re-shaping your customer’s experience through mobile – what’s now & next
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Re-Shaping Your Customer’s Experience Through MobileWhat’s Now & What’s Next
Michelle Batten@iMediaMichelle19, September 2016
Let’s start the conversation…
◌ What’s Driving Mobile Now◌ Recognizing Mobile Moments◌ What’s Driving Mobile Next◌ Challenges & Opportunities◌ Starting Points
What’s Driving Mobile Now – More Productivity Expectations
Sources: 2015 Internet Trends Report by Kleiner, Perkins, Caufield & Byers; US Consumer Device Preference Report, 2015 by Movable Ink; 2015 Consumers in the Micro Moments Study by Google
What’s Driving Mobile Now – Video Dominates
People spent 40% more time watching video on their desktops when it was raining
50% of their viewership comes from mobile
However, when the weather was lovely and sunny, viewers watched 6x more video content on their mobile devices
36% percent of consumers use their phones at least daily to watch video that’s five minutes or longer
Sources: 2016 Ericson Mobility Report; RCR Wireless, July 2016
But Are We Recognizing Our Customer’s Mobile Moments?
Mobile Moments in Travel – Journey MapDream
Shop
Book
Pre-Travel
Travel
Post-Travel
◌ Flight Check-In◌ Terminal Maps◌ Flight Status◌ Seat Selection◌ Disruption Rebooking◌ Luggage Tracking◌ Destination Directions◌ Traffic Conditions◌ Ground Transport
Options◌ Hotel Check-In◌ Room Key◌ Room Service◌ What’s Near Me◌ What’s Happening◌ What Can I Buy◌ Share Photos / Videos◌ Killing Time◌ Keeping Up
◌ How Was My Trip Ratings & Reviews
◌ Loyalty Program Status
◌ Where Can I Go Next
◌ Payment◌ Itinerary
Confirmation◌ Share Itinerary with
Others
◌ Pre-Trip Advisory◌ Destination
Weather◌ Packing List◌ While I’m Away
Notifications◌ What Should I Do
Conversations◌ Who Can I Meet
Conversations◌ Last Minute Offers◌ Upgrade Status
◌ Fare Alerts◌ Seasonal Event
Alerts◌ Vacation Deal
Alerts◌ Destination Blogs
& Videos◌ Where Should I Go
Conversations
◌ Fare Search & Comparison
◌ Room Search & Comparison
◌ Last Minute Deal Alerts
◌ Flight, Room and Destination Ratings & Reviews
◌ Hold Reservations
Mobile Apps geared towards Frequent Users / Loyalists
Mobile Web geared towards Intermittent Users / Generalists
Mobile Moments in Travel – Successes
Creating Mobile-Only Incentives & Perks
Creating Contextual Feature UtilityCurating Relevant Partner Content
Mobile Moments in Travel – Still More Work To Do
In addition to getting the basics right, the
industry now is moving towards enabling critical
exception scenarios at scale
Mobile Moments in Insurance – Journey MapAssess
Shop
Buy
Pre-
Inciden
t
Incident
Post-
Inciden
tPotential Opportunities to Consider Beyond the Basics:
◌ Tie Health App data to quote estimate for cheaper rate now or when reaching a certain goal
◌ Preventative Appt scheduling bonus
◌ See offers from related nutrition, fitness and other wellness providers
◌ Upload or Parse E-mail Receipts to create home property inventory
◌ Access Safety & Disaster Preparedness checklists and see offers from related product / service vendors
◌ Curate traffic accident and weather pattern data to send alert notifications of places to avoid / alternative routes
◌ Tune-up / inspection scheduling bonus & reminders
◌ Use Facebook Check-In in disaster recovery (agent and to F&F + employer)
◌ New Addition Calculators (Child, Elderly Parent)
◌ Child / Elderly Parent Geofencing Safety Monitor & Alert
What’s Driving Mobile Next – Smart Watches & VR Smart Watches will increasingly deliver data, customer service and commerce in micro format
Improved camera features will take the complexity out of producing higher-quality images and video
What’s Driving Mobile Next – Messengers & Chatbots
Sources: Global Web Index Q4 2015, July 1, 2016 Facebook Blog Post by David Marcus, VP Messaging Products
11K bots created in Facebook Messenger as of July 2016
Shopping and customer service moving into the
next digital frontier - Chatbots
Mobile is becoming more Multi
Dimensional
24/7 Social
Micro Data Visual
Increasingly Sentient
Next-Gen Mobile Challenges & Opportunities…
Challenge 1 – Turns Out, Messenger Bots Have a Learning Curve
Short on Natural Language Processing – need to build their human vocabulary and reasoning skills
Limited menu selection and incomplete process – need to get their commerce wings
Opportunity 1 – Create Brand Ambassador Messenger Bots
Act as an extension of the real-life agent’s knowledge and personal interaction style to accelerate shopping and service
Act as an agent’s assistant to curate most important customer incidents, patterns for personal attention and follow-up
Consumer Experience Agent Experience
Challenge 2 – Brands Must Become More Nomadic
From full branded destination websites, microsites, landing pages and apps that you control
To distributed brand experiences inside of other platforms
Opportunity 2 – Tap into Always On Focus Group
Dynamic SentimentLoc-Based
Engagement Patterns
Visualized Problem Solving
Contextual Trials
3 Ways to Get Started
1
2
3
Create Your Customer Journey Map Using a Pure Mobile Lens◌ Run the basics AND the exception use cases◌ Identify gaps & address quick wins NOW, make list of sticky value-adds
Explore Messengerized Customer Service & Commerce◌ Run the basics AND the exception use cases with your agents◌ Create a Roadmap and incremental testing plan
Define Your Mobilized Brand Experience◌ Assess your current and future mobile footprint across platforms◌ Design for the Nomadic side of your brand
Mobilize Your CXELet’s continue the conversation…
iMediaMichelle
www.linkedin.com/in/michellebatten
www.iMediaAvenue.com
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