go mobile! how to step change the customer experience (nl)
DESCRIPTION
Runs through the 5 "How To's" on how to create a mobile strategy that will improve the overall customer experience. From a Cnote seminar held at the 2013 Multichannel conference in Utrecht. Minimal text is in Dutch. English to follow.TRANSCRIPT
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Go mobile! Breng de klantbeleving naar het volgende niveau 23 april 2013
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Wat doet u op het gebied van mobile?
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Client Director
Veronique van Cruchten Creative Director
Lea Ward
Cnote: founded in 2006, 10 women, 1 man plus network of freelancers, offices in Amsterdam & Boston
We design products and services that add meaning to the daily lives of customers.
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Wij doen mobile en meer …
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• Check-In experience • Transfer experience • Service Recovery • Customer Dashboard
• eCommerce design • Email design • Multi-channel experience • Mobile payment design
• Customer strategy • Mobile & tab design • Ecommerce design • In-store training
• Customer strategy • Intranet design • eCommerce design
bla bla bla bla
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Mobile is er, en omzet groeit
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85% jonger dan 25 jaar heeft een smartphone
bron: CBS & Forrester
1% 7%
€19 bn
% of online sales via mobile accounts
2012 2017
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Ook via tablets
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62% van pageviews
op nu.nl via tablet
4+ miljoen
NL tablet gebruikers
bron: Gartner Research, via emerce.nl
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7 Foto bron: Isaac Brokken – Data: Pew Internet study “Instore mobile commerce during 2012 Holiday Season.
28% bekijkt online review tijdens
winkelen
Mobile verandert alles
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Zoeken
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“It’s important to recognize that
many mobile apps are really vertical search
engines”
- Rebecca Lieb, digital media analyst Altimeter Group.
Mobile verandert hoe wij…
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Shoppen
Foto: littledoremi.com, brickmeetsclick.com
Digital supermarket in metro station Self service price check & order online
Mobile verandert hoe wij…
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Betalen
Foto: outofhome-shops.nl, mobilemarketingwatch.com
Bestel en betaal via myOrder Overschrijven met Paypal
Mobile verandert hoe wij…
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Met bedrijven praten
bron: railandre.nl
Mobile verandert hoe wij…
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Onze tijd doorbrengen Mobile verandert hoe wij…
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Wat nu??
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Raak niet in paniek.
En maak niet “ook een app”.
bron: emerce.nl
Don’t panic
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Veronique Hoe moet het dan wel?
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01 Klant 02 Journey
03 Ontwerp 04 Connect 05 Het werkt
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01 Klant
16 Illustratie: Corey Moortgat
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Begrijp de klant + behoefte
17 foto: CNN
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De kinderen aan tafel met een app?
Chapter 18 Srouce: http://www.google.com/think/campaigns/lawrys-lawrys-digital-dinner-bell.html,
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Gemak boodschappen doen & koken
19 bron: spitsnieuws.nl,
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02 Journey
20 Foto: carinsurancecomparison.com
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Crash Follow up Get help Info exchange
Een aanrijding en schade claimen
Foto’s: carinsurancecomparison.com, anwb.nl, menthatmovethings.com,
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Liberty Mutual ondersteunt de journey
Info exchange Photo’s & documents Follow up OK? What to do
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Wait Pay Ride Call
Van A naar B met taxi
Foto’s: taxibuscentrale.nl, fietsenplanplus.nl, thedctraveler.com
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Look up Pay Ride Order
TCA zette een stap in de goede richting
Foto: fietsenplanplus.nl
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Order Pay Ride Wait
Uber tilt het naar het volgende niveau
foto: Uber
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03 Ontwerp voor de “gebruiker”
Chapter 26
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Ontwerp focust op kerntaken
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Mobile web vs app
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Ontwerp in vorm die bij journey past
App garandeert veiligheid Eén website geeft alle mobiele shoppers toegang
bron: emerce.nl, frankwatching.com
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Maak gebruik van mobiele functionaliteit
GPS – location based services Camera – pictures & scanning
bron: mobilemarketer.com
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04 Connect
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Rijksmuseum: de audio tours zijn op
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Maar er blijkt ook een app te zijn
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Verbind fysiek met mobile
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Verbind PC met mobile
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Verbind PC met mobile
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Does it fail? Zorg dat iedereen weet over “Plan B”
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TV anno 1950
37 foto: musicforants.com
05 Het werkt
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38 foto: bitno.net
TV anno 2012
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Weet ik veel waarom ‘ie t niet doet?!
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Wifi issues.. dan houdt het al op
Chapter 40 foto: nu.nl
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Al die moeite.. site werkt niet op mobile
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Maak verwachtingen waar
80 % verwacht dat een app in
minder dan 3s opstart
Bron: Compuware
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Neem de organisatie mee
bron : Fastcompany
What? Square?" the clerk asks me, as she turns to another Starbucks
employee behind the counter. "Can we pay with Square?”
"I don't know," the other employee
responds.
- FastCompany : Shoddy Starbucks Square roll out baffles
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01 Klant 02 Journey
03 Ontwerp 04 Connect 05 Het werkt
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01 Klant
02 Journey
03 Ontwerp
04 Connect
05 Het werkt
Biedt mobile oplossing voor een klantbehoefte?
Maakt mobile onderdeel uit van de “journey”?
Is het ontworpen voor de “gebruiker”?
Sluit mobile aan bij andere “touchpoints”?
Werkt het zoals de klant verwacht? Is het getest?
En jouw project?
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“We moeten voorkomen dat het geld wegloopt, onszelf opnieuw uitvinden, onze reputatie repareren
en 10 miljoen klanten terugwinnen. Is daar een app voor?“
Mobile kan veel, helaas niet alles
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Customer experience design
Jacob Obrechtstraat 20 1071 KM Amsterdam www.cnote.nl +31 6 55195225 l www.linkedin.com/company/c.note f www.facebook.com/CnoteCX t @CnoteCX t @learw t @Veronique_CNote