% 60% 70% 80%

Vendor selection in process Implementation planned for 2014 Live - in production


Using Connected Mobile


Personalized - Individualized

Understanding Context

Unified Experience

Converged Identity

And it’s not just BtoC

Person to Person

Using Connected Mobile


Customer Service

Loyalty

Marketing

Sales / Commerce

Education and Training

Industry Functionality

Gamification

Communication

Connected Experiences

25

Some More Examples


Mobile Banking

Amazon

eBay

Kraft Foods iFood Assistant

Apps and Mobile Web

Using the “whole” device

Location Services

Gamified Advertising

Convergence of On and Off Line

Best Buy

NFC

Connected Consumers

§  What’s Your Hook?

§  Experience Matters (This includes the mobile app design)

§  Community is the glue

§  Use the whole device


Connected Consumers

§  Think like the customer / user

§  Leverage the convergence of identities

§  Value


Michael Fausce,e Group Vice President So7ware Business Solu:ons mfausce,[email protected] @mfausce,e www.mfausce,e.me

Thank You

Blog: www.mfauscette.com

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the connected consumer: leveraging mobile devices as a core component of your customer strategy

Devices & Hardware