Customer Loyalty and Mobile Peer Strategies Dr. Phil Hendrix, immr - 20130204

1 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix

Customer Loyalty,

Mobile and PEERSM Strategies– Presented at the World Summit Awards in Abu Dhabi

February 4, 2013

Dr. Phil HendrixDirector, immr and Gigaom Pro analystwww.immr.org 1 (770) [email protected]


Loyalty and its Connections

Sponsors


Status Quo


In the Ideal World5

Businesses and consumers “in sync”


In the Real World5

5 gaps, disconnects and conflicts


Conflicting Focus, Priorities, Metrics


Symptoms of Disconnects

Showrooming

Returns

Churn Rate

Marketing $

Failure Rate

Uncertainty

Time

Risks

Costs

Indifference Regret


Third1party Apps Filling the Breach5

Risk �� Businesses Disintermediated


Customer Loyalty –

the Holy Grail


The Mobile Opportunity

“[How long] could your business survive without marketing?”Doug Stephens, @RetailProphet

“Soon [your mobile device] will be a remote control for your life5”Peter Fenton, Benchmark Capital, 12/2012


Loyalty Model (Simplified)


Frictions, Shoulds and Wants

MinimizingFriction

Tim

e

Annoyances

Uncert

ain

ty Cost

Bad o

utc

om

es

Ris

k

EnablingShoulds

Fit

ness

Savin

gs

So

cia

l

Gre

en

Ed

ucati

on

MaximizingWants

Fu

n

Savin

gs

Oth

ers

Fo

od

Accep

tan

ce

Avoid, minimize, or eliminate

“Satisfice” “Maximize”

En

tert

ain

men

t

Reco

gn

itio

n

“Good for You”(Resolutions)


PEER Strategies to Boost

Customer Loyalty


Engaging Consumers with PEERSM

Reinforce

Remove Frictions

Learn† &Adapt

Surprise/Delight

†Securely, with full transparency


Closing the Gap with PEER Strategies


Metaphors Guide PEER Strategies


SoLoMo, Digital Signals

and Personalization


Consumer Expectations – Know5

What

I Like

Who I

am… Where I

am

What’s

Nearby

What’s

going On

What I

respond to

What I’ve

bought

Where

I’ve been What

I need

Where

I’m going

Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing


Confluence of SoLoMo


Digital Signals

Digital Channels

Traces produced as consumers

interact with Digital Channels

Internet• Websites• Microsites

• Search• Ads

Social• Publish• Share

• Discuss• Review

Mobile• Apps• Location

• 2D codes• NFC

Interactive • Social TV • OOH

Digital Signals

Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals


Significance of Digital Signals

Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr


Trends in SoLoMo, Digital Signals

#1. Hyper1local Audiences

#2. Micro1location

#5. Filters

#7. Persistent Location

#8. Ambient Analytics

#9. PEER

#3. Micro Networks

#4. Mashups

#10. Yield Management

#6. Curation


ConnectingPEERand

M1Commerce


M1Commerce Overview

Mobile Marketing

MobilePaymentMobile

PaymentMobile

RewardsMobile

Rewards

Search Advertising Coupons

MobileEngagement

MobileEngagement

Points Offers Experiences

Information

FIs†/Issuers Operators TPPs†

Recommendations

Assistance

†FIs: Financial InstitutionsPP: Third1party Providers


Information Flows in M1Commerce

MobilePayment

MobileEngagement

Mobile Marketing

MobileRewards


Disruption, Innovation in M1Commerce

MobileMarketing

Influencing prospective buyers with communications, incentives

Search Advertising Offers

MobilePayment

Enabling payment for goods and services via mobile devices

FIs/Issuers Operators Challengers

MobileRewards

Brands and businesses rewarding customers via mobile devices

Points Offers Experiences

MobileEngagement(including shopping)

Brands, businesses and TPPs assisting mobile customers

Information Recommendations Assistance


Challenges in M1Payments


Rewards, Reinforcement

andBehavior Change


Behavior Change Concepts


Behavior Change Concepts

Behavioral Economics

Gamification

Design – User Experience – Neuroscience – Innovation

Ecology – Social – Experimentation


Conclusion


Related Reports

� Building Customer Loyalty with Mobile†

� SoLoMo Analytics and the Transformation of Shopping†

� Tuning into Consumers’ Digital Signals

� Insights into Connected Consumers†

� Local Search

� Enterprise Mobile Solutions: Pt. 1 and 2

� The Promise of Hyperlocal:

� Tuning into Consumers’ Digital Signals

� How SoLoMo is Empowering Consumers, Transforming

Shopping, and Disrupting Advertising and Retailing

� Location – the Epicenter of Mobile Innovation †Forthcoming


Thank you!Dr. Phil Hendrix

Director, immr and GigaOm Pro

www.immr.org

@phil_hendrix

[email protected]


Bio

Dr. Phil Hendrix

Director, immrwww.immr.org

+1 (770) 61211488

[email protected]

@phil_hendrix

Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on

market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He

specializes in helping organizations evaluate and capitalize on opportunities that are new1to1

customers and new1to1market. Dr. Hendrix has extensive experience uncovering customer

needs, identifying triggers and hurdles to adoption, and developing strategies that unlock

market opportunities, both B2C and B2B.

As an analyst, Phil focuses on mobile innovation and the implications for companies across

industries. He is a regular contributor at leading industry conferences, including GigaOm’s

Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social1Loco and

others. His current work focuses on mobile and its impact on consumer behavior, especially

shopping, M1commerce and mobile payment.

As a consultant and advisor, Phil has led significant engagements with startups and Fortune

100 clients in mobile, consumer electronics, and related categories, including financial

services, transportation, insurance and others. He works closely with senior management

and project teams on key issues, including market sizing, segmentation, positioning, and

branding as well as innovation, user experience, and customer retention. Over the course of

his career, Phil has helped clients conceive and successfully launch dozens of new products,

services and businesses.

Before founding immr, Phil was a partner with DiamondCluster (strategy and technology

consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal

with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at

Emory University and the University of Michigan, where he taught courses in marketing,

research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also

held a joint appointment as a research scientist in the Survey Research Center, Institute for

Social Research.

Additional information on immr perspectives and reports prepared by Dr. Hendrix is available

at immr and Slideshare, with additional information available at GigaOm Pro.

Customer Loyalty and Mobile Peer Strategies Dr. Phil Hendrix, immr - 20130204

Technology