customer loyalty and mobile peer strategies dr. phil hendrix, immr - 20130204
DESCRIPTION
Presented at the World Summit Awards, Abu Dhabi, Feb. 4, 2013 http://events.wsa-mobile.org/content/conference-87020121213TRANSCRIPT
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1 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Customer Loyalty,
Mobile and PEERSM Strategies– Presented at the World Summit Awards in Abu Dhabi
February 4, 2013
Dr. Phil HendrixDirector, immr and Gigaom Pro analystwww.immr.org 1 (770) [email protected]
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2 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Loyalty and its Connections
Sponsors
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3 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Status Quo
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4 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
In the Ideal World5
Businesses and consumers “in sync”
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5 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
In the Real World5
5 gaps, disconnects and conflicts
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6 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Conflicting Focus, Priorities, Metrics
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7 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Symptoms of Disconnects
Showrooming
Returns
Churn Rate
Marketing $
Failure Rate
Uncertainty
Time
Risks
Costs
Indifference Regret
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8 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Third1party Apps Filling the Breach5
Risk ���� Businesses Disintermediated
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9 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Customer Loyalty –
the Holy Grail
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10 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
The Mobile Opportunity
“[How long] could your business survive without marketing?”Doug Stephens, @RetailProphet
“Soon [your mobile device] will be a remote control for your life5”Peter Fenton, Benchmark Capital, 12/2012
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11 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Loyalty Model (Simplified)
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12 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Frictions, Shoulds and Wants
MinimizingFriction
Tim
e
Annoyances
Uncert
ain
ty Cost
Bad o
utc
om
es
Ris
k
EnablingShoulds
Fit
ness
Savin
gs
So
cia
l
Gre
en
Ed
ucati
on
MaximizingWants
Fu
n
Savin
gs
Oth
ers
Fo
od
Accep
tan
ce
Avoid, minimize, or eliminate
“Satisfice” “Maximize”
En
tert
ain
men
t
Reco
gn
itio
n
“Good for You”(Resolutions)
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13 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
PEER Strategies to Boost
Customer Loyalty
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14 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Engaging Consumers with PEERSM
Reinforce
Remove Frictions
Learn† &Adapt
Surprise/Delight
†Securely, with full transparency
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15 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Closing the Gap with PEER Strategies
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16 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Metaphors Guide PEER Strategies
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17 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
SoLoMo, Digital Signals
and Personalization
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18 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Consumer Expectations – Know5
What
I Like
Who I
am… Where I
am
What’s
Nearby
What’s
going On
What I
respond to
What I’ve
bought
Where
I’ve been What
I need
Where
I’m going
Source: Dr. Phil Hendrix, How SoLoMo is Empowering Consumers, Transforming Shopping and Disrupting Advertising and Retailing
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19 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Confluence of SoLoMo
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20 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Digital Signals
Digital Channels
Traces produced as consumers
interact with Digital Channels
Internet• Websites• Microsites
• Search• Ads
Social• Publish• Share
• Discuss• Review
Mobile• Apps• Location
• 2D codes• NFC
Interactive • Social TV • OOH
Digital Signals
Source: Dr. Phil Hendrix, Tuning into Consumers’ Digital Signals
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21 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Significance of Digital Signals
Source: Tuning into Consumers’ Digital Signals, Dr. Phil Hendrix, immr
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22 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Trends in SoLoMo, Digital Signals
#1. Hyper1local Audiences
#2. Micro1location
#5. Filters
#7. Persistent Location
#8. Ambient Analytics
#9. PEER
#3. Micro Networks
#4. Mashups
#10. Yield Management
#6. Curation
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23 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
ConnectingPEERand
M1Commerce
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24 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
M1Commerce Overview
Mobile Marketing
MobilePaymentMobile
PaymentMobile
RewardsMobile
Rewards
Search Advertising Coupons
MobileEngagement
MobileEngagement
Points Offers Experiences
Information
FIs†/Issuers Operators TPPs†
Recommendations
Assistance
†FIs: Financial InstitutionsPP: Third1party Providers
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25 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Information Flows in M1Commerce
MobilePayment
MobileEngagement
Mobile Marketing
MobileRewards
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26 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Disruption, Innovation in M1Commerce
MobileMarketing
Influencing prospective buyers with communications, incentives
Search Advertising Offers
MobilePayment
Enabling payment for goods and services via mobile devices
FIs/Issuers Operators Challengers
MobileRewards
Brands and businesses rewarding customers via mobile devices
Points Offers Experiences
MobileEngagement(including shopping)
Brands, businesses and TPPs assisting mobile customers
Information Recommendations Assistance
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27 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Challenges in M1Payments
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28 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Rewards, Reinforcement
andBehavior Change
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29 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Behavior Change Concepts
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30 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Behavior Change Concepts
Behavioral Economics
Gamification
Design – User Experience – Neuroscience – Innovation
Ecology – Social – Experimentation
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31 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Conclusion
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32 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Related Reports
� Building Customer Loyalty with Mobile†
� SoLoMo Analytics and the Transformation of Shopping†
� Tuning into Consumers’ Digital Signals
� Insights into Connected Consumers†
� Local Search
� Enterprise Mobile Solutions: Pt. 1 and 2
� The Promise of Hyperlocal:
� Tuning into Consumers’ Digital Signals
� How SoLoMo is Empowering Consumers, Transforming
Shopping, and Disrupting Advertising and Retailing
� Location – the Epicenter of Mobile Innovation †Forthcoming
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33 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Thank you!Dr. Phil Hendrix
Director, immr and GigaOm Pro
www.immr.org
@phil_hendrix
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34 Dr. Phil Hendrix, immr – World Summit Awards – Abu Dhabi – Feb. 4, 2013 – @phil_hendrix
Bio
Dr. Phil Hendrix
Director, immrwww.immr.org
+1 (770) 61211488
@phil_hendrix
Dr. Phil Hendrix is the founder and director of immr, a research and advisory firm focused on
market opportunities afforded by new technologies, and an analyst with GigaOm Pro. He
specializes in helping organizations evaluate and capitalize on opportunities that are new1to1
customers and new1to1market. Dr. Hendrix has extensive experience uncovering customer
needs, identifying triggers and hurdles to adoption, and developing strategies that unlock
market opportunities, both B2C and B2B.
As an analyst, Phil focuses on mobile innovation and the implications for companies across
industries. He is a regular contributor at leading industry conferences, including GigaOm’s
Mobilize, Structure:Data, Street Fight (hyperlocal), ad:tech, iMedia Summit, Social1Loco and
others. His current work focuses on mobile and its impact on consumer behavior, especially
shopping, M1commerce and mobile payment.
As a consultant and advisor, Phil has led significant engagements with startups and Fortune
100 clients in mobile, consumer electronics, and related categories, including financial
services, transportation, insurance and others. He works closely with senior management
and project teams on key issues, including market sizing, segmentation, positioning, and
branding as well as innovation, user experience, and customer retention. Over the course of
his career, Phil has helped clients conceive and successfully launch dozens of new products,
services and businesses.
Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal
with Mercer Management Consulting (now Oliver Wyman). He has held faculty positions at
Emory University and the University of Michigan, where he taught courses in marketing,
research, and buyer behavior for MBAs and executives. While at Michigan Dr. Hendrix also
held a joint appointment as a research scientist in the Survey Research Center, Institute for
Social Research.
Additional information on immr perspectives and reports prepared by Dr. Hendrix is available
at immr and Slideshare, with additional information available at GigaOm Pro.