Presentation at the Mobile Payments Conference in SF, CA.
Results of studies that show an increase is user expectations for mobile channel & best practices on how to improve customer experience for the mobile channel.
6. We sold more smartphones than PCs last year
Tablets alone will surpass PC sales in 2 to 3 years
5
7. Global Internet users will double over the
next few years and most will be mobile
Fixed Mobile
3000
2500
2000
Consumer
Broadband
Connections
(millions) 1500
1000
500
0
2005 2010 2015
Source: BCG, Mary Meeker, KPCB, Morgan Stanley, Berg Insight
6
8. Squeeze Play
• Android vs.
iOS is not as
close as it
looks
• Developers
prefer iOS
• Android is
fragmented
It’s a two horse race in the OS world
• iOS is where
the money is
7
9. What’s the future of the mobile platform?
• Android gets it
act together, OR
• Microsoft
completes a Hail
Mary pass, OR
• HTML5 nukes
native apps, OR
• Apple will take
over the world
8
10. Bad Mobile Experiences = Real Consequences
@xxxx *sigh* So
depressing. Why
do this?
--------------------------
“A bad review in the
app store scars your
app for life”
– Mobile Orchard (leading iOS
Blog)
9
11. What does this mean for adoption and
conversion in your business…
10
12. Mobile Commerce is Skyrocketing
217% increase in Tweets about
mobile shopping on Black Friday
11
13. Expectations vs. Realities
85% of adults who have completed a mobile
transaction in the past year expect the
experience to be better than using a laptop
or desktop computer
Yet 41% of comments about the
top mobile companies expressed
frustration
12
14. Top Consumer Struggles
1. Inability to complete a transaction
2. Search functionality
3. User interface
63% of all online adults would be less likely
to buy from a company via other purchase
channels if they experienced a problem
conducting a mobile transaction.
13
17. Best Practice: Know your users
› Mobile users contact a company
through multiple channels such as
desktop web, call center, in store etc.
• What is mobile’s role?
› Understand more than just user
demographics
• Geography, gender, age, income etc.
16
18. Experience your customers
✓ Device Gestures and User Behavior
✓ Network Reachability
✓ Application crashes
✓ User Feedback
17
19. Best Practice: Simplify the User Experience
✓ As the research shows, only 17
percent of mobile users feel the ease
of use is what they would expect.
✓ There’s a huge opportunity to make
ease of use a competitive
advantage, whether for mobile sites
or apps.
18
20. Simplify the User Experience, Part 2
✓ Move from doing things because they
are cool to doing things that help
customers buy on mobile devices.
✓ Think twice before opting for complex
processes and always consider your
mobile service from the perspective of
your customers.
✓ For instance, consider implementing
forms that shift orientation from vertical
to horizontal in order to enable easier
data entry.
19
24. Best Practice: Obtain Continuous Feedback
✓ Customers have lots of ways of
telling you (and everyone else) what
works and what doesn’t—app store
reviews, surveys, focus groups,
Twitter, Facebook, etc. They are
sharing critical information.
✓ Be open to learning and optimizing
from what they are saying.
23
27. Best Practice: Measure What Matters
✓ Don’t send users to your
competitors; measure and improve
✓ Know what to fix and it’s priority;
find issues and quantify its business
impact
26
28. Measure what matters
✓ Identify Key Performance Indicators for your
company or business process
• Time to select a payment mechanism
• # of steps to complete checkout
• Percentage of completed money transfers
27
29. Summary
› Mobile growth is skyrocketing
› User expectations are high
› Many mobile sites and apps are not meeting
user expectations
› Users are frustrated
› Best Practices
1. Know your users
2. Simplify the user experience
3. Obtain & incorporate continuous feedback
4. Measure what matters
28
Is anyone in the audience from Tealeaf? If you are, it would be great to get your feedback on how its helped you improve your customer serviceOver 450 clients, multiple verticals, however 4 key ones – 7 out of 10 banks, proud of these clients – they don’t pick their technology partners lightly. We’re also very lucky that are customers love us – so if / when required we’re happy to set up reference calls and visits with existing customers as required. In the UK team we’re vertically aligned...so I look after retail...
So you may be wondering…how are users responding to these struggles?Well in the old days, a frustrated user might have called someone or told them in person…Today, with the power of social media, a customer will tweet it, blog it, comment on Facebook or provide a bad review..These comments are indexed FOREVER on the Internet and are sometimes hard to recover from
How do they like to interact with you? What is the Geography, gender, device type, buyer age, income etc.
Usability issues: Did the user dwell at certain points in the process such as centering the CVC code?Application issues: Did the user receive an error message?Customer listening: did the user consult the help section at a certain point in the process?Business issues: was the email address entered valid?