際際滷

際際滷Share a Scribd company logo

How to improve Customer Engagement

Susanne B. B旦ck
Susanne B. B旦ck

This document discusses improving customer engagement through mobile strategies. It provides tips for building a mobile strategy, including starting with a clear strategy and goals, defining the target audience, selecting the right mobile environment like sites or apps, choosing devices, using APIs, focusing on data security, and taking control of security. It also discusses building a mobile customer strategy through customer acquisition, loyalty, mobile commerce, and customer experience.

1 of 31
Download to read offline
WE CO NCEP T, D ESI G N & CODE EMOTIONS 息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I HOW TO I MPROVE CU STOM E R ENGAGEMENT
AGE NDA > WHY MOB ILE C USTOMER ENGAG EM ENT? > BUIL D A MO BILE STR ATEGY > BUIL D A MO BILE CUSTOMER STRATEGY W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I Susanne B旦ck Managing Director Webmedia7 Middle East FZE
W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I WHY CUSTOME R E NGAGEM ENT ? There are 1,2 million apps in the app store and over 1,0 million in the google play store two-thirds of those apps have never been downloaded The avarage smartphone user has 65 apps installed but only uses 15 apps in a week 85% of social gamers quit playing after the first day
WHY ARE US ERS DI SSAT ISF IE D W I T H A P P S? The app crashed or displayed an error 22,67% It was too slow to load 16,44% It didnt function as expected 22,22% It had a poorly designed interface 12,89% It drained my battery 13,33% It required a network conncection 8,89% Others 2,22% W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
BUILD A MOBIL E STRATEGY 7 Steps for building a Mobile Strategy
1. START WITH A CLEAR STRATEGY: Define Mobiles Purpose Within Your Organization Identify the concrete goals of your mobile marketing efforts What role does mobile play in our overall strategy? What are our tiered priorities for mobile? How can mobile drive cross-channel activity? What is our timeline and internal readiness for mobile? How will we measure mobile success? ≒ W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
2. DEFINE Y OU R TAR G ET AU D I ENCE Again, this step should not be undertaken without considering the whole picture. Which demographic does your company already market to? Are you hoping to widen your audience? Or narrow your focus to just one segment of it? What is the online behavior of the target audience? W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
3. SELECT THE RI GHT ENVIRONMENT Understand the Benefits of Mobile Sites Versus Mobile Applications W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
4. CHOO SE THE DEVICES Study usage patterns to drive platform support W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
5. USING AP ISTO A CCELERATE INNOVATION > And to deliver seamless user experience Application Programming Interfaces (APIs) encapsulate back-end information systems APIs also open enterprise resources to third-party developers but make sure APIs are secure > API Backend as a Service (Baas) W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
6. STAY F OC USE D The device is one thing, but managing information everything Data is the heart of every enterprise mobility strategy! One of your highest priorities should be thinking about the secure and efficient probability of content or data in any given context (location, network characteristics) W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
7. TAKE CONT ROL WI TH AN EN D -TO -EN D SECURITY STRATE GY Leveraging security standards Take advantage of the different types of security solutions available rather than building your own. Balancing security with user experience Mobile security works best when it doesnt infringe on the intuitive user experience of the platform itself W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
BUILD A MOBILE CUSTOMER ST RATE GY for building a Mobile Customer Strategy 4 Steps W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
1. C USTOM ER ACQUISITION Before launching an App Choose a good name Choose the right category in the app stores Create an amazing icon Take great screenshots and write a good description Build a great Landingpage W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
