Download - Averting the Mobile CRM Cliff
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AVERTING THE MOBILE CRM CLIFF
CRM EVOLUTION 2013
August 21, 2013
@Art_Hall4 #MobileCliff 2
“THE MOBILE CRM CLIFF”
Competitive PressuresMajor power and utility company introduced a mobile CRM application to 14 million people
» Outage notifications» Account Management» Bill presentment and payment
Mobile CRM HackathonOne day event for all employees to develop a mobile CRM prototype for the CEO, CIO and Vice President of Customer Experience
Mobile CRM Project Was BornUnplanned, Unfunded, and Under-ResourcedLack of alignment and communication among most business and IT stakeholders
“Mobile CRM Cliff” Deadline LoomsNew Year’s Eve 2012 Go-Live
“The Mobile CRM Cliff” describes the conundrum companies face with unplanned, unfunded and under-resourced mobile CRM projects.
@Art_Hall4 #MobileCliff 3
MOBILE CRM FRAMEWORK
Objectives
1. Build a compelling mobile digital channel2. Increase web traffic to mobile channels
3. Increase customer satisfactionMobile App
Mobile Web
Hybrid
Web Technologies
Application Development
Smart Phones
Qualitative and Quantative Customer Focused MetricsQualitative and Quantative Customer Focused Metrics
Continuous Improvement and BenchmarkingContinuous Improvement and Benchmarking
Platforms / Delivery Engagement Devices / Presentation
@Art_Hall4 #MobileCliff 4
MOBILE CRM ROADMAP
Outage Notifications
Billing and
Payments
Usage and Demand
Response
Partner Portal
Release 1 • Map and geo-
location• Notifications• Transfer to Call
Center
Release 2• Billing and payments• Start/Stop/Transfer
service• Transfer to Call
Center via chat
Release 3• Usage presentment• Local meter reading• Disaster event
notifications
Release 4• New Home
Connection• Other
Option #1 • Designed for mobile browser• Create branded app that encases a browser
window• Includes map, searchable location input,
selected outage information.• Add a form to report an outage through email• Ability to call contact center
Option #2 • Create a branded app• Includes map, geo-location and searchable
locations• Add a form to report an outage through email• Ability to call contact center
12/31/2012 Deadline
@Art_Hall4 #MobileCliff 5
MOBILE OPERATING SYSTEMS AND SHIPMENT MARKET SHARE
Know what devices and operating systems your customers are using.
Operating System
2Q13 Unit Shipments
2Q13 Market Share
2Q12 Unit Shipment
2Q12 Market Share
Year-over-Year Change
Android 187.4 79.3% 108 69.1% 73.5%
iOS 31.2 13.2% 26 16.6% 20.0%
Windows Phone
8.7 3.7% 4.9 3.1% 77.6%
Blackberry OS
6.8 2.9% 7.7 4.9% -11.7%
Linux 1.8 0.8% 2.8 1.8% -35.7%
Symbian 0.5 0.2% 6.5 4.2% -92.3%
Others N/A 0/0% 0.3 0.2% -100.0%
Total 236.4 100.0% 156.2 100.0% 51.3%
Q2 2013 – Units in Millions
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RESOURCES
While communication and collaboration should be “table-stakes” for the success of a Mobile CRM project, it is not.
STAKEHOLDER ROLE RESPONSIBILITY
Customer Experience
Champions and owns Mobile CRM / customer channel of choice efforts
COMMUNICATE!
Business AnalystGathers functional / non-functional requirements. Helps translates “technology speak” to “business speak”
COMMUNICATE!
Solution ArchitectOffers solution management and options from an IT perspective
COMMUNICATE!
DevelopersDevelop Mobile CRM applications based on requirements
COLLABORATE
Subject Matter Experts
Understands how to get things doneSTOP BEING SELFISH AND
HELP!
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OVER-MOBILZATION
Use Case
Customer Experience via the Call Center IVR While customer is waiting for the information, music plays for at least 30 seconds before information is retrieved and given to the customer. (synchronous)
Mobile ExperienceWhen request is via the Mobile CRM app and the customer is waiting for information, what happens? (asynchronous)
Creating consistent experiences across all channels – web, mobile, call center etc. – may cause “over-mobilization.”
Requirement Description
Report an OutageCustomer is experiencing a complete power outage and likes to determine if power is back on or still off
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MOBILE CRM DESIGN CHALLENGES
Invest and leverage mobile user experience (UX) resources.
