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.
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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 PPT slide presents a detailed analysis of key performance indicators (KPIs) associated with mobile touchpoints throughout the customer journey. It is divided into 2 main sections: Pre-Commerce and Commerce, each highlighting various metrics that can be measured to assess mobile performance.
In the Pre-Commerce section, several KPIs are listed with upward or downward arrows indicating trends. Positive indicators include increases in sales leads, customer acquisition, pages per site visit, and a reduction in shopping cart abandonment. These metrics suggest that optimizing mobile touchpoints can enhance user engagement and drive more effective customer interactions. Conversely, there are negative trends such as device orientation changes and a decrease in foot traffic to physical locations, indicating potential areas for improvement.
The Commerce section continues this trend analysis, focusing on conversion rates and order metrics. Positive trends here include higher conversion rates, increased number of items per order, and greater order sizes. These metrics are crucial as they directly impact revenue generation. However, there are also negative indicators, such as bounce rates and back-button usage, which may suggest user frustration or navigation issues within the mobile experience.
Overall, the slide emphasizes the importance of measuring and optimizing mobile touchpoints to enhance customer engagement and drive sales. It provides a clear framework for understanding which metrics are performing well and which require attention, allowing executives to make informed decisions for strategic improvements.
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