Creating good mobile customer experiece

1. 1
DESIGNING SATISFYING
MOBILE CUSTOMER EXPERIENCE
Supplements Rewarding Customer Experience Section, Chapter 12
Mobile Marketing Section, Chapter 16
Mary Lou Roberts, Debra Zahay
Revised November 2014
Mary Lou Roberts and Debra ZahaySeptember 2014 To Accompany Internet Marketing, 3rd ed.

2. 2
MOBILE NOW ACCOUNTS FOR 60% OF ALL DIGITAL TIME
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

3. 3
AND APP USE ACCOUNTS FOR MAJORITY
September 2014 To Accompany Internet Marketing, 3rd ed.
http://techcrunch.com/2014/08/21/majority-of-digital-media-consumption-now-takes-place-in-mobile-apps/
Mary Lou Roberts and Debra Zahay

4. 4
ECOMMERCE CONTINUES TO GROW –
MCOMMERCE CONTINUES TO TAKE LARGER SHARE
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756
Mary Lou Roberts and Debra Zahay

5. 5
THINK ABOUT YOUR LAST ‘SIGNIFICANT‘ PURCHASE.
WHAT ROLE (OR ROLES) DID MOBILE PLAY
IN YOUR PURCHASE PROCESS?
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

6. 6
September 2014 To Accompany Internet Marketing, 3rd ed.
Impact Of Mobile
On the Customer Journey
Is Much Greater
Than Sales Alone
Mary Lou Roberts and Debra Zahay

7. 7
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.nielsen.com/us/en/insights/news/2013/a-mobile-shoppers-journey--from-the-couch-to-the-store--and-back.htmlS

8. 8
MOBILE MORE THAN SMARTPHONES AND TABLETS
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1
Mary Lou Roberts and Debra Zahay

9. 9
IN RESPONSE, FACEBOOK OFFERING
MULTI-DEVICE TRACKING FOR ITS ADS
September 2014 To Accompany Internet Marketing, 3rd ed.
https://www.facebook.com/business/news/cross-device-measurement
Mary Lou Roberts and Debra Zahay

10. 10
FORRESTER ASKS:
“WHY CUSTOMER EXPERIENCE, WHY NOW”
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

11. 11
ANSWERS:
“CUSTOMER EXPERIENCE DRIVES GREATER LOYALTY”
September 2014 To Accompany Internet Marketing, 3rd ed.
And We Know From CRM
That Loyalty Drives Sales
FORRESTER PERSPECTIVE: The Business Impact Of Customer Experience
Mary Lou Roberts and Debra Zahay

12. 12
CUSTOMER EXPERIENCE – CX –
IS NOT A SINGLE EVENT.
IT IS THE SUM OF ALL OF CUSTOMER INTERACTIONS
AND THE RESULTING PERCEPTIONS
OF THE BRAND.
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

13. 13
THE QUALITY OF THE MOBILE EXPERIENCE
IS CRITICAL
January 2014 To Accompany Internet Marketing, 3rd ed.

14. 14
“MOBILE EXPERIENCE IS CUSTOMER EXPERIENCE”
September 2014 To Accompany Internet Marketing, 3rd ed.
https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends
Mary Lou Roberts and Debra Zahay

15. 15
CX DIRECTLY IMPACTS SALES AS WELL AS LOYALTY
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.cmocouncil.org/webcast.php?id=31
Mary Lou Roberts and Debra Zahay

16. 16
TEMKIN MODEL PROVIDES CX STRATEGY GUIDANCE
• A Customer Experience Is Composed Of
• EMOTIONAL Components That Affect How People Feel About the Brand
• FUNTIONAL Components That Ensure That All Aspects of the Experience
Perform Correctly
• ACCESSIBLE Components That Make It Easy for Customers To Do What
They Want To Do
September 2014 To Accompany Internet Marketing, 3rd ed.
http://uxmag.com/articles/the-total-experience
Mary Lou Roberts and Debra Zahay

17. 17
• Physical Presence and Appearance
• Disney Transfers “Magic” of Theme Park to Web
• San Diego Zoo Features Animal Stars, Some on Webcams
• Cognition
• Both Use Multiple Tools – Videos, Blogs & More - To Provide
Content
• Emotion or Attitude
• Disney Characters and Zoo Animals Play Prominent Roles
• Connectedness
• In Both Cases the Visitor Experience is Portrayed and Enhanced
(Online Tickets, for example)
September 2014 To Accompany Internet Marketing, 3rd ed.
Internet Marketing, p. 336
TEXT DISCUSSES CUSTOMER EXPERIENCE
DIMENSIONS ON WEBSITE
Mary Lou Roberts and Debra Zahay

18. 18
MOBIL EXPERIENCE PRINCIPLE 1
Everything Said About Customer Experience
In Other Contexts (e.g. Website, Retail Customer Service)
Applies to the Mobile Customer Experience
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

19. 19
HAVE YOU HAD EITHER A VERY GOOD
OR A VERY BAD
EXPERIENCE IN A COMMERCIAL MOBILE CONTEXT
(NOT A PERSONAL COMMUNICATIONS CONTEXT)?
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

20. 20
EXPERIENCE CAN OCCUR IN ANY CUSTOMER TOUCHPOINT/CHANNEL-
USUALLY IN A COMBINATION OF CHANNELS-BOTH ON AND OFF LINE
September 2014 To Accompany Internet Marketing, 3rd ed.

