MARKETPLACE 2016 POWERPOINT TEMPLATE

MARKETPLACE 2016

Investment Strategies Judd Wheeler 3Cinteractive

MARKETPLACE 2016

Customer Experience leaders compared to S&P 500 from 2007-2012?

• Same

• Underperformed 2X

• Outperformed 0.5X

• Outperformed 3X

MARKETPLACE 2016

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Companies that prioritize the customer experience generate

60% higher profits

than their competitors.

MARKETPLACE 2016

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Customer Experience = New Battlefield

86%

consumers will pay more for a better experience.

RIghtNow Customer Experience Impact Report 2011

MARKETPLACE 2016

Customer Engagement = Customer Loyalty: How to Use Mobile

Judd Wheeler 3Cinteractive

MARKETPLACE 2016

LOYALTY IS AN EMOTION

SO WHY DO WE TREAT IT LIKE A TRANSACTION?

A DISCOUNT CARD IS NOT ENOUGH

LONG-TERM GAME NOT A DRIVE BY EVENT

HOW DO YOU USE WHAT YOU KNOW

ABOUT ME?

“I often went fishing during the summer. Personally I am very fond of strawberries and cream, but I found that for some reason fish prefer worms.” Dale Carnegie

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MARKETPLACE 2016

4 Steps to Building Customer Loyalty

1 2 3 4

DEFINE CUSTOMER’S WHY

DESING THE EXPERIENCE

TAKE ACTION: TEST/EXPERIMENT

CONTINOUS LOYALTY

2015: The Year of Disruption

MARKETPLACE 2016

Mobile Customer Experience Trends

• Make it fast

• Create emotional experience

• Balance high-touch and high-tech

• Avoid spoil

MARKETPLACE 2016

How do we insert mobile into the customer journey?

“We see our customers as invited guest to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

MARKETPLACE 2016 Jeff Bezos

Planning

Consideration

Purchase

Post-Purchase

Travel/Stay

Post-Travel/Stay

New & Existing Customers

MARKETPLACE 2016

Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay

Non-linear, no time

restrictions Non-linear, no

time restrictions Linear Non-linear, time

restriction

Non-linear, no time

restrictions Non-linear, no time

restrictions Mobile Ads Mobile Web Mobile Apps Email SMS - Marketing SMS - Transactional Mobile Coupon Mobile Wallet Push Virtual Reality Augmented Reality Proximity Wearable Video Gamification

MARKETPLACE 2016

Planning

Dreaming

Intent & Micro-moments

150X a day

MARKETPLACE 2016

What do we really think about ads?

Mobile Ads - Targeted

MARKETPLACE 2016

Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay

Non-linear, no time

restrictions Non-linear, no

time restrictions Linear Non-linear, time

restriction

Non-linear, time

restrictions Non-linear, no time

restrictions Mobile Ads N | E Mobile Web N | E Mobile Apps E Email N | E SMS - Marketing E SMS - Transactional Mobile Coupon N | E Mobile Wallet E Push E Virtual Reality * Augmented Reality * Proximity Wearable Video N | E Gamification

MARKETPLACE 2016

Consideration

MARKETPLACE 2016

90% Of consumers will always

check a website first before calling or emailing you

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1.05B

2019 (estimate)

560M

2014

MARKETPLACE 2016

Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay

Non-linear, no time

restrictions Non-linear, no

time restrictions Linear Non-linear, time

restriction

Non-linear, time

restrictions Non-linear, no time

restrictions Mobile Ads N | E N | E Mobile Web N | E N | E Mobile Apps E E Email E E SMS - Marketing E E SMS - Transactional Mobile Coupon N | E N | E Mobile Wallet E E Push E E Virtual Reality * * Augmented Reality * * Proximity Wearable Video N | E N | E Gamification

MARKETPLACE 2016

Purchase

MARKETPLACE 2016

Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay

Non-linear, no time

restrictions Non-linear, no

time restrictions Linear Non-linear, time

restriction

Non-linear, time

restrictions Non-linear, no time

restrictions Mobile Ads N | E N | E N | E Mobile Web N | E N | E N | E Mobile Apps E E N | E Email N | E N | E N | E SMS - Marketing E E SMS - Transactional N | E Mobile Coupon N | E N | E N | E Mobile Wallet E E N | E Push E E E Virtual Reality * * Augmented Reality * * Proximity Wearable Video N | E N | E Gamification

MARKETPLACE 2016

Post-Purchase

Real time interaction

allows for real time response

Mobile is a two-way channel

MARKETPLACE 2016

Routing and Check-In

• SMS • Email • Web • App • Wallet

MARKETPLACE 2016

Wallet - Itinerary

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Travel Updates - Connect

• Weather

• Events

• Itinerary changes

• Reminders (Passport, sweaters, etc.)

