Your source of insights for a successful digital transformation.

The DCX 7-Steps Checklist [VIDEO]

dcx-checklist-video.png
What is the most relevant contribution of mobile technology in the everyday life? We live in constant connection, in a world that unravels online and offline at the same time. The evolution of customer behaviors leads to the disruption of business.

Even the reluctant product-centric organizations must switch to a customer-centric approach, in a world where the focus on the digital customers matters more than any other strategic imperative.

How can you engage and monetize customers? How can you foster their loyalty and stay top of mind? When dealing with digital customers, the old marketing questions need brand new answers.

In a mobile ecosystem, the constant flux of emerging technologies shakes up the way you connect and communicate with customers. An excellent product, therefore, is not enough to ensure you a competitive advantage.

You need something more; something that shifts the focus from the inside to the outside. That is the moment when an excellent digital customer experience becomes your most critical differentiator.

The customer experience is the result of all the interactions a customer has with your brand, across the different stages of the customer journey, online and offline. This perception is extremely personal, but it can be influenced by your strategic activities.

How can you improve the perception people have of your organization? What are the essential qualities of the perfect customer experience? What are the requirements to overcome the challenges of the digital transformation?

To answer to these - and many more - questions, Neosperience has crafted the first DCX 7-Steps Checklist, a comprehensive methodology that will help you create memorable mobile moments for customers through every connection they have with your brand, all day, every day.

Launched in 2014, The DCX 7-Steps Checklist has since encountered a growing success. Now it returns with a new look, an introductory video that explains why and how you should realign investments towards mobile to reshape the customer experience and effectively engage and monetize digital customers.

 You can also download The DCX 7-Steps Checklist in .pdf version here:

Download DCX 7-Steps Checklist

Topics: Digital Customer Experience Neosperience Mobile customer engagement Customer Journey

Google I/O 2016 - Daydream, Allo, Instant Apps: The Key Announcements

google-io-2016-android-n.jpg

Everyone in the business community was waiting for Google I/O 2016 with bated breath. We knew something big was coming, but probably none expected it to be this huge. So huge, in fact, that it can be considered the best conference in years, up there with the 2013 historical speech by Larry Page.

Daydream, Home, Allo, Duo, Instant Apps: as expected, at this year’s edition the giant from Mountain View has displayed its vision for a more ubiquitous way of interacting with mobile technology. You can now say goodbye permanently to the idea of Google as a search engine.

You may be already familiar with Think With Google, where the company collects all researches about the advancements in technology, society, and customer experience. Year after year, the insights originated from the research-hub have profoundly changed Google’s business approach.

As an example of this strong bond between marketing and technology, take the emergence of Micro Moments. The smartphone has completely changed the way we communicate and look for information. We do not research online in unique, continuous sessions anymore. This was a dated desktop computer driven approach.

Today, roughly 60 percent of searches on Google now arrive from mobile devices. With the mobile devices in our hands, we are constantly connected. We live online; we do not simply go online. This shift has brought us to a major change in how we search for information:

What used to be our predictable, daily sessions online have been replaced by many fragmented interactions that now occur instantaneously. There are hundreds of these moments every day - checking the time, texting a spouse, chatting with friends on social media.” (Google)

We turn to our mobile devices at the exact moment that we need it, in a continuous series of instant sessions. These are the Micro Moments, a completely different customer behavior. As a business, you must acknowledge this evolution and learn how to engage and monetize customers in this brand new ecosystem.

The 2015 mobile-friendly algorithm, developed by Google for its search engine, was the obvious sign of what was going to happen. Well, if you look at the announcements at the 2016 Google I/O you recognize even more traces of this transformation.

At this year’s I/O conference, we have heard lots of numbers about the ever-growing Big G’s ecosystem. Numbers that help you understand where Google is headed to. We have reached:

  • 1 billion Chrome active monthly users from mobile;
  • 25 million Chromecasts sold;
  • 200 million active monthly users on Google Photo;
  • 600 Android smartphones launched this year alone;
  • 65 billion apps downloaded from Google Play;
  • 50 million apps for Cardboard downloaded.

These numbers narrate a story that involves technology, business, and society. That’s the reason why Google I/O, born and raised as a conference for developers, has officially opened the doors to the broader audience, with more mainstream announcements taking center stage.

During the 2015 I/O edition, we have witnessed the arrival of Android M, Google Now On Tap, Jump and Project Brillo. What about this year’s edition? In case you missed the keynote, here is a recap of the key announcements. Write them down for future reference.

