Mobile Service and Support

7/30/2019 Mobile Service and Support

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SERVICE AND SUPPORT IN THE MOBILE WORLD

Jason Kelly, Co-Founder & Head of Technology


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MOBILE REVOLUTION


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1985 Hard Drive 20MB iPhone 5 64

MOBILE REVOLUTION


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100+ Books 4G Download in

MOBILE REVOLUTION


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C


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Banking

Travel

Communication

Entertainment

Shopping Dining

Work Photography

Art

Education

Healthcare

MOBILE REVOLUTION TOUCHES EVERY DAILY ACTIVITY


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DIGITAL EXTENSIONS OF OURSELVES


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RISE OF THE CONNECTED CONSUMER


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Always-on access to nearly all the information in

Entertainment at their fingertips

High service expectations and ready to voice topinions


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63% of those who have a poor experience with acompany's mobile channel aren't willing to do furt

business with that company across any channel.

Harris Interactive, Mobile Transactions Study, February 2011


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CHALLENGE + OPPORTUNITY

Challenge today is to provide service and support

Differentiated

Seamless

Personal


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CHALLENGES

21%

36%

38%

58%

Legacy technology holding us back

Insufficient IT resources

Limited technology budget

Too difficult to handle against other priorities

Challenges in launching Mobile Customer Service Strategy

ICMI Survey 2012


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BUILD AN APP?


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SUPPORT INVESTMENT FRAMEWORK

Envision Assess Implement O


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ENVISION

Match business objectives with user scenarios

Business Objective User ScenarioReduce inbound call volume by 10% Its easy to complete simple

on my smartphone

Encourage self-resolution of issues I can easily find and use kno

content

Increase upsell rate by 2% I see relevant, personalized oright time

Improve customer effort score for top

tasks

The site is easy to navigate a

remembers me


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ASSESS

Conduct a gap analysis

Prioritize investments

New initiatives vs. paving the cowpaths


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ASSESS

Source: Fidelity Investments;

Customer Contact Council

research.


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PAVE THE COWPATHS


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PAVE THE COWPATHS


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IMPLEMENT

Organization

Processes

Tools & Technology


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OPTIMIZE

Integrate and analyze mobile customer data

Measure and minimize channel switching

Devices, behaviors and preferences changing qu

dont test it and forget it.


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EVALUATING MOBILE EXPERIENCE INVESTMENTS

IMPROVING THE MOBILE EXPERIENCE


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Build mobile app(s)

Develop mobile web app

Optimize primary web site for mobile

BUILD A MOBILE APP?


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Advantages

Sticky Experience

Integration

Advanced features

Challenge

Discoverability

Reach

Upfront customer

High developmen Requires web ser

Maintenance & up

BUILD A MOBILE APP?


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When you experience issues with an app,what do you typically do?

Source: Call Center Times survey

MAINTENANCE AND SUPPORT


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Native App

Complete app approval

Test on prerelease OSs

Test on many devices

Monitor public reviews Update app and re-approve

Encourage users to update

Web App

Test on a represe

sample of devices

Collect feedback d

Update immediately

MAINTENANCE AND SUPPORT

APP SUCCESS FACTORS


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APP SUCCESS FACTORS

Recurring use cases

Users inclined to proactively download

Utilizes advanced functionality Camera

Geolocation

Rich content

Offline access

Notifications

Budget allows for a high-quality product on all importaplatforms


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MOBILE WEB APP

MOBILE WEB APP


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Advantages

Low upfront customer

effort

Easier discoverability

Lower development cost

Cross-platform

Always up-to-date

Challenge

Separate silo of co

Cannot use some

functionality (came

Must switch to full

some tasks

MOBILE WEB APP


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MOBILE WEB APP SUCCESS FACTORS


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MOBILE WEB APP SUCCESS FACTORS

Clear set of top tasks from main site

Autodetect mobile devices Easy switch to full site

CMS supports mobile view of content

Platform-neutral design


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RESPONSIVE DESIGN


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RESPONSIVE DESIGN


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Advantages

Single content source andcodebase

Best experience across

PC + tablet + phone

Moderate developmentcost

Challenge

Added developmethroughout site

Duplicate function

sometimes needed

Performance can issue

RESPONSIVE DESIGN SUCCESS FACTORS


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Content-focused sites

No complex UI functionality Cross-functional collaboration (Marketing + IT)

Highly capable QA team



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Responsive design

Mobile web app

Build mobile app(s)


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WHOS DOING IT RIGHT?


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THE APP MUST BE BETTER THAN THAT!


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30 SECONDS LATER


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WHERE TO START

A dit t t t d lf i ti


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Audit your support content and self-service option

mobile devices

Dont leave it to a central IT group

Measure results

Identify future investment where sensible


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QUESTIONS & COMMENTSThis is a section subtitle

CREATING THE IDEAL MOBILE CUSTOMER EXPERIENC

The question is not if or when its how


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The question is not if or when, its how.

Remove roadblocks

Think mobile first your customers are


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THANK YOU!

Documents

Mobile Service and Support