Mapping the Mobile-First Customer Journey
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Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present how the rising influence of the mobile channel is altering the traditional customer journey and what brands can do to enhance engagement with their customers in the mobile moment.
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Mapping the Mobile-First Customer Journey
- 1. 1 Mapping the Mobile-First Customer Journey John Walker Vice President, Marketing – Enterprise and Intelligence Solutions @JohnEWalker #MobileFirst
- 2. 2 #MobileFirst Today’s Expert Panelists Paul Berney (@paulbmobile) Managing Partner and Co-Founder, mCordis • Served as Chief Marketing Officer & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA) • In 2012, recognized as the leading speaker on mobile marketing worldwide by C-Squared • Voted one of the Top 50 influencers in mobile marketing by The Drum magazine in 2013 & 2014 Rob Hammond (@tech2dollars) Senior Director Mobile Engagement, Syniverse • Experienced sales and technology leader • 30-year career with Microsoft, Sprint and more • Media, analyst commentator and contributor
- 3. 3 MAPPING THE MOBILE FIRST CUSTOMER JOURNEY Putting mobile at the heart of marketing Paul Berney @paulbmobile
- 4. THE END OF THE LINEAR JOURNEY
- 5. Go to supermarket Decide in aisle (taste/ask for help/ POS/read labels) Select product Buy Define need/problem (Personal/sharing/gift/occasion) Read reviews & Recommendations online Select Product Find supplier Buy Define need/problem (Personal/sharing/gift/occasion) WHY DO WE NEED JOURNEY MAPPING? THEN NOW
- 6. NOW THEN Go to supermarket Decide in aisle (taste/ask for help/ POS/read labels) Select product Buy Define need/problem (Personal/sharing/gift/occasion) Read reviews & Recommendations online Select Product Find supplier Buy Define need/problem (Personal/sharing/gift/occasion) WHEN AND WHERE WE ENGAGE IS CHANGING
- 7. MOBILE INFLUENCES ALL SALES IN RETAIL STORES 19%
- 10. “A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.” FORRESTER: THE AGE OF THE CONSUMER
- 11. SOURCE: MCKINSE
- 12. 1st moment of truth STORE 2nd moment of truth HOME ZERO moment of truth SEARCH
- 13. DESIGNDISTSRICT.COM 13 THE NEW ROLE OF THE CMO
- 14. MOBILE CAUSES & ENABLES BEHAVIOURAL CHANGE
- 15. "Our focus should not be on emerging technologies, but on emerging cultural practices.” HENRY JENKINS, PROFESSOR OF COMPARATIVE MEDIA, MIT
- 17. MILLENNIALS WILL GIVE WAY TO ‘CENTENNIALS’
- 18. Connect me Help me find Update me Organise me Inform me Entertain me Let me buy Let me share Matching Mobile ‘Need States’
- 19. Convenience Engagement Omni-channel Real time dialogue Participation Experience control The Changing Expectations Of Mobile Consumers
- 20. The altered expectations of Millennial consumers
- 21. Source: Ashu Garg, Partner at Foundation Capital (Feb. ’15)
- 22. Parking in dubai
- 23. MARKETERS WILL SWITCH TO USING ‘PERSONAS’. @paulbmobile
- 24. PERSONAS RECORD: DEMOGRAPHICS HISTORIC DATA BUYING CYCLE TRIGGERS REACH AND INFLUENCE DIGITAL BEHAVIOURS
- 25. Mobile builds our understanding. It is the creator and beneficiary of big data.