After launch Push for as many downloads as you can get in the first days after the launch Sign up for an analytics app (Flurry, Apsalar) Get features Reach out to media Encourage users to rate and review the app and to share on social networks Paid promotions W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I 1 . CUSTOMER ACQUISITION
OTHER WAYS TO GROW TRAFF IC AND APP DOWNLOADS Offline: Use QR Codes Online: Create a mobile Google+ page Create a mobile banner add campaign Launch an SMS campaign Integrate your social media campaigns with mobile W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
2 . CU STOMER LOYALTY increase customer adoption, frequency, and share of wallet through content, utilities, gamification, rewards and messaging. W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
How to improve Customer Engagement
HOW TO BUILD A MOBILE OPT IM I ZE D M A I L I NG C A M PA I GN Mobile Email Checklist: 1.Email width: stay under 600 pixels for android Suggested are 320 to 550 pixels 2.Create tappable calls to action: Eye-catching, in center and tappable, with a minimum size of 44x44 pixels 3.Layout: Only single column 4.Finger targets: Increase font size, line spacing, button sizes and white spaces 5.Visibility of call to actions and links: As mobile devices dont support hover states, make sure your links, buttons, etc. are clearly visible 6.Coding methods: Chose responsive or Scalable email coding standards W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
INCLUDE A CALL-TO-ACTION IN THE PREHEATER GE T F REE SHIPPING ON SUMMER ESSENTIALS W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
A G REAT DESIGN DRIVES CUSTOMER LOYALTY Focus on the details Incorporate your brand Remember that a mobile device is not a mini PC Design for the platform and the phone Customize for your users W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
3. MO BILE COMMERCE enable customer to easily place orders and make purchases through mobile website and mobile app Integrate a customer loyalty program W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
DeelioZ Punchcard W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
4. CUS TOMER EXPERIENCE = Service & Support provide easy access to product details, location, and availability. Also provide direct access to customer service with click to call, email, and case logging W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
RELE VA NT STATISTICS Metric #1: Loyalty DAUs/MAUs Metric #2: Retention and Churn Metric #3: Engagement Index Metric #4: Lifetime Value Metric #5: User Acquisition ROI W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
T H A N K Y O U V E R Y M U C H F O R Y O U R AT T E N T I O N .
CON TAC T WEBM EDIA7 MIDDL E EA ST F ZE DUBAI SIL IC ON OASIS HE ADQUA RTE R BUIL DING WING B DUBAI - UA E +971 56 7 400 772 +971 (0) 4 3712 583 SB@ W EBM EDIA 7. COM WEB M EDIA 7 OH G S PER B ERST R. 23 81 82 7 M UNICH MU N ICH - GER +49 176 311 914 12 +49 (89) 4 11 4 715 - 163 SB@ WEBM EDIA7. COM
ABO UT WEBMEDIA7 AS "DIG I TA L NATI V ES" , W E DEV ELOP CU STO M-TAILORED AND ESPECIALLY THE LATEST IN CO NC E P TS FO R O UR CLIEN TS, FO CU S ON THEIR NEEDS AND PROVIDE PRAGMAT I C SUP P ORT IN TH E AC HIEV EMENT OF THEIR CORPORATE OBJECTIVES. BESIDES R E A L I ZI NG WEB SITES, EC OMMER CE SO LUTIONS AND PORTALS WE PROVIDE A DEEP EN KNOWL E DGE I N MO BILE A PP LICAT ION S, EITHER NATIVE DEVELOPED FOR IOS, AND ROI D OR WI NDOW S OR AS H TML SO LUTION FOR SEVERAL DEVICES. W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
KEY FAC TS WE OPE RATE AC R O SS MID D LE EA ST AN D E U R O PE . OUR CL IENTS COM E F ROM DIF F E RE NT BRANC HE S AN D TO AL L O F T HE M WE S U S TAIN LONG TER M PARTNE RS HIP S. CLIENT SATISFAC TION IS O U R N U MB E R O N E PR IO R ITY. WE TAK E TIME TO L E A RN A BO UT TH E B USIN ESS O F O UR C LIE NTS, TH EIR EXPECTATIONS A ND BUS INES S G OA LS . TO ALL O U R CU S TO MERS WE MA INTA IN L ONG-TE RM PA RTNE RSHIPS. M OST OF OUR CUSTOMERS RELY ON OUR C O MPE TEN C Y S IN CE SE VE R AL YE AR S - AND THIS USUAL LYHOL ISTIC A L LY, A C ROSS A L L M A RKE TING D IS CI PLINES . EXPERTIS E PROJECTS E MP LOY EE S O FF IC ES 7 YEARS 260+ 25 2 W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
E XPERTI SE C O N C E P T D E S I G N C O D E M A R K E T W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I

