Leveraging Mobile as a Core Customer Strategy

The Connected Consumer: Leveraging
Mobile Devices as a Core Component of
Your Customer Strategy
Michael Fauscette
GVP, SB
@mfauscette
www.mfauscette.me

Consumerization of IT and ITization of Consumers
ENTERPRISE CONSUMER
Mobility
The Social Web
Cloud Computing
Big Data/Analytics
BLENDED
Create content, work
anywhere, connect
Access/share/integrate content,
multi-device, self provisioning
Real-Time, continuous collaboration,
New behaviors, influence
Monitor, aggregate, build/deliver
analytic apps – making decisions
3

Beyond “Traditional” Service
Self Educating Consumers
Always Connected Customers
Social Networks “Trusted Source”
In-Bound versus
Out-bound
Massive Growth in
Customer Data
Change

Customer Experience
5
Satisfaction
Getting
it “right”
Expectations Experience

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

CX Modeling - Buying
Community
Need Brand
Awareness
Copyright 2013 IDC
Education
Evaluation
Decision Purchase Advocate

Sales & Marketing
Copyright 2013 IDC 12

Experience
Sales Marketing Service
Move from “automation” to orchestration
Copyright 2013 IDC

The Power of Connecting
Q: Why do you conduct social media/networking initiatives for business
purposes? (Select all that apply)
27%
33%
60%
58%
58%
54%
53%
51%
51%
50%
50%
48%
46%
43%
49%
57%
64%
0% 20% 40% 60% 80%
Communicate with customers
Respond to customer inquiries
Share knowledge/contribute ideas
Communicate with business partners/suppliers
Gather feedback on company product or service
Make decisions
Create awareness about company product or service
Communicate with internal colleagues
Acquire knowledge/ask questions
Network with industry colleagues
Respond to partner inquiries
It is a requirement for my job
Competitors are doing it
Conduct employee training
Monitor conversations/activities
Drive revenue generation through sourcing of sales leads etc.,
Brand Awareness
© IDC 2013 15
N=700, IDC Social Business Survey, February 2014

Q. What specific initiatives are you planning to conduct using social software
for BUSINESS purposes in the next 12 months?
41%
41%
40%
37%
36%
36%
35%
35%
34%
34%
31%
29%
26%
Its about communities..
24%
29%
33%
38%
48%
46%
45%
53%
51%
56%
0% 20% 40% 60%
Internal Discussion forum
Public social network or micro blog for customer service
Public social network or micro blog for marketing
Online communities
Socialytics
External Discussion forum
Public social network or micro blog for sales
Enterprise Social Network
Innovation Management
Web broadcasting
Application/Video Sharing
File/Content sharing service
Internal micro-blog
Online office productivity
Web chat/voice/video over IP applications
Peer feedback
Blog/Wiki
Ideasourcing
Crowdsourcing
Geo-Social networking
Recruiting
Gamification (particularly behavior analytics)
Social Learning
N=700, IDC Social Business Survey, February 2014

Growth of Mobile
2014 ~1.8B smartphone users WW

Connected Community = Experience

Why Mobile Enterprise Applications?
Q: Select the most important benefit that your organization expects to gain from
current or future mobile enterprise application deployments
.0 5.0 10.0 15.0 20.0 25.0
20
Improve/enhance worker productivity
Increase sales/revenue
Improve customer service/support
Improve competitive advantage/market share
Provide ease of information access
Enhance portability within the office or work environment
Decrease costs
Increase customer retention
Speed the sales process
Offer employees more flexibility
Provide perception of an advanced company to customers
Improve field service response time
Eliminate paperwork
Source: IDC's 2014 MEA Survey
N=407

MEA Adoption by Application Type
20% 24% 21% 31% 15% 19%
19% 19%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Vendor selection in process
Implementation planned for 2014
Live - in production
N=407

MEA Adoption by Application Type
80%
70%
60%
50%
40%
30%
20%
10%
0%
Vendor selection in process
Implementation planned for 2014
Live - in production
N=407

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

Some More Examples
eBay
Mobile Banking
Amazon
Kraft Foods
iFood Assistant
Using the
“whole” device
Apps and
Mobile Web
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,e@idc.com
@mfausce,e
www.mfausce,e.me
Thank You
Blog: www.mfauscette.com
29

Leveraging Mobile as a Core Customer Strategy

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