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MARKETPLACE 2016
Customer Experience leaders compared to S&P 500 from 2007-2012?
• Same
• Underperformed 2X
• Outperformed 0.5X
• Outperformed 3X
Companies that prioritize the customer experience generate
60% higher profits
than their competitors.
MARKETPLACE 2016
MARKETPLACE 2016
Customer Experience = New Battlefield
86%
consumers will pay more for a better experience.
RIghtNow Customer Experience Impact Report 2011
MARKETPLACE 2016
Customer Engagement = Customer Loyalty: How to Use Mobile
Judd Wheeler 3Cinteractive
“I often went fishing during the summer. Personally I am very fond of strawberries and cream, but I found that for some reason fish prefer worms.” Dale Carnegie
MARKETPLACE 2016
MARKETPLACE 2016
4 Steps to Building Customer Loyalty
1 2 3 4
DEFINE CUSTOMER’S WHY
DESING THE EXPERIENCE
TAKE ACTION: TEST/EXPERIMENT
CONTINOUS LOYALTY
Mobile Customer Experience Trends
• Make it fast
• Create emotional experience
• Balance high-touch and high-tech
• Avoid spoil
MARKETPLACE 2016
“We see our customers as invited guest to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
MARKETPLACE 2016 Jeff Bezos
Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no time
restrictions Non-linear, no
time restrictions Linear Non-linear, time
restriction
Non-linear, no time
restrictions Non-linear, no time
restrictions Mobile Ads Mobile Web Mobile Apps Email SMS - Marketing SMS - Transactional Mobile Coupon Mobile Wallet Push Virtual Reality Augmented Reality Proximity Wearable Video Gamification
Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no time
restrictions Non-linear, no
time restrictions Linear Non-linear, time
restriction
Non-linear, time
restrictions Non-linear, no time
restrictions Mobile Ads N | E Mobile Web N | E Mobile Apps E Email N | E SMS - Marketing E SMS - Transactional Mobile Coupon N | E Mobile Wallet E Push E Virtual Reality * Augmented Reality * Proximity Wearable Video N | E Gamification
Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no time
restrictions Non-linear, no
time restrictions Linear Non-linear, time
restriction
Non-linear, time
restrictions Non-linear, no time
restrictions Mobile Ads N | E N | E Mobile Web N | E N | E Mobile Apps E E Email E E SMS - Marketing E E SMS - Transactional Mobile Coupon N | E N | E Mobile Wallet E E Push E E Virtual Reality * * Augmented Reality * * Proximity Wearable Video N | E N | E Gamification
Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no time
restrictions Non-linear, no
time restrictions Linear Non-linear, time
restriction
Non-linear, time
restrictions Non-linear, no time
restrictions Mobile Ads N | E N | E N | E Mobile Web N | E N | E N | E Mobile Apps E E N | E Email N | E N | E N | E SMS - Marketing E E SMS - Transactional N | E Mobile Coupon N | E N | E N | E Mobile Wallet E E N | E Push E E E Virtual Reality * * Augmented Reality * * Proximity Wearable Video N | E N | E Gamification
Travel Updates - Connect
• Weather
• Events
• Itinerary changes
• Reminders (Passport, sweaters, etc.)
MARKETPLACE 2016
MARKETPLACE 2016
Lufthansa App
• Boarding pass • Up-to-date flight info • Seat numbers • Terminal numbers • Weather
Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no time
restrictions Non-linear, no
time restrictions Linear Non-linear, time
restriction
Non-linear, time
restrictions Non-linear, no time
restrictions Mobile Ads N | E N | E N | E N | E Mobile Web N | E N | E N | E N | E Mobile Apps E E N | E N | E Email N | E N | E N | E N | E SMS - Marketing E E N | E SMS - Transactional N | E N | E Mobile Coupon N | E N | E N | E N | E Mobile Wallet E E N | E N | E Push E E E N | E Virtual Reality * * Augmented Reality * * Proximity Wearable N | E Video N | E N | E N | E N | E Gamification N | E
Augmented Reality
MARKETPLACE 2016
• Yelp • See restaurants • Click to get ratings and
reviews
• Zagat RETINA • Can interact & virtually
walk down the street • Click to get full review
and details
North Face (China) • Stake virtual claim • Live score kept on web &
outdoor electronic board • 18 days
• > 2 million unique visitors to web
• > 651,000 red flags planted • Champion > 4,000
MARKETPLACE 2016
McDonald’s Interactive Billboard
• Photo Catch • Using cell phone camera • Get one free
• Pick & Play • No app • picknplay.se • Geo-location • Play on big screen in real-time • Last 30 sec get digital coupon
w/directions
MARKETPLACE 2016
Gaming Strategies
• Insert fun
• Reward members
• People are more inclined to engage and stay engaged if they see tangible
MARKETPLACE 2016
Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no time
restrictions Non-linear, no
time restrictions Linear Non-linear, time
restriction
Non-linear, time
restrictions Non-linear, no time
restrictions Mobile Ads N | E N | E N | E N | E N | E Mobile Web N | E N | E N | E N | E N | E Mobile Apps E E N | E N | E N | E Email N | E N | E N | E N | E N | E SMS - Marketing E E N | E N | E SMS - Transactional N | E N | E N | E Mobile Coupon N | E N | E N | E N | E N | E Mobile Wallet E E N | E N | E N | E Push E E E N | E N | E Virtual Reality * * N | E Augmented Reality * * N | E Proximity N | E Wearable N | E N | E Video N | E N | E N | E N | E N | E Gamification N | E N | E
Follow up
• 92% of consumers said they would be willing to go back to a company after a negative experience if they received one of the following:
• an apology, • a discount or • proof of enhanced customer service
2010 Customer Experience Impact Report
MARKETPLACE 2016
Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay
Non-linear, no time
restrictions Non-linear, no
time restrictions Linear Non-linear, time
restriction
Non-linear, time
restrictions Non-linear, no
time restrictions Mobile Ads N | E N | E N | E N | E N | E N | E Mobile Web N | E N | E N | E N | E N | E N | E Mobile Apps E E N | E N | E N | E N | E Email N | E N | E N | E N | E N | E N | E SMS - Marketing E E N | E N | E N | E SMS - Transactional N | E N | E N | E Mobile Coupon N | E N | E N | E N | E N | E N | E Mobile Wallet E E N | E N | E N | E N | E Push E E E N | E N | E N | E Virtual Reality * * N | E Augmented Reality * * N | E Proximity N | E Wearable N | E N | E Video N | E N | E N | E N | E N | E Gamification N | E N | E N | E
• Started with text messages, times, delays • Then book flights • Then check-in and bag check-in
MARKETPLACE 2016
MARKETPLACE 2016
Drivers of Customer Loyalty Are Changing
• Forge emotional connections at high touch points • Listen to voice of customer • Remove pain points • Enhance delight
Map the touch points understand how mobile can extend and enhance, not replace other channels
MARKETPLACE 2016
Judd Wheeler [email protected] 3Cinteractive
Demo: Text DEMO to 34343 Demo Compliance Language: By texting DEMO to 34343, 3C will send you text messages providing information and examples about its products and services. Message and data rates may apply. You will receive recurring messages in connection with your choice selections. See http://www.3csms.mobi/3Cdemo/ for terms and conditions and http://www.3C.com/privacy/ for privacy policy.
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