marketing, sales, and product strategy for the mobile mind shift
TRANSCRIPT
Marketing, Sales, And Product
Strategy For The Mobile Mind Shift
Senior Vice President & Principal Analyst
June 30, 2014
Julie Ask
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Mobile is shifting customer expectations
Mobile
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… and accelerating the speed of the shift
~ 6 Months
The mobile mind shift
The expectation that I
can get what I want in
my immediate context
and moments of need
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Mobile is the new face of engagement
› Every interaction a customer has with your
brand is a customer experience.
› Customer experience is a thread that runs
throughout the entire customer journey—not just
customer service.
› Winning in the mobile moments throughout the
journey will be key to transforming your
customer experience.
Mobile Moment
A mobile moment is a point in
time and space when someone
pulls out a mobile device to get
what he or she wants
immediately, in context.
#mobilemindshift
Mobile moments are present throughout the customer journey
Marketing:
Manufactured moment
Borrowed moment
Marketing:
Loyalty moment
Sales:
Influenced sales
moment
Sales:
Impulse purchase
moment Customer service:
Information moment Product:
Setup moment
Use moment
Care moment Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For
Customer-Obsessed Enterprises” Forrester report
Marketing:
Social Depth moment
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Opportunities for mobile moments are simultaneously endless and limited › Mobile moments extend throughout the customer
journey.
› You have to choose the right moments – and you have
to be damn good in those moments you do choose.
› New technologies — especially through connected
devices — will create new moments that enhance the
physical world by offering information or services in near
real time. Keep innovating!
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Use IDEA to win in your moments
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Identify mobile moments and their associated context
Customer journey
• What are customer’s
motivations?
• What does the
customer need?
• What is their context?
Mobile moments of truth Contextual opportunities
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Know what context is available and appropriate
Social
Body
Home
Home
School
Location
Work
Gym
Heart rate
Blood pressure
Steps
Speed
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Design the mobile engagement › How can we offer our customers what they need in their
mobile moments – especially the moments of truth when
something goes wrong?
• How will we protect our customers’ privacy, security and credit?
• How will we help our customers maximize their utility with
rewards points and deals?
› How will we drive ongoing engagement?
› What are the mechanics of the engagement?
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Re-engineer your business
Processes Platforms People
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Analyze to improve outcomes › Instrument your app or mobile service with analytics to drive
performance and outcome improvements.
• Behavior
• Outcomes = financial benefits
• Performance
› Develop insights based on how your customers use the app.
• Develop and test hypotheses through A/B testing.
• Consider the physical world implications of what you learn.
› Iterate your app or services through agile processes.
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All in, mobile has the potential to transform your customer experience in these moments › Remember, every interaction that your customer has with your
brand is a customer experience.
› As my colleague James McQuivey says, “When brands adopt new
technologies, they do old things in new ways. When they internalize
a technology, they begin to do new things.” Go do new things!
› Entrepreneurs and your competitors will better serve and then win
over your customers if you don’t create a strategy to win in your
customers’ mobile moments.
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Remember this . . .
› The mobile mind shift will
transform business.
› The new competitive battleground
is the mobile moment.
› Identify, design, engineer, analyze . . . and
repeat.
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› Watch the three-part Mobile Mind Shift Webinar
Series, and download the presentation slides
› Download a complimentary report, "Four Steps
To Win In The Mobile Moment"
› Download the first two chapters of Forrester's
book The Mobile Mind Shift
Next Steps