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SERVICE AND SUPPORT IN THE MOBILE WORLD

Jason Kelly, Co-Founder & Head of Technology

MOBILE REVOLUTION

MOBILE REVOLUTION

1985: Cray-2

2012: iPhone 5

MOBILE REVOLUTION

1985 Hard Drive 20MB

iPhone 5 64GB

MOBILE REVOLUTION

100+ Books

4G Download in 1 minute

CTIA 2012 Wireless Industry Survey

MOBILE REVOLUTION TOUCHES EVERY DAILY ACTIVITY

Banking Travel Communication Entertainment Shopping Dining

Work Photography Art Education Healthcare

DIGITAL EXTENSIONS OF OURSELVES

RISE OF THE CONNECTED CONSUMER

RISE OF THE CONNECTED CONSUMER

Always-on access to nearly all the information in the world

Entertainment at their fingertips


High service expectations and ready to voice their opinions

RISE OF THE CONNECTED CONSUMER

63% of those who have a poor experience with a company's mobile channel aren't willing to do further business with that company across any channel.

Harris Interactive, Mobile Transactions Study, February 2011

CHALLENGE + OPPORTUNITY

Challenge today is to provide service and support that is

Personal

Differentiated

Seamless

CHALLENGES
Challenges in launching Mobile Customer Service Strategy
Too difficult to handle against other priorities 58%

Limited technology budget

38%

Insufficient IT resources

36%

Legacy technology holding us back

21%

ICMI Survey 2012

BUILD AN APP?

SUPPORT INVESTMENT FRAMEWORK

Envision

Assess

Implement

Optimize

ENVISION

Match business objectives with user scenarios


Business Objective User Scenario

Reduce inbound call volume by 10%


Encourage self-resolution of issues Increase upsell rate by 2% Improve customer effort score for top tasks

Its easy to complete simple transactions on my smartphone


I can easily find and use knowledge base content I see relevant, personalized offers at the right time The site is easy to navigate and it remembers me

ASSESS

Conduct a gap analysis Prioritize investments New initiatives vs. paving the cowpaths

ASSESS

Source: Fidelity Investments; Customer Contact Council research.

PAVE THE COWPATHS

PAVE THE COWPATHS

IMPLEMENT

Organization Processes Tools & Technology

OPTIMIZE

Integrate and analyze mobile customer data Measure and minimize channel switching Devices, behaviors and preferences changing quickly; dont test it and forget it.

EVALUATING MOBILE EXPERIENCE INVESTMENTS

IMPROVING THE MOBILE EXPERIENCE

Build mobile app(s) Develop mobile web app


Optimize primary web site for mobile

BUILD A MOBILE APP?

Advantages Sticky Experience Integration Advanced features

Challenges Discoverability Reach Upfront customer effort High development cost Requires web server Maintenance & updates

When you experience issues with an app, what do you typically do?

Source: Call Center Times survey

MAINTENANCE AND SUPPORT

Native App Complete app approval Test on prerelease OSs Test on many devices Monitor public reviews Update app and re-approve Encourage users to update

Web App Test on a representative sample of devices Collect feedback directly


Update immediately any time

APP SUCCESS FACTORS

Recurring use cases Users inclined to proactively download Utilizes advanced functionality
Camera Geolocation Rich content Offline access Notifications

Budget allows for a high-quality product on all important platforms

MOBILE WEB APP

MOBILE WEB APP

Advantages Low upfront customer effort Easier discoverability Lower development cost Cross-platform Always up-to-date

Challenges Separate silo of content Cannot use some device functionality (camera, etc.) Must switch to full site for some tasks

MOBILE WEB APP SUCCESS FACTORS

Clear set of top tasks from main site Autodetect mobile devices Easy switch to full site CMS supports mobile view of content Platform-neutral design

RESPONSIVE DESIGN

RESPONSIVE DESIGN

Advantages Single content source and codebase Best experience across PC + tablet + phone Moderate development cost

Challenges Added development throughout site Duplicate functionality sometimes needed Performance can be an issue

RESPONSIVE DESIGN SUCCESS FACTORS

Content-focused sites No complex UI functionality Cross-functional collaboration (Marketing + IT) Highly capable QA team

IMPROVING THE MOBILE EXPERIENCE

Responsive design Mobile web app


Build mobile app(s)

WHOS DOING IT RIGHT?

THE APP MUST BE BETTER THAN THAT!

30 SECONDS LATER

WHERE TO START

Audit your support content and self-service options on mobile devices Dont leave it to a central IT group Measure results Identify future investment where sensible

QUESTIONS & COMMENTS


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CREATING THE IDEAL MOBILE CUSTOMER EXPERIENCE

The question is not if or when, its how. Remove roadblocks Think mobile first your customers are

THANK YOU!

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