orig designing mobile experience

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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 Zahay September 2014 To Accompany Internet Marketing, 3rd ed.

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Page 1: Orig designing mobile experience

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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.

Page 2: Orig designing mobile experience

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MOBILE NOW ACCOUNTS FOR 60% OF ALL DIGITAL TIME

September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

Page 3: Orig designing mobile experience

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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

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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

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THINK ABOUT YOUR LAST ‘SIGNIFICANT‘ PURCHASE.

WHAT ROLE (OR ROLES) DID MOBILE PLAYIN YOUR PURCHASE PROCESS?

September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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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

Page 7: Orig designing mobile experience

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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

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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

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IN RESPONSE, FACEBOOK OFFERINGMULTI-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

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FORRESTER ASKS:

“WHY CUSTOMER EXPERIENCE, WHY NOW”

January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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ANSWERS:

“CUSTOMER EXPERIENCE DRIVES GREATER LOYALTY”

September 2014 To Accompany Internet Marketing, 3rd ed.

And We Know From CRMThat Loyalty Drives Sales

FORRESTER PERSPECTIVE: The Business Impact Of Customer Experience

Mary Lou Roberts and Debra Zahay

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CUSTOMER EXPERIENCE – CX –IS NOT A SINGLE EVENT.

IT IS THE SUM OF ALL OF CUSTOMER INTERACTIONSAND THE RESULTING PERCEPTIONS

OF THE BRAND.

January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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THE QUALITY OF THE MOBILE EXPERIENCE

IS CRITICAL

January 2014 To Accompany Internet Marketing, 3rd ed.

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“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

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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

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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

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• 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

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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

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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

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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.

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September 2014 To Accompany Internet Marketing, 3rd ed.

There Are Many Possible Channels Depending On

Customer NeedsHabitual Customer Behaviors

Nature of Product/ServiceBrand Characteristics

and More

Mary Lou Roberts and Debra Zahay

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STAGES OF CUSTOMER JOURNEY

BOTH ON AND OFFLINE

September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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24SOCIAL 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

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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

Page 25: Orig designing mobile experience

26BANKING EXAMPLE WITH VARIOUS CHANNELSAS INITIAL POINT OF ENTRY

September 2014 To Accompany Internet Marketing, 3rd ed.

http://www.mckinsey.com/insights/marketing_sales/digitizing_the_consumer_decision_journey

Mary Lou Roberts and Debra Zahay

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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

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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 MarketingSee Table 16.1, p. 443

Mary Lou Roberts and Debra Zahay

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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

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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

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EXAMPLES

September 2014 To Accompany Internet Marketing, 3rd ed.

The Future of Mobile eBusintssForrester Research, 2012

Mary Lou Roberts and Debra Zahay

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CONTEXT IS LAYERED, COMPLEXCUSTOMER 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

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PLOTTING A MOBILE MOMENT @ STARBUCKS

September 2014 To Accompany Internet Marketing, 3rd ed.

http://solutions.forrester.com/mymobilemoment

Mary Lou Roberts and Debra Zahay

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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” Buttonhttp://www.nickandmore.com/2014/07/31/new-nick-com-website-design-launches/

Mary Lou Roberts and Debra Zahay

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September 2014 To Accompany Internet Marketing, 3rd ed.

The App

You Have ToExperience ItFor Yourself!

The Site

Mary Lou Roberts and Debra Zahay

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MAPPING THE CUSTOMER EXPERIENCE IS NECESSARYA TEMPLATE FROM SERVICES MARKETING

September 2014 To Accompany Internet Marketing, 3rd ed.

http://servicedesign.wikispaces.com/Service+Blueprint

Mary Lou Roberts and Debra Zahay

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38ACTUAL CX MAP (RAIL EUROPE) OFTEN VERY COMPLEX

September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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IDENTIFYING CUSTOMER TOUCHPOINTS

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

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DIFFERENT TECHNIQUESALL 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

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TOOLS LIKE MAPPING ARE IMPORTANT

BUTGOOD CX

IS PEOPLE-INTENSIVE

September 2014 To Accompany Internet Marketing, 3rd ed.

www.customerexperiences.co.nz

Mary Lou Roberts and Debra Zahay

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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

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MOBILE WILL CONTINUE TO GROW IN IMPORTANCE

September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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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

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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

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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

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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

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48WHAT 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

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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

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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

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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

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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

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ACHIEVING MOBILE MATURITY

September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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FEW COMPANIES SEE THEMSELVES AHEAD OF COMPETITORS

September 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay

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DATA INDICATES MOST BUSINESSES IN EARLY STAGES

September 2014 To Accompany Internet Marketing, 3rd ed.

Mobile Maturity Benchmark ReportUrban Airship

Mary Lou Roberts and Debra Zahay

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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

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SHOULDN’T IT BE A MAJOR BUSINESS FOCUS?

January 2014 To Accompany Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay