Mobile Moments Presentation by Forester
description
Transcript of Mobile Moments Presentation by Forester
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Making Leaders Successful
Every Day
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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
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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?
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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?
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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.
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Source: Kano Model
Consumer expectations always shift
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What defined consumer delight in 1852?
~100 years
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What defined consumer delight in 1972?
~20
Years
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What defined consumer delight in 1999?
~10
Years
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What defined consumer delight in 2009?
~18
Months
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Mobile is shifting customer expectations
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and accelerating the speed of the shift
~ 6
Months
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How has mobile changed your
customers expectations?
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What has changed? Consumers expect:
Immediacy
Simplicity
Context
Convenience
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Immediacy
Source: WTSO mobile application
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Source: Commonwealth Bank mobile application
Simplicity
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Address
Room
number
Directions
About 48 hours
from your next stay,
the home page
changes states.
Context
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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
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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.
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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?
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There are many types of mobile moments that impact your customer
experience.
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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
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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
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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
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Impulse Sales Moment: SteepAndCheap
Source: SteepAndCheap.com
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Influence Sales Moments
Image source: Deloitte Digital
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Guided Selling Moment: Trane
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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
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Source: blogs.ubc.ca
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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
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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
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Borrowed moments (commerce)
Image source: iPhone screen shot: WeChat mobile application
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Proactive notifications plus transparency bridge information gaps
Source: Uber mobile applicaton; eBay mobile application; iPhone screenshot
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Product Replenishment Moments
Source: insider.nike.com
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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.
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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
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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?
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Your Mobile Mind Shift
Your company must meet these
new expectations
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IDEA guides mobile designIdentifythe mobilemoments
and context
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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
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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?
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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
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Design the engagement
Customer Journey: Day of Travel
Check-in
Boarding
Enter TSA
- 2 hours
- 1 hour
- 30 minutes
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Design the engagement
Customer Journey: Day of Travel (Irregular)
Check-in
Re-book
Notification
- 2 hours
- 1 hour
- 45 minutes
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Design Elements
Proactive notifications
Mobile boarding passes
Opportunities to book a new flight on days of irregular operations
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Engineer your platforms, processes, and people
Processes PlatformsPeople
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Processes: Passengers go directly to Security
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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
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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
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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
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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
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Too few companies have a mobile analytics solution in place
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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.
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Learn more about
The Mobile Mind Shift
(http://solutions.forrester.com/mobile)
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Thank you
Julie Ask
+1 415.355.6002
@JulieAsk