Guide to mobile engagement

GUIDE TO MOBILE ENGAGEMENT6 FEATURES OF EFFECTIVE MOBILE BUSINESS STRATEGY

The explosion of mobile computing has fundamentally

changed how we interact with the world around us.

Devices and apps are getting smarter. Mobile capabilities

like GPS combined with customer data and analytics, are

adding context and intelligence to mobile experiences.

Mobile is the single largest disrupter and enabler to hit the enterprise since Web 2.0 and is becoming the primary platform for business and customer interactions. With the power of cloud, social, and

mobile, everything is now at your customers’ fingertips,

resulting in higher expectations and less patience with

unsatisfactory or inconvenient experiences.

BY 2017

More than just an emerging channel for marketing,

Business and IT leaders across the enterprise are

rethinking what mobile means for them, and beginning

to reimagine their businesses with mobile engagement

at the center.

HOW DO ORGANIZATIONS FACILITATE NEW FORMS OF ENGAGEMENT USING MOBILE TECHNOLOGY?While mobile has reached a critical mass from a consumer

perspective, within the enterprise, varying levels of maturity

and ROI have been achieved. Guidance is needed to

help organizations build impactful business workflows,

applications, and experiences that meet the needs of

their users.

Companies must shift from “desktop-first” to “mobile-

first” enterprises. Taking advantage of all the opportunities

mobile brings requires a collaborative, organization-wide

approach, paired with a robust mobile strategy. In this guide, we discuss best practices and the six critical features of an effective mobile business strategy to help you deliver successful mobile initiatives across your organization.

Building and delivering great mobile experiences will be the beating heart of your customer engagement strategy over the next 10 years.

84%

90% “

welcome

OF CIOS RANK MOBILE AS THEIR TOP Strategy FOR COMPETITIVE DIFFERENTIATION.

of enterprise apps will be both desktop and mobile.

- Forrester Research, 2013

2 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT

S

6 FEATURES OF AN EFFECTIVE

MOBILE BUSINESS STRATEGY

3. MOBILE DELIVERY

2. DATA 4. UX DESIGN

5. MEASUREMENT

1. RIGHT USE-CASES

6. IN

NOVATION PLAN


KEY QUESTIONS

•What are the discrete moments of engagement we would like to improve?

•Where can the unique capabilities of mobile devices be used to make customer experiences and business processes better?

•What can be learned from parallel industries and competitors?

The key driver of any mobile strategy starts with

identifying the moments that support business-level

goals, and that can be tied to business impact. While

it’s easy to skip this stage and head straight down

the architecture or device path, taking a good look at

the key business processes and interactions between

your employees, partners, and customers is critical to

achieving impactful mobile initiatives.

FOCUS ON PROCESSESOne of the easiest ways to identify the moments of

value within your processes is by putting yourself in

your customers’ and employees’ shoes. Physically

spending time with your employees as they go about

their daily tasks will help you identify the barriers and

gaps in their process. Ask yourself:

• How do field reps document customer meetings?

• How do service agents map their daily routes and

receive notifications around a schedule change?

DISTILL MOMENTS OF VALUENo matter how you find your use cases, be

specific in your discovery and recommendations.

Break down your workflows into a series of

moments and pin point the points-in-time that

need to be improved. For example:

• When an unhappy customer visits your website from a

mobile device.

• When your sales rep needs to look up customer details

but doesn’t have internet connectivity.

FOLLOW THE ROIOnce you have identified your specific uses cases

and moments, prioritize initiatives where there

will be immediate and measurable gains will be

made. Additionally, attach these initiatives to your

company’s business goals and be sure to establish

metrics to measure success.

Identify Business Driven Use-Cases

COMPANIES WHO SUPPORT SALES MOBILITY SEE

A 20% INCREASE IN QUOTA ATTAINMENT,

CUSTOMER RETENTION & FORECAST ACCURACY.

No.1


Great mobile initiatives are only as good as the

data behind them. Enabling all of your employees,

partners, and customers with accurate and relevant

data should be the backbone of your mobile

strategy.

Data is one of today’s hottest topics, across

almost all business functions — and something

organizations of all sizes and industries struggle with.

Reducing bad data, data security and compliance, as

well as integrating with many different systems are

some of the main topics to consider when building

out your mobile strategy.

While data is a complex challenge to solve, it is

the very thing that makes mobile so powerful.

Achieving a single and accurate view of your

customers and the ability to deliver relevant

and actionable data from many systems to your

employees and customers can differentiate your

business and customer experience.

