Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile First World

1. October 21, 2015 Mapping the Omnichannel Customer Journey In Partnership with Forrester

2. Julie Ask VP, Principal Analyst Forrester @JulieAsk Gail Ennis Chief Marketing Officer FollowAnalytics @FollowAnalytics Speakers

3. House Keeping Webinar will be recorded and sent out. Ask using the question box. Questions will be addressed in the last 10 minutes. Participation is encouraged! Have questions during the webinar? Great!

4. 1. Importance of Mobile 2. Challenges Marketers Face 3. Mobile Maturity Curve 4. Industry Best Practices 5. 3 Key Learnings Agenda

12. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› These moments occur in many places … Use the following devices to access the internet from: Base: 61,222 US online adults (18+) Source: Forrester’s North America Consumer Technographics® Online Benchmark Survey (Part 1), 2015 TabletSmartphone 65% Living Room 60% Bedroom 52% Kitchen 47% Bathroom 34% Home Office On-the-go Locations Home Locations Out-of-home Location 63% Outdoors 61% In Stores 60% Friend’s house 59% Restaurant 48% Work 30% Other 29% Library 25% School 63% In the Car 55% Travel 43% Daily Commute 40% Public Transport 65% Living Room 58% Bedroom 40% Kitchen 28% Home Office 25% Bathroom 27% Friend’s house 21% Restaurant 21% Outdoors 19% Work 16% Library 14% Other 13% School 08% In Stores 38% Travel 15% In the Car 12% Public Transport 10% Daily Commute

14. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› Mobile moments come in 3 forms Owned Customer already has a relationship with the brand Manufactured Brand creates an opportunity for engagement Borrowed Brand infiltrates (borrows) the moments of another brand

16. 4%

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19. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› Business Disruption <1% Customer Experience (CX) Transformation 14% Mobile First 42% Companies need to mature their approach Shrink & Squeeze 44% Squeeze experiences designed for the PC onto small screens. Enhance physical world experience with mobile. Create net new mobile services. Win in your customers’ mobile moments. Ethnographic research and journey mapping uncover consumer needs on the go. Mobile services proactively engage consumers based on their context. Mobile disrupt industries, businesses, and business models – not just digital businesses

20. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› Companies fall short today on winning customers’ mobile moments › Port existing engagement strategies from direct mail and desktop › Lose contextual insights in a portfolio of mobile point solutions › Fail to plan across business units

21. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› Mobile marketing demands more THEN Customer segmentation Targeting Campaigns Media schedules Anytime Business event NOW Individual customer Engaging Interactions Customer moments Right time Customer event Image source: eCommera (ecommera.com)

22. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› Companies need to change tactics Online Mobile Who to target? Customer Segment Use CRM solutions to identify groups of customers based on core demographics and historical brand interactions. Individual Use all brand interactions including mobile behavior and real time context to send individual, contextually relevant messages. What format and content? Pre-fabricated messages sent through pre-planned channels Batch email, desktop ads, and direct mail. Personalized content through optimal touch point Dynamically optimized content and delivery based on real-time context.

23. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› Companies need to change tactics Online Mobile When to engage? Triggered by an event the company wants to notify the customer of: A sale, etc. Push-based communication triggered by an event the consumer needs to know about An overdue bill, a prescription, gate change, flash sale, or customer proximity to a store. Where to engage? Any location Wherever the customer is when he uses the internet, usually a stationary location (home or work). An explicit location The ultimate location to reach the consumer is along his daily path, including home, work, restaurant, in-store, commute. Why the touch point occurs? Pre-fabricated messages sent through pre-planned channels Batch email, desktop ads, and direct mail. Proactive interactions to serve the customer and the business Provide utility (in-the-moment value), help him accomplish a task quickly, and anticipate his needs.

24. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› It will only get harder as mobile moments: Shrink to micro moments Move beyond phones to products and into the ether Be dynamically assembled and inserted into third party platforms Disappear into Virtual Agents

26. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› 1. Focus on CX improvements 2. Set clear goals 3. Drive opt-in’s with app downloads 4. Develop your own best practices 5. Learn from vendors

27. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› 1. Focus on CX improvements with the IDEA framework Start small with a platform to extend. Analyze results to monitor performance and optimize outcomes. Design the mobile engagement.Engineer your platforms, processes, and people for mobile. Identify the mobile moments and context. Source: The Mobile Mind Shift, Forrester Research

28. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› Begin with mapping customer journeys… Customer journey • What are customer’s motivations? • What does the customer need? • What is her context? Mobile moments of truth Contextual opportunities

29. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› …to identify pain points 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?

30. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› … and use mobile to improve the experience Customer Journey: Day of Travel (Irregular) Check-in Re-book Notification - 2 hours - 1 hour - 45 minutes

31. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› 2. Set clear goals that benefit consumers ENGAGE USE BUY EXPLORE DISCOVER ASK Drive interest in new products. Notify customers of a flash sale. Remind customers to pick up a prescription in-store. Send customers a discount to drive a sale. Notify customers of a new product. Add service layer to products. Remind customers to refill a prescription. Help customers get better use of products. Drive use of loyalty rewards.

32. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› 3. Drive opt-in’s with app download › Communicate the benefits of opting in for push notifications either when the consumer downloads the app or in a contextually relevant moment 1. Relevant reminders – flash sales, prescriptions ready, gate change 2. Limited frequency – only when the consumer needs info › Ask permission to track location and explain how you will use that information › Assure your customers that you will not misuse the privileges

33. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› 4. Develop your own best practices › Solutions or platform providers do offer phenomenal toolkits and expertise. › However, your business goals and your customers’ motivations and needs on the go may be unique. › Use these platforms, but develop your own best practices through dedicated team members and processes. In doing so, you will gain competitive advantages over other brands.

34. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#› 5. Learn from vendors › Choose vendors with relevant industry expertise › Vendors have many customers and have seen billions of mobile moments – tap into what they have learned • Use templates included in the platforms • Tap into their professional services

35. Who we are working with

36. Survey Learnings 191 (42%) 220 (49%) 37 (8%) 2 (0%) 1 (0%) 0 50 100 150 200 250 A lot more successful Somewhat more successful Neutral/I'm not sure Somewhat less successful A lot less successful Next generation of mobile apps emerging If customer data from CRM, customer database could be used to inform mobile campaigns, would they be more successful? What is the primary purpose of your mobile app? 451 companies. >500 employees. North America. Have at least 1 app. 171 (38%) 108 (24%) 53 (12%) 118 (26%) 1 (0%) 0 50 100 150 200 250 Improve customer service Increase revenue Foster customer loyalty Extend the experience from the web Other

37. Key Learnings 0301 02 Leverage Technology. End Mobile Silos. Adopt a Customer-First Mindset.

38. 1. Adopting customer-first mindset • Companies are largely still organized around products • Get started with your best/most loyal customers • Build experiences, not transactions • Listen to the data • Go fast: learn, fail fast, optimize

39. 2. End mobile silo > plug into what you have • Mobile CRM (user profile) is critical and brings the context • Connect to back-end customer and CRM systems • Personalize trigger-based mobile campaigns • Up-level the performance of other marketing channels Salesforce Adobe Microsoft DMPs Customer Data Systems Connect mobile to your broader marketing strategy to build complete user profiles.

40. 3. Leverage technology Integrated Mobile Marketing Automation

41. Questions?

42. Julie Ask +1 415.355.6002 jask@forrester.com @JulieAsk Gail Ennis gail@followanalytics.com @FollowAnalytics Thank You

Mapping the Omnichannel Customer Journey: How to Engage People in a Mobile First World

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