building a successful multi-screen digital strategy
DESCRIPTION
New digital channels are popping and adopted by customers everyday in a growing pace. Organizations need to develop a strategy that will enable fast response and service exposure on every new channel. The digital strategy should contain 4 main pillars to be successful: Customer engagement strategy, rapid development process, measurement and optimization means and an enabling technology infrastructure. Presentation discusses how to put it all together.TRANSCRIPT
DIGITAL MULTI SCREEN STRATEGY 2013 December 2013
Shay Rosen, Head of Strategy & consulting
http://www.linkedin.com/in/shayrosen
http://www.facebook.com/shayrs
http://www.slideshare.net/shayrs
M: 052-5118539
SHAY ROSEN Head of Strategy & Consulting realcommerce
Major change in day to day life
2010
1ST MULTI SCREEN STRATEGY
WWW app
Mobile web
1990’s
2000’s
2008
2010
2014 ?
2014
Change is the
only constant.
SO? What do we need?
A Multiscreen Strategy
• Clear Customer Engagement Strategy
• Rapid Development process
• Measurement and Optimization
• Enabling infrastructure
• Braveness
• Clear Customer Engagement Strategy
• Rapid Development process
• Measurement and Optimization
• Enabling infrastructure
• Braveness
MULTI SCREEN Ecosystem
800px 640px 1024px
Marketing app(s)
Innovation App(s)
Self care/ commerce
app(s)
Types of Customer Engagement
Potentials
Casual
Regular
Website/ Marketing app
Website/ Self care app
Self care app
Attract/ Provide info
Create relationship
Retention
REAL LIFE CUSTOMER BEHAVIOR
The Multi Screen Customer Journey
Awareness Consideration Purchase Decision Post Sale
Website
Mobile Website
Mobile app
Attraction Information Sales Tools/ upsell Service
3 Key questions to ask
Frequency of use
High Low
Importance of UX
Critical Not
Critical
Type of customer
Existing New
app app app Web Web Web
USAA – MULTI SCREEN + INNOVATION
A MULTI SCREEN ORGANIZATION
A MULTI SCREEN ORGANIZATION
Case Study (1) – Supermarket Chain
Expected frequency of use: Once a week Importance of user experience: Critical Type of customer: Existing
Supermarket Multi Screen Customer Journey
Awareness Consideration Purchase Decision Post Sale
Website
Mobile Web
Mobile app
Attraction Information Sales Tools/ upsell Service
Supermarket Chain Strategy – Website + app
Case Study (2) – Strauss Water Israel
Expected frequency of use: not frequent Importance of user experience: medium Type of customer: New & Existing
Strauss Water Multi-screen Customer Journey
Awareness Consideration Purchase Decision Post Sale
Website
Mobile Web
Mobile app
Attraction Information Sales Tools/ upsell Service
• Clear Customer Engagement Strategy
• Rapid Development process
• Measurement and Optimization
• Enabling infrastructure
• Braveness
Design Briefing
Development process Today
RFP UI Spec Dev
Spec UI
Rapid Development process
Design Dev
Spec UI
Rapid Development process
Design Dev
Spec UI
Rapid Development process
Design Dev
Spec UI
Rapid Development process
Design Dev
Spec UI
Rapid Development process
Design Dev
Spec UI
Measurement and optimization
Design Measure
Optimize
Dev
• Clear Customer Engagement Strategy
• Rapid Development process
• Measurement and Optimization
• Enabling infrastructure
• Braveness
Enabling infrastructure
Company’s Legacy system’s
CRM ERP Finance
Customer facing apps – Web, mobile, tablet etc.
Enabling infrastructure
CMS
Company’s Legacy system’s
CRM ERP Finance
Application Layer
Integration Layer
Customer facing apps – Web, mobile, tablet etc.
Enabling infrastructure
CMS
Company’s Legacy system’s
CRM ERP Finance
Application Layer
Integration Layer
Customer facing apps – Web, mobile, tablet etc.
Architecture
• Clear Customer Engagement Strategy
• Rapid Development process
• Measurement and Optimization
• Enabling infrastructure
• Braveness
• Launch
• Make mistakes
• Measure, Listen to feedback
• Get better
Wrap up
Change is the only constant
Create an enabling infrastructure
Shorten development cycles
Keep the customer journey in mind
Learn on the go
Listen – Get better
30% of your traffic comes from Non Desktop devices. It’s only growing.
Multiscreen is here to stay!
How can realcommerce help?
Plan your Multi-Screen strategy right
Create a winning UX& UI on all screens
Build a robust Mobile Development Infrastructure with
Plan & develop
Native & Hybrid smartphone apps
Responsive website
THANKS! December 2013 Shay Rosen, Head of Strategy & consulting
http://www.linkedin.com/in/shayrosen
http://www.facebook.com/shayrs
http://www.slideshare.net/shayrs
M: 052-5118539
SHAY ROSEN HEAD OF STRATEGY & CONSULTING REALCOMMERCE