Gartner Application Strategies & Solutions Summit

Summit 2017
4 – 6 December 2017 / Las Vegas, NV

What Happens on Mobile, Stays on Mobile — How

to Support Your Customers on a Mobile Phone
Olive Huang
Jason Wong

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© 2017 Gartner, Inc. and/or its affiliates. All rights reserved.
How ʺNotʺ To Support Your Mobile App (a True Story)

Forgot Password Call 800 Number

Bank Get Verbal

Password
App
ID
Password

Reset Password Log Into Website

1 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

Key Issues

1. What Are the Challenges of Mobile?

2. Why You Need a Holistic Mobile Customer Engagement Strategy?
3. How to Better Support Your Customers on a Mobile Phone?

2 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

Key Issues

1. What Are the Challenges of Mobile?

2. Why You Need a Holistic Mobile Customer Engagement Strategy?
3. How to Better Support Your Customers on a Mobile Phone?

3 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

 Airline frequent
flyer app  In app chat
 Click to call
How do you  Chatbot
want to be
supported?

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  In app chat
 Click to call
 Email
Online banking  In app secured
app message
 In app knowledge
How do you search
want to be  Onscreen contextual
supported? help
 In app push notification
 Chatbot

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  Web Chat
 Click to call
Property listing  Email
website  Web inquiry form
Don't like it.

How do you  Web knowledge search

want to be  Onscreen contextual
supported? help
 Web push notification
 Chatbot

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 Farm hero saga  In app inquiry form
Don't like it.

 In app knowledge
How do you search
want to be Don't like it.

supported?  Actually, no need.

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  In app chat
 Click to call
 Email
Gartner event  In app knowledge search
app  Onscreen contextual
help
How do you  In app push notification

want to be  Chatbot

supported?  Call my account

executive
 In-door location detection
 Ask a peer

8 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

 SMS from airline  Two way SMS
 Click to call
How do you
 Schedule a call back
want to be
 Chatbot
supported?

9 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

 Credit card
service account  Chatbot
on Wechat  Chat with an agent
 Guided service
How do you
 Click to call
want to be
supported?

10 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

 Telco operator's
support account
on Factbook  Chatbot

messenger  Chat with an agent

 Guided service
How do you  Click to call
want to be
supported?

11 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

 Telco operator's
mobile app  Chatbot
 Chat with an agent
How do you  Guided service
want to be  Click to call
supported?

12 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

 insurance

Insurance claim menu

4:21 PM

insurance
app

How do you
want to be
supported?  Video chat with an agent
 Guided service
 Click to call

13 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

By 2021, 90% of large enterprises will not
achieve competitive advantage through their
mobile strategies due to siloed investment on
mobile customer engagement technologies.

14 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

Key Issues

1. What Are the Challenges of Mobile?

2. Why You Need a Holistic Mobile Customer Engagement Strategy?
3. How to Better Support Your Customers on a Mobile Phone?

15 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

 Does Your Company Own a Zombie App?

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By 2019, 20% of brands will abandon
their mobile apps.

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Mobile Is Not One Channel
Support Method
SMS/MMS Chatbot/VCA
Messaging Push notification Video and voice chat
Chat in consumer messaging app Click to Call

Knowledge and content search Feedback/Survey

Co-browse Guided service
Mobile Web Mobile web push message Web chat
Chatbot/VCA Video and voice chat
Onscreen contextual help Click to Call

Knowledge and content search Feedback/Survey

Co-browse Guided service
Mobile Apps Mobile app push message In-app chat
Chatbot/VCA Video and voice chat
Onscreen contextual help Click to Call

'Conversational' IVR Visual IVR

voice-driven Voice-driven IVR Virtual assistants (such as Siri)
Phone call
interfaces

18 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

Cross-Channel Is a Norm

Source:
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Multiple Departments Are in Charge of Mobile
Customer Experience

Head of Head of Chief Head of Head of

Marketing Customer Services Digital Officer Applications UX Design Team
Objectives Objectives Objectives Objectives Objectives
 Design  Handle  Digital  Translate business  Execute
campaigns service request innovations requirements to digital design
technology
 Generate leads  Customer  Increase adoption  Improve usability
requirements
Satisfaction/NPS of digital channels
 Improve lead  Increase and
 Manage application
conversations  Client retention  Reduce paper bills sustain adoption of
portfolio
digital channels
 Watch innovations

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Decision Dimensions of Mobile Customer
You should
Engagement Strategy also consider
emergency
Frequent use cases!
App push
notification
Consumer
messaging Chat in
consumer Video and Voice
app
messaging Chat in app chat in app
notification
apps
Two way
SMS/MMS