SUCCESS TIP

Don’t let data quality put your mobile vision on

hold. Let strong business use cases justify your

data projects. Data is a shared responsibility across

departments. Adopt a “crawl, walk, run” approach

to get your data under control. Then implement a

company-wide data governance and maintenance

strategy to ensure that there is a free flow of

customer data, and that only complete and accurate

data enters your systems.

UNLEASH YOUR DATA

KEY QUESTIONS

•What data sources will our apps connect to?

•Where is the data stored, and do we have access to it?

•What is the state of our data? (availability, quality, accuracy)

•Are there additional opportunities to capture real-time information about our customers’ preferences or behavior?

OF SALESPEOPLE BELIEVE IT IS CRUCIAL

TO ACCESS REAL-TIME DATA ABOUT THEIR

CUSTOMERS ON THEIR MOBILE DEVICES.71%

No.2


Situated in a highly competitive market, a global pharmaceutical company wanted to improve

its relationship with healthcare providers. Bluewolf built a native iPad application, which

improved quality of customer interactions, increased loyalty, and maximized the efficiency of

our customers on-the-go workforce.

POWERFUL ANALYTICS IN THE PALM OF YOUR HANDWhat if your sales team knew exactly who to

visit next? By combining analytics, GPS, and the

company’s customer relationship management

(CRM) data, Bluewolf helped put powerful analytics

in the hands of users. Helping reps make better-

informed decisions on who to visit, when to visit,

and what to offer.

DIGITAL RELATIONSHIPSFeedback gathered by reps at all stages of the

buying cycle furnishes a richer knowledge base

of customers’ needs and preferences, resulting in

greater forecasting accuracy and the ability of the

organization to make better decisions for future

scientific innovation.

MOVING BUSINESS FORWARD ANYTIME, ANYWHERE.More than a record viewer and tool for task

management, the iPad app is custom designed

for the use cases and internal processes specific

to the business. Offline capability allows reps to

access the information they need to move business

forward anytime and anywhere.

TAKEAWAYRemember, data must be relevant and actionable.

It’s one thing to make data available; but to deliver

value, it must be put into the path of your users’

work so they can act on it. What analytics or

report data could you put into the hands of your

customers and employees to increase the quality of

experience?

healthcare industry Spotlight


Having established a process for figuring out the right

use cases and unleashing your data, now it’s time to

decide the best way to implement your mobile vision.

In a recent survey by The Economist, 54% of global

executives interviewed stated that “mobile apps

are critical.” However, only 26% actually have apps

deployed. This “app gap” reinforces the notion that

delivering mobile initiatives is not easy.

A comprehensive mobile delivery strategy is made

up of multiple experiences for users — from off-the-

shelf apps like Evernote, to configurable apps like

Salesforce1, to completely custom efforts.

As your mobile business strategy matures over

time, expect to have dozens of applications from all

different departments.

If your company hasn’t already, take the time to

develop company-wide tenets around the primary

components of mobile IT strategy (Devices,

Apps, Data, Resources). These guidelines for

mobile delivery will serve as your decision-making

framework for every mobile initiative.

As requests for mobile apps are made, you’ll

have a guidepost for requirements gathering and

a consistent implementation methodology for

delivering engaging mobile experiences to your

users across your organization.

Establish Tenets of Mobile Delivery

KEY QUESTIONS

• Is there a corporate device policy at our organization?

• Is there an existing reference point in the native-versus-hybrid architecture debate?

•Will we develop ourselves, buy apps or work with a partner?

•How will apps be deployed & managed?

No.3

IF YOUR COMPANY HASN’T ALREADY, TAKE THE TIME TO

DEVELOP COMPANY-WIDE GUIDELINES AROUND THE

PRIMARY COMPONENTS OF MOBILE IT STRATEGYMOBILE IT STRATEGY


Build the application to run over the

internet from a central server, accessible

by any device with a web browser.

Build the application once using a cross-

platform framework and run it on multiple

mobile platforms. The app is also downloaded

from an app store and resides on the device.

Native apps are specific to the device and

operating system. The app is downloaded

from a public or private app store and resides

on the device.

USE

CA

SE R

EQU

IREM

ENTS

Browsing, less interactive functionality Simpletasksandworkflows High user experience, complex

workflowfunctionality

Many device types Many device types Low device complexity (e.g., physicians with iPads)

Littletonomobilespecificexpertise required

Moderate mobile expertise required

Advanced mobile expertise required

Online only Online/Offlineusage Offline-first

OV

ERV

IEW Mobile

Web AppsNative AppsHybrid Apps

Mobile Architecture

deciding the best Architecture for Your Use Case

Offlineandoffline-firstdevelopmentareespeciallyrelevantwithincertainindustries(ie: Healthcare) and global roll-outs where internet can be spotty or non-existent.


