mapping the omnichannel customer journey: how to engage people in a mobile first world

October 21, 2015

Mapping the Omnichannel Customer JourneyIn Partnership with Forrester

Julie AskVP, Principal AnalystForrester@JulieAsk

Gail EnnisChief Marketing OfficerFollowAnalytics@FollowAnalytics

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1. Importance of Mobile

2. Challenges Marketers Face

3. Mobile Maturity Curve

4. Industry Best Practices

5. 3 Key Learnings

Agenda

© 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›

It’s a fact: Mobile is big.


2 BILLIONSources: Forrester Research Mobile And Smartphone Forecast, 2014 To 2019 (US)

© 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›Sources: Forrester's US Consumer Technographics Behavioral Study, Q1 2015

53 HOURS

© 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›Sources: Forrester's US Consumer Technographics Behavioral Study, July 2014 To September 2014

25 APPS


Mobile moments happen for many reasons


And in many waysPush Notifications SMS Apps

Interactive Notifications

Mobile Web

In-App Notifications


150-200


These moments occur in many places …Use the following devices to access the internet from:

Base: 61,222 US online adults (18+)Source: Forrester’s North America Consumer Technographics® Online Benchmark Survey (Part 1), 2015

TabletSmartphone

65%Living Room

60%Bedroom

52%Kitchen

47%Bathroom

34%Home Office

On-the-goLocations

HomeLocations

Out-of-homeLocation

63%Outdoors

61%In Stores

60%Friend’s house

59%Restaurant

48%Work

30%Other

29%Library

25%School

63%In the Car

55%Travel

43%Daily Commute

40%Public Transport

65%Living Room

58%Bedroom

40%Kitchen

28%Home Office

25%Bathroom

27%Friend’s house

21%Restaurant

21%Outdoors

19%Work

16%Library

14%Other

13%School

08%In Stores

38%Travel

15%In the Car

12%Public Transport

10%Daily Commute


.. at each stage of the customer journey


Mobile moments come in 3 forms

OwnedCustomer already has a relationship

with the brand

ManufacturedBrand creates an

opportunity for engagement

BorrowedBrand infiltrates (borrows) the

moments of another brand


ENGAGE

USE BUY

EXPLORE

DISCOVER

ASK30 billion

forrester.com

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Business Disruption

<1%Customer Experience(CX) Transformation

14%

Mobile First

42%

Companies need to mature their approach

Shrink & Squeeze

44%

Squeeze experiences designed for the PC onto small screens.

Enhance physical world experience with mobile. Create net new mobile services.

Win in your customers’ mobile moments. Ethnographic research and journey mapping uncover consumer needs on the go. Mobile services proactively engage consumers based on their context.

Mobile disrupt industries, businesses, and business models – not just digital businesses


Companies fall short today on winning customers’ mobile moments

› Port existing engagement strategies from direct mail and desktop

› Lose contextual insights in a portfolio of mobile point solutions

› Fail to plan across business units


Mobile marketing demands more

THEN

Customer segmentation

Targeting

Campaigns

Media schedules

Anytime

Business event

NOWIndividual customer

Engaging

Interactions

Customer moments

Right time

Customer event

Image source: eCommera (ecommera.com)


Companies need to change tacticsOnline Mobile

Who totarget?

Customer SegmentUse CRM solutions to identify groups of customers based on core demographics and historical brand interactions.

IndividualUse all brand interactions including mobile behavior and real time context to send individual, contextually relevant messages.

What format

and content?

Pre-fabricated messages sent through pre-planned channelsBatch email, desktop ads, and direct mail.

Personalized content through optimal touch pointDynamically optimized content and delivery based on real-time context.


Companies need to change tacticsOnline Mobile

When to engage?

Triggered by an event the company wants to notify the customer of:A sale, etc.

Push-based communication triggered by an event the consumer needs to know aboutAn overdue bill, a prescription, gate change, flash sale, or customer proximity to a store.

Where to engage?

Any locationWherever the customer is when he uses the internet, usually a stationary location (home or work).

An explicit locationThe ultimate location to reach the consumer is along his daily path, including home, work, restaurant, in-store, commute.

Why the touch point

occurs?

