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Hello!

Renee McKeon ECD and Senior Director of

Experience Design Bottle Rocket

Laurie Close Head of Global Brand Partnerships

OgilvyRED

Rob Blackie Director of Social

Ogilvy London

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it’s a mobile first world

it’s a customer first world And they live in mobile

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owns

uses

200xopens phone per day

per day

devices

The average mobile user

of people use more than one device at a time20percent

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“The mobile mind shift is ubiquitous and immense.”

Julie Ask, Forrester

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11

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New Research Study Finds Brands Fall Short on Consumer Expectations for Mobile Experiences © 2016 PR Newswire Association LLC. All Rights Reserved. A Cision company.

76% of users report that a good mobile experience has a positive influence

on their loyalty to a brand.

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customer experience Research, and just plain common sense, says focusing on the customer, or in the case of mobile products, the user, makes good business sense.

60% more profitable if you are customer-centric than if

you are not

12 positive interactions needed to

counteract one negative

the landscape

Every mobile moment is an opportunity

faster engagement

adapt and react to location

more personal experiences

(eMarketer Global Survey 2/2016)

30%35% 25%

What people want from mobility

personal frictionless contextual

Make it beautiful

pure ambient computing, EaaS, and

human-based interfaces

voice as an input, chatbots, messaging, AI/

machine learning, and apps for everything

smartphones and apps, smart TVs, wearables, IoT, and other

devices

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Liquid expectations

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how do you decide?

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the short answer Know your brand

Know your customer (current and desired)

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3

the problem Strategy and planning are typically top-down activities designed to improve products or process from the point of view of the enterprise. A product or service is “better” if it is easier to execute, more profitable, or requires less investment from the enterprise.

That way of thinking leads to failure, simply because he revolution, the experience revolution, has already happened. Successful companies today have made the transition to being customer-centric, where “better” means simpler to use, easier to find, and more personally gratifying for the customer. And they have embraced technology as a way to bring about these needed changes.

And, the great companies have realized that this is not only good for their customers, but for their employees, as well.

“Get closer than ever to your customers. So close that you tell them what they need

well before they realize it themselves.”

– Steve Jobs

title text Body Level One

title text Body Level One

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ideal consumer journey

current consumer journey

pre during after

Moment of Truth

+POSITIVE

–NEGATIVE

MT

Moment of Truth MT

TOUCHPOINTSSmart Phone Smart Watch Phone Call Group Computer Tablet Location Person

pre during after

+POSITIVE

–NEGATIVE

MT

MT

MTMT

TOUCHPOINTS MOMENT OF TRUTHSmart Phone Smart Watch Phone Call Group Computer Tablet Location Person

MT

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the key question: Would ______________ make the customer journey better?

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the key question: Would ______________ make the customer journey better?

Voice

VR

AR

chatbot

iMessage extension

Business chat

Virtual assistant

Social selling

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the key question: Would ______________ make the customer journey better?

Voice

VR

AR

chatbot

iMessage extension

Business chat

Virtual assistant

Social selling

shorter

easier

simpler

more enjoyable

eliminate steps

reduce friction

remove frustration

surprise or delight

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the key question: Would ______________ make the customer journey better?

YES NO

put in consideration set STOP

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if yes, then… next is multi-perspective

business goals

budget

organizational readiness

technical complexity

spotlight

mobile commerce (shopping & loyalty)

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The way CPG customers shop has changed. Now, to attract and retain customers, you must make an emotional connection. That begins with understanding.

Mobile devices are the means to understand customers’ lives. Brands can learn customer activity, appeal to their desires directly, and reward their loyalty wherever they are.

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“Mobile is changing loyalty marketing by raising expectations of

instantaneity and consistency across channels. It has also opened up new opportunities in real-time messaging,

customer service and seamless customer experiences.”

eMarketer

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shifting landscape interesting info

I am in need of help here. If you don’t have anything, I will cut this slide

90% more frequent purchases

5x more likely to

choose the brand in the future

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the connection Now, mobile technology provides opportunities to own customer data, and connect with and influence customers through branded mobile experiences.

chatbots

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The Apple App Store took seven months to reach 20,000 apps. Facebook Messenger took only four

months to reach 20,000 chatbots. Forrester Executive Q&A: Boost Your Chatbot IQ

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“Fear of missing the “next big thing” now pushes digital business professionals to learn and pilot with an

unprecedented urgency that outpaces even the “we need an app” craziness of 2008. The pace of adoption has outstripped

the industry’s ability to educate the market to allow professionals to move forward rationally. ”

Forrester Executive Q&A: Boost Your Chatbot IQ

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educating ourselves

Chatbots are bots. But not all bots are chatbots.

Chatbots are conversational interface bots. Typically narrowly focused.

Virtual agents are web-based mobile chat or IVR systems, usually associated with one enterprise to

help customers navigate that brand’s services.

Virtual assistants (also called IPAs, IAs, Intelligent Personal Assistants, or Intelligent Assistants)

orchestrate services from third parties on behalf of consumers. Bots are one form of an agent.

- Forrester Executive Q&A: Boost Your Chatbot IQ

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KLM

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Hipmunk

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Lark

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Poncho

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Penny

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and so much more…

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key takeaways

Chatbots and Bots are not the same thing

Intelligent Assistants are personal; virtual agents are not

Messaging apps are not the only distribution option for chatbots

- Forrester Executive Q&A: Boost Your Chatbot IQ

Remember the question…

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the key question: Would ______________ make the customer journey better?

YES NO

put in consideration set STOP

Questions?

Renee McKeon ECD and Senior Director of

Experience Design Bottle Rocket

Laurie Close Head of Global Brand Partnerships

OgilvyRED

Rob Blackie Director of Social

Ogilvy London