This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
Explore a 4-phase framework for Mobile Customer Experience Design, crafted by ex-McKinsey & Big 4 consultants. Enhance engagement, optimize KPIs, and drive innovation. Mobile CX Design is a 26-slide PPT PowerPoint presentation slide deck (PPT) available for immediate download upon purchase.
Mobile currently represents one of the greatest opportunities to drive Customer Experience Innovation and Disruption. As customer behavior increasingly becomes more cross-channel, the usage of various mobile platforms (e.g. smartphone, tablet, smart watch, etc.) is growing. With an improved holistic and cohesive Customer Journey, we keep customers on their respective screens and minimize (or eliminate) unnecessary channel-hopping.
This presentation discusses a 4-phase approach to designing a Mobile Customer Experience, based on a framework developed by Altimeter:
1. Map the Journey
2. Design the Mobile Experience
3. Measure and Optimize
4. Create Organizational Alignment
Additional concepts include the Altimeter Dynamic Customer Journey, Mobile Customer Profiling, Mobile Customer KPIs, Organizational Alignment, Business Outcomes, and others. This document also includes templates to be used in your own presentations.
This PPT provides a detailed breakdown of each phase in the Mobile Customer Experience Design process. It starts with mapping the journey, focusing on understanding customer touchpoints and behaviors across various mobile devices. The insights gathered here are crucial for identifying pain points and opportunities for improvement, ensuring a seamless customer experience.
In the second phase, the document emphasizes designing the mobile experience tailored to specific devices and customer needs. This involves creating user-centric designs that cater to different mobile platforms, ensuring consistency and engagement at every touchpoint. The goal is to win each moment of truth by providing a superior mobile experience that meets customer expectations.
The third phase is about measuring and optimizing the mobile experience. It outlines key performance indicators (KPIs) to track, such as customer satisfaction and retention rates. By continuously monitoring these metrics, businesses can make data-driven decisions to enhance their mobile strategies. This phase ensures that the mobile experience aligns with broader business objectives and drives tangible outcomes.
This PPT slide outlines the development of a Performance Management model for measuring and optimizing Key Performance Indicators (KPIs) related to Mobile Customer Experience. It emphasizes defining intended customer responses and desired outcomes throughout the Mobile Customer Journey, enabling the creation of relevant KPIs that enhance engagement at every touchpoint. Key business outcomes include Customer Acquisition, Customer Retention, and Customer Efficiency, which are essential metrics for evaluating mobile strategy effectiveness. The slide also highlights negative metrics such as Negative Customer Sentiment, Sales Loss, and Reduced Customer Lifetime Value (LTV) to understand the implications of mobile strategy decisions. Mobile initiatives must align with the Digital Transformation Strategy to integrate mobile efforts into broader business objectives, providing a comprehensive view of mobile experience impact.
This PPT slide analyzes key performance indicators (KPIs) for mobile touchpoints in the customer journey, divided into Pre-Commerce and Commerce sections. In Pre-Commerce, positive KPIs include increased sales leads, customer acquisition, pages per visit, and reduced shopping cart abandonment, indicating that optimizing mobile touchpoints enhances user engagement. Negative trends include device orientation changes and decreased foot traffic, highlighting areas for improvement. The Commerce section focuses on conversion rates and order metrics, with positive trends like higher conversion rates and larger order sizes impacting revenue generation. Negative indicators such as bounce rates and back-button usage suggest user frustration, emphasizing the need for optimization of the mobile experience.
The Mobile Customer Journey framework is segmented into 4 phases: Pre-Commerce, Commerce, and Post-Commerce, focusing on the Formulation phase. The Formulation phase includes 3 steps: Awareness, Consideration, and Advocacy, illustrating how consumers become aware of products, evaluate options, and advocate for choices. The Pre-Commerce phase emphasizes Evaluation, a pivotal moment impacting conversion rates. The Commerce phase centers on the Purchase decision, culminating the previous phases. Post-Commerce focuses on Customer Experience and Customer Loyalty, highlighting the ongoing relationship brands maintain with customers post-purchase. This PPT slide compares this framework with the McKinsey Customer Decision Journey, providing a strategic tool for enhancing mobile engagement strategies by identifying critical touchpoints throughout the customer journey.
This PPT slide focuses on mapping the mobile customer journey to enhance loyalty and advocacy. It poses 3 critical questions for analysis. The first question examines customer touchpoints throughout their journey, emphasizing the frequency and duration of interactions. For example, Intuit's longitudinal research shows significant time spent in pre-commerce stages, informing product development and marketing strategies. The second question investigates customer actions at each touchpoint during the purchase decision cycle, with Orbitz using focus groups to refine product offerings based on mobile usage patterns. The third question analyzes the devices customers use from awareness to advocacy, revealing that many shoppers use mobile devices comparably to computers. Notably, only 25% of companies have mapped their customer mobile journey, highlighting the need for organizations to prioritize this process.
Source: Best Practices in Digital Transformation, Customer Experience, Customer Decision Journey, Customer Journey, Mobile Strategy PowerPoint Slides: Mobile Customer Journey and Experience Design PowerPoint (PPT) Presentation Slide Deck, LearnPPT Consulting
This framework is developed by a team of former McKinsey and Big 4 consultants. The presentation follows the headline-body-bumper slide format used by global consulting firms.
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