MICHAEL NUCIFORO

Mobile Consultant, Innovator and Futurist

Developing a Mobile Proposition

Section 7: Launch Strategies

Launch Strategies

• Big bang, beta, pre-launch registration: which works best and why?

• Supporting and responding to customers: social, call centre and app store

• Marketing approach: how to get maximum engagement and advocacy

• Examining tactics for delivering optimum take-up

• Exercise: each group defines a go-to market approach for their propositions

Next: Refreshments

2

Section 7 – 15:55 to 16:35

3

Launch approach…

Platforms?

ANDROID APPLE

WEB MOBILE OFFLINE EMAIL

Channels?

Approach?

Marketing?

BIG BANG PHASED SOFT

BTL ATL

!

!

!

!

TIP: Approval times on Apple are around 1-2 weeks

TIP: Offline channels can still deliver great results

TIP: De-risk through a phased launch strategy

TIP: Use BTL to warm up for your ATL activity

Recommend a staff deployment. Can be used to gather feedback and learning’s.

If staff trial is successful. Launch to full customer base.

Launch features incrementally. Don’t hold off.

Separate app for staff only:

• Test and learn

• Capture feedback

Deploy app to customers

• Launch to customers

• Multi-media campaign

Continue to innovate

• Progressive roll outs

• Respond to feedback

1

2

3

Agree launch approach…

4

Complete impact assessments…

Ensure you are resourced and

prepared operationally:

• Call centre

• Social

• Incident management

5

6

Create a strong campaign…

7

…that is multi-channel…

8

Get your branding right…

• Be creative…

• Engage influencers – bloggers – speakers – tweeters

• Take passionate customers and make them advocates and evangelists

• Get them in prior to launch and show them your new app

• Use the power to connect to enrich your service offering

9

Create advocates…

Mobile users hate to call – even though they are on a phone.

10

Capture feedback…

Social Media App

Store

NPS Survey

In App Feedback

Call Centre

• Difficult to monitor

• Can respond in Google with right access

• Should be a standard part of your reporting

• Available on log out

• Will not suffer as big an impact as desktop changes

• May be more useful than App Store

• Core channel for mobile feedback

Respond to your customers…

11

12

1 - Demographics

Users by device, brand & platform

• Age • Gender

• # product holdings • Customer segmentation

• Marital status • Other channel usage

• Length of time with the bank

2 - Sales Sales by device, brand & platform: Sales per ‘000 unique logons, per ‘000 active users,

frequently started sales journeys, product holding & channel of acquisition

3 – Service Usage Usage by device, brand & platform: Total number of servicing journeys (completed &

uncompleted), usage per ‘000 logons; total per active user, service process, top pages visited, no. of defects (?)

Active users & logons by device, brand, platform, time of usage, time spent on site 4 – Acquisition & Usage

5 – Customer Satisfaction NPS score by device, platform

AREAS OF INSIGHT CORE METRICS

Track your key objectives…

1. Think through your launch strategy – it can make or break the initiative

2. Use staff or engaged customers to trial the service prior to launch

3. Ensure you are operationally ready and resourced to support the service

4. Develop a strong multi-channel campaign that targets the right users

5. Monitor and listen to customer feedback – have a roadmap to enhance

6. Track your key objectives and initiate actions where required

13

Key takeaways…

• Each group to define a go-to market approach for their proposition – 20 mins

Key questions:

• Launch strategy – beta, trial, phased, big bang?

• Engagement – channels, messages, branding?

• How will you respond to any barriers to adoption?

• What metrics will you track?

14

Group Exercise