- 26. DIGITAL TOUCHPOINTS mobile advertising traditional advertising activation sponsorship activation consumer promotion activation mobile incentives & coupons in-store mobile marketing VIP/rewards program mobile database marketing OFFLINE TOUCHPOINTS AWARENESS ENGAGEMENT TRANSACTION LOYALTY ADVOCACYADOPTION
- 27. PERSONAS’ ENABLE A SHIFT TOWARDS CONTEXTUAL RELEVANCE
- 28. 28 WHO / WHAT / WHERE / WHEN RIGHT PERSON RIGHT MESSAGE RIGHT PLACE THE RIGHT TIME
- 29. USE BIG DATA TO INFLUENCE SMALL DECISIONS @paulbmobile
- 31. Predictive brings the shift from ‘big’ to intelligent data
- 32. FOUR EPICENTRES OF DATA SOCIAL NETWORKS / MOBILE OPERATORS / SUPERMARKETS / FINANCIAL SERVICE Co’s
- 34. HIRE PEOPLE THAT KNOW THIS STUFF OR LEARN NEW SKILLS. @paulbmobile
- 36. MOBILE ENABLES DIRECTED SHOPPING: (GUIDING CONSUMERS THROUGH THE PATH- TO-PURCHASE WITH MOBILE) @paulbmobile
- 37. IDENTIFY PRESENCE ESTABLISH CONTEXT RELEVANT MESSAGE EFFECTIVE CHANNEL TRACK REDEMPTION RETURN & RE-ENGAGE 1 2 34 5 6 CONTEXT Location Customer profile Weather/events/time MESSAGE Offers/promotions Advertising Content RETURN In-store Online REDEMPTION Vouchers E-Receipts Loyalty schemes CHANNEL Mobile In-store digital PRESENCE Wi-Fi Beacons Source: Wiforia
- 38. @paulbmobile CONVERGED FUTURE WHERE MOBILE = PROMOTION + ENGAGEMENT + PAYMENT + SERVICE + LOYALTY
- 40. 40 Making it Real… Mobile Engagement in Action Rob Hammond Senior Director of Mobile Engagement, Syniverse @tech2dollars #MobileFirst
- 41. 41 #MobileFirst Mobile- First Customer Journey Hook your customers by sending an offer they can’t refuse Ensure a seamless experience as your customers prepare to purchase Send additional product and service recommendations that pique your customers’ interest Respond to customer inquiries and concerns in a timely manner to improve experiences Reward long-term loyalty to keep your customers wanting more Mobile Influence Transactions UpsellService Loyalty
- 42. 42 Reservation Confirmation/Journey Reservation confirmation Trip reminder + amenities upsell Trip reminder + attraction tickets Post-stay survey Your reservation has been confirmed! Visit the app to review our cancelation policy. Your vacation starts in 2 weeks! Click http://bit.ly/brand to save up to 25% on selected treatments in our new spa! Welcome to the resort! See an agent at the Guest Services desk in the main lobby to collect your free park tickets! We hope you enjoyed your stay! Please complete a short guest survey and receive a discount. #MobileFirst
- 43. 43 Shipping Notification/Journey Shipping Notification VIP Event Pass Special Offer Post-Purchase Thank you for shopping with us, your package is on its way! Visit app for more details As a loyal customer, We would like to offer you VIP access to our shopping event this weekend! Click http://bit.ly/brand for more details Welcome to our shopping event! Click http://bit.ly/brand to reveal a mystery discount for use during your shopping trip We hope you enjoyed our shopping event! Click http://bit.ly/brand to complete a quick survey! #MobileFirst
- 44. 44 Coupons Gaming Pictures The Power of the SMS-Embedded Link Scratch for new offer! Mobile coupons are redeemed 10x more than print coupons The open rate of text promotions/offers is a whopping 98% Photos generate 96% of total engagement from mobile devices Check out the tropical destination of the month! VIP offer available just for you! #MobileFirst
- 45. 45 The Power of the SMS-Embedded Link Video App Passbook Click here to view your newly added loyalty points! 300 million iPhones around the world have Passbook installed Discover the amenities available for your trip! Download our new travel app today! App revenues are expected to grow to 76.52 billion in 2017 The average mobile user consumes 6 hours of media per day #MobileFirst
- 46. 46 #MobileFirst Leverage Mobile Context to Personalize the Customer Experience Mobile Identification Mobile Location Leverage data to determine customer use patterns behaviors and attitudes Is this my customer? Is this her device? Am I reaching the right mobile number? Geo-fence Beacon Trigger Network Location
- 47. 47 #MobileFirst Mapping Your Mobile Journey Mobile Engagement Maturity Model
- 49. 49 #MobileFirst Mobile is about behavior, not technology The switch to mobile is only going to get stronger Contextual relevance is critical – get the right message to the right customer at the right time Mobile is the bridge between the digital and physical worlds Mobile is the only channel that is with the customer along the entire journey Make sure you know what actions you want to drive with mobile before you start Key Takeaways Choose the right partner to help guide you on your own mobile journey
- 50. 50 Thank You! For more information, visit mobilebrands.syniverse.com or follow us @Mobile4Brands #MobileFirst #MobileFirst
Notes de l'éditeur
- Speaker 1 I’m pleased to hand over to our Mobile Engagement experts, Paul Berney, Managing Partner EMEA and Co-Founder of mCordis. Paul Berney is the Managing Partner EMEA and Co-Founder of mCordis and has over 25 years of experience in a wide variety of sales, marketing, business development and commercial roles. Paul served as Chief Marketing Officer & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA). In 2012 he was recognized as the leading speaker on mobile marketing worldwide by C-Squared and was voted one of the Top 50 influencers in mobile marketing by The Drum magazine in 2013 & 2014. Rob is our Senior Director of Mobile Engagement. He is an experienced business leader with a passion for turning technology into dollars. Rob is also one of Syniverse’s most frequent commentators on mobile engagement, sharing insights on the growing influence of mobile on business strategies.
