MAU Vegas 2016 — Mobile Moments: Shaping the First-Screen Experience to Engage Your Most Valuable...

@mdoettling

Martin DoettlingChief Marketing Officer | Swrve

mobilemomentsShaping the Mobile Experience

© 2016 Swrve Inc.

@Swrve_Inc

Shaping the Mobile Experience

Mobile is massive

Mobile is everywhere


Shaping the Mobile ExperienceShaping the Mobile Experience

Mobile is app driven


Money Sports

Entertainment

TravelNews

150 10 1 60% 54% 40%

times / day times / hour times / 6 mins check phone check phone using phoneper hour while lying in bed on toilet

Mobile is the first screen


Agree the worst that can happen is “losing my phone.”

94%

Millennials have their smart-phone with them all the time.

87%

Mobile is personal



Know and personally interact with every single user.It’s a Conversation.

Mobile success is to reimagine the customer experience from the consumer’s perspective.

Mobile success is to reimagine how to provide personal services to consumers.

Mobile success is to reimagine the experience of fans and sports enthusiasts.

Mobile success is to reimagine the value of a positive customer experience on the brand.

Mobile success is to understand engagement and user experience in mobile games.

Marketing teams now have the power to interact with each and every user.

—No code, no engineering—No developer support needed—No app store re-submission



State of the art

2012


State of the art

2015


The sorry state of

Air TravelConversation initiated two days after the experience.

Missed opportunity to create a meaningful experience, build loyalty and grow brand value.

What’s Possible?

Trigger a survey the moment a passenger turns on their phone upoon landing.


Continue the conversation

😀 Wonderful. Share your thoughts with your friends on Facebook.

😕 So sorry. Care to meet Ms. Watford, our customer service professional on duty at our service desk in Hall A?


Personal & Conversational

Use Case | How was your experience today?

Advantages

1 / Highly visual - designed to the pixel 2 / Native - float above UI3/ Works at scale4/ Export results to in-house platform

Visual Surveys


In a first screen world, brands must focus on the

mobile experience. First.

email

desktop

location

car

offersmailers

wallet

wearable

pos

tv


Use Case | How was our service today?

Advantages

1 / Conversational2 / Structured feedback3/ Simple UI designed for mobile4/ Works at scale5/ Graphic report how users respond6/ Incredibly easy to create & send

Star Rating



Star Rating Report


Star Rating Template

Use Case | Why do customers not complete a purchase?

Advantages

1 / Highly structured responses2 / Works at scale3/ Graphical results report4/ Partition questions over several screens5/ Easy to create

Multi-choice Surveys



TARGET

Users with abandoned carts

INSIGHTS

Why this happens


KNOWThe impact of this interaction

TARGET

Users with abandoned carts

INSIGHTS

Why this happens

ACT

Change specific behaviors

Use Case | Why do customers abandon a purchase?

Advantages

1 / Personal and conversational2 / Tracks users responses3/ Trigger different journeys based on response4/ Partition questions over several screens5/ Simple to set up

Conversations



App Review: Only ask for feedback from users who’ve actually used your app.

Offering a conversationhas profound impact on engagement


Swrve tracks and compiles user responses.

33%42%

25%

Product team can quickly identify Customer Satissues


Create specificconversation

journeys

Happy

Deep link to App Store


SurveyTutorial

Referrals


What’s Crucial

Conversations are downloaded to the device, which means that they are fast and ‘feel’ conversational.


1 2 3 4Conversations Multi-Choice Visual Survey Star Rating

Shaping the mobile experience

SportsTravelHospitality NewsEntertainment Mobile FirstMoneyRetailLifestyle ServicesGames/Gambling


Imagine what’s possible in mobile

Why Swrve1 / Real time segmentation, geo-location2 / Integrated campaign level metrics3 / Ease to use for practitioners

Retention ROI1 / Overall IAM CTR 38%2 / 44% purchase per click/interaction3 / 26% purchase per impression


Swrve powers themobile experience of global brands.


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MAU Vegas 2016 — Mobile Moments: Shaping the First-Screen Experience to Engage Your Most Valuable...

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Transcript of MAU Vegas 2016 — Mobile Moments: Shaping the First-Screen Experience to Engage Your Most Valuable...