Web Designer Mobile UX Designer
@Art_Hall4 #MobileCliff 9
NATIVE MOBILE CRM VERSUS MOBILE WEB CRM
Any company creating a Mobile CRM strategy faces an important decision
A device-specific CRM app tailored to a mobile device
and its associated operating system, such as iOS or
Android
Native Mobile CRM
A web-based CRM application designed to run on any mobile device via a
browser
Mobile Web CRM
@Art_Hall4 #MobileCliff 10
NATIVE MOBILE CRM APPS CAN DELIVER THE BEST USER EXPERIENCE
Leveraging the full capabilities of a mobile device and operating systems offer innovative ways of doing Mobile CRM
Security and Versioning
• Architectural advantages over Mobile Web CRM apps as they do not need to connect with the network as frequently as Mobile Web CRM apps
• Some users may choose to ignore an update, resulting in different users running different version of a mobile CRM app.
User Engagement
• Higher user adoption, volume and engagement as measured by duration of usage per session
• Delivers higher click through rates (CTR) among the ad-serving publisher community
• Experiences may vary by company and content category
Application Development
• Each mobile application development platform (e.g. iOS, Android) requires its own development process and has its own native programming language (e.g. Java for Android; Objective-C (iOS), Visual C++ for Windows Mobile)
• Software development kits (SDKs), development tools and common user interface elements are often by provided by the manufacturer of the platform
@Art_Hall4 #MobileCliff 11
MOBILE WEB CRM APPS STILL POSE MANY HURDLES
Mobile Web CRM Apps are in a period of transition.
Web vs. Native CRM Apps
• Provides advantages of device agnosticism over native Mobile CRM apps• Move towards HTML5 are opening up the possibility of greater number of devices• App functionality may be limited• Potentially greater return on investment (ROI) over native Mobile CRM apps
Application Strategy and
Delivery
• Easily deliver, maintain and upgrade without the need for multiple versions or distribution systems
Functionality• Updates and screen refresh are required• Mobile device browsers are can be limited when it comes to functionality (i.e. pop-
ups; multiple windows can make displaying alerts and error messages more difficult
Performance• Can’t take full advantage of device features such as cameras, messaging and
scanning
@Art_Hall4 #MobileCliff 12
MANY COMPANIES DECIDE TO DO HYBRID MOBILE CRM APPS
Companies are testing the waters with both native and web Mobile CRM apps waiting to observe how the overall industry and user behavior evolves.
Cross-Platform Affinity
• Enables a company to target multiple mobile platforms (e.g. iOS, Android, Windows Mobile)
• Leverages geo-location, accelerometer or the camera
Application Strategy and
Delivery
• Written with web technologies (HTML5, CSS3 and Java)• Runs locally on the device; supports offline• AppStore distribution
Functionality• Hybrid apps use a web view control to present the web technologies in a full-screen
format, using the native browser rendering engine• Development is not constrained to using a given web technology for only in-browser
implementations
Performance• Don’t need the advanced graphics performance that you only can get from a native
Mobile CRM app
@Art_Hall4 #MobileCliff 13
ENTERPRISE APP STORES CAN BE TRICKY TO IMPLEMENT
As consumerization of IT accelerates, companies must address the growing concerns over security, management and control.
Application Management
• Controls which apps (and versions) a user or customer can browse and download• Removes Mobile CRM apps from mobile devices• Track details about how employees or customers are using Mobile CRM apps
Data Governance
• Manage data, enforce policies and ensure data quality• Remove data from devices as necessary
Compliance• Controls Mobile CRM apps and data in such a way that the company does not
violate any policies, standards, regulations or laws
Licensing• Monitor and control the licensing and purchasing of Mobile CRM apps• Reclaim apps should an employee leaves or loses a mobile device
@Art_Hall4 #MobileCliff 14
MOBILE CLOUD CRM APPS OFFERS A GREAT DEGREE OF FLEXIBILITY
Mobile Cloud CRM Apps can help simplify mobile app delivery and maintenance because they provide a central access point from which to conduct and manage business.
