the connected consumer: leveraging mobile devices as a core component of your customer strategy
DESCRIPTION
Session at 2014 CRM Evolution conference on leveraging mobile as a key component of your customer experience strategy.TRANSCRIPT
The Connected Consumer: Leveraging Mobile Devices as a Core Component of
Your Customer Strategy Michael Fauscette
GVP, SB @mfauscette
www.mfauscette.me
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Mobility
The Social Web
Cloud Computing
Big Data/Analytics
Consumerization of IT and ITization of Consumers ENTERPRISE CONSUMER
Monitor, aggregate, build/deliver analytic apps – making decisions
Access/share/integrate content, multi-device, self provisioning
Create content, work anywhere, connect
Real-Time, continuous collaboration, New behaviors, influence
BLENDED
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Self Educating Consumers
Always Connected Customers
Social Networks “Trusted Source”
Beyond “Traditional” Service
In-Bound versus Out-bound
Massive Growth in Customer Data
Change
Customer Experience
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Expectations Experience
Satisfaction
Getting it “right”
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Engagement
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Experience
Top Challenges For Meeting Expectations
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Unified view of each
customer
Responding to customer inquiries
Consistent experience across
communication channels
Q: What are in your opinion the top 3 challenges for your organization in delivering a superior experience to your customers?
n=482 Source: IDC’s 2014 European CXIT Survey
Top 3 Factors For Superior CX
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Motivated, capable, and friendly-customer facing personnel
Presence across many channels of interaction
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3 2
Consistent experience across all channels
Q: What are – in your opinion – the 3 most important factors in achieving a superior customer experience?
n=482 Source: IDC’s 2014 European CXIT Survey
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Community
CX Modeling - Buying
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Need Brand Awareness
Education Evaluation
Decision Purchase Advocate
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Sales & Marketing
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Sales Marketing Service Experience
Move from “automation” to orchestration
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27% 33%
43% 46%
48% 49% 50% 50% 51% 51%
53% 54%
57% 58% 58% 60%
64%
0% 20% 40% 60% 80%
Brand Awareness Drive revenue generation through sourcing of sales leads etc.,
Monitor conversations/activities Conduct employee training
Competitors are doing it It is a requirement for my job Respond to partner inquiries
Network with industry colleagues Acquire knowledge/ask questions
Communicate with internal colleagues Create awareness about company product or service
Make decisions Gather feedback on company product or service
Communicate with business partners/suppliers Share knowledge/contribute ideas
Respond to customer inquiries Communicate with customers
The Power of Connecting
15 © IDC 2013
Q: Why do you conduct social media/networking initiatives for business purposes? (Select all that apply)
N=700, IDC Social Business Survey, February 2014
24% 26%
29% 29%
31% 33% 34% 34% 35% 35%
36% 36%
37% 38%
40% 41% 41%
45% 46%
48% 51%
53% 56%
0% 20% 40% 60%
Social Learning Gamification (particularly behavior analytics)
Recruiting Geo-Social networking
Crowdsourcing Ideasourcing
Blog/Wiki Peer feedback
Web chat/voice/video over IP applications Online office productivity
Internal micro-blog File/Content sharing service
Application/Video Sharing Web broadcasting
Innovation Management Enterprise Social Network
Public social network or micro blog for sales External Discussion forum
Socialytics Online communities
Public social network or micro blog for marketing Public social network or micro blog for customer service
Internal Discussion forum
Its about communities..
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Q. What specific initiatives are you planning to conduct using social software for BUSINESS purposes in the next 12 months?
N=700, IDC Social Business Survey, February 2014
Communities
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Growth of Mobile
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2014 ~1.8B smartphone users WW
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Connected Community = Experience
Why Mobile Enterprise Applications?
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.0 5.0 10.0 15.0 20.0 25.0
Eliminate paperwork
Improve field service response time
Provide perception of an advanced company to customers
Offer employees more flexibility
Speed the sales process
Increase customer retention
Decrease costs
Enhance portability within the office or work environment
Provide ease of information access
Improve competitive advantage/market share
Improve customer service/support
Increase sales/revenue
Improve/enhance worker productivity
Q: Select the most important benefit that your organization expects to gain from current or future mobile enterprise application deployments
Source: IDC's 2014 MEA Survey N=407
MEA Adoption by Application Type
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20% 24% 21% 31% 15% 19% 19% 19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Vendor selection in process Implementation planned for 2014 Live - in production
Source: IDC's 2014 MEA Survey N=407
MEA Adoption by Application Type
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0% 10% 20% 30% 40% 50% 60% 70% 80%
Vendor selection in process Implementation planned for 2014 Live - in production
Source: IDC's 2014 MEA Survey N=407
Using Connected Mobile
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Personalized - Individualized
Understanding Context
Unified Experience
Converged Identity
And it’s not just BtoC
Person to Person
Using Connected Mobile
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Customer Service
Loyalty
Marketing
Sales / Commerce
Education and Training
Industry Functionality
Gamification
Communication
Connected Experiences
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Some More Examples
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Mobile Banking
Amazon
eBay
Kraft Foods iFood Assistant
Apps and Mobile Web
Using the “whole” device
Location Services
Gamified Advertising
Convergence of On and Off Line
Best Buy
NFC
Connected Consumers
§ What’s Your Hook?
§ Experience Matters (This includes the mobile app design)
§ Community is the glue
§ Use the whole device
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Connected Consumers
§ Think like the customer / user
§ Leverage the convergence of identities
§ Value
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Michael Fausce,e Group Vice President So7ware Business Solu:ons mfausce,[email protected] @mfausce,e www.mfausce,e.me
Thank You
Blog: www.mfauscette.com
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