mobile, brands and service
DESCRIPTION
How can brands deliver a better service to mobile users?TRANSCRIPT
Mobile, Brands and Service
Mobile as a Tool toDeliver a Better Customer Experience
Mark BrillBrandEmotivity
London - September 2013
Mobile devices can connect consumers to brands at every stage of their journey
2
**Mary Meeker, KPCB, 2013
Mobile doesn’t sit on its own• 80% of smartphone owners use their device in conjunction
with other media*• 10% of media time is spent using mobile**• Just 7% is now spent in print media**
*http://services.google.com/fh/files/blogs/uk_infographic.pdf 3
Yet brands fail to use them
There are many tools brands can use to
deploy mobile services
4
Just 63% of the top 100 brands have a mobile optimised website*
*http://www.iabuk.net/about/press/archive/nearly-40-of-top-100-brands-have-a-mobile-optimised-website
Problem 1 - Inconvenience
5
52% of UK mobile users have received a spam SMS
25% of those are from brand they already know*
*DMA Spam Study, 2011
Problem 2 - Trust
6
Problem 3 - Lack of customer focus
7
Brands fail to meet users in the mobile landscape
What do mobile customers Want?
8
• 36% would like a scheduled callback• 62% want brands to know who they are when they
contact them • 33% want priority for mobile callers • 42% like an optimised site across all mobile channels
(Data from DMA Mobile Service Study, 2013)
A personalised, convenient and optimised service
9
10
But most brands fail on service. Here’s one example of this ...
What if you want text alerts on a mobile phone? Here’s a mobile site .... BUT, there’s no SMS alerts menu option!
11
Finding the alerts via the desktop site delivers a poor experience ... it also turns out the SMS costs 25p each time.
How about the Twitter alerts? Unfortunatley there’s no option to login with Twitter.Instead there’s a fiddly form with masked passwords and conformations.
Some brands succeeded in providing good mobile service...
Over $ 4 bn in mobile transactions each year
Nearly 1m customer SMSs per month
12
45.4% of U.S. smartphone owners, or 44MM people, have visited Amazon on their phones
25 million mobile users
13
Here are a few examples of brands delivering good
mobile service...
Starbucks
The coffee brand has a successful mobile strategy - 10% of US payments are made on mobile, through this app or via Square. Pretty good for a physical store.
14
Gatwick Airport
The airport is different from the competition by having a dedicated team to respond to Twitter-based service requests.
15
Kenneth Cole
The fashion brand engaged with audiences at New York Fashion Week, by encouraging use of social media. Even the cat walk models were Tweeting. As a result they got 30,000 Tweets and reached a global audience.
“During the @KennethCole runway show, out of respect for other members of the audience, please make sure your phones and tablets are switched ON.”
16
Comodo
The New York restaurant used Instagramphotos from their customers to create their menu.
17
Mercedes
QR codes are embedded in cars. In case of an accident, the emergency services can scan the nearest code and to receive instructions on the fastest way to access the vehicle.
18
3rd Party App for Ford
The augmented reality app allows users to scan Ford car engines, see the parts and follow instructions to remove or replace them.
19
Red Tomato Pizza
A fridge magnet connects with the customers via mobile phone. At the push of a button on the magnet, customers can order their favourite pizza.
20
Some simple steps to deliver a better service in mobile...
21
Ensure there is core mobile hygiene
Some questions all brands should address:
• Can users access the core service through mobile?• Can users find the information if they search on their device?• Which channels are available: SMS, mobile optimised emails mobile
web, apps (and which platforms)?• Are mobile features being used - click to call, call backs or text to call?• Are there mobile UX barriers - masked passwords, complex forms, no
option to use social media accounts?‣
22
• Mobile alerts clearly flagged on an optimised site• Free text alerts• Mobile friendly registration• Or allow registration with a Twitter or Facebook account
23
Some simple solutions...
Sometimes, service on mobile can be as easy as this
Help Me!
Simple solutions are the best approach. For exmaple, what about a big click to call button on your mobile site? Or maybe customers can receive electronic receipts on their phone?
24
Service can be many things
Imagine if you could scan this box, and it shows a guide in augmented reality to assemble the furniture piece by piece
25
26
Delivering a better service on mobile requires simple solutions with as little friction as possible.
What will your brand do?
London • Paris • Singapore • Shanghai
Mark [email protected]
@BrandEmotivity
Thank youNino [email protected]
@BrandEmotivity