mobile customer engagement in the first mile

Mobile and the First Mile™ of Customer Engagement

Jeff Ballard

Industry Solutions Executive

24 May, 2013

Do You Remember When Making a Purchase Meant…

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Going to that

store or branch…

And basically engage

according to their rules Shop their hours…

Having to rely on

their expert advice…

Trying to find things based

on the store’s layout…

Finding a store that

carried the item…

The Impact of Mobile Has Changed That Dramatically

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• 1B consumers with smartphones by 2016

• 350M employees will use smartphones

• 200 million will bring their own

• Mobile spend will reach $1.3T by 2016

• 35% of the technology economy

• Mobile Apps market 55 billion

• Business spending on mobile projects

will grow 100% by 2015

Mobile is the manifestation of a much

broader shift to new systems of

engagement, helping firms empower their

customers, partners and employees with

context-aware apps and smart products

~ Forrester

It’s Not Just the Young Driving Multichannel Service Demand

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Mobile is the most disruptive consumer technology trend(s) from now to 2015

Source: Forrester, 2013

What’s Your Perspective?

Are you seeing some of the same trends?

How is your market different?

What are you/your customers exploring in

mobile?

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3 Keys to a Successful Mobile Engagement

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Customer Engagement

The First Mile

Mobile

Customer Engagement

8

The New Business Battleground

Return on Relationship

Bottom Line Impact

Source: Gallup, 2012

The Value of Customer Engagement

Slide 9

Actively Engaged Strongly emotionally attached

and attitudinally loyal

Engaged

Emotionally attached but not

strongly loyal

Not Engaged

“Take it or Leave it.” attitude

Actively Disengaged

Completely detached from your

company and its product and

services

Share of Wallet, Profitability, Revenue and Relationship Growth

Organizations with optimized

customer engagements

significantly outperform their

competitors

How Engaged Are Your Customers?

Slide 10

Source: Gallup, 2012

Automobile 26% Actively Disengaged

those purchasing a new car in the last

4 years

Airline

43% Actively Disengaged

with the airlines they fly most often

Best Performing

Brands 14-30% Actively

Disengaged

Hotel $700 Per

Customer Annual reduced revenue due to

Disengaged Customer

Banking

$8,000 Per Customer

Annual reduced revenue due to

Disengaged Customer

Better Customer Experience Drives Millions In Revenue Benefit Across Industries

Customer Engagement Challenges

“Business Priorities 2013: Business Growth through Customer Experience

Strategy and Operational Investment” IQPC – January, 2013

“Only 39% of

organizations

reported that they

had been able to

drive improvements

in customer

satisfaction over the

previous 12 months ~ Trends in Customer Service

2012: Multi-channel Edition, Aberdeen, Nov. 2012

What’s Your Perspective?

Is your company/customer talking about

customer engagement?

Who are some of the companies with the best

customer service in your market?

How would/do you measure customer

engagement success?

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First Mile

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The Battle is Won or Lost in these Trenches

Kofax Addressing the Insurance First Mile

Slide 15

Agents/Regional Offices Corporate Office Consumer/Business

Mobile Devices

Emails

XML / EDI Data Streams

MS Office / PDF TIFF / JPEG files Portals

Faxes

Digital Scanners MFPs / MFDs

Paper

Mail Room/

Processing

Center

The First Mile

“Systems of Engagement”

generate real time, information intensive

communications from customers

“Systems of Record” are enterprise applications

designed for internal purposes

Technology Has Evolved to Support the First Mile

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Market Size

1M

100M

1B+

1985 1990 1995 2000 2005 2010 2015

$0

$1B

$2B

$3B

$4B

$5B

100K

500K

Smart Phones & Tablets Used by

Employees & Customers

Desktop Scanners & MFPs in Highly

Distributed Front Offices

Mid Range Scanners in Distributed

Regional Offices

Production Level Scanners in

Centralized, Back Offices

Monolithic Page Scanners in

Centralized Back Offices

“Everyone has a scanner

in their pocket today.” Geoffrey Moore,

Best-selling Business Author

Optimize your customer experience

Enable collaboration with your customers & inside

your organization

Improve response times and service levels

Gain competitive differentiation and advantage

Better manage and grow your business

Greatly reduce operating costs

Improve information quality

Accelerate processing times

Minimize labor intensive processes

Making the First Mile Smarter

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What’s Your Perspective?

What does your/your customer’s First Mile look

like?

Where are you/your customers capturing

information coming in to the organization?

What is of the most concern in your First Mile –

customer engagement or cost reduction

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Mobile

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The (Not so) Secret Weapon of Customer Engagement

67% consider mobile devices to be important to improving business processes

45% believe mobile devices would improve their speed of response by > 3X

Yet > 75% have made no progress toward these goals

Leverage Mobility for Competitive Advantage

Financial Services • Customer onboarding • Mortgage & loan apps • Appraisals • “Trailing documents”

Healthcare • New patient onboarding • Clinical documentation • Medical claims submission • Revenue cycle management

Government • Citizen benefit enrollments • Claim submissions • Licenses, permits & renewals • “Trailing” documents

Source: AIIM – April 2012

Insurance • New policy quotes • Customer onboarding • Claim submissions • “Trailing” documents

Mobile: A 4-Tier Opportunity

Welcome your new employees ...

• Underwriters

• Adjusters

• Actuaries

• Diagnosticians

• Regulators

Your advisors are changing how they provide

financial planning advice to consumers...

...because it’s supporting customers through their buying journeys

Source: November 2011 Forrester Report : “Mobile Mandate For eBusiness Professionals”

Danger Lies Ahead…

25 Source: Forrester

What’s Your Perspective?

What are you/your customers doing with mobile

today?

What plans for the future – what is of most

interest?

Are you focused on consumer, partner,

employee, or smart device apps?

Who do you find is best leveraging mobile today?

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Questions?

For further information, please contact:

Jeff Ballard

Industry Solutions Marketing

Phone: +01-949-783-1476

Email: Jeff.Ballard@Kofax.com

LinkedIn: www.linkedin.com/in/JeffBallard

Twitter: @JBallard_Kofax