Internal Mobile CRM Cloud
• Mobile CRM Apps can be private and posted on a secure Web server that employees or customers can access wirelessly
• Offers IT more control over how and where sensitive data is stored
External Mobile CRM Cloud
• Mobile CRM Apps can be public for employees and customers to access
• Existing cloud services are easier in terms of getting them up and running
ADVANTAGES DISADVANTAGES
• Mobile CRM apps are posted to that cloud’s server
• IT loses control over how and where sensitive data is stored
• Developing own offering requires significant investment in resources necessary to develop, implement, house and maintain across multiple mobile platforms
@Art_Hall4 #MobileCliff 15
VIRTUALIZING MOBILE CRM APPS IS FASTER THAN REBUILDING EXISTING ONES
Approach keeps sensitive information in the data center where IT can control it (not a good user experience)
Mobile versions of CRM applications are available in device app stores might be better for employees and customers to use and virtualize CRM applications that employees and customers can’t get their hands one
Virtualize an existing Windows 7 application and send it to users’ mobile devices
Delivering virtual Mobile CRM applications to mobile devices only makes sense cost-wise in companies that have already virtualized other apps
Mobile Desktop Virtualization allows you to deliver a PC environment to a smartphone or tablet.
Just Because Mobile CRM Apps Can Be Virtualized Doesn’t Mean You Should
@Art_Hall4 #MobileCliff 16
MIDDLEWARE HAS A BIG ROLE IN MOBILE CRM REQUIREMENTS AND DEVELOPMENT
Don’t under-estimate the level of complexity involved with enterprise integration.
Data in back-end systems you wished to expose via a mobile device
@Art_Hall4 #MobileCliff 17
BUY VERSUS BUILD – WHICH ONE MAKES SENSE?
Companies will need to address middleware and session management for business and technical requirements that require integration.
Outage Reporting Platform
Outage Processing
RulesEI
Interface
Cach
e
Appl
icati
onD
B
Met
adat
a
REST
Interface
Analytics
API Security Audits
Alerts/Push Engine
Media Handling
Outage Reporting Platform
Outage Processing
RulesEI
Interface
Cach
e
Appl
icati
onD
B
Met
adat
a
REST
Interface
Analytics
API Security Audits
Alerts/Push Engine
Media Handling
Solution Option 1: BuySolution components highlighted in orange are available out of the box or can be implemented through configuration definition
Solution Option 2: BuildAll of the solution components will need to be custom-built
@Art_Hall4 #MobileCliff 18
BUY VERSUS BUILD – WHICH ONE MAKES SENSE?
Corporate approaches to Mobile CRM middleware.
CATEGORY APPROACH WHY SHOULD YOU CARE?
Mobile CRM• Internal development• Buy or outsource• Native vs. Web vs. Hybrid
• Provides user experience
API ManagementDevelopment• Internal• External – Layer7, Mashery
• Provides metering, throttling, oAuth etc.
REST Mobile CRM APIs
Buy or Build • Mobile friendly web services
Process Orchestration
Buy or Build
• Orchestrates business transactions across existing internal services (e.g. BPM, CRM, API etc.)
SOAP Web Services Web Services• Provides transactional
access to back office applications
Back Office Application and Integration
Existing back office applications• Provides information and
transactions
@Art_Hall4 #MobileCliff 19
BUY VERSUS BUILD – WHICH ONE MAKES SENSE?
Time and costs – both financial and maintenance - are some of the significant factors to consider in buying or building Mobile CRM middleware.
CATEGORY BUY BUILD
Development Efforts• Out-of-the-box functionality
available• Significant custom development
effort required
Time to Deploy• Pre-built functionality allows
significantly shorter time to deploy
• Internal resource intensive
Analytics • Typically out-of-the-box• Effort required to gather
metadata design and deploy analytics internally
Security• API key management is usually
out-of-the-box• Defines API key management
framework
@Art_Hall4 #MobileCliff 20
RECOMMENDATIONS FOR AVERTING A MOBILE CRM CLIFF
Consider a Proof-of Concept (POC)
Syndicate and Vet Requirements with All Stakeholders
Talk to Your Customers / Employees – Don’t Keep Things a Secret
Identify Enterprise Integration Requirements and Implications Early
Four keys to help you with your Mobile CRM project.
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KEEP IN TOUCH
Art HallAlvarez & Marsal Business Consulting LLC
3424 Peachtree Road, Suite 1500Atlanta, Georgia 30326
[email protected]: 404-260-4152Mobile: 404-759-9158
@Art_Hall4 #MobileCliff 22