aquent/ama webcast: 5 tips to be 'mobiltastic

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

Property of ForeSee for 5 Tips to be 'Mobiletastic‘ AMA Webinar sponsored by Aquent – Proprietary & Confidential

5 Tips to be 'Mobiletastic' Eric Feinberg Senior Director, Mobile, Media & Entertainment ForeSee Sponsored by


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) •  [email protected] •  @ericfeinberg •  LinkedIn


Why am I here?

Free download @ ForeSee.com


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


Why Measure Satisfaction?

Experience and Expectations define Satisfaction "   Satisfaction determines what consumers do next "   Satisfaction drives financial success


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


ForeSee Satisfaction Analytics for Mobile

Configurable survey & continuous data collection

Integration with behavioral data Segmentation "   Device type, Screen Size "   Browser, Operating System

(iOS, Android)


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)


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


Agenda

Source: Tec mark Ltd. from aggregate Google Analytics data


Agenda

TIP #1: WELCOME THEM TO YOUR MOBILE HOME


Tip #1: Welcome Them To Your Mobile Home


•  Say hello



•  Acknowledge them



•  Be their guide



•  Say hello •  Acknowledge them •  Be their guide •  All of the above



•  Worst Practices


TIP #2: CHALLENGE CONVENTION


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



Mobile Underperforms Traditional Web

Traditional

websites

satisfy shoppers

more than

mobile sites











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



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


Traditional

websites

satisfy shoppers

more than

mobile sites












for website was

compared to


the same company.




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


Traditional

websites

satisfy shoppers

more than

mobile sites











Preferences Vary by Task


for website was

compared to


the same company.



Agenda


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


Tip #3: Measure, Measure, Measure

Measure effectiveness and success

Gain intelligence

Prioritize improvements

Benchmark your performance

1 2 3 4



Measure effectiveness and success

Gain intelligence

Prioritize improvements

Benchmark your performance

1 2 3 4

Rinse / Repeat



Measure What Happened



Watch What Happened




Watch What Happened


Listen


Predict What Will Happen


Watch What Happened


Listen



•  Know what you know: the quantity of things



•  Know what you don’t know: the quality of things



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


•  It’s all your fault (no matter what the truth is)

Tip #4: Performance Kills

TIP #5: CONNECT THE DOTS


POLLING QUESTION

– Are we having fun yet? – Yes – No – Maybe, I’ve been multitasking

too much to say


Tip #5: Connect The Dots

App



Today’s consumers are multi-channel, multi-device consumers

Mobile is both a stand-alone and companion channel Traditional metrics are single channel metrics



TV Print



•  Tip # 3 Reminder: Measure, Measure, Measure –  Know what you know: the quantity of things –  Know what you don’t know: the quality of things



•  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 &

BONUS TIP: TRUST YOUR INSTINCTS


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) •  [email protected] •  @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, [email protected] General AMA Questions can be sent to: [email protected]

Thank You for your Participation!

Additional Questions? Contact Eric at: @ericfeinberg, [email protected] General AMA Questions can be sent to: [email protected] Recording A link to the recording of this presentation will be sent to you

Presentation A link to the presentation will be sent to you

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