Poor design choices are never more swiftly

punished than in the mobile context. Not only do

you have limited real estate; mobile users tend to

be time poor and task oriented, making every pixel,

every function, and every design decision count.

Too often people assume that UX design is merely a

supplementary feature to “woo” their clients, peers,

and colleagues. For mobile, design is how the app

works. That’s why “smart” UX Is more about data

and less about design. The focus of an UX design

team should be to gather analytics and information

to make informed design and usability decisions.

While you may be able to get away with poor design

in a desktop experience, when you cut corners in UX,

the end results are staggeringly beautiful application

designs with poor usability and adoption.

Good mobile design makes information clearer to

understand, and data easier to consume. Great

design is driven by user research and analytics

— providing real value and creating evangelists.

Neither can be achieved without doing the heavy

lifting up front: gathering and analyzing data.

Invest in User Experience Design

KEY QUESTIONS

•Who are our end users?

•What task(s) are they trying to accomplish?

•How often will they use the app?

No.4

MOBILE DESIGN MAKES INFORMATION CLEARER TO

UNDERSTAND AND DATA EASIER TO CONSUME. GREAT

DESIGN IS DRIVEN BY USER RESEARCH AND ANALYTICS.


User patterns and behavior, stakeholder expectations, current pain points, and company vision must all be understood before a new design can be considered. Here are the three main workstreams of great UX design:

� Review current, desired, and future states of

the project.

� Discover usability problems in existing user

interfaces in accordance with established

usability principles.

� Analyze competitor, stakeholder, and user/

customer research that outlines good (or not so

good) practices in the field.

� Develop focused, concise user models, grouped

by similar behavioral patterns.

� Decide on design direction focused on the

desired results, outlining business, branding,

styling needs.

� Establish an extensive guide (for developers)

outlining style guidelines, including color

palette, typography, image styles, and logo

usage.

� Create mock-ups or developer-ready designs of

the final product.

Process Spotlight

1.USER EXPERIENCE

RESEARCH

� Build a structural categorization of content to

generate approaches/solutions for user journeys,

actions, and navigation.

� Create wireframes of page layouts and content,

including elements and navigational systems, and

how they work together.

� Evaluate and validate research and architecture

of mobile experiences by testing it on users.

� Produce a functional spec document in

collaboration with a technical architect (TA),

including wireframes and detailed notes about

all functionality.

2.INFORMATION

ARCHITECTURE

3. DESIGN

STRATEGY


Usage metrics deliver insight into user activity. Go

beyond login rates and crash reports. More advanced

metrics such as frequency, activity type, and context

in which the app is being used will give you better

understanding of adoption.

This type of feedback gives you qualitative insight

into user errors, ideas for future functionality,

and satisfaction with your app. Combined with

quantitative feedback, it can indicate how users are

accepting the app.

These tie back to your original use case and success

metrics. Benchmark your current state pre-launch

and continue to track and compare your business

and customer engagement metrics.

Application launch is just the beginning of your

journey. User acceptance and relevant metrics are

key to ensuring that all of your mobile initiatives

continue to bring value to your users and your

business.

Track Quantitative metrics SUCH AS sales figures and productivity numbers, As well as qualitative results SUCH AS customer and employee Reviews

Intuitive UX goes a long way, but after your

application goes live, you will need to effectively

manage change, determine release priority and

cadence, and ensure quality. Knowing how to do

that starts with knowing where you are.

After apps launch, you’ll not only have measurable

results, but metrics that justify further releases and

future apps.

Business KPIs

User feedback

Usage metrics

Analyze and Measure

KEY QUESTIONS

•How will we determine initiative success?

•What types of quantitative and qualitative feedback can be gathered to inform future releases?

•How will we continue to determine the effectiveness on an ongoing basis?

TOP THREE METRICS FOR MOBILE

No.5


With constant change in devices, operating

systems, and applications comes a change in user

expectations. Users expect frequent updates and

iterations of the tools that they use to meet and

engage customers. Additionally, as your business

changes, new mobile technology is released, and

market pressures increase, you need a plan to bring

continued innovation to your users.

