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Mapping the Mobile-First Customer Journey
John Walker
Vice President, Marketing – Enterprise and Intelligence Solutions
@JohnEWalker
#MobileFirst

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#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

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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%

8.
WHY THE
CHANGE?

9.
“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

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SOURCE: MCKINSE

11.
1st
moment of
truth
STORE
2nd
moment of
truth
HOME
ZERO
moment of
truth
SEARCH

12.
DESIGNDISTSRICT.COM 13
THE NEW ROLE OF THE CMO

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MOBILE CAUSES & ENABLES
BEHAVIOURAL CHANGE

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"Our focus should not be on
emerging technologies, but on
emerging cultural practices.”
HENRY JENKINS,
PROFESSOR OF COMPARATIVE MEDIA, MIT

15.
NATIVES
DEPEND
ENTS
IMMIGR
ANTS

16.
MILLENNIALS WILL
GIVE WAY TO
‘CENTENNIALS’

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Connect me
Help me find
Update me
Organise me
Inform me
Entertain me
Let me buy
Let me share
Matching
Mobile
‘Need
States’

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Convenience
Engagement
Omni-channel
Real time dialogue
Participation
Experience control
The
Changing
Expectations
Of Mobile
Consumers

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The altered expectations
of Millennial consumers

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Source: Ashu Garg, Partner at Foundation Capital (Feb. ’15)

21.
Parking in dubai

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MARKETERS WILL
SWITCH TO USING
‘PERSONAS’.
@paulbmobile

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PERSONAS
RECORD:
DEMOGRAPHICS
HISTORIC DATA
BUYING CYCLE
TRIGGERS
REACH AND
INFLUENCE
DIGITAL
BEHAVIOURS

24.
Mobile builds our
understanding.
It is the creator and beneficiary
of big data.

25.
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

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PERSONAS’ ENABLE A SHIFT
TOWARDS
CONTEXTUAL
RELEVANCE

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WHO / WHAT /
WHERE / WHEN
RIGHT PERSON
RIGHT MESSAGE
RIGHT PLACE
THE RIGHT TIME

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USE BIG DATA TO
INFLUENCE
SMALL
DECISIONS
@paulbmobile

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HISTORIC to
PREDICTIVE
BEHAVIOUR

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Predictive brings the shift
from ‘big’ to
intelligent
data

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FOUR EPICENTRES OF DATA
SOCIAL NETWORKS /
MOBILE OPERATORS /
SUPERMARKETS /
FINANCIAL SERVICE Co’s

32.
MASTERING
DATA
SCIENCE
COLLECTION
ANALYSIS
APPENDING
REFINING
INTUITING
ACTING

33.
HIRE PEOPLE THAT
KNOW THIS STUFF
OR LEARN
NEW SKILLS.
@paulbmobile

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PHYSICAL DIGITALMOBILE

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MOBILE ENABLES
DIRECTED
SHOPPING:
(GUIDING CONSUMERS THROUGH THE PATH-
TO-PURCHASE WITH MOBILE)
@paulbmobile

36.
IDENTIFY
PRESENCE
ESTABLISH
CONTEXT
RELEVANT
MESSAGE
EFFECTIVE
CHANNEL
TRACK
REDEMPTION
RETURN &
RE-ENGAGE
1
2
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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

37.
@paulbmobile
CONVERGED FUTURE
WHERE MOBILE =
PROMOTION +
ENGAGEMENT +
PAYMENT +
SERVICE +
LOYALTY

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PAUL.BERNEY@MCORDIS.COM
WWW.MCORDIS.COM
@PAULBMOBILE
WE EDUCATE
WE ADVISE

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Making it Real… Mobile Engagement in Action
Rob Hammond
Senior Director of Mobile Engagement, Syniverse
@tech2dollars
#MobileFirst

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#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

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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

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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

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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

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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

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#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

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#MobileFirst
Mapping Your Mobile Journey
Mobile Engagement Maturity Model

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Q&A
#MobileFirst
#MobileFirst

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#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

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Thank You!
For more information, visit mobilebrands.syniverse.com
or follow us @Mobile4Brands
#MobileFirst
#MobileFirst