SugarCon 2013: Crafting the Customer Experience

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Marshall Lager, Third Idea Consulting The advance of mobile and social technology means that customers demand high levels of service through all channels, all the time. This informal workshop will explore all the elements that go into a winning mobile customer experience, and build the layout of a basic mobile experience that has what it takes to succeed.

Tecnología Empresariales Educación

Crafting the Customer
Experience: Mobile Edition

Marshall Lager, Third Idea Consulting

Why Bother with Mobile?
•
Device ubiquity—everybody's got one
•
Greater capability = more demand
•
Clear business benefits

What's at Stake?
Consumers surveyed expect the mobile experience to be


better or equal to in-store and online experience

More than four in five U.S. adults (84%) report


experiencing a problem conducting a mobile transaction

63% of online adults said they would be less likely to buy
from the same company via other purchase channels if
they experienced a mobile transaction problem

Source: Harris Interactive Mobile Transactions Survey, 2011

Approach
ECET Principle—Every Customer, Every Time


– Every Customer receives effective, right-touch,
personalized service, whether app, text, or other

– Every User is empowered to solve customers' issues
and make changes to the record

– Every Time. The best becomes business as usual

CRM for Everyone—Thanks, SugarCRM!

Components: Customer
•
E-commerce (shop, purchase, track)
•
Info (locator, product data, KB, etc.)
•
Communication (corporate, social, push)
•
Added value (special offers, membership)

Components: Corporate
•
Lead identification and history
•
Shopping patterns and demographics
•
Identify trends and problems
•
Inventory/back end integration
•
Incentivize self-service

Exercise or Discussion?
You decide

Discussion: You are the experts in your own businesses.


Let's talk about your issues and experiences.

Exercise: Split into groups, take on one of the following and
list the key factors a mobile app should have to make it
relevant and attractive to customers
– Mobile provider
– Automotive dealership/service
– Custom publishing/printing
– B2B equipment sales/rental
– Gym/spa
– Restaurant/bar

Contact Subtitle
Thank You
Email: marshall@3rd-idea.com
Phone: 1.516-476-6696
Skype: marshall.lager
Twitter: @Lager

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SugarCon 2013: Crafting the Customer Experience

1. Crafting the Customer Experience: Mobile Edition Marshall Lager, Third Idea Consulting

2. Why Bother with Mobile? • Device ubiquity—everybody's got one • Greater capability = more demand • Clear business benefits

3. What's at Stake? Consumers surveyed expect the mobile experience to be  better or equal to in-store and online experience More than four in five U.S. adults (84%) report  experiencing a problem conducting a mobile transaction  63% of online adults said they would be less likely to buy from the same company via other purchase channels if they experienced a mobile transaction problem Source: Harris Interactive Mobile Transactions Survey, 2011

4. Approach ECET Principle—Every Customer, Every Time  – Every Customer receives effective, right-touch, personalized service, whether app, text, or other – Every User is empowered to solve customers' issues and make changes to the record – Every Time. The best becomes business as usual CRM for Everyone—Thanks, SugarCRM!

5. Components: Customer • E-commerce (shop, purchase, track) • Info (locator, product data, KB, etc.) • Communication (corporate, social, push) • Added value (special offers, membership)

6. Components: Corporate • Lead identification and history • Shopping patterns and demographics • Identify trends and problems • Inventory/back end integration • Incentivize self-service

7. Exercise or Discussion? You decide Discussion: You are the experts in your own businesses.  Let's talk about your issues and experiences.  Exercise: Split into groups, take on one of the following and list the key factors a mobile app should have to make it relevant and attractive to customers – Mobile provider – Automotive dealership/service – Custom publishing/printing – B2B equipment sales/rental – Gym/spa – Restaurant/bar

8. Contact Subtitle Thank You Email: marshall@3rd-idea.com Phone: 1.516-476-6696 Skype: marshall.lager Twitter: @Lager

SugarCon 2013: Crafting the Customer Experience

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SugarCon 2013: Crafting the Customer Experience