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Lufthansa App

• Boarding pass • Up-to-date flight info • Seat numbers • Terminal numbers • Weather

Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay

Non-linear, no time

restrictions Non-linear, no

time restrictions Linear Non-linear, time

restriction

Non-linear, time

restrictions Non-linear, no time

restrictions Mobile Ads N | E N | E N | E N | E Mobile Web N | E N | E N | E N | E Mobile Apps E E N | E N | E Email N | E N | E N | E N | E SMS - Marketing E E N | E SMS - Transactional N | E N | E Mobile Coupon N | E N | E N | E N | E Mobile Wallet E E N | E N | E Push E E E N | E Virtual Reality * * Augmented Reality * * Proximity Wearable N | E Video N | E N | E N | E N | E Gamification N | E

MARKETPLACE 2016

Travel/Stay

How can we connect people to what’s happening around them?

MARKETPLACE 2016

Show people the time of their life

MARKETPLACE 2016

Taxi Stockholm

MARKETPLACE 2016

Augmented Reality

MARKETPLACE 2016

• Yelp • See restaurants • Click to get ratings and

reviews

• Zagat RETINA • Can interact & virtually

walk down the street • Click to get full review

and details

Beacons

• Check-in

• Offers

• Tailored to property amenities (spa, golf, bar)

MARKETPLACE 2016

People love games, hunting, collecting

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North Face (China) • Stake virtual claim • Live score kept on web &

outdoor electronic board • 18 days

• > 2 million unique visitors to web

• > 651,000 red flags planted • Champion > 4,000

MARKETPLACE 2016

McDonald’s Interactive Billboard

• Photo Catch • Using cell phone camera • Get one free

• Pick & Play • No app • picknplay.se • Geo-location • Play on big screen in real-time • Last 30 sec get digital coupon

w/directions

MARKETPLACE 2016

Gaming Strategies

• Insert fun

• Reward members

• People are more inclined to engage and stay engaged if they see tangible

MARKETPLACE 2016

MARKETPLACE 2016

Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay

Non-linear, no time

restrictions Non-linear, no

time restrictions Linear Non-linear, time

restriction

Non-linear, time

restrictions Non-linear, no time

restrictions Mobile Ads N | E N | E N | E N | E N | E Mobile Web N | E N | E N | E N | E N | E Mobile Apps E E N | E N | E N | E Email N | E N | E N | E N | E N | E SMS - Marketing E E N | E N | E SMS - Transactional N | E N | E N | E Mobile Coupon N | E N | E N | E N | E N | E Mobile Wallet E E N | E N | E N | E Push E E E N | E N | E Virtual Reality * * N | E Augmented Reality * * N | E Proximity N | E Wearable N | E N | E Video N | E N | E N | E N | E N | E Gamification N | E N | E

MARKETPLACE 2016

Post-Travel/Stay

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“Your most unhappy customers are your greatest source of learning.”

Bill Gates

Follow up

• 92% of consumers said they would be willing to go back to a company after a negative experience if they received one of the following:

• an apology, • a discount or • proof of enhanced customer service

2010 Customer Experience Impact Report

MARKETPLACE 2016

MARKETPLACE 2016

Planning Consideration Purchase Post-Purchase Travel/Stay Post Travel/Stay

Non-linear, no time

restrictions Non-linear, no

time restrictions Linear Non-linear, time

restriction

Non-linear, time

restrictions Non-linear, no

time restrictions Mobile Ads N | E N | E N | E N | E N | E N | E Mobile Web N | E N | E N | E N | E N | E N | E Mobile Apps E E N | E N | E N | E N | E Email N | E N | E N | E N | E N | E N | E SMS - Marketing E E N | E N | E N | E SMS - Transactional N | E N | E N | E Mobile Coupon N | E N | E N | E N | E N | E N | E Mobile Wallet E E N | E N | E N | E N | E Push E E E N | E N | E N | E Virtual Reality * * N | E Augmented Reality * * N | E Proximity N | E Wearable N | E N | E Video N | E N | E N | E N | E N | E Gamification N | E N | E N | E

Planning

Consideration

Purchase

Post-Purchase

Travel/Stay

Post-Travel/Stay

• Started with text messages, times, delays • Then book flights • Then check-in and bag check-in

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Drivers of Customer Loyalty Are Changing

• Forge emotional connections at high touch points • Listen to voice of customer • Remove pain points • Enhance delight

Map the touch points understand how mobile can extend and enhance, not replace other channels

MARKETPLACE 2016

Technology should never drive your objectives

MARKETPLACE 2016

“It is not the phone that is mobile – it is us.”

Mark Meilau – BMW

MARKETPLACE 2016

Judd Wheeler jwheeler@3c.com 3Cinteractive

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