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Powered by
THE MOBILE LANDSAPE
Hello!
Renee McKeon ECD and Senior Director of
Experience Design Bottle Rocket
Laurie Close Head of Global Brand Partnerships
OgilvyRED
Rob Blackie Director of Social
Ogilvy London
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it’s a mobile first world
it’s a customer first world And they live in mobile
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owns
uses
200xopens phone per day
per day
devices
The average mobile user
of people use more than one device at a time20percent
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“The mobile mind shift is ubiquitous and immense.”
Julie Ask, Forrester
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New Research Study Finds Brands Fall Short on Consumer Expectations for Mobile Experiences © 2016 PR Newswire Association LLC. All Rights Reserved. A Cision company.
76% of users report that a good mobile experience has a positive influence
on their loyalty to a brand.
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customer experience Research, and just plain common sense, says focusing on the customer, or in the case of mobile products, the user, makes good business sense.
60% more profitable if you are customer-centric than if
you are not
12 positive interactions needed to
counteract one negative
the landscape
Every mobile moment is an opportunity
faster engagement
adapt and react to location
more personal experiences
(eMarketer Global Survey 2/2016)
30%35% 25%
What people want from mobility
personal frictionless contextual
Make it beautiful
pure ambient computing, EaaS, and
human-based interfaces
voice as an input, chatbots, messaging, AI/
machine learning, and apps for everything
smartphones and apps, smart TVs, wearables, IoT, and other
devices
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Liquid expectations
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how do you decide?
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the short answer Know your brand
Know your customer (current and desired)
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the problem Strategy and planning are typically top-down activities designed to improve products or process from the point of view of the enterprise. A product or service is “better” if it is easier to execute, more profitable, or requires less investment from the enterprise.
That way of thinking leads to failure, simply because he revolution, the experience revolution, has already happened. Successful companies today have made the transition to being customer-centric, where “better” means simpler to use, easier to find, and more personally gratifying for the customer. And they have embraced technology as a way to bring about these needed changes.
And, the great companies have realized that this is not only good for their customers, but for their employees, as well.
“Get closer than ever to your customers. So close that you tell them what they need
well before they realize it themselves.”
– Steve Jobs
title text Body Level One
title text Body Level One
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ideal consumer journey
current consumer journey
pre during after
Moment of Truth
+POSITIVE
–NEGATIVE
MT
Moment of Truth MT
TOUCHPOINTSSmart Phone Smart Watch Phone Call Group Computer Tablet Location Person
pre during after
+POSITIVE
–NEGATIVE
MT
MT
MTMT
TOUCHPOINTS MOMENT OF TRUTHSmart Phone Smart Watch Phone Call Group Computer Tablet Location Person
MT
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the key question: Would ______________ make the customer journey better?
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the key question: Would ______________ make the customer journey better?
Voice
VR
AR
chatbot
iMessage extension
Business chat
Virtual assistant
Social selling
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the key question: Would ______________ make the customer journey better?
Voice
VR
AR
chatbot
iMessage extension
Business chat
Virtual assistant
Social selling
shorter
easier
simpler
more enjoyable
eliminate steps
reduce friction
remove frustration
surprise or delight
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the key question: Would ______________ make the customer journey better?
YES NO
put in consideration set STOP
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if yes, then… next is multi-perspective
business goals
budget
organizational readiness
technical complexity
spotlight
mobile commerce (shopping & loyalty)
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The way CPG customers shop has changed. Now, to attract and retain customers, you must make an emotional connection. That begins with understanding.
Mobile devices are the means to understand customers’ lives. Brands can learn customer activity, appeal to their desires directly, and reward their loyalty wherever they are.
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“Mobile is changing loyalty marketing by raising expectations of
instantaneity and consistency across channels. It has also opened up new opportunities in real-time messaging,
customer service and seamless customer experiences.”
eMarketer
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shifting landscape interesting info
I am in need of help here. If you don’t have anything, I will cut this slide
90% more frequent purchases
5x more likely to
choose the brand in the future
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the connection Now, mobile technology provides opportunities to own customer data, and connect with and influence customers through branded mobile experiences.
chatbots
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The Apple App Store took seven months to reach 20,000 apps. Facebook Messenger took only four
months to reach 20,000 chatbots. Forrester Executive Q&A: Boost Your Chatbot IQ
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“Fear of missing the “next big thing” now pushes digital business professionals to learn and pilot with an
unprecedented urgency that outpaces even the “we need an app” craziness of 2008. The pace of adoption has outstripped
the industry’s ability to educate the market to allow professionals to move forward rationally. ”
Forrester Executive Q&A: Boost Your Chatbot IQ
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educating ourselves
Chatbots are bots. But not all bots are chatbots.
Chatbots are conversational interface bots. Typically narrowly focused.
Virtual agents are web-based mobile chat or IVR systems, usually associated with one enterprise to
help customers navigate that brand’s services.
Virtual assistants (also called IPAs, IAs, Intelligent Personal Assistants, or Intelligent Assistants)
orchestrate services from third parties on behalf of consumers. Bots are one form of an agent.
- Forrester Executive Q&A: Boost Your Chatbot IQ
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KLM
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Hipmunk
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Lark
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Poncho
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Penny
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and so much more…
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key takeaways
Chatbots and Bots are not the same thing
Intelligent Assistants are personal; virtual agents are not
Messaging apps are not the only distribution option for chatbots
- Forrester Executive Q&A: Boost Your Chatbot IQ
Remember the question…
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the key question: Would ______________ make the customer journey better?
YES NO
put in consideration set STOP
Questions?
Renee McKeon ECD and Senior Director of
Experience Design Bottle Rocket
Laurie Close Head of Global Brand Partnerships
OgilvyRED
Rob Blackie Director of Social
Ogilvy London
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