Engagement VCA/ Schedule

Regular Chatbot call back
Frequency IVR Visual IVR

One way
SMS/MMS Click to call

Webchat Video and Voice

Mobile web chat on web
push notification

Occasional
Interact with
human
Read Notification Personalized Conversation Conversation
Engagement frequency: Occasional (once per months) — offering with a bot with an agent
Regular (once per day), Frequent (3 to 4 times per day)
Nature of interaction: Inbound, outbound Engagement Intensity
21 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.
Design Starts From Personas, Segments and Journeys

How to connect with

prospects and convert them
into customers on mobile
devices? How often should
What mobile channel
I get in touch with them and
preference does my
on which channel?
customer segment
have and for which
engagement scenario? How to connect with
customers on mobile How do we ensure our
devices and serve them interaction with customers
with the right tools? What's on mobile device in a
frequency of the service privacy-friendly way and not
interactions? to annoy them?
How do their customer On which channel?
journeys span in and out of
channels, and across
How do we prepare the
mobile and desktop
next-best action for service
devices?
convenience, and for
marketing efficiency based
on the customer's situation
and context?

22 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

Key Issues

1. What Are the Challenges of Mobile?

2. Why You Need a Holistic Mobile Customer Engagement Strategy?
3. How to Better Support Your Customers on a Mobile Phone?

23 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

By 2019, requests for customer support
through consumer messaging apps will
exceed requests for customer support
through social media.

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Direct, Personal Support Through Facebook Messenger

Aaron Mullin
Aaron Mullin

Source: [24]7
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By 2022, nearly 2/3 of customer service
interactions will no longer require a
human intermediary.

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Believe in Self-Service
Anticipate service

Highly automated upfront

Pursue simplicity

Remove subjectivity

Minimal interaction

Access to assisted channels

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By 2020, 10% of business-to-consumer
first-level engagement requests will be taken
by VCAs, up from less than 1% today.

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VCA and Bots Help Fulfill High Volume, Repetitive
Customer Service Requests Around the Clock

Source: Kasisto, Xiaoi, Creativevirtual

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Understand Customers' Context

 Anticipate user needs

 Adopt event-driven models
 Connect to context brokers

Examples

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Deliver an Integrated Experience

 Integrate multiple channels

 Be more social
 Leverage bots
 Open up to VPAs

Examples

31 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

Improve Your Mobile App Usability — Learn From Consumer Apps
Facebook App Circa 2011 Facebook App 2017 B2B Mobile App Circa 2013 B2B Mobile App 2017

Sources: http://mashable.com/2013/08/01/facebook-mobile-evolution/#OckpIhAIOgq2, https://itunes.apple.com/us/app/facebook/id284882215

http://www.148apps.com/app/763138157/, https://itunes.apple.com/us/app/sap-crm-service-manager/id772029686?mt=8
32 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.
Observe Your Competitors

Track
Msg.

Welcome, Olive Huang Auto

Welcome

Bot
Response

Self-
Service/
FAQ

Survey

Rich
Content
Msg.

Mobile In-App Support for

In-App Video Chat Visual IVR
Web Concierge Mobile Commerce
Source: Salesforce, Moxie, Huanxin
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Look Beyond Your Own Industry

Source: Bright Box

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Treat Mobile Analytics as Essential

 Path analysis
 Screen heat maps
 Funnel analysis
 Retention analysis
 Cohort analysis

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Your mobile strategy has to have a customer
experience strategy.

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Recommendations

 Design a holistic mobile customer engagement strategy, which may

cover use cases from mobile marketing to mobile customer services
and make use of multiple channels.
 Observe customers directly to see what the most popular mobile
engagement functions are at present but push the envelope with
innovative additions.
 Employ a range of analytics techniques and applications to monitor
the success of the customer service functionality on the mobile device.
 You may have to keep your app but accept the fact it is a zombie.

37 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

Action Plan

Monday Morning:
 Write down names of the stakeholders whose processes touch customers on a mobile.
Next 90 Days:
 Discover current customer and organizational pain points when engaging customers
on mobile.
 Develop a holistic mobile customer engagement strategy.
 Develop an implementation plan, in terms of people, process and technology.
Next 12 Months:
 Implement the strategy.
 Start measuring the impact to business and CX.

38 © 2017 Gartner, Inc. and/or its affiliates. All rights reserved.

Recommended Gartner Research

 Plan Now for Critical Shifts in Customer Interaction Patterns

Michael Maoz (G00331878)
 Use Mobile App Analytics to Increase Engagement and Performance
Jason Wong and Adrian Leow (G00297924)
 Hype Cycle for CRM Customer Service and Customer Engagement, 2017
Michael Maoz and Olive Huang (G00314325)
 Build Versus Buy Considerations for Delivery of an Enterprise Mobile
App Portfolio
Jason Wong, Michael Maoz and Matthew W. Cain (G00315903)

For more information, stop by Gartner Research Zone.

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