The components of mobile business strategy

discussed above, business-driven use cases,

unleashed data, user experience design, and

success measurement, do not comprise a one-time

event.

Regularly include feedback from stakeholders at all

levels of the organization, as well as partners and

customers to ensure that your mobile apps stay

ahead of your customers’ and employees’ needs.

Mobile engagement initiatives involve the entire

organization. To embrace and optimize enterprise

mobility, firms are establishing Mobile Centers

of Excellence. Providing a constant drumbeat

of new ideas, setting priorities, developing

business cases, and initiating joint efforts between

the leaders of the organization are just some of

many benefits.

Develop an Innovation Plan

KEY QUESTIONS

•How will we manage and prioritize ongoing development and releases?

•Who will be responsible for making changes and developing new versions?

•What will our release, or innovation cadence be?

ESTABLISH A BOARD OF MOBILE INNOVATION ADVISORS

EMBRACE CONTINUOUS INNOVATION

No.6

USERS EXPECT FREQUENT UPDATES OF THE MOBILE

APPS THEY USE IN ORDER TO MEET AND ENGAGE CUSTOMERS ANYTIME, ANYWHERE.


HOW DO I MANAGE THE INFLUX OF CHANGE?

Change and innovation comes from everywhere. While qualitative and quantitative feedback from users is crucial, also consider market pressures, competitive analysis, and change in mobile technology to fuel additional use-cases.

HOW DO I DETERMINE WHAT INITIATIVES TO WORK ON?

A prioritization model based on your organizations strategic initiatives is a simple yet powerful tool to ensure that you deliver mobile initiatives that will drive the most value in the least amount of time.

WHAT IS MY INNOVATION CADENCE?

Establishing a release / innovation cadence for every mobile initiative, and your mobile business strategy overall, will ensure sustained adoption and successful engagement over time.

Q1 Q2 Q3 Q4

SHIFTING INITIATIVES

USER DEMANDS

NEW RELEASES

MARKET PRESSURES

EMERGING TECHNOLOGY

BUSINESS VALUE

High complexity Low value

High complexity High value

Low complexity Low value

Low complexity High value

1

23

23

4CO

MPL

EXIT

Y

Framework for CONTINUOUS innovation

How to implement change and innovate your mobile experience as fast as users can absorb.


Mobile computing is transforming how customers and employees

interact with your business. Both expect increasingly innovative and

seamless experiences on the device of their choice. Mobile adoption

is maturing, presenting new opportunities for your organization to

innovate business process, get an edge on the competition, and

produce bottom-line results. Both cloud and mobile technologies

require a new business-consulting approach. Bluewolf will work with

you to transform your ability to engage customers, and to deliver

ongoing innovation at the pace of your business and market change.

LET’S GET STARTED

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MOBILE BUSINESS STRATEGYWork with Bluewolf to reimagine your core

business processes “mobile-first” and discover

new opportunities for engagement, growth,

and productivity.

MOBILE APPLICATION DEVELOPMENT Take advantage of the inherent form factors and

capabilities unique to mobile. Whether native,

hybrid, or web, we’ll help you quickly deliver

purpose-driven, secure mobile applications that

drive business results.

UI/UXReward and engage your employees, partners,

and customers with intuitively designed apps

that are easy to use and embrace.

MOBILE FRAMEWORKS FOR SALESFORCEDeliver secure custom Salesforce mobile apps

quickly with Bluewolf’s mobile application

frameworks for iPad and iPhone.

OUR CUSTOMERS

BLUEWOLF MOBILE PRACTICE

SOURCES“Moving from the back office to the front lines.” IBM Institute of business value. October 2013

“Gartner Predicts: Four Forces Combine to Transform the IT Landscape.” Gartner. 2012

“Wanted: Mobile Engagement Providers.” Forrester Research. August 2013.

“Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study.” IBM. 2010.

“Customer Engagement - What’s Your Engagement Ratio?” Gallup. 2009

“Mobile Metrix 2.0.” comScore. March 2012

“State of Salesforce.” Bluewolf. 2013-2014

“Sales Mobility: Quotas Untethered.” Aberdeen Group. 2010

“Visual Networking Index: Global Mobile Data Traffic Forecast Update” Cisco 2013–2018

“Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update” Cisco. 2013–2018

“Forecast: Mobile App Stores, Worldwide, 2013 Update.” Gartner. 2013.

“Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update.” Cisco 2014

“The rise of the Customer Led Economy” The Economist, Intelligence Unit. 2013

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Guide to mobile engagement

Technology

Transcript of Guide to mobile engagement