mapping the mobile first customer journey
TRANSCRIPT
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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
THE END OF THE LINEAR JOURNEY
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
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 ENGAGEIS CHANGING
MOBILE INFLUENCES ALL SALES IN
RETAIL STORES
19%
WHY THE CHANGE?
“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
SOURCE: MCKINSEY
1st
moment of truth
STORE
2ndmoment of
truth
HOME
ZEROmoment of
truth
SEARCH
DESIGNDISTSRICT.COM 13
THE NEW ROLE OF THE CMO
MOBILE CAUSES & ENABLES BEHAVIOURAL CHANGE
"Our focus should not be on emerging technologies, but on emerging cultural practices.”
HENRY JENKINS, PROFESSOR OF COMPARATIVE MEDIA, MIT
NATIVESDEPEND
ENTSIMMIGRANTS
MILLENNIALS WILL GIVE WAY TO ‘CENTENNIALS’
Connect meHelp me findUpdate meOrganise meInform me Entertain meLet me buyLet me share
Matching Mobile ‘Need States’
ConvenienceEngagementOmni-channelReal time dialogueParticipationExperience control
The Changing Expectations Of Mobile Consumers
The altered expectations of Millennial consumers
Source: Ashu Garg, Partner at Foundation Capital (Feb. ’15)
Parking in dubai
MARKETERS WILL SWITCH TO USING
‘PERSONAS’.@paulbmobile
PERSONAS RECORD: DEMOGRAPHICSHISTORIC DATABUYING CYCLETRIGGERSREACH AND INFLUENCEDIGITAL BEHAVIOURS
Mobile builds our understanding.It is the creator and beneficiary of big data.
DIGITAL TOUCHPOINTS
mobile advertising
traditionaladvertisingactivation
sponsorshipactivation
consumerpromotionactivation
mobileincentives & coupons
in-storemobile marketing
VIP/rewardsprogram
mobiledatabasemarketing
OFFLINE TOUCHPOINTS
AWARENESS ENGAGEMENT TRANSACTION LOYALTY ADVOCACYADOPTION
PERSONAS’ ENABLE A SHIFT TOWARDS
CONTEXTUAL RELEVANCE
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WHO / WHAT / WHERE / WHEN
RIGHT PERSONRIGHT MESSAGERIGHT PLACETHE RIGHT TIME
USE BIG DATA TO INFLUENCE
SMALL DECISIONS
@paulbmobile
HISTORIC to PREDICTIVE BEHAVIOUR
Predictive brings the shift from ‘big’ to
intelligent data
FOUR EPICENTRES OF DATASOCIAL NETWORKS /MOBILE OPERATORS /SUPERMARKETS /FINANCIAL SERVICE Co’s
MASTERING DATA SCIENCE
COLLECTION ANALYSIS
APPENDING REFINING
INTUITING ACTING
HIRE PEOPLE THAT KNOW THIS STUFF
OR LEARN NEW SKILLS.
@paulbmobile
PHYSICAL DIGITALMOBILE
MOBILE ENABLES
DIRECTED SHOPPING:(GUIDING CONSUMERS THROUGH THE PATH-TO-PURCHASE WITH MOBILE)
@paulbmobile
IDENTIFY PRESENCE
ESTABLISH CONTEXT
RELEVANT MESSAGE
EFFECTIVE CHANNEL
TRACK REDEMPTIO
N
RETURN & RE-
ENGAGE
1
2
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5
6
CONTEXTLocationCustomer profileWeather/events/time
MESSAGEOffers/promotionsAdvertisingContent
RETURNIn-storeOnline
REDEMPTIONVouchersE-ReceiptsLoyalty schemes
CHANNELMobileIn-store digital
PRESENCEWi-FiBeacons
Source: Wiforia
@paulbmobile
CONVERGED FUTURE WHERE MOBILE =PROMOTION + ENGAGEMENT +PAYMENT +SERVICE +LOYALTY
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Making it Real… Mobile Engagement in Action
Rob HammondSenior 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 textpromotions/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