- How many of you have seen me present before I make no apologies for starting by saying the same thing as always The driver of mobile is consumer behaviour Causing and enabling
- Ashu Garg, Partner at Foundation Capital, tells an interesting story about chewing gum when emphasizing the radical impact mobile is having on marketing today. Last year, chewing gum sales were down 20-25 percent, in a category where growth or decline is measured in one or two percentiles. For a while, no one could figure it out. Until they did. And the reason was mobile. Turns out that 70 percent of chewing gum sales happen in the check-out aisle at grocery stores. But now, instead of eyeing candy bars and gossip magazines while waiting to pay for their groceries, people are staring at the smartphones in their hands. http://venturebeat.com/2015/02/18/foundation-capitals-garg-lays-out-top-5-keys-to-mobile-advertising-in-2015/
- once you have experienced a mobile service you won’t go back parking in Dubai parking wardens mobile banking Consider if it exists for one brand in your market it has to exist for all
- GUY ROLFE
- Every day, customers are interacting with various brands to obtain the products and services they value most. As Forrester Research recently stated: “Because people carry their mobile devices with them at all times, mobile moments [points in time and space when someone pulls out a mobile device to get what they want in their immediate context] are the frontline of customer experience. That’s why every consumer-experience-improvement effort, starting now, must include mobile.” But what do those mobile moments look like, and how can companies capitalize on them to optimize customer engagement and drive increased brand loyalty?
- http://blog.funmobility.com/2013/10/11/why-mobile-coupons-have-10x-higher-redemption-rate-than-traditional-coupons/ http://venturebeat.com/2013/05/08/five-reasons-you-should-be-using-sms-based-marketing/ http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital
- http://www.adknowledge.com/blog/statistics-to-justify-budget/ http://info.localytics.com/blog/23-fresh-stats-and-charts-to-convince-your-boss-to-invest-more-in-mobile-in-2015 http://blog.passworks.io/the-benefits-of-apple-passbook-for-brands/
- Mary So let’s now take a look at the questions you’ve got for Rob and Kevin….
- Speaker 1 Coordinate technical and business sponsors Talking Point: Minimize barriers – draws on expertise and Opex model from cloud Ensure awareness with mobile regulations Talking Point: partnering Build a mobile database Verify mobile vs home / work Obtain Opt-ins Tactic MO Campaigns QR, Text To Web, Text to Video, Promotions, In Store signage Internal communications around Halo app to ensure awareness / traction Feedback results broadly and early Bridge Email and Apps with the Foundational Channel for ME, SMS SMS? What’s in it for “ME?” High adoption and usage rate Strong and steady despite smartphone and mobile app proliferation Remains a key global touch point Immediate, simple and timely It’s easy – everyone knows how to text Universally acceptable Broad reach, standard format and interoperable Works across all networks and all handsets Costs very little in most countries Discreet Use almost anytime, anywhere Why? Customers who opt-in, want in! It’s good business – and in most countries, it’s the law Respect privacy and preferences “Anytime opt-out” options Customers expect and want personalized, contextual experiences Willing to opt-in and share data Seek a “contextual value exchange” Expect a direct, meaningful brand relationship How? Make an offer they can’t refuse Utilize traditional marketing channels Enhance the “path to purchase” or action
- Speaker 1 Thank you all for your time today. We hope you found our discussion useful and got some best practice tips to take back to your businesses. As I mentioned at the start, we have been recording this session, so will be sending out a follow up in the coming days along with a link to the slides on SlideShare and our latest guide – “Guide to Choosing the Best Mobile Engagement Partner”. If you have any further questions on what we discussed today and would like to talk further with one of our mobile experts, send an email to info@syniverse.com and we will get something set up for you. If you want to continue the discussion, you can follow our Enterprise team on twitter @mobile4brands and on our LinkedIn ‘Enterprise and Intelligence Solutions’ showcase page. Thank you again for spending this hour with us and have a great rest of your day.