Google-IO-2016-daydream.jpg

ANDROID N

After M there it comes N. The next version of Google’s mobile OS is almost done and has been nicknamed N. Some features were already announced, some come as great news:

Software updates will happen seamlessly in the background; a new notification dropdown with in-line reply; the Vulcan 3D graphics to improve gaming; an improved security; last but not least, a built-in solution for multi-tasking, to run multiple apps split-screen.

DAYDREAM

Google is betting on virtual reality, raising last year’s bid (the Jump project) with Daydream, a platform that will set the standards for all things VR in Android.

The first expressions of this new enthusiasm will be a hardware for high-end smartphones and a virtual reality mode for the next versions of Android. Soon, however, we will see headsets and tools produced by Google with different partners.

GOOGLE ASSISTANT

Android already has a personal assistant. We know it by the name of Google Now. Google Assistant is the direct evolution of that concept, a voice interface powered by artificial intelligence that will better understand what you are saying and (increasingly) why you are saying it.

The Assistant is meant to be contextual and task-based; it works both with voice or text messages, and will be fully built in Home and the future smartphones.

HOME

Amazon is gaining momentum with the Echo project. Why Google should not run the same race and dip into the future of smart home? That’s where Home comes from, a nice piece of design that looks like Echo because it is - right now, at least - exactly like Echo.

Hardware with a built-in voice assistant (see Google Assistant) and enhanced by third parties for music, news, and basically everything ranging from calling a taxi to reserve your table at the restaurant.

ALLO

Allo is the first mobile app announced this year. At first glance, it may seem nothing more than the umpteenth attempt to unthrone Whatsapp. It is, indeed, but Allo is also something more.

Behind a nice interface and cool stickers, we find a powerful experiment with artificial intelligence and predictive analysis. The app will learn from your usage and try to predict your answers, offering one-click suggestions. Cool, isn’t it?

DUO

If you think that Allo is an obscure project, wait until you see Duo, the weirdest thing presented by Google at 2016 I/O. Duo is, essentially, a video calling app. Nothing more than Hangout, someone has said.

Well, actually there is something more: When a call is coming in, you can get a preview of what is happening on the other side in a little window. It’s up to you to decide if this feature is enough to justify a new app.

INSTANT APPS

No doubt that the highlight of the conference was the announcement of Android Instant Apps. The number of available apps in the Google Play Store was recently placed at 2 million. How can you create a great experience without forcing customers to download an app for every single little activity?

Loading only the app components that fit a specific need in a specific moment. This is Instant Apps, a system that will allow your phone to load only the pieces of the app required to get that action, and then asking you if you want to install the entire version with a tap. Fully connected to Android Pay, Instant Apps could rewrite the future of the retail shopping experience.

ANDROID WEAR 2.0

The launch of Android Wear 2.0 is the proof that Android is rapidly evolving into something more comprehensive than just an operating system for smartphones. The new Android for smartwatches is not only easier and nicer but also smarter.

You will be able to use smart replies for messaging, and plug the apps into Google Fit to track your activity without a smartphone. In fact, the new Wear 2.0, that we will see next Fall, marks the liberation of the watch from the phone.

Which Google I/O 2016 announcement excites you the most?

 

Download The Mobile Engagement Playbook, a collection of relevant insights that'll help you to overcome the challenges of the digital transformation and grow your business exponentially.

Get The Mobile Engagement Playbook

Topics: Digital Customer Experience Android Wearable Mobile

The Engagement And Monetization Playbook

banner_zuora_neosperience-01.png

"The future is already here - it's just not very evenly distributed.

With the very words of the cyberpunk guru William Gibson we introduce The Engagement and Monetization Playbook. What if you had documents that show how you can monetize the relationship economy?

Learn how you can blend Digital Customer Experience (DCX) and Relationship Business Management (RBM) to support key growth initiatives and manage your entire business lifecycle.

The changing landscape we all move in - as people, customers and organizations - is continuously shaped by trends that revolutionize the connection between brands and customers. One major trend is the emergence of the membership economy.

If you take a look at the most inspirational business success stories of our days, you realize that they have very few traits in common. One is the awareness that the idea of ownership is over, replaced by the need of 'membership': Netflix, Spotify, Uber, BlaBlaCar, Airbnb, to name some.

DOWNLOAD THE PLAYBOOK

Customers do not want permanent ownership, they prefer a temporary access to a product or service. They do not want to pay in advance a high price for something that they might only use once or twice. They prefer to pay a relatively low fee to get the membership and access the service when they need it.

This evolution in customer behaviors is producing the (r)evolution of the rules of customer engagement. It is, therefore, forcing you to change how you act in digital markets, and how you engage and monetize your customers.

Moving from a product-centric organization to a customer-centric vision is not easy, and requires a full commitment to change. Creating a membership organization means inspiring everyone to live and breathe the culture of membership.

