Mobile Customer Journey and Experience Design (PowerPoint PPT Slide Deck)

This PPT slide outlines the critical phase of developing a Performance Management model specifically tailored for measuring and optimizing Key Performance Indicators (KPIs) related to Mobile Customer Experience. It emphasizes the importance of defining intended customer responses and desired outcomes at each stage of the Mobile Customer Journey. This structured approach allows for the creation of relevant KPIs that track progress and enhance engagement at every touchpoint.

Key business outcomes highlighted include Customer Acquisition, Customer Retention, and Customer Efficiency. These outcomes are essential metrics that organizations should focus on to gauge the effectiveness of their mobile strategies. The slide also suggests considering negative metrics that reflect the consequences of neglecting mobile experiences. These include Negative Customer Sentiment, Sales Loss, and Reduced Customer Lifetime Value (LTV). Such insights are crucial for understanding the broader implications of mobile strategy decisions.

The content stresses that mobile initiatives should align with overarching corporate strategies, particularly the Digital Transformation Strategy. This alignment ensures that mobile efforts are not isolated, but integrated into the larger business objectives, enhancing overall effectiveness. The slide serves as a guide for organizations looking to refine their mobile customer experience by establishing a robust framework for measurement and optimization. It encourages a proactive stance on both positive and negative outcomes, providing a comprehensive view of the mobile experience's impact on the business.

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.

This PPT slide focuses on the initial phase of mapping the customer journey specifically for mobile customers. It emphasizes the importance of understanding mobile customer behavior to enhance loyalty and advocacy. Three critical questions are presented to guide this mapping process.

The first question addresses the various touchpoints customers engage with throughout their journey, from formulation to post-commerce. It highlights the need to analyze frequency and duration of interactions. The example of Intuit illustrates how longitudinal research can reveal that customers often spend significant time in pre-commerce stages, which is crucial for informing product development and marketing strategies.

The second question delves into how customers utilize each touchpoint during their purchase decision cycle. It stresses the importance of understanding the actions completed at each step. Orbitz is cited as a case study, employing focus groups and research methods to gain insights into mobile usage patterns. This approach helps in refining product offerings based on actual customer behavior.

The third question explores the devices customers use to transition from awareness to advocacy. It reveals surprising statistics about online shopping habits, noting that a significant portion of shoppers use mobile devices comparably to computers. This insight underscores the necessity for businesses to adapt their strategies to accommodate mobile usage.

The slide concludes with a striking statistic: only 25% of companies have mapped their customer mobile journey. This serves as a call to action for organizations to prioritize this mapping process to better understand and serve their mobile customers.

This PPT slide outlines a framework for understanding the Mobile Customer Journey, segmented into 4 distinct phases: Pre-Commerce, Commerce, and Post-Commerce, with a focus on the Formulation phase. Each phase is designed to highlight potential mobile touchpoints that influence consumer behavior.

The Formulation phase includes 3 key steps: Awareness, Consideration, and Advocacy. These steps illustrate how consumers initially become aware of a product or service, evaluate their options, and ultimately advocate for their choices. This phase is critical as it sets the foundation for customer engagement and loyalty.

The Pre-Commerce phase emphasizes Evaluation, where consumers assess their options before making a purchase. This is a pivotal moment in the journey, as it can significantly impact conversion rates. The Commerce phase is straightforward, centering around the Purchase decision, which is the culmination of the previous phases.

Post-Commerce focuses on Customer Experience and Customer Loyalty, indicating that the journey does not end with a purchase. Instead, it continues as brands strive to maintain customer relationships and encourage repeat business.

The slide also suggests a comparison with the McKinsey Customer Decision Journey, hinting at a broader context for understanding customer behavior. This model serves as a strategic tool for organizations looking to enhance their mobile engagement strategies. By mapping out these phases, businesses can identify critical touchpoints and optimize their customer interactions throughout the journey.