Customers don’t think about channels, they think about their needs. Customers simply want to engage with your brand in the way that is the easiest for them, whether that’s email, in-app, social or in person. As a marketer it’s your job to connect the dots to understand your customers’ needs and serve them the experiences they expect. This requires making sure intelligence from multiple sources are centralized so you can determine things like: What message is best to send? What platform is it best to send it on? What channel should you use? In this webinar, guest speaker Julie Ask from Forrester, an expert in mobile marketing and channel strategy, will share valuable industry insights and best practices to help you put together an impactful omnichannel strategy that delivers ROI. You will learn: How to go beyond viewing users as data points and approach them on a personal level to increase the impact of your marketing campaigns. How successful omnichannel strategies balance multiple platforms and communication channels with their customers. How to break the mobile silo and fold mobile into your broader marketing strategy to leverage its full potential for engaging your customers in contextual and personal ways. Speakers Julie Ask VP, Principal Analyst at Forrester, serving Ebusiness & Channel Strategy Professionals Gail Ennis CMO, FollowAnalytics

1. October 21, 2015
Mapping the Omnichannel Customer Journey
In Partnership with Forrester

2. Julie Ask
VP, Principal Analyst
Forrester
@JulieAsk
Gail Ennis
Chief Marketing Officer
FollowAnalytics
@FollowAnalytics
Speakers

3. House Keeping
Webinar will be
recorded and sent out.
Ask using the question box.
Questions will be addressed
in the last 10 minutes.
Participation is encouraged!
Have questions during the
webinar? Great!

4. 1. Importance of Mobile
2. Challenges Marketers Face
3. Mobile Maturity Curve
4. Industry Best Practices
5. 3 Key Learnings
Agenda

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It’s a fact: Mobile is big.

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2 BILLION
Sources: Forrester Research Mobile And Smartphone Forecast, 2014 To 2019 (US)

7. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›Sources: Forrester's US Consumer Technographics Behavioral Study, Q1 2015
53 HOURS

8. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›Sources: Forrester's US Consumer Technographics Behavioral Study, July 2014 To September 2014
25 APPS

9. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
Mobile moments happen for many reasons

10. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
And in many ways
Push Notifications SMS Apps
Interactive Notifications
Mobile Web
In-App Notifications

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150-200

12. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
These moments occur in many places …
Use the following devices to access the internet from:
Base: 61,222 US online adults (18+)
Source: Forrester’s North America Consumer Technographics® Online Benchmark Survey (Part 1), 2015
TabletSmartphone
65%
Living Room
60%
Bedroom
52%
Kitchen
47%
Bathroom
34%
Home Office
On-the-go
Locations
Home
Locations
Out-of-home
Location
63%
Outdoors
61%
In Stores
60%
Friend’s house
59%
Restaurant
48%
Work
30%
Other
29%
Library
25%
School
63%
In the Car
55%
Travel
43%
Daily Commute
40%
Public Transport
65%
Living Room
58%
Bedroom
40%
Kitchen
28%
Home Office
25%
Bathroom
27%
Friend’s house
21%
Restaurant
21%
Outdoors
19%
Work
16%
Library
14%
Other
13%
School
08%
In Stores
38%
Travel
15%
In the Car
12%
Public Transport
10%
Daily Commute

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.. at each stage of the customer journey

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Mobile moments come in 3 forms
Owned
Customer already
has a relationship
with the brand
Manufactured
Brand creates an
opportunity for
engagement
Borrowed
Brand infiltrates
(borrows) the
moments of another
brand

15. © 2013 Forrester Research, Inc. Reproduction Prohibited ‹#›
ENGAGE
USE BUY
EXPLORE
DISCOVER
ASK
30 billion

16. 4%

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Thank you
You have some work to do

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Business Disruption
<1%
Customer Experience
(CX) Transformation
14%
Mobile First
42%
Companies need to mature their approach
Shrink & Squeeze
44%
Squeeze experiences
designed for the PC
onto small screens.
Enhance physical
world experience with
mobile. Create net
new mobile services.
Win in your customers’
mobile moments.
Ethnographic research
and journey mapping
uncover consumer
needs on the go. Mobile
services proactively
engage consumers
based on their context.
Mobile disrupt
industries, businesses,
and business models –
not just digital
businesses

20. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
Companies fall short today on winning
customers’ mobile moments
› Port existing engagement strategies from direct mail and desktop
› Lose contextual insights in a portfolio of mobile point solutions
› Fail to plan across business units

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Mobile marketing demands more
THEN
Customer segmentation
Targeting
Campaigns
Media schedules
Anytime
Business event
NOW
Individual customer
Engaging
Interactions
Customer moments
Right time
Customer event
Image source: eCommera (ecommera.com)

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Companies need to change tactics
Online Mobile
Who to
target?
Customer Segment
Use CRM solutions to identify groups
of customers based on core
demographics and historical brand
interactions.
Individual
Use all brand interactions including mobile
behavior and real time context to send individual,
contextually relevant messages.
What
format
and
content?
Pre-fabricated messages sent
through pre-planned channels
Batch email, desktop ads, and direct
mail.
Personalized content through optimal touch
point
Dynamically optimized content and delivery
based on real-time context.

23. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
Companies need to change tactics
Online Mobile
When to
engage?
Triggered by an event the company
wants to notify the customer of:
A sale, etc.
Push-based communication triggered by an event
the consumer needs to know about
An overdue bill, a prescription, gate change, flash sale,
or customer proximity to a store.
Where to
engage?
Any location
Wherever the customer is when he uses
the internet, usually a stationary location
(home or work).
An explicit location
The ultimate location to reach the consumer is along his
daily path, including home, work, restaurant, in-store,
commute.
Why the
touch point
occurs?
Pre-fabricated messages sent through
pre-planned channels
Batch email, desktop ads, and direct mail.
Proactive interactions to serve the customer and the
business
Provide utility (in-the-moment value), help him
accomplish a task quickly, and anticipate his needs.

24. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
It will only get harder as mobile moments:
Shrink to micro
moments
Move beyond phones to
products and into the ether
Be dynamically assembled and
inserted into third party platforms
Disappear into
Virtual Agents

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Follow these best practices

26. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
1. Focus on CX improvements
2. Set clear goals
3. Drive opt-in’s with app downloads
4. Develop your own best practices
5. Learn from vendors

27. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
1. Focus on CX improvements with the
IDEA framework
Start small
with a platform
to extend.
Analyze
results to monitor performance
and optimize outcomes.
Design
the mobile engagement.Engineer
your platforms, processes, and
people for mobile.
Identify
the mobile moments and context.
Source: The Mobile Mind Shift, Forrester Research

28. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
Begin with mapping customer journeys…
Customer journey
• What are customer’s
motivations?
• What does the customer
need?
• What is her context?
Mobile moments of truth Contextual opportunities

29. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
…to identify pain points
Customer Journey: Day of Travel
ContextMobile Moments of Truth
Check-in
Re-book (Irregular operations)
Enter TSA
- 2 hours
- 1 hour
- 30 minutes
• What are customer
motivations?
• What does the
customer need?
• What is their context?

30. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
… and use mobile to improve the experience
Customer Journey: Day of Travel (Irregular)
Check-in
Re-book
Notification
- 2 hours
- 1 hour
- 45 minutes

31. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
2. Set clear goals that benefit consumers
ENGAGE
USE BUY
EXPLORE
DISCOVER
ASK
Drive interest in
new products.
Notify customers of
a flash sale.
Remind customers to pick up a
prescription in-store.
Send customers a discount to
drive a sale.
Notify customers of a
new product.
Add service layer to products.
Remind customers to
refill a prescription.
Help customers get better
use of products.
Drive use of
loyalty rewards.

32. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
3. Drive opt-in’s with app download
› Communicate the benefits of opting in for push notifications either when the
consumer downloads the app or in a contextually relevant moment
1. Relevant reminders – flash sales, prescriptions ready, gate change
2. Limited frequency – only when the consumer needs info
› Ask permission to track location and explain how you will use that information
› Assure your customers that you will not misuse the privileges

33. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
4. Develop your own best practices
› Solutions or platform providers do offer phenomenal
toolkits and expertise.
› However, your business goals and your customers’
motivations and needs on the go may be unique.
› Use these platforms, but develop your own best practices
through dedicated team members and processes. In doing
so, you will gain competitive advantages over other brands.

34. © 2015 Forrester Research, Inc. Reproduction Prohibited ‹#›
5. Learn from vendors
› Choose vendors with relevant industry expertise
› Vendors have many customers and have seen billions of
mobile moments – tap into what they have learned
• Use templates included in the platforms
• Tap into their professional services

35. Who we are working with

36. Survey Learnings
191 (42%)
220 (49%)
37 (8%)
2 (0%) 1 (0%)
0
50
100
150
200
250
A lot more
successful
Somewhat
more
successful
Neutral/I'm
not sure
Somewhat
less
successful
A lot less
successful
Next generation of mobile apps emerging
If customer data from CRM, customer database could be
used to inform mobile campaigns, would they be more
successful?
What is the primary purpose of your mobile app?
451 companies. >500 employees. North America. Have at least 1 app.
171 (38%)
108 (24%)
53 (12%)
118 (26%)
1 (0%)
0
50
100
150
200
250
Improve
customer
service
Increase
revenue
Foster
customer
loyalty
Extend the
experience
from the web
Other

37. Key Learnings
0301 02
Leverage
Technology.
End Mobile
Silos.
Adopt a
Customer-First
Mindset.

38. 1. Adopting customer-first mindset
• Companies are largely still
organized around products
• Get started with your best/most
loyal customers
• Build experiences, not
transactions
• Listen to the data
• Go fast: learn, fail fast, optimize

39. 2. End mobile silo > plug into what you have
• Mobile CRM (user profile) is
critical and brings the context
• Connect to back-end customer
and CRM systems
• Personalize trigger-based mobile
campaigns
• Up-level the performance of
other marketing channels
Salesforce
Adobe
Microsoft
DMPs
Customer Data Systems
Connect mobile to your broader
marketing strategy to build
complete user profiles.

40. 3. Leverage technology
Integrated
Mobile Marketing
Automation

41. Questions?

42. Julie Ask
+1 415.355.6002
jask@forrester.com
@JulieAsk
Gail Ennis
gail@followanalytics.com
@FollowAnalytics
Thank You