In this perspective customer retention, rather than customer acquisition, becomes the top priority. You must tailor your offerings to meet the evolving expectations digital customers, A/B test your contents to fulfill their desires, and track metrics for customer satisfaction. 

Most of all, you need to move beyond traditional loyalty programs and promote innovation to build a true relationship organization. We are not talking about a one-shot activity. When the member-to-benefit ratio is high, people stay engaged and satisfied, and the membership economy always moves with a long-term plan.

When customers prefer brands that advertise experiences, relationships and belonging to those that simply sell a product, you have two choices: become part of the game or fall into irrelevance. The Engagement and Monetization Playbook will help you to reach the future before your competitors.

 

Topics: Digital Customer Experience customer engagement monetization

The Mobile Engagement Playbook

mobile-engagement-playbook.jpg

How can you overcome the challenges of your digital transformation? How can you engage and monetize your customers? How can you deliver amazing, meaningful experiences any time, on any device?

Whatever your industry, right now you are likely trying to find the answer to these questions. Well, now you have a new powerful tool that'll help you find your way, The Mobile Engagement Playbook crafted by Neosperience. And you can download it for free!

The idea of this playbook comes from the evidence that we live in the midst of a revolution that is shaking all traditional business certainties. For decades, organizations have grounded their strategy on the assumption that they could win the competition playing on the quality of their product and the efficiency of their productive processes.

In today's ecosystem, shaped by all sorts of digital and mobile technologies, you cannot rely on the old belief system. We do not simply go online, we live online. We have entered an era where a focus on the digital customers matters more than any other strategic imperative. Your product is still important, but it has lost its weight as main business differentiator.

Simply said, your customers expect that you can provide them not just products, but personalized content and benefits. In a word, experiences. Thus, an excellent digital customer experience - the perception people have of their interactions with your organization - becomes your most critical differentiator.

In today's markets, nothing is more important (and sacred) than engaged and loyal customers. Customer engagement is the key to success, as we move from a product-centric approach to a world where people - not brands - must be the core of every digital strategy. The only way to hack your growth and stay relevant is to stop being self-referential and start focusing on your customers.

"Everything starts and ends with the customer", this is the shift that you must acknowledge. The balance is on the customer's side, thanks to the smartphone, social networks, and mobile apps. In this ecosystem, there are many digital spaces for your brand and products to occupy: virtual reality and augmented reality, chatbots, wearable technology, the Internet of Things platforms.

How can you master customer engagement and play a primary role in a mobile market that has reached 36.7 billion dollars in revenues at the end of 2015?

Being out there where customers live is the first step, but it is not enough. If you think that a bad designed website or a dull mobile app will save the day, you are destined to waste time and money. You need something more: It is time for a new approach that delivers your digital customer experience in 1/10th of the time and with 1/10th of the investment. 

This is exactly the path that we try to highlight with The Mobile Engagement Playbook, a collection of relevant insights and content that set one big goal: help you survive and win the challenges of digital transformation and grow your business exponentially.

The Mobile Engagement Playbook offers a complete overview of what is happening around you: the emergence of Micro Moments, the importance of happy loyal customers, the renovation of the rules of mobile app development, the urge to compete on the field of customer experience.

At the end of the journey, you will understand what makes brands like Amazon, Apple, Uber, Starbucks, and Disney so special. What makes them so magic.

Get The Mobile Engagement Playbook

 

Topics: Digital Customer Experience Mobile customer engagement Customer Journey

The Future of Retail - 5 Customer Experience Trends

retail-customer-experience.jpg

The retail landscape is evolving, whether you like it or not. The disruption of mobile devices acts as the catalyst for a massive change, and there is no sign of slowing down. This is an era of digital transformation (and digital darwinism, to quote Brian Solis).

If you are a retailer, technology is not your enemy. It gives you the invaluable opportunity to deliver powerful and meaningful customer experiences. This is the key to succeed in digital markets, where the quality of your product is not enough. What are the customer experience trends that will shape the future of retail?

You may think that the wave is already gone but what we see now are only the first signs of a revolution that will completely disrupt the retail customer experience. The merging of the physical and digital worlds will accelerate in the next years:

"The retail value chain is unbundling, and even remapping. To compete effectively, traditional retailers should reimagine how they create and capture value, thinking past omnichannel positioning to examine, and find the best uses for, their assets." (Deloitte)

The arise of the smartphone has brought the world to new - and somewhat unexpected - directions. In a business perspective, the main effect of the mobile mind shift is the replacement of traditional consumers with empowered digital customers.

Digital customers show peculiar behaviors and go through a distinctive customer journey, moving back and forth from the online to the offline experience. The ability to reach them in the most critical micro moments of truth is what separate a random brand from a memorable brand.

