CXOchat

Customer Experience
Discuss, share and learn about creating an enhanced customer experience across industries.
   7 years ago
#CXOchatCXO: Customer Experience So you’ve got site traffic. What's next? Learn how to win real customer interactions.
IBM Watson Commerce
Q7: Have you ever done a mobile push notification campaign? How did it perform?
Nick Patel
The right Mobile Push Notification provides a flexible, easy-to-use environment for creating notification campaigns that should engage mobile app users at the optimal time and place.
Sarah Gibb
A7: Push notifications are tricky. You have to first ask for permission, then gain the customer's trust by adding value with your push notification. Otherwise, who needs another alert on your mobile?
Tracy Boyer Clark
@Sarah_Gibb funny you say that b/c I love relevant alerts, come to me and not make me think to come to you!
Antonietta Rubinetti
that's why it is important to implement a solution that provides targeted mobile push messaging that engages your app users
Elizabeth Dean
Understand what you are saying @Sarah_Gibb. However, how helpful would it be if you are in the store browsing and all of a sudden a relevant notifcation was pushed out to you around a deal. #retail.
Antonietta Rubinetti
critical to look for a platform that allows you to deliver targeted and contextually relevant push messages to your audience
Katie Johnson
@Sarah_Gibb I agree you really need permission - just look at the reaction to Apple pushing the U2 album on people's phones. Its tricky
Antonietta Rubinetti
it's not a mobile spam..by leveraging customer segments, behaviors, preferences and even location you can delight users with info that is relevant to them
Antonietta Rubinetti
most effective push notifications are those that allow you to move from broadcast to a very personalized 1:1 cast messaging
Sarah Gibb
@misseugenia Apple and U2 is a good example. It is a little alarming when a boundary is crossed reminding us we don't have full control over our technology. But in the end, I thought a free album was awesome :)
Sarah Gibb
@deanElizabeth Get the offer right, then it's adding value. Get it wrong, then it's annoying.
Quentin Smelzer
@Sarah_Gibb Exactly. It has to add to the customer experience; it has to help.
IBM Watson Commerce
Q4: What are some goals for your mobile marketing investments?
IBM Watson Commerce
Tell us your top two
Katie Johnson
The most successful companies we see are investing in creating a mobile experience that mirrors all other channels to create one expereince
Matt Stryker
reaching and retaining new customers with an experience they expect.
Nick Patel
sales leads, newsletter signups.
Elizabeth Dean
Reaching our customers where they are and using analytics to refine the strategy
Kenneth Fax
Q4. A portion of mobile profits are used to teach, train and invest in non-profits for food, health and education in local areas.
Elizabeth Dean
Great point @misseugenia. A seemless experience is crucial and expected.
IBM Watson Commerce
Q6: How do you think mobile analytics can help you in achieving your business goals?
Elizabeth Dean
Mobile analytics help you understand usage, patterns and how people are interacting with your brand.
Annette Rossi
It will help companies identify buyer trends which will lead to improved mobile marketing strategy.
Quentin Smelzer
Moving closer to 1 to 1 marketing. Actually knowing the customer to turbo charge loyalty.
Nick Patel
An example is providing brand fans with access to unique content and news, as well as the opportunity to preorder exclusive products.
Elizabeth Dean
It allows you to track in real time, see what mobile devices are being used and gives you insight on how to support those devices.
Tracy Boyer Clark
Always more strategic to use data vs act off of a hunch, wonder what % of companies turn analytics into actual insights ...
Katie Johnson
With technologies such as Presence Zones, can also help you understand how your customers are making decisions in store
Elizabeth Dean
Great question @tracyboyerclark. I wonder how many companies know what to do with the #data that is being collected.
Barry Hammond
@misseugenia It always comes down to resources and what's most important
IBM Watson Commerce
Q3: What is your biggest pain point in terms of mobile marketing today?
Quentin Smelzer
some B2C companies are making big mistakes: eg sending ad for reduced price for merchandise just purchased.
Antonietta Rubinetti
some companies are also having challenges integrating mobile acros touchpoints or going beyond just having an app
Matt Stryker
Order Management
Lindsay Malloy
Sometimes companies have apps that are unnecessary. The app needs to offer more than a list of products.
Chris Clark
dealing with responsive web design to accommodate all devices and/or mobile app development #ibm #custexp
Sarah Gibb
A3: Thinking of mobile as part of an overall omnichannel strategy and not another silo. Retailers need to remember they all affect each other.
Barry Hammond
@LindsaySkarda Like what? images of products? Video of usage? Delivery specifications/
Lindsay Malloy
@cirrus_solutinz Offers/coupons, customer reviews, video examples, option to buy from your phone, etc.
Sarah Gibb
@LindsaySkarda @cirrus_solutinz Not to mention after the purchase like checking delivery status, customer service and support. There are so many possibilities.
IBM Watson Commerce
Let’s begin. Q1: Do you currently have a mobile strategy in place? Is it working? If not, why not?
Tracy Boyer Clark
Fully support #BYOD and #CYOD ... believe that is critical these days for all organizations to support this flexibility
Nick Patel
IBM’s Presence Zones are example of what retailers can do to leverage mobile.
Nick Patel
The key is to make sure you’ve got the right people and the right skills to design mobile. That’s the foundation.
Antonietta Rubinetti
important to consider that mobile is not just another channel, it's about customer expectations and building an universal context
Matt Stryker
At the end of the day, its about the overall experience, regardless of channel. Every organization is working hard on this model, and learning along the way.
Barry Hammond
@ARubinetti It's becoming even more so as mobility keeps redefining itseld. The now 15-25 age group is using mobility for their news-TV-movies, etc. How will that play for marketing in the future?
Ulrich Leuthner
@ARubinetti I is a whole new device that offers new opportunities and requires a mobile strategy.
Elizabeth Dean
Agree @cirrus_solutinz more and more people are relying on their #mobile devices for receiving information as well as completing transactions and interacting with others.
Ulrich Leuthner
Interesting question about the mobile strategy. Are we seeing organizations sharing it publicly?
IBM Watson Commerce
Now onto Q5: Quantitative or qualitative analytics? Is one more important than the other and why?
Katie Johnson
Can't pick just one - need them both to create a complete picture and validate one another
Matt Stryker
completely agree
Nick Patel
Equal! To understand the importance of identifying windows of opportunity during which consumer patterns shift, is to the marketer’s advantage.
Sarah Gibb
Katie and Nicky said it all!
Yvette Summers
Agree - need both. Having a solution which allows you to analyze abandonment and see where customers are struggling then determine what it costs you is critical