Pre-fabricated messages sent through pre-planned channelsBatch email, desktop ads, and direct mail.

Proactive interactions to serve the customer and the businessProvide utility (in-the-moment value), help him accomplish a task quickly, and anticipate his needs.


It will only get harder as mobile moments:

Shrink to micro moments

Move beyond phones to products and into the ether

Be dynamically assembled and inserted into third party platforms

Disappear into Virtual Agents


Follow these best practices


1. Focus on CX improvements

2. Set clear goals

3. Drive opt-in’s with app downloads

4. Develop your own best practices

5. Learn from vendors


1. Focus on CX improvements with the IDEA framework

Start small with a platform

to extend.

Analyzeresults to monitor performance

and optimize outcomes.

Designthe mobile engagement.Engineer

your platforms, processes, and people for mobile.

Identifythe mobile moments and context.

Source: The Mobile Mind Shift, Forrester Research


Begin with mapping customer journeys…

Customer journey

• What are customer’s motivations?

• What does the customer need?

• What is her context?

Mobile moments of truth Contextual opportunities


…to identify pain pointsCustomer Journey: Day of Travel

ContextMobile Moments of Truth

Check-inRe-book (Irregular operations)

Enter TSA

- 2 hours

- 1 hour

- 30 minutes

• What are customer motivations?

• What does the customer need?

• What is their context?


… and use mobile to improve the experienceCustomer Journey: Day of Travel (Irregular)

Check-in

Re-book

Notification

- 2 hours

- 1 hour

- 45 minutes


2. Set clear goals that benefit consumers

ENGAGE

USE BUY

EXPLORE

DISCOVER

ASK

Drive interest in new products.

Notify customers of a flash sale.

Remind customers to pick up a prescription in-store.

Send customers a discount to drive a sale.

Notify customers of a new product.

Add service layer to products.

Remind customers to refill a prescription.

Help customers get better use of products.

Drive use of loyalty rewards.


3. Drive opt-in’s with app download› Communicate the benefits of opting in for push notifications either when the

consumer downloads the app or in a contextually relevant moment

1. Relevant reminders – flash sales, prescriptions ready, gate change

2. Limited frequency – only when the consumer needs info

› Ask permission to track location and explain how you will use that information

› Assure your customers that you will not misuse the privileges


4. Develop your own best practices› Solutions or platform providers do offer phenomenal toolkits

and expertise.

› However, your business goals and your customers’ motivations and needs on the go may be unique.

› Use these platforms, but develop your own best practices through dedicated team members and processes. In doing so, you will gain competitive advantages over other brands.


5. Learn from vendors› Choose vendors with relevant industry expertise

› Vendors have many customers and have seen billions of mobile moments – tap into what they have learned

• Use templates included in the platforms• Tap into their professional services

Who we are working with

Survey Learnings

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Somew

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A lot le

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0

50

100

150

200

250191 (42%)

220 (49%)

37 (8%)2 (0%) 1 (0%)

Next generation of mobile apps emergingIf customer data from CRM, customer database could be used to inform mobile campaigns, would they be more successful?

What is the primary purpose of your mobile app?

451 companies. >500 employees. North America. Have at least 1 app.

0

50

100

150

200

250

171 (38%)

108 (24%)

53 (12%)

118 (26%)

1 (0%)

Key Learnings

0301 02

Leverage Technology.

End Mobile Silos.

Adopt a Customer-First

Mindset.

1. Adopting customer-first mindset

• Companies are largely still organized around products

• Get started with your best/most loyal customers

• Build experiences, not transactions

• Listen to the data

• Go fast: learn, fail fast, optimize

2. End mobile silo > plug into what you have

• Mobile CRM (user profile) is critical and brings the context

• Connect to back-end customer and CRM systems

• Personalize trigger-based mobile campaigns

• Up-level the performance of other marketing channels

SalesforceAdobeMicrosoftDMPsCustomer Data Systems

Connect mobile to your broader marketing strategy to build

complete user profiles.

3. Leverage technology Integrated Mobile Marketing Automation

Questions?

Julie Ask+1 [email protected]@JulieAsk

Gail Ennis

[email protected]@FollowAnalytics

Thank You