What's Next for The Mobile Landscape
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The document discusses the importance of mobile experiences in enhancing customer loyalty and engagement, highlighting that 76% of users report positive influences on brand loyalty from good mobile interactions. It emphasizes the need for brands to understand their customers and provide personalized, frictionless, and contextual experiences across various mobile platforms. Additionally, it touches on the role of chatbots and intelligent assistants in improving customer service and interaction in the evolving digital landscape.
What's Next for The Mobile Landscape
- 1. FOR Powered by THE MOBILE LANDSAPE
- 2. 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
- 3. What’s the weather like in your city? Tell us where you’re dialing in from!
- 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
- 5. it’s a mobile first world
- 6. it’s a customer first world And they live in mobile
- 7. 6 3 owns uses 200xopens phone per day per day devices The average mobile user
- 8. of people use more than one device at a time 20percent
- 9. 9 “The mobile mind shift is ubiquitous and immense.” Julie Ask, Forrester
- 10. 10
- 11. 11
- 12. 12 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.
- 13. 13 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 12positive interactions needed to counteract one negative
- 14. the landscape
- 15. Every mobile moment is an opportunity
- 16. faster engagement adapt and react to location more personal experiences (eMarketer Global Survey 2/2016) 30%35% 25% What people want from mobility
- 17. personal frictionless contextual Make it beautiful
- 18. 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
- 20. 20
- 22. how do you decide?
- 23. 23 the short answer Know your brand Know your customer (current and desired)
- 24. 24 the pro Strategy and pla designed to imp of view of the en if it is easier to e investment from That way of think revolution, the e happened. Succ transition to bein means simpler to gratifying for the technology as a changes. And, the great c only good for th 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
- 25. title text Body Level One
- 26. title text Body Level One 10 ideal consumer journey current consumer journey pre during after Moment of Truth + POSITIVE – NEGATIVE MT Moment of Truth MT TOUCHPOINTS Smart Phone Smart Watch Phone Call Group Computer Tablet Location Person pre during after + POSITIVE – NEGATIVE MT MT MT MT TOUCHPOINTS MOMENT OF TRUTH Smart Phone Smart Watch Phone Call Group Computer Tablet Location Person MT
- 27. 27 the key question: Would ______________ make the customer journey better?
- 28. 28 the key question: Would ______________ make the customer journey better? Voice VR AR chatbot iMessage extension Business chat Virtual assistant Social selling
- 29. 29 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
- 30. 30 the key question: Would ______________ make the customer journey better? YES NO put in consideration set STOP
- 31. 31 if yes, then… next is multi-perspective business goals budget organizational readiness technical complexity
- 32. spotlight
- 33. mobile commerce (shopping & loyalty)
- 34. 34 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.
- 35. 35 “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
- 36. 36 shifting landscape interesting info I am in need of help here. If you don’t have anything, I will cut this slide
- 37. 90%more frequent purchases 5xmore likely to choose the brand in the future 37 the connection Now, mobile technology provides opportunities to own customer data, and connect with and influence customers through branded mobile experiences.
- 38. chatbots
- 39. 39 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
- 40. 40 “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
- 41. 41 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
- 42. 42 KLM
- 43. 43 Hipmunk
- 44. 44 Lark
- 45. 45 Poncho
- 46. 46 Penny
- 47. 47 and so much more…
- 48. 48 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
- 50. 50 the key question: Would ______________ make the customer journey better? YES NO put in consideration set STOP
- 51. 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