1.
Eric Feinberg
Senior Director, Mobile
734-327-3850
eric.feinberg@foresee.com
@ericfeinberg
Mobile Insider Summit, August 2013
MEASURE RIGHT
MANAGE FORWARD
MOBILE MAKES A DIFFERENCE

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The Business Challenge
► Increase the velocity of growth
► Customer Retention
► Customer Upsell
► Acquire New Customers
► Allocate finite resources with higher
precision, bigger impact and minimum waste
► Win more business than competitors

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Mobile Consumer

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Mobile Consumer = Multi-Channel Consumer

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Mobile Consumer = Multi-Channel Consumer

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The Consumer Experience
is more important today
than ever before.
If you’re not measuring it,
you’re operating in the dark

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The customer experience has emerged as the single most
important aspect in achieving success for companies across
all industries (Peppers and Rogers)
86% of leaders place Customer Experience as their
TOP strategic priority (Forrester)
59% of large companies have ambitions to be industry leaders
in customer experience within three years (Temkin Group)

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► Lower switching costs ► Consumer is in control
Why

9.
Source: David Godsman
Bank of America, Online/Mobile Solutions Executive
Mobile’s Role in Building More Personal Connections With Customers
Mcommerce Summit: State of Mobile Commerce 2013, May 2, 2013

10.
Source: Julie Ask
Forrester Research
Mobile Commerce Opportunity
Mcommerce Summit: State of Mobile Commerce 2013, May 2, 2013

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The Business Challenge
► Increase the velocity of growth
► Customer Retention
► Customer Upsell
► Acquire New Customers

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More than Meets the Eye
It never was
The customer experience
is no longer about the
Web Channel
Mobile Channel
Multi-Channel
Merged-Channel
Omni-Channel

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The Power of One
Measure Right
Manage Forward
Make a Difference
Company– Brand

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WHY IT’S IMPORTANT

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A Highly Satisfied Mobile Shopper
Source: ForeSee E-Retail Satisfaction Index (US Holiday Edition)
72% more likely to recommend
69% more likely to buy in mobile channel
36% more likely to buy in any other channel
58% more likely to return to mobile experience

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Mobile Customer Experience Analytics
► NOT an accurate
representation of the
multi-channel,
multi-device consumer
► NOT strong in
strategic value
► NOT predictive
► NOT measurement
Current Mobile Customer Experience Analytics are:
► Single channel or
touch point specific
► Focused mainly on
tactical and
operational insights
► Dominated by
behavioral data
► Feedback

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Tomorrow’s Analytics

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Tomorrow’s Analytics

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Tomorrow’s Analytics

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Where are you?
Wherever you are is where you are
Some things you cannot control
Where you go is up to you
Non-
optimized
Mobile
Optimized
App
&
Mobile
Optimized
Tablet
Optimized
&
Apps
&
Mobile
Optimized
Responsive Design

21.
Where you go is up to you

22.
Where are we going?

23.
Location = Work
Time = Daytime
Location = Both
Time = Both
Location = Home
Time = Evening

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The New Consumer

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The New Consumer & ForeSee’s Mobile Expertise
► 100+ mobile clients
► 150+ mobile measures
► 2,000,000+ mobile
surveys completed
► Innovation:
SessionReplay for
Mobile Sites & Apps
► Blog: Mobile Mondays
► Mobile Research:
Retail, Financial
Services, Travel, Cont
ent & Media, Social
Media, Gaming, Gover
nment

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The New Consumer

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It’s All About Context
Context = Location + Intent
All too often we are optimizing
for a conversion event when in
fact we should be optimizing for
a contribution event

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Contribution, Not Conversion
Purchase
21%
Research
79%
Mobile Intent in Retail
Source: ForeSee

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Tablet Is Not “Mobile”
Work
16%
On The Go
5%
Home
78%
Location: Tablet
Work
15%
On The Go
22%
Home
63%
Location: Phone
Q1 2013
Source: ForeSee

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Phone Is Somewhat Mobile, Tablet’s Not
Work
16%
On The Go
5%
Home
78%
Location: Tablet
Work
15%
On The Go
22%
Home
63%
Location: Phone
Source: ForeSee

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Tablet Underperforms Phone
Tablet
73
Phone
77
, 0
Mobile Satisfaction:
Phone vs. Tablet
Source: ForeSee

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Android Outperforms iOS
58
60
62
64
66
68
70
72
74
76
78
Q1 2012 Q2 Q3 Q4 Q1 2013
Quarterly Mobile Satisfaction by OS
Android
iOS
RIM
Source: ForeSee

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No
Task Accomplishment Woefully Low
Yes
72%
No
28%
Mobile Task Accomplishment
84 Satisfaction
88 Recommend
91 Return
Satisfaction 56
Recommend 58
Return 64
Yes
Source: ForeSee

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The Stars Don’t Align
Source: ForeSee

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Again, The Stars Don’t Align
Source: ForeSee

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HOW DO WE MEASURE?

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The Right Survey, the Right Person, the Right Time

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SessionReplay for Mobile Sites & Apps
Be Actionable
► Identification
► Acceptance
► Resolution

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70
FUTURE
BEHAVIORSELEMENTS
CONTENT67
LOOK AND FEEL79
FUNCTIONALITY76
72RECOMMEND MOBILE SITE
78PURCHASE OFFLINE
70RETURN TO MOBILE SITE
Customer
Satisfaction

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No Proxies, No Feedback – Only Truth
► Outcome
– Buy from us
– Buy from competitor
– Do Nothing/
Still Researching
► Channel
– Digital
• Web
• Tablet
• Phone
– Offline
• Store
• Call Center
► Value
– $
– $$
– $$$
– Competitive loss ($)
What resulted from the
mobile experience?
In what channel did
that experience occur?
What was the quantifiable
impact to the business?

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Managing forward to
next generation customer
experience analytics…

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…you need to keep innovating, and keep
moving forward, in order to stay ahead

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Leading the Mobile Revolution

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Some of the Companies We Measure
9 of the Fortune 10 ● 50 of the Top 100 Online Retailers
6 of the Top 10 Banks ● Over 90% Customer Renewal
Over 600 customers ● Over 1000 active measures
Over 100 million surveys collected ● Over 80 industry benchmarks

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Mobile Consumer is Measurable
We’re creating mobile and
multi-channel experiences
Let’s measure those experiences directly
To radically change the way
critical investments and decisions are
made, leading to a competitive advantage

46.
Eric Feinberg
Senior Director
Mobile, Media & Entertainment
ForeSee
(734) 327-3850
Eric.Feinberg@foresee.com
@ericfeinberg
www.foresee.com