Falcon Invoice Discounting: Empowering Your Business Growth
Sponsor Luncheon Presentation by FORSEE
1.
2. Eric Feinberg
Senior Director, Mobile
734-327-3850
eric.feinberg@foresee.com
@ericfeinberg
Mobile Insider Summit, August 2013
MEASURE RIGHT
MANAGE FORWARD
MOBILE MAKES A DIFFERENCE
3. Property of ForeSee – Proprietary & Confidential 3
The Business Challenge
► Increase the velocity of growth
► Customer Retention
► Customer Upsell
► Acquire New Customers
► Allocate finite resources with higher
precision, bigger impact and minimum waste
► Win more business than competitors
5. Property of ForeSee – Proprietary & Confidential 5
Mobile Consumer = Multi-Channel Consumer
6. Property of ForeSee – Proprietary & Confidential 6
Mobile Consumer = Multi-Channel Consumer
7. Property of ForeSee – Proprietary & Confidential
The Consumer Experience
is more important today
than ever before.
If you’re not measuring it,
you’re operating in the dark
8. Property of ForeSee – Proprietary & Confidential 8
The customer experience has emerged as the single most
important aspect in achieving success for companies across
all industries (Peppers and Rogers)
86% of leaders place Customer Experience as their
TOP strategic priority (Forrester)
59% of large companies have ambitions to be industry leaders
in customer experience within three years (Temkin Group)
9. Property of ForeSee – Proprietary & Confidential 9
► Lower switching costs ► Consumer is in control
Why
10.
11.
12. Source: David Godsman
Bank of America, Online/Mobile Solutions Executive
Mobile’s Role in Building More Personal Connections With Customers
Mcommerce Summit: State of Mobile Commerce 2013, May 2, 2013
13. Source: Julie Ask
Forrester Research
Mobile Commerce Opportunity
Mcommerce Summit: State of Mobile Commerce 2013, May 2, 2013
14.
15.
16. Property of ForeSee – Proprietary & Confidential 16
The Business Challenge
► Increase the velocity of growth
► Customer Retention
► Customer Upsell
► Acquire New Customers
17. Property of ForeSee – Proprietary & Confidential 17
More than Meets the Eye
It never was
The customer experience
is no longer about the
Web Channel
Mobile Channel
Multi-Channel
Merged-Channel
Omni-Channel
18. Property of ForeSee – Proprietary & Confidential 18
The Power of One
Measure Right
Manage Forward
Make a Difference
Company– Brand
20. Property of ForeSee – Proprietary & Confidential 20
A Highly Satisfied Mobile Shopper
Source: ForeSee E-Retail Satisfaction Index (US Holiday Edition)
72% more likely to recommend
69% more likely to buy in mobile channel
36% more likely to buy in any other channel
58% more likely to return to mobile experience
21. Property of ForeSee – Proprietary & Confidential 21
Mobile Customer Experience Analytics
► NOT an accurate
representation of the
multi-channel,
multi-device consumer
► NOT strong in
strategic value
► NOT predictive
► NOT measurement
Current Mobile Customer Experience Analytics are:
► Single channel or
touch point specific
► Focused mainly on
tactical and
operational insights
► Dominated by
behavioral data
► Feedback
25. Property of ForeSee – Proprietary & Confidential 25
Where are you?