More Related Content

How to improve Customer Engagement

  • 1. WE CO NCEP T, D ESI G N & CODE EMOTIONS 息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 2. 息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I HOW TO I MPROVE CU STOM E R ENGAGEMENT
  • 3. AGE NDA > WHY MOB ILE C USTOMER ENGAG EM ENT? > BUIL D A MO BILE STR ATEGY > BUIL D A MO BILE CUSTOMER STRATEGY W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I Susanne B旦ck Managing Director Webmedia7 Middle East FZE
  • 4. W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I WHY CUSTOME R E NGAGEM ENT ? There are 1,2 million apps in the app store and over 1,0 million in the google play store two-thirds of those apps have never been downloaded The avarage smartphone user has 65 apps installed but only uses 15 apps in a week 85% of social gamers quit playing after the first day
  • 5. WHY ARE US ERS DI SSAT ISF IE D W I T H A P P S? The app crashed or displayed an error 22,67% It was too slow to load 16,44% It didnt function as expected 22,22% It had a poorly designed interface 12,89% It drained my battery 13,33% It required a network conncection 8,89% Others 2,22% W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 6. BUILD A MOBIL E STRATEGY 7 Steps for building a Mobile Strategy
  • 7. 1. START WITH A CLEAR STRATEGY: Define Mobiles Purpose Within Your Organization Identify the concrete goals of your mobile marketing efforts What role does mobile play in our overall strategy? What are our tiered priorities for mobile? How can mobile drive cross-channel activity? What is our timeline and internal readiness for mobile? How will we measure mobile success? ≒ W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 8. 2. DEFINE Y OU R TAR G ET AU D I ENCE Again, this step should not be undertaken without considering the whole picture. Which demographic does your company already market to? Are you hoping to widen your audience? Or narrow your focus to just one segment of it? What is the online behavior of the target audience? W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 9. 3. SELECT THE RI GHT ENVIRONMENT Understand the Benefits of Mobile Sites Versus Mobile Applications W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 10. 4. CHOO SE THE DEVICES Study usage patterns to drive platform support W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 11. 5. USING AP ISTO A CCELERATE INNOVATION > And to deliver seamless user experience Application Programming Interfaces (APIs) encapsulate back-end information systems APIs also open enterprise resources to third-party developers but make sure APIs are secure > API Backend as a Service (Baas) W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 12. 6. STAY F OC USE D The device is one thing, but managing information everything Data is the heart of every enterprise mobility strategy! One of your highest priorities should be thinking about the secure and efficient probability of content or data in any given context (location, network characteristics) W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 13. 7. TAKE CONT ROL WI TH AN EN D -TO -EN D SECURITY STRATE GY Leveraging security standards Take advantage of the different types of security solutions available rather than building your own. Balancing security with user experience Mobile security works best when it doesnt infringe on the intuitive user experience of the platform itself W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 14. BUILD A MOBILE CUSTOMER ST RATE GY for building a Mobile Customer Strategy 4 Steps W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 15. 1. C USTOM ER ACQUISITION Before launching an App Choose a good name Choose the right category in the app stores Create an amazing icon Take great screenshots and write a good description Build a great Landingpage W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 16. After launch Push for as many downloads as you can get in the first days after the launch Sign up for an analytics app (Flurry, Apsalar) Get features Reach out to media Encourage users to rate and review the app and to share on social networks Paid promotions W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I 1 . CUSTOMER ACQUISITION
