@mdoettling
Martin DoettlingChief Marketing Officer | Swrve
mobilemomentsShaping the Mobile Experience
© 2016 Swrve Inc.
@Swrve_Inc
Shaping the Mobile Experience
Mobile is massive
Mobile is everywhere
Shaping the Mobile Experience
Shaping the Mobile ExperienceShaping the Mobile Experience
Mobile is app driven
Shaping the Mobile ExperienceShaping the Mobile Experience
Shaping the Mobile ExperienceShaping the Mobile Experience
Money Sports
Entertainment
TravelNews
150 10 1 60% 54% 40%
times / day times / hour times / 6 mins check phone check phone using phoneper hour while lying in bed on toilet
Mobile is the first screen
Shaping the Mobile Experience
Agree the worst that can happen is “losing my phone.”
94%
Millennials have their smart-phone with them all the time.
87%
Mobile is personal
Shaping the Mobile Experience
Shaping the Mobile Experience
Shaping the Mobile Experience
Know and personally interact with every single user.It’s a Conversation.
Mobile success is to reimagine the customer experience from the consumer’s perspective.
Mobile success is to reimagine how to provide personal services to consumers.
Mobile success is to reimagine the experience of fans and sports enthusiasts.
Mobile success is to reimagine the value of a positive customer experience on the brand.
Mobile success is to understand engagement and user experience in mobile games.
Marketing teams now have the power to interact with each and every user.
—No code, no engineering—No developer support needed—No app store re-submission
Shaping the Mobile Experience
Shaping the Mobile Experience
State of the art
2012
Shaping the Mobile Experience
State of the art
2015
Shaping the Mobile Experience
The sorry state of
Air TravelConversation initiated two days after the experience.
Missed opportunity to create a meaningful experience, build loyalty and grow brand value.
What’s Possible?
Trigger a survey the moment a passenger turns on their phone upoon landing.
Shaping the Mobile Experience
Continue the conversation
😀 Wonderful. Share your thoughts with your friends on Facebook.
😕 So sorry. Care to meet Ms. Watford, our customer service professional on duty at our service desk in Hall A?
Shaping the Mobile Experience
Personal & Conversational
Use Case | How was your experience today?
Advantages
1 / Highly visual - designed to the pixel 2 / Native - float above UI3/ Works at scale4/ Export results to in-house platform
Visual Surveys
Shaping the Mobile Experience
In a first screen world, brands must focus on the
mobile experience. First.
desktop
location
car
offersmailers
wallet
wearable
pos
tv
Shaping the Mobile Experience
Use Case | How was our service today?
Advantages
1 / Conversational2 / Structured feedback3/ Simple UI designed for mobile4/ Works at scale5/ Graphic report how users respond6/ Incredibly easy to create & send
Star Rating
Shaping the Mobile Experience
Shaping the Mobile Experience
Star Rating Report
Shaping the Mobile Experience
Star Rating Template
Use Case | Why do customers not complete a purchase?
Advantages
1 / Highly structured responses2 / Works at scale3/ Graphical results report4/ Partition questions over several screens5/ Easy to create
Multi-choice Surveys
Shaping the Mobile Experience
Shaping the Mobile Experience
TARGET
Users with abandoned carts
INSIGHTS
Why this happens
Shaping the Mobile Experience
KNOWThe impact of this interaction
TARGET
Users with abandoned carts
INSIGHTS
Why this happens
ACT
Change specific behaviors
Use Case | Why do customers abandon a purchase?
Advantages
1 / Personal and conversational2 / Tracks users responses3/ Trigger different journeys based on response4/ Partition questions over several screens5/ Simple to set up
Conversations
Shaping the Mobile Experience
Shaping the Mobile Experience
App Review: Only ask for feedback from users who’ve actually used your app.
Offering a conversationhas profound impact on engagement
Shaping the Mobile Experience
Swrve tracks and compiles user responses.
33%42%
25%
Product team can quickly identify Customer Satissues
Shaping the Mobile Experience
Create specificconversation
journeys
Happy
Deep link to App Store
Shaping the Mobile Experience
SurveyTutorial
Referrals
Shaping the Mobile Experience
What’s Crucial
Conversations are downloaded to the device, which means that they are fast and ‘feel’ conversational.
Shaping the Mobile Experience
1 2 3 4Conversations Multi-Choice Visual Survey Star Rating
Shaping the mobile experience
SportsTravelHospitality NewsEntertainment Mobile FirstMoneyRetailLifestyle ServicesGames/Gambling
Shaping the Mobile Experience
Imagine what’s possible in mobile
Why Swrve1 / Real time segmentation, geo-location2 / Integrated campaign level metrics3 / Ease to use for practitioners
Retention ROI1 / Overall IAM CTR 38%2 / 44% purchase per click/interaction3 / 26% purchase per impression
Shaping the Mobile Experience
Swrve powers themobile experience of global brands.
Shaping the Mobile Experience
HQSan FranciscoCalifornia
LondonU.K.
BerlinGermany
New YorkNew York
DublinIreland
9.1BDaily Events
Shaping the Mobile Experience
271BMonthly Events
1.1BDevices
100+Events/Secs
Global Presence Enterprise Scale
pg 35
Shape the mobileexperience with Swrve
Thank you.
© 2016 Swrve Inc.
@Swrve_Inc
Shaping the Mobile Experience
MoMo NYCWednesday, May 25Hudson Terrace, NYC
Join us in NY
@Swrve_Inc
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