how to improve customer engagement

W E C O N C E P T, D E S I G N & C O D E E M O T I O N S

© C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I

© C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I

H O W T O I M P R O V E C U S T O M E R E N G A G E M E N T

A G E N D A> W H Y M O B I L E C U S T O M E R E N G A G E M E N T ?

> B U I L D A M O B I L E S T R A T E G Y

> B U I L D A M O B I L E C U S T O M E R S T R A T E G Y

W E C O N C E P T D E S I G N & C O D E E M O T I O N S© C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I

Susanne Böck Managing Director Webmedia7 Middle East FZE


W H Y C U S T O M E R E N G A G E M E N T ?

There are 1,2 million apps in the app store and over 1,0 million

in the google play store… two-thirds of those apps have never

been downloaded…

The avarage smartphone user has 65 apps installed

but only uses 15 apps in a week…

85% of social gamers quit playing after the first day…

W H Y A R E U S E R S D I S S A T I S F I E D W I T H A P P S ?

The app crashed or displayed an error 22,67%It was too slow to load 16,44%It didn’t function as expected 22,22%It had a poorly designed interface 12,89%It drained my battery 13,33%It required a network conncection 8,89%Others … 2,22%


B U I L D A M O B I L E S T R A T E G Y

7Steps

… for building a Mobile Strategy

1 . S T A R T W I T H A C L E A R S T R A T E G Y :

Define Mobile’s Purpose Within Your Organization

Identify the concrete goals of your mobile marketing efforts…

•What role does mobile play in our overall strategy?

•What are our tiered priorities for mobile?

•How can mobile drive cross-channel activity?

•What is our timeline and internal readiness for mobile?

•How will we measure mobile success?

•…


2 . D E F I N E Y O U R T A R G E T A U D I E N C E

Again, this step should not be undertaken without considering the whole picture.

• Which demographic does your company already market to?

• Are you hoping to widen your audience? Or narrow your focus to just one segment of it?

• What is the online behavior of the target audience?


3 . S E L E C T T H E R I G H T E N V I R O N M E N T

Understand the Benefits of Mobile Sites Versus Mobile Applications


4 . C H O O S E T H E D E V I C E SStudy usage patterns to drive platform support


5 . U S I N G A P I S T O A C C E L E R A T E I N N O V A T I O N

> And to deliver seamless user experience

• Application Programming Interfaces (APIs) encapsulate back-end

information systems

• APIs also open enterprise resources to third-party developers

• … but make sure APIs are secure

> API Backend as a Service (Baas)


6 . S T A Y F O C U S E D

• The device is one thing, but managing information everything…

• Data is the heart of every enterprise mobility strategy!

• One of your highest priorities should be thinking about the secure and

efficient probability of content or data in any given context (location,

network characteristics)


7 . T A K E C O N T R O L W I T H A N E N D - T O - E N D S E C U R I T Y S T R A T E G Y

• Leveraging security standards

• Take advantage of the different types of security solutions available rather

than building your own.

• Balancing security with user experience

• Mobile security works best when it doesn’t infringe on the intuitive user

experience of the platform itself


B U I L D A M O B I L E C U S T O M E R S T R A T E G Y

… for building a Mobile Customer Strategy4

Steps


1 . C U S T O M E R A C Q U I S I T I O N

• Before launching an App

• Choose a good name

• Choose the right category in the app stores

• Create an amazing icon

• Take great screenshots and write a good description

• Build a great Landingpage


• After launch…

• Push for as many downloads as you can get in the first days after the launch

• Sign up for an analytics app (Flurry, Apsalar)

• Get features

• Reach out to media

• Encourage users to rate and review the app and to share on social networks

• Paid promotions


1 . C U S T O M E R A C Q U I S I T I O N

O T H E R W A Y S T O G R O W T R A F F I C A N D A P P D O W N L O A D S

• Offline:

• Use QR Codes

• Online:

• Create a mobile Google+ page

• Create a mobile banner add campaign

• Launch an SMS campaign

• Integrate your social media campaigns with mobile

• …


2 . C U S T O M E R L O Y A LT Y

• … increase customer adoption, frequency, and share of wallet through content,

utilities, gamification, rewards and messaging.


H O W T O B U I L D A M O B I L E O P T I M I Z E D M A I L I N G C A M P A I G N

• Mobile Email Checklist:1.Email width:

stay under 600 pixels for android… Suggested are 320 to 550 pixels

2.Create tappable calls to action:

Eye-catching, in center and tappable, with a minimum size of 44x44 pixels

3.Layout: Only single column

4.Finger targets: Increase font size, line spacing, button sizes and white spaces

5.Visibility of call to actions and links: As mobile devices don’t support hover states, make sure your links, buttons, etc. are clearly visible

6.Coding methods: Chose responsive or Scalable email coding standards


I N C L U D E A C A L L - T O - A C T I O N I N T H E P R E H E A T E R „ G E T F R E E S H I P P I N G O N S U M M E R E S S E N T I A L S “


A G R E A T D E S I G N D R I V E S C U S T O M E R L O Y A LT Y

• Focus on the details

• Incorporate your brand

• Remember that a mobile device is not a „mini PC“

• Design for the platform and the phone

• Customize for your users


3 . M O B I L E C O M M E R C E

• … enable customer to easily place orders and make

purchases through mobile website and mobile app

• Integrate a customer loyalty program


DeelioZ Punchcard


4 . C U S T O M E R E X P E R I E N C E

• = Service & Support

• … provide easy access to product details, location, and

availability. Also provide direct access to customer service

with click to call, email, and case logging


R E L E V A N T S T A T I S T I C S

Metric #1: Loyalty – DAUs/MAUs

Metric #2: Retention and Churn

Metric #3: Engagement Index

Metric #4: Lifetime Value

Metric #5: User Acquisition ROI


T H A N K Y O U V E R Y M U C H F O R Y O U R A T T E N T I O N .

C O N T A C T

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C O N C E P T D E S I G N C O D E M A R K E T


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