Mobile commerce is estimated to rise to $62 billion dollars in the next five years, and it is already among the fastest growing segments in retail. Retailers need to adapt their strategies for the new customer, relying on technology as the key to generate engagement and loyalty.

As stated by Google's recent changes to the search engine algorithm, clients have a better opinion of companies that offer a great experience on all channels, mobile-first. At the same time, they are ready to turn to a competitor when they don’t get what they want, when they want it, their own way.

Retailers warned: If you think that the retail customer experience is limited to the physical layer of the store, then you are destined to lack behind. At the same time, Amazon's recent opening proves that the physical store is all but doomed. It just needs to be reinvented to appeal digital customers. 

In a recent article on Harvard Business Review, Werner Reinartz, Professor of Marketing at the University of Cologne, states that in the next future we will never not shopping. A paradigm shift in customer behaviors apparent in three ways:

Instant Purchasing - Customers want to fulfill their needs and desires right when they appear. They do not want to wait; they do not need to, because the answer is in their hands, one tap away. Amazon Prime Now, targeted actionable notifications and the buy buttons on social networks are few examples of how brands can react to this change.

Automated Purchasing - Intelligent tools that can take action, even before the customers becomes aware of the problem, they do not come from the pages of a sci-fi novel but from the labs of innovative companies. One example, the fridge that can auto-refill, ordering products based on previous purchasing patterns. This will affect online and retail sales.

Subscription Purchasing - Subscription based services are also undermining the role of brick-and-mortars. We usually connect this type of relationship to entertainments-focused services like Netflix, Spotify, but the idea of membership is spreading across all kind of businesses. Even traditional retail must face it, as we will see in a moment. 

retail-future.jpg

The assumption is that people expect retailers to deliver an amazing customer experience - compelling yet easy - across all stages of the customer journey. The path to the future of retail starts with the need to reinvent the identity of the store. 

SEAMLESS RETAIL EXPERIENCE

In a mobile ecosystem, the presence of multiple touchpoints mean that retail brands already extend way beyond the concrete walls of the store. If the digital customer journey has been completely reinvented by the smartphone, retailers need to connect with customers across different channels simultaneously and seamlessly.

For example, everyone should be able to browse products in-store, check the features online, purchase the product on the e-commerce and finally pick it up at the shop, receiving post-purchase services via Facebook Messenger (maybe by a chatbot). 

DIGITAL STORE EXPERIENCE

The path is evident: the only way for retailers to keep customers in their stores is to revolutionize the concept of physical location, digitalizing the real world and taking advantage of disruptive technologies to adapt their identity (i.e. digital signage).

The interaction - virtual and physical - between the customer and the product is essential to create an immersive and personalized in-store experience. The Internet of Things, digital screens, beacons and other tools offer new opportunities to build customer engagement and say goodbye to the old store layout.

RELATIONSHIPS COMMERCE

In the digital era, retailers may never beat the e-commerce giants on the ground of price and instant availability, but they can rely on one critical element to differentiate themselves: the experience. They should step from selling products to selling experience.

The focus here is on the creation of long-lasting relationships, built across all steps of the product discovery and purchasing. The membership economy is changing the logic of customer engagement, and loyalty is not a matter of cards anymore. Part of the answer lies in personalized and contextual contents, game mechanics and social connections.

MOBILE & SOCIAL SHOPPING

Though we will not put cash and traditional credit cards away any time soon, mobile payments are already changing the way we make purchases. The industry has gone beyond mobile wallets to implement new technologies like NFC, fingerprint recognition and wearables.

"Kill the checkout", this is the imperative. A seamless one-touch payment is on the horizon, thanks to the wearables revolution and the upgrading of mobile devices. According to Forrester Research, mobile payments will amount to $90 billion in the coming years, and retailers must be ready for this huge shift.

MACHINE LEARNING & SMART DATA

How can you understand how customers' tastes and needs evolve? How can you use this knowledge to take better decisions? Amazon is the clear demonstration of the power of machine learning and smart data. Know what your customer wants before he knows. 

As retailers become able to track how users interact with the product, the website, the app and the store, new powerful metrics emerge to help them improve efficiency. Smart Data is an opportunity but also a threat: balancing data and privacy concerns will be vital because the future of retail lies in the hands of customers.

If you want more insights on this topic, take a look at The Future of Retail 2016 - How To Reinvent The Customer Experience

Editor's Note: This post was originally published in November 2014 and has been completely revamped and updated for accuracy with the latest trends and advancements of mobile technology and retail customer experience.

To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:

Download DCX 7-Steps Checklist

Topics: Digital Customer Experience Retail Mobile Internet of Things