Marketing, Sales, And Product

Strategy For The Mobile Mind Shift

Senior Vice President & Principal Analyst

June 30, 2014

Julie Ask

© 2014 Forrester Research, Inc. Reproduction Prohibited 2 #mobilemindshift

Mobile is shifting customer expectations

Mobile

© 2014 Forrester Research, Inc. Reproduction Prohibited 3 #mobilemindshift

… and accelerating the speed of the shift

~ 6 Months

The mobile mind shift

The expectation that I

can get what I want in

my immediate context

and moments of need

© 2014 Forrester Research, Inc. Reproduction Prohibited 5 #mobilemindshift

Mobile is the new face of engagement

› Every interaction a customer has with your

brand is a customer experience.

› Customer experience is a thread that runs

throughout the entire customer journey—not just

customer service.

› Winning in the mobile moments throughout the

journey will be key to transforming your

customer experience.

Mobile Moment

A mobile moment is a point in

time and space when someone

pulls out a mobile device to get

what he or she wants

immediately, in context.

#mobilemindshift

Mobile moments are present throughout the customer journey

Marketing:

Manufactured moment

Borrowed moment

Marketing:

Loyalty moment

Sales:

Influenced sales

moment

Sales:

Impulse purchase

moment Customer service:

Information moment Product:

Setup moment

Use moment

Care moment Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For

Customer-Obsessed Enterprises” Forrester report

Marketing:

Social Depth moment

© 2014 Forrester Research, Inc. Reproduction Prohibited 8 #mobilemindshift

Opportunities for mobile moments are simultaneously endless and limited › Mobile moments extend throughout the customer

journey.

› You have to choose the right moments – and you have

to be damn good in those moments you do choose.

› New technologies — especially through connected

devices — will create new moments that enhance the

physical world by offering information or services in near

real time. Keep innovating!

© 2014 Forrester Research, Inc. Reproduction Prohibited 9 #mobilemindshift

Use IDEA to win in your moments

© 2014 Forrester Research, Inc. Reproduction Prohibited 10 #mobilemindshift

Identify mobile moments and their associated context

Customer journey

• What are customer’s

motivations?

• What does the

customer need?

• What is their context?

Mobile moments of truth Contextual opportunities

© 2014 Forrester Research, Inc. Reproduction Prohibited 11 #mobilemindshift

Know what context is available and appropriate

Social

Body

Home

Home

School

Location

Work

Gym

Heart rate

Blood pressure

Steps

Speed

© 2014 Forrester Research, Inc. Reproduction Prohibited 12 #mobilemindshift

Design the mobile engagement › How can we offer our customers what they need in their

mobile moments – especially the moments of truth when

something goes wrong?

• How will we protect our customers’ privacy, security and credit?

• How will we help our customers maximize their utility with

rewards points and deals?

› How will we drive ongoing engagement?

› What are the mechanics of the engagement?

© 2014 Forrester Research, Inc. Reproduction Prohibited 13 #mobilemindshift

Re-engineer your business

Processes Platforms People

© 2014 Forrester Research, Inc. Reproduction Prohibited 14 #mobilemindshift

Analyze to improve outcomes › Instrument your app or mobile service with analytics to drive

performance and outcome improvements.

• Behavior

• Outcomes = financial benefits

• Performance

› Develop insights based on how your customers use the app.

• Develop and test hypotheses through A/B testing.

• Consider the physical world implications of what you learn.

› Iterate your app or services through agile processes.

© 2014 Forrester Research, Inc. Reproduction Prohibited 15 #mobilemindshift

All in, mobile has the potential to transform your customer experience in these moments › Remember, every interaction that your customer has with your

brand is a customer experience.

› As my colleague James McQuivey says, “When brands adopt new

technologies, they do old things in new ways. When they internalize

a technology, they begin to do new things.” Go do new things!

› Entrepreneurs and your competitors will better serve and then win

over your customers if you don’t create a strategy to win in your

customers’ mobile moments.

© 2014 Forrester Research, Inc. Reproduction Prohibited 16 #mobilemindshift

Remember this . . .

› The mobile mind shift will

transform business.

› The new competitive battleground

is the mobile moment.

› Identify, design, engineer, analyze . . . and

repeat.

© 2014 Forrester Research, Inc. Reproduction Prohibited 17 #mobilemindshift

› Watch the three-part Mobile Mind Shift Webinar

Series, and download the presentation slides

› Download a complimentary report, "Four Steps

To Win In The Mobile Moment"

› Download the first two chapters of Forrester's

book The Mobile Mind Shift

Next Steps