Discusses the current and emerging mobile trends that are re-defining how marketers need to shape their customer's experience, especially with Messengers and Chatbots

1. Re-Shaping Your Customer’s
Experience Through Mobile
What’s Now & What’s Next
Michelle Batten
@iMediaMichelle
19, September 2016

2. Let’s start the conversation…
◌ What’s Driving Mobile Now
◌ Recognizing Mobile Moments
◌ What’s Driving Mobile Next
◌ Challenges & Opportunities
◌ Starting Points

3. What’s Driving Mobile Now – More Productivity Expectations
Sources: 2015 Internet Trends Report by Kleiner, Perkins, Caufield & Byers; US Consumer Device Preference Report, 2015 by Movable Ink; 2015 Consumers in the Micro Moments Study by Google

4. What’s Driving Mobile Now – Video Dominates
People spent 40% more
time watching video on
their desktops when it
was raining
50% of their viewership
comes from mobile
However, when the weather
was lovely and sunny, viewers
watched 6x more video content
on their mobile devices
36% percent of consumers use
their phones at least daily to watch
video that’s five minutes or longer
Sources: 2016 Ericson Mobility Report; RCR Wireless, July 2016

5. But Are We Recognizing Our Customer’s Mobile Moments?

6. Mobile Moments in Travel – Journey Map
Dream Shop Book Pre-Travel Travel
Post-
Travel
◌ Flight Check-In
◌ Terminal Maps
◌ Flight Status
◌ Seat Selection
◌ Disruption Rebooking
◌ Luggage Tracking
◌ Destination Directions
◌ Traffic Conditions
◌ Ground Transport
Options
◌ Hotel Check-In
◌ Room Key
◌ Room Service
◌ What’s Near Me
◌ What’s Happening
◌ What Can I Buy
◌ Share Photos / Videos
◌ Killing Time
◌ Keeping Up
◌ How Was My Trip
Ratings & Reviews
◌ Loyalty Program
Status
◌ Where Can I Go
Next
◌ Payment
◌ Itinerary
Confirmation
◌ Share Itinerary with
Others
◌ Pre-Trip Advisory
◌ Destination
Weather
◌ Packing List
◌ While I’m Away
Notifications
◌ What Should I Do
Conversations
◌ Who Can I Meet
Conversations
◌ Last Minute Offers
◌ Upgrade Status
◌ Fare Alerts
◌ Seasonal Event
Alerts
◌ Vacation Deal
Alerts
◌ Destination Blogs
& Videos
◌ Where Should I Go
Conversations
◌ Fare Search &
Comparison
◌ Room Search &
Comparison
◌ Last Minute Deal
Alerts
◌ Flight, Room and
Destination Ratings
& Reviews
◌ Hold Reservations
Mobile Apps geared
towards Frequent Users
/ Loyalists
Mobile Web geared
towards Intermittent
Users / Generalists

7. Mobile Moments in Travel – Successes
Creating Mobile-Only
Incentives & Perks
Creating Contextual Feature UtilityCurating Relevant
Partner Content

8. Mobile Moments in Travel – Still More Work To Do
In addition to getting
the basics right, the
industry now is
moving towards
enabling critical
exception scenarios
at scale

9. Mobile Moments in Insurance – Journey Map
Assess Shop Buy
Pre-
Incident
Incident
Post-
Incident
Potential Opportunities to Consider Beyond the Basics:
◌ Tie Health App
data to quote
estimate for
cheaper rate now
or when reaching
a certain goal
◌ Preventative Appt
scheduling bonus
◌ See offers from
related nutrition,
fitness and other
wellness
providers
◌ Upload or Parse
E-mail Receipts
to create home
property
inventory
◌ Access Safety &
Disaster
Preparedness
checklists and
see offers from
related product /
service vendors
◌ Curate traffic
accident and
weather pattern
data to send alert
notifications of
places to avoid /
alternative
routes
◌ Tune-up /
inspection
scheduling bonus
& reminders
◌ Use Facebook
Check-In in
disaster recovery
(agent and to F&F
+ employer)
◌ New Addition
Calculators (Child,
Elderly Parent)
◌ Child / Elderly
Parent Geofencing
Safety Monitor &
Alert

10. What’s Driving Mobile Next – Smart Watches & VR
Smart Watches will increasingly deliver data,
customer service and commerce in micro format
Improved camera features will take the complexity
out of producing higher-quality images and video

11. What’s Driving Mobile Next – Messengers & Chatbots
Sources: Global Web Index Q4 2015, July 1, 2016 Facebook Blog Post by David Marcus, VP Messaging Products
11K bots created in
Facebook Messenger
as of July 2016
Shopping and
customer service
moving into the
next digital frontier
- Chatbots

12. Mobile is becoming more Multi
Dimensional
24/7 Social
Micro Data
Visual
Increasingly
Sentient

13. Next-Gen Mobile Challenges &
Opportunities…

14. Challenge 1 – Turns Out, Messenger Bots Have a Learning Curve
Short on Natural Language Processing –
need to build their human vocabulary and
reasoning skills
Limited menu selection and incomplete process
– need to get their commerce wings

15. Opportunity 1 – Create Brand Ambassador Messenger Bots
Act as an extension of the
real-life agent’s knowledge
and personal interaction
style to accelerate
shopping and service
Act as an agent’s assistant to
curate most important
customer incidents, patterns
for personal attention and
follow-up
Consumer Experience Agent Experience

16. Challenge 2 – Brands Must Become More Nomadic
From full branded destination websites,
microsites, landing pages and apps that
you control
To distributed brand
experiences inside
of other platforms

17. Opportunity 2 – Tap into Always On Focus Group
Dynamic
SentimentLoc-Based
Engagement
Patterns
Visualized
Problem
Solving
Contextual
Trials

18. 3 Ways to Get Started
1
2
3
Create Your Customer Journey Map Using a Pure Mobile Lens
◌ Run the basics AND the exception use cases
◌ Identify gaps & address quick wins NOW, make list of sticky value-adds
Explore Messengerized Customer Service & Commerce
◌ Run the basics AND the exception use cases with your agents
◌ Create a Roadmap and incremental testing plan
Define Your Mobilized Brand Experience
◌ Assess your current and future mobile footprint across platforms
◌ Design for the Nomadic side of your brand

19. Mobilize Your CXE
Let’s continue the
conversation…
iMediaMichelle
www.linkedin.com/in/michellebatten
www.iMediaAvenue.com