We hear “mobile first” a lot, but what does that actually mean? What are opportunities for brands going mobile? How can they quickly master eCommerce or become known for their customer experiences? Bottle Rocket’s Executive Creative Director and Senior Director of Experience Design, Renee McKeon provided those answers recently.
In her Ogilvy webinar, “What’s Next for the Mobile Landscape,” Renee examined consumer behavior shifts and the current app landscape to help brands feel less overwhelmed as they venture into mobile. Her Insights also covered analytics on global mobile usage and clarified the difference between apps and increasingly popular chatbots. Here are just a few of the most memorable moments from Renee’s webinar.
A Mobile-First World
To live in a mobile-first world, you’ve got to put the customer first—they’re the ones experiencing and driving mobile mindset shift. Companies are shifting their focus as, according to eMarketer, the average mobile user owns six devices, uses three per day, and opens their phone approximately 200 times per day. Forrester cites that per month, smartphone users spend more than 52 hours in mobile apps and nearly 40 hours surfing mobile web. If you didn’t think so before, these numbers should convince you that focusing on the customer (therefore mobile) makes business sense.
Okay, so you’re ready to go all in on serving mobile-savvy customers. Now you’ve got to make a dynamite experience or risk losing more business than if you had no mobile experience at all. No really, it’s that important. Poor user experience causes a slow drift of satisfaction that eliminates trust and interaction. Brands are 60% more profitable when they are customer centric. If you’re not, you’ve got a long way to go to earn user trust. For one negative brand interaction, there must be 12 positive interactions for a brand to return to a customer’s good graces. That’s not just us saying that; 76% of users report a good mobile experience as positively influencing their loyalty to a brand.
Customers’ expectations are always changing. So how do you meet these liquid expectations?
The simple answer is to know your brand and know your customer, then let that knowledge guide your decision making. Here’s where it gets complicated, though: excellent and innovative experiences in other industries will impact user perceptions of your brand’s level of service and mobile experience. Someone who was blown away by their recent first-time Lyft experience may hold a quick-service restaurant to similar standards. In response, businesses should continuously plan to support an agile ecosystem. Your yearly business planning cycles could stay the same, but you might want to consider incorporating mini-cycles. Managing liquid expectations means you’re always on and always seeking opportunities to improve experiences. When things get complicated, just ask yourself one question to simplify things—does (your idea) improve the customer experience? Yes? Keep going. No? Don’t do it.
Sounds like it was a good webinar, right? Learn more from Renee (including how to navigate those mini planning cycles) by downloading the presentation slides.
Then, let us know when you’re ready evolve your mobile efforts at email@example.com.