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In the fast-evolving mobile market, companies can't afford a misstep or forgo a competitive opportunity for their mobile sites and apps. What consumers think of your mobile experience will influence what they do next and how they view their relationship with your company. In this presentation, Eric Feinberg, Senior Director of Mobile, Media & Entertainment at ForeSee, discusses five tips that will help your organization deliver a truly exceptional customer experience in the mobile channel. In addition, Eric also shares insights from ForeSee’s recent Holiday 2011 Mobile Research, which shows that satisfaction with the mobile experience has a significant cross-channel impact.
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5 Tips to be ‘Mobiltastic’ In the fast-evolving mobile market, companies can’t afford a misstep or forgo a competitive opportunity for their mobile sites and apps. What consumers think of your mobile experience will influence what they do next and how they view their relationship with your company. In this presentation, Eric Feinberg, Senior Director of Mobile, Media & Entertainment at ForeSee, discusses five tips that will help your organization deliver a truly exceptional customer experience in the mobile channel. In addition, Eric also shares insights from ForeSee’s recent Holiday 2011 Mobile Research, which shows that satisfaction with the mobile experience has a significant cross-channel impact.
5 Tips to be ‘Mobiletastic’ Presenter: Eric Feinberg Senior Director of Mobile, Media & Entertainment ForeSee Moderator: Alli Libb, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio: Participants (US & Canada, Toll Free): 800.743.9807 Participants (International): +1 212.231.2918
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Housekeeping Items
Recording A recording of this presentation will be sent via email Slides A link to the slides will be sent via email Twitter Please reference hash tag: #AMAAquent, when tweeting about this webinar
Today’s Presenter
Eric Feinberg Senior Director of Mobile, Media & Entertainment ForeSee • 15 years of customer-focused experience
• Leads innovation and operational
excellence with ForeSee’s mobile offerings
• Frequent speaker at conferences in US and UK
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5 Tips to be 'Mobiletastic' Eric Feinberg Senior Director, Mobile, Media & Entertainment ForeSee Sponsored by
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About Me
• Eric Feinberg • Senior Director, Mobile, Media & Entertainment • New father • Los Angeles • Customer Experience rules nearly every interaction
• 917-449-2022 (yes, my mobile phone) • eric.feinberg@foresee.com • @ericfeinberg • LinkedIn
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Why am I here?
Free download @ ForeSee.com
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ForeSee & Customer Experience Analytics
Apply science and technology to the
measurement and analysis of customer experience through the lens of
customer satisfaction
Founded in 2001, a heritage of technology, innovation and scientific rigor
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Why Measure Satisfaction?
Experience and Expectations define Satisfaction " Satisfaction determines what consumers do next " Satisfaction drives financial success
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Some of the Companies We Measure
40 of the Fortune 100 35 of the Top 100 Online Retailers 6 of the Top 10 Banks Over 90% Customer Renewal
Over 700 customers Over 1000 active measures Over 70 million surveys collected Over 80 industry benchmarks
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ForeSee Satisfaction Analytics for Mobile
Configurable survey & continuous data collection
Integration with behavioral data Segmentation " Device type, Screen Size " Browser, Operating System
(iOS, Android)
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ForeSee Satisfaction Analytics for All Channels
Web Mobile
Contact Center Stores
Social Media Customer Relationships
Configurable survey & continuous data collection
Integration with behavioral data Segmentation " Device type, Screen Size " Browser, Operating System
(iOS, Android)
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POLLING QUESTION
– Does your business have a mobile-optimized site or company app?
– Yes, I am mobiletastic. – No, I am not mobiletastic. – Sort of. I am working on
becoming mobiletastic.
FREE TIP:
FREE TIP: GET IN OR DIE
Agenda
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Agenda
Source: Tec mark Ltd. from aggregate Google Analytics data
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
Agenda
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
Agenda
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
Agenda
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
Agenda
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
Agenda
TIP #1: WELCOME THEM TO YOUR MOBILE HOME
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Tip #1: Welcome Them To Your Mobile Home
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Tip #1: Welcome Them To Your Mobile Home
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Tip #1: Welcome Them To Your Mobile Home
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Tip #1: Welcome Them To Your Mobile Home
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
Tip #1: Welcome Them To Your Mobile Home
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
Tip #1: Welcome Them To Your Mobile Home
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• Say hello
Tip #1: Welcome Them To Your Mobile Home
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• Acknowledge them
Tip #1: Welcome Them To Your Mobile Home
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• Be their guide
Tip #1: Welcome Them To Your Mobile Home
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• Say hello • Acknowledge them • Be their guide • All of the above
Tip #1: Welcome Them To Your Mobile Home
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• Worst Practices
Tip #1: Welcome Them To Your Mobile Home
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
• Worst Practices
Tip #1: Welcome Them To Your Mobile Home
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• Worst Practices
Tip #1: Welcome Them To Your Mobile Home
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• Worst Practices
Tip #1: Welcome Them To Your Mobile Home
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• Worst Practices
Tip #1: Welcome Them To Your Mobile Home
TIP #2: CHALLENGE CONVENTION
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TIP #2: Challenge Convention
Mobile has critical cross channel impact
Mobile shoppers who are highly satisfied with a retailer are
54% more likely to purchase again from them
34% have used mobile to access a retailer
26% plan to in the future
16% used mobile to compare products/prices while in a store
17% visited more than one channel
46% visited the store as their first step in shopping for the product
28% visited web as first step in shopping
Source: ForeSee E-Retail Satisfaction Index for US Holiday, 16,471 respondents
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TIP #2: Challenge Convention
Mobile Underperforms Traditional Web
Traditional
websites
satisfy shoppers
more than
mobile sites
Mobile has critical cross channel impact
Mobile shoppers who are highly satisfied with a retailer are
54% more likely to purchase again from them
34% have used mobile to access a retailer
26% plan to in the future
16% used mobile to compare products/prices while in a store
17% visited more than one channel
46% visited the store as their first step in shopping for the product
28% visited web as first step in shopping
Source: ForeSee E-Retail Satisfaction Index for US Holiday, 16,471 respondents
Average satisfaction
for website was
compared to
For mobile experience from
the same company.
Source: Data taken from ForeSee Website and Mobile Benchmark Q4 2011
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TIP #2: Challenge Convention
Needs Vary by Engagement Persona
Lookup/Find Urgent Info, Local
Explore/Play Bored, Local
Check In/Status Repeat/Micro-Tasking
Edit/Create Urgent Change/Micro-Tasking
Mobile Underperforms Traditional Web
Traditional
websites
satisfy shoppers
more than
mobile sites
Mobile has critical cross channel impact
Mobile shoppers who are highly satisfied with a retailer are
54% more likely to purchase again from them
34% have used mobile to access a retailer
26% plan to in the future
16% used mobile to compare products/prices while in a store
17% visited more than one channel
46% visited the store as their first step in shopping for the product
28% visited web as first step in shopping
Source: ForeSee E-Retail Satisfaction Index for US Holiday, 16,471 respondents
Average satisfaction
for website was
compared to
For mobile experience from
the same company.
Source: Data taken from ForeSee Website and Mobile Benchmark Q4 2011
Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential
TIP #2: Challenge Convention
Needs Vary by Engagement Persona
Lookup/Find Urgent Info, Local
Explore/Play Bored, Local
Check In/Status Repeat/Micro-Tasking
Edit/Create Urgent Change/Micro-Tasking
Mobile Underperforms Traditional Web
Traditional
websites
satisfy shoppers
more than
mobile sites
Mobile has critical cross channel impact
Mobile shoppers who are highly satisfied with a retailer are
54% more likely to purchase again from them
34% have used mobile to access a retailer
26% plan to in the future
16% used mobile to compare products/prices while in a store
17% visited more than one channel
46% visited the store as their first step in shopping for the product
28% visited web as first step in shopping
Source: ForeSee E-Retail Satisfaction Index for US Holiday, 16,471 respondents
Preferences Vary by Task
Average satisfaction
for website was
compared to
For mobile experience from
the same company.
Source: Data taken from ForeSee Website and Mobile Benchmark Q4 2011
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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TIP #2: Challenge Convention
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Agenda
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POLLING QUESTION
– What percentage of your budget is allocated exclusively for mobile endeavors?
– 0% – 1-10% – 11-25% – 26-50% – 51-75% – 76-100%
TIP #3: MEASURE, MEASURE, MEASURE
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Tip #3: Measure, Measure, Measure
Measure effectiveness and success
Gain intelligence
Prioritize improvements
Benchmark your performance
1 2 3 4
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Tip #3: Measure, Measure, Measure
Measure effectiveness and success
Gain intelligence
Prioritize improvements
Benchmark your performance
1 2 3 4
Rinse / Repeat
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Tip #3: Measure, Measure, Measure
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Tip #3: Measure, Measure, Measure
Measure What Happened
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Measure What Happened
Watch What Happened
Tip #3: Measure, Measure, Measure
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Measure What Happened
Watch What Happened
Tip #3: Measure, Measure, Measure
Listen
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Predict What Will Happen
Measure What Happened
Watch What Happened
Tip #3: Measure, Measure, Measure
Listen
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Tip #3: Measure, Measure, Measure
• Know what you know: the quantity of things
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Tip #3: Measure, Measure, Measure
• Know what you know: the quantity of things
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Tip #3: Measure, Measure, Measure
• Know what you don’t know: the quality of things
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Tip #3: Measure, Measure, Measure
• Know what you don’t know: the quality of things
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Tip #3: Measure, Measure, Measure
Know Your Place • Benchmark
– Against yourself – Against your peers – Against the market
• Understand utility – Supportive – Complementary – Distinct – All of the above
TIP #4: PERFORMANCE KILLS
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• It’s all your fault (no matter what the truth is)
Tip #4: Performance Kills
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Tip #4: Performance Kills
• It’s all your fault (no matter what the truth is)
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
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Tip #4: Performance Kills
• It’s all your fault (no matter what the truth is)
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Tip #4: Performance Kills
TIP #5: CONNECT THE DOTS
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POLLING QUESTION
– Are we having fun yet? – Yes – No – Maybe, I’ve been multitasking
too much to say
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Tip #5: Connect The Dots
App
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Tip #5: Connect The Dots
Today’s consumers are multi-channel, multi-device consumers
Mobile is both a stand-alone and companion channel Traditional metrics are single channel metrics
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Tip #5: Connect The Dots
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Tip #5: Connect The Dots
TV Print
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Tip #5: Connect The Dots
TV Print
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Tip #5: Connect The Dots
TV Print
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Tip #5: Connect The Dots
TV Print
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Tip #5: Connect The Dots
• Tip # 3 Reminder: Measure, Measure, Measure – Know what you know: the quantity of things – Know what you don’t know: the quality of things
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Tip #5: Connect The Dots
• Tip # 3 Reminder: Measure, Measure, Measure – Know what you know: the quantity of things – Know what you don’t know: the quality of things
Behaviors Attitudes &
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Tip #5: Connect The Dots
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Tip #5: Connect The Dots
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Tip #5: Connect The Dots
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Tip #5: Connect The Dots
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Tip #5: Connect The Dots
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Tip #5: Connect The Dots
BONUS TIP: TRUST YOUR INSTINCTS
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Thank You.
• Tip #1: Welcome Them To You Mobile Home • Tip #2: Challenge Convention • Tip #3: Measure, Measure, Measure • Tip #4: Performance Kills • Tip #5: Connect The Dots • Bonus Tip: Trust Your Instincts
• Eric Feinberg • 917-449-2022 (yes, my mobile phone) • eric.feinberg@foresee.com • @ericfeinberg
Questions and Answers
How to Submit Questions
1. Submit questions using the chat box located on the left-hand side of your
screen.
2. Submit questions via Twitter by referencing the hash tag #AMAAquent
Additional Questions? Contact Eric at: @ericfeinberg, eric.feinberg@foresee.com General AMA Questions can be sent to: alibb@ama.org
Thank You for your Participation!
Additional Questions? Contact Eric at: @ericfeinberg, eric.feinberg@foresee.com General AMA Questions can be sent to: alibb@ama.org Recording A link to the recording of this presentation will be sent to you
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