mobile service and support
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SERVICE AND SUPPORT IN THE MOBILE WORLD
Jason Kelly, Co-Founder & Head of Technology
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MOBILE REVOLUTION
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1985 Hard Drive 20MB iPhone 5 64
MOBILE REVOLUTION
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100+ Books 4G Download in
MOBILE REVOLUTION
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C
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Banking
Travel
Communication
Entertainment
Shopping Dining
Work Photography
Art
Education
Healthcare
MOBILE REVOLUTION TOUCHES EVERY DAILY ACTIVITY
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DIGITAL EXTENSIONS OF OURSELVES
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RISE OF THE CONNECTED CONSUMER
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RISE OF THE CONNECTED CONSUMER
Always-on access to nearly all the information in
Entertainment at their fingertips
High service expectations and ready to voice topinions
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RISE OF THE CONNECTED CONSUMER
63% of those who have a poor experience with acompany's mobile channel aren't willing to do furt
business with that company across any channel.
Harris Interactive, Mobile Transactions Study, February 2011
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CHALLENGE + OPPORTUNITY
Challenge today is to provide service and support
Differentiated
Seamless
Personal
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CHALLENGES
21%
36%
38%
58%
Legacy technology holding us back
Insufficient IT resources
Limited technology budget
Too difficult to handle against other priorities
Challenges in launching Mobile Customer Service Strategy
ICMI Survey 2012
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BUILD AN APP?
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SUPPORT INVESTMENT FRAMEWORK
Envision Assess Implement O
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ENVISION
Match business objectives with user scenarios
Business Objective User ScenarioReduce inbound call volume by 10% Its easy to complete simple
on my smartphone
Encourage self-resolution of issues I can easily find and use kno
content
Increase upsell rate by 2% I see relevant, personalized oright time
Improve customer effort score for top
tasks
The site is easy to navigate a
remembers me
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ASSESS
Conduct a gap analysis
Prioritize investments
New initiatives vs. paving the cowpaths
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ASSESS
Source: Fidelity Investments;
Customer Contact Council
research.
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PAVE THE COWPATHS
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PAVE THE COWPATHS
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IMPLEMENT
Organization
Processes
Tools & Technology
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OPTIMIZE
Integrate and analyze mobile customer data
Measure and minimize channel switching
Devices, behaviors and preferences changing qu
dont test it and forget it.
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EVALUATING MOBILE EXPERIENCE INVESTMENTS
IMPROVING THE MOBILE EXPERIENCE
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IMPROVING THE MOBILE EXPERIENCE
Build mobile app(s)
Develop mobile web app
Optimize primary web site for mobile
BUILD A MOBILE APP?
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Advantages
Sticky Experience
Integration
Advanced features
Challenge
Discoverability
Reach
Upfront customer
High developmen Requires web ser
Maintenance & up
BUILD A MOBILE APP?
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When you experience issues with an app,what do you typically do?
Source: Call Center Times survey
MAINTENANCE AND SUPPORT
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Native App
Complete app approval
Test on prerelease OSs
Test on many devices
Monitor public reviews Update app and re-approve
Encourage users to update
Web App
Test on a represe
sample of devices
Collect feedback d
Update immediately
MAINTENANCE AND SUPPORT
APP SUCCESS FACTORS
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APP SUCCESS FACTORS
Recurring use cases
Users inclined to proactively download
Utilizes advanced functionality Camera
Geolocation
Rich content
Offline access
Notifications
Budget allows for a high-quality product on all importaplatforms
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MOBILE WEB APP
MOBILE WEB APP
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Advantages
Low upfront customer
effort
Easier discoverability
Lower development cost
Cross-platform
Always up-to-date
Challenge
Separate silo of co
Cannot use some
functionality (came
Must switch to full
some tasks
MOBILE WEB APP
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MOBILE WEB APP SUCCESS FACTORS
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MOBILE WEB APP SUCCESS FACTORS
Clear set of top tasks from main site
Autodetect mobile devices Easy switch to full site
CMS supports mobile view of content
Platform-neutral design
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RESPONSIVE DESIGN
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RESPONSIVE DESIGN
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Advantages
Single content source andcodebase
Best experience across
PC + tablet + phone
Moderate developmentcost
Challenge
Added developmethroughout site
Duplicate function
sometimes needed
Performance can issue
RESPONSIVE DESIGN SUCCESS FACTORS
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Content-focused sites
No complex UI functionality Cross-functional collaboration (Marketing + IT)
Highly capable QA team
IMPROVING THE MOBILE EXPERIENCE
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Responsive design
Mobile web app
Build mobile app(s)
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WHOS DOING IT RIGHT?
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THE APP MUST BE BETTER THAN THAT!
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30 SECONDS LATER
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WHERE TO START
A dit t t t d lf i ti
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Audit your support content and self-service option
mobile devices
Dont leave it to a central IT group
Measure results
Identify future investment where sensible
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QUESTIONS & COMMENTSThis is a section subtitle
CREATING THE IDEAL MOBILE CUSTOMER EXPERIENC
The question is not if or when its how
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The question is not if or when, its how.
Remove roadblocks
Think mobile first your customers are
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THANK YOU!