Wherever you are is where you are
Some things you cannot control
Where you go is up to you
Non-
optimized
Mobile
Optimized
App
&
Mobile
Optimized
Tablet
Optimized
&
Apps
&
Mobile
Optimized
Responsive Design
33. Property of ForeSee – Proprietary & Confidential 33
The New Consumer & ForeSee’s Mobile Expertise
► 100+ mobile clients
► 150+ mobile measures
► 2,000,000+ mobile
surveys completed
► Innovation:
SessionReplay for
Mobile Sites & Apps
► Blog: Mobile Mondays
► Mobile Research:
Retail, Financial
Services, Travel, Cont
ent & Media, Social
Media, Gaming, Gover
nment
35. Property of ForeSee – Proprietary & Confidential 35
It’s All About Context
Context = Location + Intent
All too often we are optimizing
for a conversion event when in
fact we should be optimizing for
a contribution event
36. Property of ForeSee – Proprietary & Confidential 36
Contribution, Not Conversion
Purchase
21%
Research
79%
Mobile Intent in Retail
Source: ForeSee
37. Property of ForeSee – Proprietary & Confidential 37
Tablet Is Not “Mobile”
Work
16%
On The Go
5%
Home
78%
Location: Tablet
Work
15%
On The Go
22%
Home
63%
Location: Phone
Q1 2013
Source: ForeSee
38. Property of ForeSee – Proprietary & Confidential 38
Phone Is Somewhat Mobile, Tablet’s Not
Work
16%
On The Go
5%
Home
78%
Location: Tablet
Work
15%
On The Go
22%
Home
63%
Location: Phone
Source: ForeSee
39. Property of ForeSee – Proprietary & Confidential 39
Tablet Underperforms Phone
Tablet
73
Phone
77
, 0
Mobile Satisfaction:
Phone vs. Tablet
Source: ForeSee
40. Property of ForeSee – Proprietary & Confidential 40
Android Outperforms iOS
58
60
62
64
66
68
70
72
74
76
78
Q1 2012 Q2 Q3 Q4 Q1 2013
Quarterly Mobile Satisfaction by OS
Android
iOS
RIM
Source: ForeSee
41. Property of ForeSee – Proprietary & Confidential 41
No
Task Accomplishment Woefully Low
Yes
72%
No
28%
Mobile Task Accomplishment
84 Satisfaction
88 Recommend
91 Return
Satisfaction 56
Recommend 58
Return 64
Yes
Source: ForeSee
42. Property of ForeSee – Proprietary & Confidential 42
The Stars Don’t Align
Source: ForeSee
43. Property of ForeSee – Proprietary & Confidential 43
Again, The Stars Don’t Align
Source: ForeSee
50. Property of ForeSee – Proprietary & Confidential 50
No Proxies, No Feedback – Only Truth
► Outcome
– Buy from us
– Buy from competitor
– Do Nothing/
Still Researching
► Channel
– Digital
• Web
• Tablet
• Phone
– Offline
• Store
• Call Center
► Value
– $
– $$
– $$$
– Competitive loss ($)
What resulted from the
mobile experience?
In what channel did
that experience occur?
What was the quantifiable
impact to the business?
54. Property of ForeSee – Proprietary & Confidential 54
Some of the Companies We Measure
9 of the Fortune 10 ● 50 of the Top 100 Online Retailers
6 of the Top 10 Banks ● Over 90% Customer Renewal
Over 600 customers ● Over 1000 active measures
Over 100 million surveys collected ● Over 80 industry benchmarks
55. Property of ForeSee – Proprietary & Confidential 55
Mobile Consumer is Measurable
We’re creating mobile and
multi-channel experiences
Let’s measure those experiences directly
To radically change the way
critical investments and decisions are
made, leading to a competitive advantage
We know these answers in aggregate and for our individual clients.
It’s about:1 Perspective: The customer’s 1 Company: The customer doesn’t care about what channel they are on. They view the company as a single entity – they want a seamless experience across channels. The company is 1 Company not various segmentations of itself…1 Metric System: A complete metric system is needed in order to capture the true customer experience and the impact it has on the company from top to bottom, left to right.
In 2 years, I project this. I don’t need usage data, I have you, and thus the biggest most representative customer profile in mobile. Art imitates life. Art imitates analytics.What about you? What is your traffic split? 60%, 20%, 20%? What do you think it will be? Does it matter? What about Sales on the other hand will come from other channels – stores, etc.1/3 Mobile: the prime lens for mobile is time. Discretionary time. More and more people will engage with companies via mobile but only at the certain times of day that best suits them. Let me state the obvious again: the customer is in control and thus when the time is right for them they will engage with your brand in the digital realm. This is what I like to refer to as humanity on its own time.1/3 Tablet: the main thing with these devices is location. While tablets have the promise of high utility on the go, we will continue to see the predominance of tablet use from the home. They will simply shift their laptop and home computer behaviors to their tablet – because, as many of you know, it is a more awesome and convenient experience. Shopping, banking, researching, communicating, social networking all migrates to the tablet when in the home.1/3 Web: location is the major player here as well. The majority of this traffic will come from people accessing the web from work, during the day, on their PCs or laptops. Sorry IT departments, you will continue to have people not working whilst at work – they will be doing their daily digital tasks from their work computer during the day.
This is where behavioral analytics fail. We need to understand it from a customer’s perspective. HOW CAN YOU GET THIS FROM behavioral analytics? Home, work, on the go.
You are part of a group that along with ForeSee has been measuring their mobile experience since 2009 and have to date been responsible for the completion of nearly 2 million completed surveys by their customers. You are leaders in the mobile space.
