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MOBILE REVOLUTION
MOBILE REVOLUTION
1985: Cray-2
2012: iPhone 5
MOBILE REVOLUTION
iPhone 5 64GB
MOBILE REVOLUTION
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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.
CHALLENGE + OPPORTUNITY
Personal
Differentiated
Seamless
CHALLENGES
Challenges in launching Mobile Customer Service Strategy
Too difficult to handle against other priorities 58%
38%
Insufficient IT resources
36%
21%
BUILD AN APP?
Envision
Assess
Implement
Optimize
ENVISION
ASSESS
Conduct a gap analysis Prioritize investments New initiatives vs. paving the cowpaths
ASSESS
IMPLEMENT
OPTIMIZE
Integrate and analyze mobile customer data Measure and minimize channel switching Devices, behaviors and preferences changing quickly; dont test it and forget it.
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?
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
Recurring use cases Users inclined to proactively download Utilizes advanced functionality
Camera Geolocation Rich content Offline access Notifications
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
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
Content-focused sites No complex UI functionality Cross-functional collaboration (Marketing + IT) Highly capable QA team
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
The question is not if or when, its how. Remove roadblocks Think mobile first your customers are
THANK YOU!