BR Mobile Summit

Mobile is not a channel. It’s a catalyst for business transformation, and a way to completely change the customer journey and experience.

And this is just the start of what we learnt at this week’s Mobile Summit hosted by our partners Bottle Rocket, an award-winning mobile strategy, design, and development company.

Throughout the afternoon we heard from many thought leaders on what their views are on the future of mobile and how the landscape has changed. We also saw live case studies of brands leading the way in technological innovation and listened to millennial’s talk about their relationship with their smartphone.

There were some great insights and truly inspiring stories, including:

Mobile first will not be enough

We are now in the age of the customer in which empowered buyers are demanding a new level of customer obsession. In a recent Forrester survey 89% of CEO’s said that new digital technologies will disrupt their business in the next 12 months, yet only 26% had set a clear digital vision for their business. But more worryingly only 16% of CEO’s had the necessary people and skills to execute their digital strategy.

To survive, businesses will need to transform their customer experience by embracing the mobile mind shift and turning insights into action. Customers are more demanding than ever before and expect to have access to the information they need instantly, wherever they are, and whatever device they are using.

Mobile moments are the next battleground

A mobile moment is a point in time and space when someone pulls out a mobile device to what they want immediately, in context. Mobile is a huge opportunity to transform the customer experience, however content without context is meaningless. ‘Shrink and squeeze experiences,’ are currently a common problem for many businesses. An experience will be created for desktop usage but will then be ‘squeezed’ when on a mobile device.

We need to get to a point where mobile services proactively engage consumers based on their context. Firstly we need to understand why people use certain devices so we can tailor their experience. We will then to borrow moments across platforms and move beyond app silos to build a mobile eco-system strategy, whilst acting on insights to deliver more contextual, valuable experiences.

A conversation is no longer a moment in time

Consumer engagement is continually evolving and is no longer attributed to a moment in time, its part of a loyalty lifecycle and ecosystem which businesses must become attuned to. For example, customers have very specific behaviour on a mobile. In research carried out by Google, consumers are spending 15+ hours a week doing research on a mobile device for a specific purchase, however a large proportion are then switching devices from small to big screen to complete the transaction.

We can use this data to leverage customer experiences and create continuous loyalty over time. Providing an experience beyond a one-time purchase results in increased customer loyalty with a brand.

A customer centric approach to mobile is key

How do you ensure a customer centric approach? Firstly start with the customer and observe how they are using mobile. Then, when in development take a design thinking approach to ways of working, ensuring that you work with the consumer to get their input along the way. Finally take an omni-channel approach. If we start with the channel we won’t create the best experience for our customers, we must think in a broader context.

Great engagement starts with great data

In mobile we want to replicate the physical closeness of a relationship. A phone is a remote control to a user’s life which provides us with the opportunity to create a more personalised user experience, and build a closer relationship. There has recently been a shift in businesses being brand-centric and sending out en masse to mobiles, to becoming customer centric and developing personalised, targeted messaging.

However, to develop such a strong bond with our customers requires great data, and not just from mobile. Data sources can include: in-app and location data, message centres, social, email, POS, website and advertising insights. This 360 approach allows businesses to build a full picture of a customer to create that special, unique experience just for them.