Technology Strategies For The Mobile Mind Shift
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Transcript of Technology Strategies For The Mobile Mind Shift
Technology Strategies
For The Mobile Mind Shift
Vice President & Principal Analyst
July 8, 2014
Ted Schadler
The mobile mind shift
The expectation that I
can get what I want in
my immediate context
and moments of need
© 2014 Forrester Research, Inc. Reproduction Prohibited 3 #mobilemindshift
Companies
Platforms
People
Processes
Mind Devices Applications
The mobile mind shift will penetrate the beating heart of your business . . .
© 2014 Forrester Research, Inc. Reproduction Prohibited 4 #mobilemindshift
. . . and present throughout every step of a customer’s journey Marketing:
Manufactured moment
Borrowed moment
Marketing:
Loyalty moment
Sales:
Influenced sale moment
Sales:
Impulse buy moment Customer service:
Service moment Product:
Setup moment
Use moment
Care moment Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For
Customer-Obsessed Enterprises” Forrester report
Marketing:
Social Depth moment
© 2014 Forrester Research, Inc. Reproduction Prohibited 5 #mobilemindshift
What matters in a mobile moment?
› Who is seeking help?
› What kind of device (and network) is she using?
› What is her motivation?
› What is her physical and emotional context?
› Where is she on her journey?
› What can you do to serve her in that moment?
© 2014 Forrester Research, Inc. Reproduction Prohibited 6 #mobilemindshift
-2 minutes
Mobile moments matter to employees and your business processes, too
-2 hours event
-Review service
ticket
-Align dish
-Configure set-top box
-Sell audio system
-Record signature
-Record sale
-Review appointments
-Confirm next visit
-Get directions
-Log service report
-Confirm next visit
Who are we serving?
Field technician
What is their context?
Standing in front of the customer
What is the motivation?
To record proof of service
Who are we serving?
Field technician
What is their context?
Outside customer’s home
What is the motivation?
To prep for service call
After
© 2014 Forrester Research, Inc. Reproduction Prohibited 7 #mobilemindshift
The IDEA cycle: the business discipline to win in the mobile moment
Analyze
results to monitor
performance and
optimize outcomes.
Engineer
your platforms,
processes, and
people for mobile.
Design
the mobile
engagement.
Identify
the mobile
moments and
contexts.
Start small
with a platform
to extend..
© 2014 Forrester Research, Inc. Reproduction Prohibited 8 #mobilemindshift
To win the mobile moments, the app experience must be:
› Intuitive
› Task-oriented
› Contextual
› Able to flex, scale, and grow
© 2014 Forrester Research, Inc. Reproduction Prohibited 9 #mobilemindshift
Companies
Platforms
People
Processes
Mind Devices Applications
And means making big changes at the core of your business
© 2014 Forrester Research, Inc. Reproduction Prohibited 10 #mobilemindshift
Engineer your systems
› Are your platforms ready to
support mobile engagement?
› Are your processes designed
for mobile moments?
› Are people organized to
rapidly deploy services?
© 2014 Forrester Research, Inc. Reproduction Prohibited 11 #mobilemindshift
And that means APIs to your core processes
© 2014 Forrester Research, Inc. Reproduction Prohibited 12 #mobilemindshift
You need a new technology approach
Systems of engagement help
customers take the next best action
in their immediate context and
moments of need
© 2014 Forrester Research, Inc. Reproduction Prohibited 13 #mobilemindshift
. . . and a new business technology strategy
Network
Hardware/infra
structure
Software
Data
Systems of record
UX
Infrastructure
Software
Data
Systems of engagement
UX
Network
Design
starts with
engagement
Design
starts with
transactions
© 2014 Forrester Research, Inc. Reproduction Prohibited 14 #mobilemindshift
Client tier
Delivery tier
Aggregation tier
Services tier • On-premises transaction & content systems
• Some services cloud hosted
• Data security managed here
• Smartphones & tablets & API consumers
• Manage software and policy on the device
• Outstanding experience online & offline
• Asynchronous, event-driven content layer
• Scale out to Internet proportions
• Cloud or cloud-connected
• Most app logic and integration happens here
• On-premises or cloud-hosted
• Analytics data store & algorithms here
Built on a four-tier engagement platform
© 2014 Forrester Research, Inc. Reproduction Prohibited 15 #mobilemindshift
Analyze results to monitor performance and optimize outcomes
› Performance & operational metrics to know what’s going
on at all times
› Business metrics to drive investment
› Customer and experience insights to improve the
experience over time
› Real-time analytics to power great mobile moments
© 2014 Forrester Research, Inc. Reproduction Prohibited 16 #mobilemindshift
Remember this . . .
› The mobile mind shift will
transform business.
› The new competitive
battleground is the mobile
moment.
› Identify, design, engineer,
analyze . . . and repeat.
© 2014 Forrester Research, Inc. Reproduction Prohibited 17 #mobilemindshift
› Watch the three-part Mobile Mind Shift Webinar
Series, and download the presentation slides
› Download a complimentary report, "Four Steps
To Win In The Mobile Moment"
› Download the first two chapters of Forrester's
book The Mobile Mind Shift
Next Steps