Thank you to everyone who attended Altimeter Group’s webinar on Tuesday, “The Inevitability of a Mobile-Only Customer Experience.” Brian and I were thrilled and grateful to see people joining from around the world, ready to engage with us while we shared insights from our latest report on how companies are approaching customer-centric mobile strategy design. If you missed the webinar, or want to rewatch it, you can view the recording and slides here.
At the webinar’s close, we were able to answer a few questions from the audience, but didn’t have quite enough time to get to all the queries that came in throughout the presentation. You can find additional answers to the most popular question themes below. Please leave a comment if your question remains unanswered, and we’ll reach out as soon as we can.
Advantages of a mobile-only customer experience are plenty. In our research, we found that, when companies focus on creating self-contained mobile experiences that center on customer needs, wants, pain points, and expectations, they’re rewarded with greater customer satisfaction. This increased satisfaction translates into higher Net Promoter Score (willingness to recommend), higher lifetime customer value, and lower customer churn rate. Additional benefits can be found in the figure below.
Looking at the disadvantages, the chief drawback of creating a mobile-only customer experience is that many consumers have already learned that they need to use multiple channels to convert or complete an action. It is now an ingrained behavior that will take time (and, initially, additional resources) to change. Most companies unwittingly teach their customers that mobile is only part of the experience loop when they force channel-hopping and multi-screening. Eventually, these customers will recognize that they can again follow their mobile instincts and rely on one device, app, or mobile-optimized site to complete their entire journey. At that point, less resources will need to be spent on optimizing a cross-channel experience.
The short answer is, yes. Even customers who live a chiefly mobile lifestyle will undoubtedly need to switch between screens for reasons that can include context of engagement (e.g. when driving, it’s safer to use your vehicle’s “mobile” technology than look at your cellphone), screen size needs (e.g. it’s easier to edit photos on a laptop due to more screen space and greater mouse dexterity), or even portability (e.g. it’s more convenient to switch from your iPad to iPhone when going out to run errands). Companies should strive to create mobile-only experiences with the hopes that, in the process, they’ll end up with more intuitive, native experiences on each device that offer simplicity in navigation and robustness in feature set.
Customer data is the key to unlocking how to design the most innovative, engaging mobile experiences. Although younger generations (aka “digital natives”) are statistically more apt to use their mobile devices throughout the day, more often, to complete more tasks, that doesn’t mean that older demographics should be ignored when designing and redesigning mobile experiences. Spend time learning about your customers through digging into the data: their purchase decisions, lifestyle studies, brand interactions, and mobile and digital channel behaviors. Use the questions below as an initial guide (additional examples from companies interviewed can be found in the report). From there, you’ll see that multiple personas with varying demographics would benefit from a more complete mobile experience.
Key Questions to Answer About Your Digital and Mobile Customers:
In our research, we uncovered that brands most often incorporate mobile customer data in two ways: known customers (via unique ID, like a loyalty program or other login) and unknown (those who are unidentifiable). For both categories, data such as mobile usage, engagement, time on app or mobile site, etc., are easily accessible data points that can be tied to each step of the ideal mobile experience. For known customers, brands are beginning to identify at what point during the purchase decision cycle customers use mobile, when they jump to another channel, and when/where they eventually convert to purchase. This information is key to support why each step of the ideal mobile experience is critical to keep customers on-channel and contained throughout brand engagement.
We answer all the questions we couldn’t get to during our webinar on the mobile-only customer experience.
Why it’s not enough to simple be present on every digital channel
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As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
Altimeter and Capgemini Consulting to Collaborate on Thought Leadership, Research, and Global Consulting
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As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
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I follow the Maker Movement as a consumer, analyst and also as a maker. What is the maker movement?
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Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
Silicon Valley is more than a place, it’s a movement. While many debate where the “next” Silicon Valley will gain prominence, the point that many onlookers miss is that innovation is at the heart of the crusade.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.
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This report defines the Collaborative Economy, looks at companies that are already moving into this space, and provides a framework, the Collaborative Economy Value Chain, which companies can use to help rethink their business models.
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Engage! examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program.