  • 17. OTHER WAYS TO GROW TRAFF IC AND APP DOWNLOADS Offline: Use QR Codes Online: Create a mobile Google+ page Create a mobile banner add campaign Launch an SMS campaign Integrate your social media campaigns with mobile W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 18. 2 . CU STOMER LOYALTY increase customer adoption, frequency, and share of wallet through content, utilities, gamification, rewards and messaging. W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 20. HOW TO BUILD A MOBILE OPT IM I ZE D M A I L I NG C A M PA I GN Mobile Email Checklist: 1.Email width: stay under 600 pixels for android Suggested are 320 to 550 pixels 2.Create tappable calls to action: Eye-catching, in center and tappable, with a minimum size of 44x44 pixels 3.Layout: Only single column 4.Finger targets: Increase font size, line spacing, button sizes and white spaces 5.Visibility of call to actions and links: As mobile devices dont support hover states, make sure your links, buttons, etc. are clearly visible 6.Coding methods: Chose responsive or Scalable email coding standards W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 21. INCLUDE A CALL-TO-ACTION IN THE PREHEATER GE T F REE SHIPPING ON SUMMER ESSENTIALS W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 22. A G REAT DESIGN DRIVES CUSTOMER LOYALTY Focus on the details Incorporate your brand Remember that a mobile device is not a mini PC Design for the platform and the phone Customize for your users W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 23. 3. MO BILE COMMERCE enable customer to easily place orders and make purchases through mobile website and mobile app Integrate a customer loyalty program W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 24. DeelioZ Punchcard W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 25. 4. CUS TOMER EXPERIENCE = Service & Support provide easy access to product details, location, and availability. Also provide direct access to customer service with click to call, email, and case logging W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 26. RELE VA NT STATISTICS Metric #1: Loyalty DAUs/MAUs Metric #2: Retention and Churn Metric #3: Engagement Index Metric #4: Lifetime Value Metric #5: User Acquisition ROI W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 27. T H A N K Y O U V E R Y M U C H F O R Y O U R AT T E N T I O N .
  • 28. CON TAC T WEBM EDIA7 MIDDL E EA ST F ZE DUBAI SIL IC ON OASIS HE ADQUA RTE R BUIL DING WING B DUBAI - UA E +971 56 7 400 772 +971 (0) 4 3712 583 SB@ W EBM EDIA 7. COM WEB M EDIA 7 OH G S PER B ERST R. 23 81 82 7 M UNICH MU N ICH - GER +49 176 311 914 12 +49 (89) 4 11 4 715 - 163 SB@ WEBM EDIA7. COM
  • 29. ABO UT WEBMEDIA7 AS "DIG I TA L NATI V ES" , W E DEV ELOP CU STO M-TAILORED AND ESPECIALLY THE LATEST IN CO NC E P TS FO R O UR CLIEN TS, FO CU S ON THEIR NEEDS AND PROVIDE PRAGMAT I C SUP P ORT IN TH E AC HIEV EMENT OF THEIR CORPORATE OBJECTIVES. BESIDES R E A L I ZI NG WEB SITES, EC OMMER CE SO LUTIONS AND PORTALS WE PROVIDE A DEEP EN KNOWL E DGE I N MO BILE A PP LICAT ION S, EITHER NATIVE DEVELOPED FOR IOS, AND ROI D OR WI NDOW S OR AS H TML SO LUTION FOR SEVERAL DEVICES. W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 30. KEY FAC TS WE OPE RATE AC R O SS MID D LE EA ST AN D E U R O PE . OUR CL IENTS COM E F ROM DIF F E RE NT BRANC HE S AN D TO AL L O F T HE M WE S U S TAIN LONG TER M PARTNE RS HIP S. CLIENT SATISFAC TION IS O U R N U MB E R O N E PR IO R ITY. WE TAK E TIME TO L E A RN A BO UT TH E B USIN ESS O F O UR C LIE NTS, TH EIR EXPECTATIONS A ND BUS INES S G OA LS . TO ALL O U R CU S TO MERS WE MA INTA IN L ONG-TE RM PA RTNE RSHIPS. M OST OF OUR CUSTOMERS RELY ON OUR C O MPE TEN C Y S IN CE SE VE R AL YE AR S - AND THIS USUAL LYHOL ISTIC A L LY, A C ROSS A L L M A RKE TING D IS CI PLINES . EXPERTIS E PROJECTS E MP LOY EE S O FF IC ES 7 YEARS 260+ 25 2 W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I
  • 31. E XPERTI SE C O N C E P T D E S I G N C O D E M A R K E T W E C O N C E P T D E S I G N & C O D E E M O T I O N S息 C O P Y R I G H T B Y W E B M E D I A 7 | M U N I C H | D U B A I