Re-Shaping Your Customer’s Experience Through MobileWhat’s Now & What’s Next

Michelle Batten@iMediaMichelle19, September 2016

Let’s start the conversation…

◌ What’s Driving Mobile Now◌ Recognizing Mobile Moments◌ What’s Driving Mobile Next◌ Challenges & Opportunities◌ Starting Points

What’s Driving Mobile Now – More Productivity Expectations

Sources: 2015 Internet Trends Report by Kleiner, Perkins, Caufield & Byers; US Consumer Device Preference Report, 2015 by Movable Ink; 2015 Consumers in the Micro Moments Study by Google

What’s Driving Mobile Now – Video Dominates

People spent 40% more time watching video on their desktops when it was raining

50% of their viewership comes from mobile

However, when the weather was lovely and sunny, viewers watched 6x more video content on their mobile devices

36% percent of consumers use their phones at least daily to watch video that’s five minutes or longer

Sources: 2016 Ericson Mobility Report; RCR Wireless, July 2016

But Are We Recognizing Our Customer’s Mobile Moments?

Mobile Moments in Travel – Journey MapDream

Shop

Book

Pre-Travel

Travel

Post-Travel

◌ Flight Check-In◌ Terminal Maps◌ Flight Status◌ Seat Selection◌ Disruption Rebooking◌ Luggage Tracking◌ Destination Directions◌ Traffic Conditions◌ Ground Transport

Options◌ Hotel Check-In◌ Room Key◌ Room Service◌ What’s Near Me◌ What’s Happening◌ What Can I Buy◌ Share Photos / Videos◌ Killing Time◌ Keeping Up

◌ How Was My Trip Ratings & Reviews

◌ Loyalty Program Status

◌ Where Can I Go Next

◌ Payment◌ Itinerary

Confirmation◌ Share Itinerary with

Others

◌ Pre-Trip Advisory◌ Destination

Weather◌ Packing List◌ While I’m Away

Notifications◌ What Should I Do

Conversations◌ Who Can I Meet

Conversations◌ Last Minute Offers◌ Upgrade Status

◌ Fare Alerts◌ Seasonal Event

Alerts◌ Vacation Deal

Alerts◌ Destination Blogs

& Videos◌ Where Should I Go

Conversations

◌ Fare Search & Comparison

◌ Room Search & Comparison

◌ Last Minute Deal Alerts

◌ Flight, Room and Destination Ratings & Reviews

◌ Hold Reservations

Mobile Apps geared towards Frequent Users / Loyalists

Mobile Web geared towards Intermittent Users / Generalists

Mobile Moments in Travel – Successes

Creating Mobile-Only Incentives & Perks

Creating Contextual Feature UtilityCurating Relevant Partner Content

Mobile Moments in Travel – Still More Work To Do

In addition to getting the basics right, the

industry now is moving towards enabling critical

exception scenarios at scale

Mobile Moments in Insurance – Journey MapAssess

Shop

Buy

Pre-

Inciden

t

Incident

Post-

Inciden

tPotential Opportunities to Consider Beyond the Basics:

◌ Tie Health App data to quote estimate for cheaper rate now or when reaching a certain goal

◌ Preventative Appt scheduling bonus

◌ See offers from related nutrition, fitness and other wellness providers

◌ Upload or Parse E-mail Receipts to create home property inventory

◌ Access Safety & Disaster Preparedness checklists and see offers from related product / service vendors

◌ Curate traffic accident and weather pattern data to send alert notifications of places to avoid / alternative routes

◌ Tune-up / inspection scheduling bonus & reminders

◌ Use Facebook Check-In in disaster recovery (agent and to F&F + employer)

◌ New Addition Calculators (Child, Elderly Parent)

◌ Child / Elderly Parent Geofencing Safety Monitor & Alert

What’s Driving Mobile Next – Smart Watches & VR Smart Watches will increasingly deliver data, customer service and commerce in micro format

Improved camera features will take the complexity out of producing higher-quality images and video

What’s Driving Mobile Next – Messengers & Chatbots

Sources: Global Web Index Q4 2015, July 1, 2016 Facebook Blog Post by David Marcus, VP Messaging Products

11K bots created in Facebook Messenger as of July 2016

Shopping and customer service moving into the

next digital frontier - Chatbots

Mobile is becoming more Multi

Dimensional

24/7 Social

Micro Data Visual

Increasingly Sentient

Next-Gen Mobile Challenges & Opportunities…

Challenge 1 – Turns Out, Messenger Bots Have a Learning Curve

Short on Natural Language Processing – need to build their human vocabulary and reasoning skills

Limited menu selection and incomplete process – need to get their commerce wings

Opportunity 1 – Create Brand Ambassador Messenger Bots

Act as an extension of the real-life agent’s knowledge and personal interaction style to accelerate shopping and service

Act as an agent’s assistant to curate most important customer incidents, patterns for personal attention and follow-up

Consumer Experience Agent Experience

Challenge 2 – Brands Must Become More Nomadic

From full branded destination websites, microsites, landing pages and apps that you control

To distributed brand experiences inside of other platforms

Opportunity 2 – Tap into Always On Focus Group

Dynamic SentimentLoc-Based

Engagement Patterns

Visualized Problem Solving

Contextual Trials

3 Ways to Get Started

1

2

3

Create Your Customer Journey Map Using a Pure Mobile Lens◌ Run the basics AND the exception use cases◌ Identify gaps & address quick wins NOW, make list of sticky value-adds

Explore Messengerized Customer Service & Commerce◌ Run the basics AND the exception use cases with your agents◌ Create a Roadmap and incremental testing plan

Define Your Mobilized Brand Experience◌ Assess your current and future mobile footprint across platforms◌ Design for the Nomadic side of your brand

Mobilize Your CXELet’s continue the conversation…

iMediaMichelle

www.linkedin.com/in/michellebatten

www.iMediaAvenue.com