21. 21
September 2014 To Accompany Internet Marketing, 3rd ed.
There Are Many Possible Channels Depending On
Customer Needs
Habitual Customer Behaviors
Nature of Product/Service
Brand Characteristics
and More
Mary Lou Roberts and Debra Zahay

22. 22
STAGES OF
CUSTOMER JOURNEY
BOTH ON AND
OFFLINE
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

23. 24
SOCIAL AND MOBILE ARE INTERRELATED,
ESPECIALLY FOR MILLENNIALS
September 2014 To Accompany Internet Marketing, 3rd ed.
https://blogs.oracle.com/thecxjourney/entry/simple_tips_to_design_a
Mary Lou Roberts and Debra Zahay

24. 25
MOBILE EXPERIENCE PRINCIPLE 2
All Channels Must Work Together
Or Customers Will Be Lost
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

25. 26BANKING EXAMPLE WITH VARIOUS CHANNELS
AS INITIAL POINT OF ENTRY
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.mckinsey.com/insights/marketing_sale
s/digitizing_the_consumer_decision_journey
Mary Lou Roberts and Debra Zahay

26. 27
MOBILE SO UBIQUITOUS IT AFFECTS MANY CHANNELS
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay
http://www.slideshare.net/tkawaja/lumas-2014-mma-summit-keynote
Some Marketers
Argue That Mobile
is a STRATEGY

27. 28
MOBIL EXPERIENCE PRINCIPLE 3
Creating Satisfactory Customer Experience
Is Even More Difficult In The Mobile Space
Must Be Delivered:
At Appropriate Moment
In Appropriate Context (e.g. Shopping, Searching for a Restaurant)
On Customer’s Choice of Device
September 2014 To Accompany Internet Marketing, 3rd ed.
Internet Marketing
See Table 16.1, p. 443
Mary Lou Roberts and Debra Zahay

28. 29
FORRESTER CALLS IT A “MOBILE MOMENT”
A MOBILE MOMENT
Is A Point in Time and Space
When Someone Pulls Out a Mobile Device
To Get What He or She Wants
Immediately, In Context
September 2014 To Accompany Internet Marketing, 3rd ed.
http://solutions.forrester.com/mobile/landing-61Q6-3212NK.html
Mary Lou Roberts and Debra Zahay

29. 30
MOBILE DRIVERS OF BEHAVIOR
• Immediacy
• As Soon As The Customer Accesses The Mobile Device
• Simplicity
• Easy To Get Whatever The Customer Wants
• e.g., Information, Access To A Service, Purchase A Product
• Context
• The Customer’s Location, Attitudes, Past Behaviors
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

30. 31
EXAMPLES
September 2014 To Accompany Internet Marketing, 3rd ed.
The Future of Mobile eBusintss
Forrester Research, 2012
Mary Lou Roberts and Debra Zahay

31. 32
CONTEXT IS LAYERED, COMPLEX
CUSTOMER DATA HELPS TO UNDERSTAND
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.smashingmagazine.com/2012/07/12/elements-mobile-user-experience/
Mary Lou Roberts and Debra Zahay

32. 33
PLOTTING A MOBILE MOMENT @ STARBUCKS
September 2014 To Accompany Internet Marketing, 3rd ed.
http://solutions.forrester.com/mymobilemoment
Mary Lou Roberts and Debra Zahay

33. 34
DESIGNING EXPERIENCE FOR SCREEN-AGNOSTIC KIDS
September 2014 To Accompany Internet Marketing, 3rd ed.
“NICKELODEON LAUNCHES NEW NICK.COM WITH UNIQUE
HORIZONTAL LAYOUT, EDGE-TO-EDGE DESIGN, TV
EVERYWHERE AND SLATE OF ORIGINAL, DIGITAL-ONLY SERIES
Nick.com’s New Design Inspired by Net’s Successful Mobile Nick App”
Slate of Original Digital-Only Series on Nick.com with Debut of
Animated Welcome to the Wayne
Extensive Use of “Do Not Touch” Button
http://www.nickandmore.com/2014/07/31/new-nick-com-website-design-launches/
Mary Lou Roberts and Debra Zahay

34. 35
September 2014 To Accompany Internet Marketing, 3rd ed.
The App
You Have To
Experience It
For Yourself!
The Site
Mary Lou Roberts and Debra Zahay

35. 37
MAPPING THE CUSTOMER EXPERIENCE IS NECESSARY
A TEMPLATE FROM SERVICES MARKETING
September 2014 To Accompany Internet Marketing, 3rd ed.
http://servicedesign.wikispaces.com/Service+Blueprint
Mary Lou Roberts and Debra Zahay

36. 38ACTUAL CX MAP (RAIL EUROPE)
OFTEN VERY COMPLEX
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

37. 39
IDENTIFYING CUSTOMER TOUCHPOINTS
September 2014 To Accompany Internet Marketing, 3rd ed. http://www.servicedesigntools.org/tools/8Mary Lou Roberts and Debra Zahay

38. 40
DIFFERENT TECHNIQUES
ALL FOCUS ON STAGES IN CUSTOMER JOURNEY
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.touchpointdashboard.com/2011/12/cooking-up-a-winning-customer-journey-map-part-ii-the-recipe/
Mary Lou Roberts and Debra Zahay

39. 41
TOOLS LIKE MAPPING
ARE IMPORTANT
BUT
GOOD CX
IS PEOPLE-INTENSIVE
September 2014 To Accompany Internet Marketing, 3rd ed.
www.customerexperiences.co.nz
Mary Lou Roberts and Debra Zahay

40. 42
THINKING ABOUT YOUR GOOD OR BAD EXPERIENCE
DO YOU THINK IT WAS A
TECHNICAL SYSTEMS FAILURE OR
A FAILURE OF HUMAN SERVICE DELIVERY?
WHAT DEPARTMENT IN THE BUSINESS
SHOULD BE TASKED WITH FIXING THE PROBLEM?
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

41. 43
MOBILE WILL CONTINUE TO GROW IN IMPORTANCE
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

42. 44
MORE PEOPLE ARE USING MOBILE MORE
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1
Mary Lou Roberts and Debra Zahay

43. 45
AND THE FINANCIAL IMPACT CONTINUES TO GROW
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.business2community.com/mobile-apps/uncovered-future-mobile-marketing-0844995#!bE81zV
Mary Lou Roberts and Debra Zahay

44. 46
MOBILE REVENUE HAS SEVERAL COMPONENTS
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.slideshare.net/JrmePerani/digi-capital-mobileinternetinvestmentreviewq22014summary
Mary Lou Roberts and Debra Zahay

45. 47
WHAT COMES AFTER SMARTPHONES AND TABLETS?
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1
Mary Lou Roberts and Debra Zahay

46. 48
WHAT WOULD YOU SAY
IF YOU HAD BEEN ABLE TO SEND THE FIRST TWEET
FROM THE APPLE WATCH?
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

47. 49
January 2014 To Accompany Internet Marketing, 3rd ed.
http://www.businessinsider.com/future-of-mobile-slides-2014-3?op=1
Mary Lou Roberts and Debra Zahay

48. 50
COMPANIES THAT WIN IN THIS ENVIRONMENT
WILL DELIVER SEAMLESS, SATISFYING CX
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.cisco.com/cisco/web/UK/solutions/executive/pdf/Connected_Mobile_Experience_POV_Paper_EN.pdf
Mary Lou Roberts and Debra Zahay

49. 51
WHAT BEST PRACTICES SUPPORT SATISFYING CX?
September 2014 To Accompany Internet Marketing, 3rd ed.
http://www.cmocouncil.org/current_program_details.php?pid=122
Mary Lou Roberts and Debra Zahay

50. 52
DELIVERING SEAMLESS, SATISFYING CX IS
COMPLEX (THE CUSTOMER JOURNEY)
TIME-CONSUMING (USING DATA TO UNDERSTAND)
PEOPLE-INTENSIVE (PEOPLE DELIVER SERVICE)
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

51. 53
ACHIEVING MOBILE MATURITY
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

52. 54
FEW COMPANIES SEE THEMSELVES AHEAD OF COMPETITORS
September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

53. 55
DATA INDICATES MOST BUSINESSES IN EARLY STAGES
September 2014 To Accompany Internet Marketing, 3rd ed.
Mobile Maturity Benchmark Report
Urban Airship
Mary Lou Roberts and Debra Zahay

54. 56
IF MOBILE IS A KEY TO LOYALTY & SALES
AND
ACHIEVING SATISFACTORY MOBILE CX IS
COMPLEX, TIME CONSUMING
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

55. 57
SHOULDN’T IT BE A
MAJOR BUSINESS FOCUS?
January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay