Mapping the Mobile First Customer Journey

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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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PAUL.BERNEY@MCORDIS.COMWWW.MCORDIS.COM@PAULBMOBILE

WE EDUCATEWE ADVISE

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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