In this opinion piece, Lucy Brindley (pictured below), mobile specialist for Salesforce in the JAPAC region, discusses the heightened importance of mobile in the customer journey.
If you needed a reminder why mobile must be at the heart of your customer journey, I urge you to look at the passengers on the bus or train on your commute home. The majority will be gazing at their phones – the question is: will your website or app be on that screen?
Collectively, Australians look at their smartphones more than 440 million times a day, according to Deloitte. If your mobile site or app doesn’t have the utility and ease of use your customers expect, it’s going to be a rough year.
The Salesforce Empowered Shopper Report showed that mobile has become the primary research tool for consumers and more than one in four (27 per cent) Millennials have purchased an item from their mobile while in a shop – either from that same retailer or another one. It’s never been more important to make sure your mobile presence stands out from the crowd.
How to avoid app dormancy on your customer’s smartphone
Research from Swrve found the average mobile user has more than 100 apps on their phone, 20 per cent of all mobile app installs are only used once and never again, and almost 80 per cent of app users are lost within the first week of install.
In a crowded app market, getting the balance right between navigation, genuine purpose and secondary features is critical to success.
Pizza Hut’s loyalty app development story is a marketer’s dream. Developed by Jardine Group, one of Asia’s largest restaurant franchisees, the goal of this dedicated loyalty app was to switch 200,000 Pizza Hut customers across the Asia Pacific who were using membership cards (and paper coupons) to a new loyalty app that would offer instant access to the latest deals and offerings. Smart data from the loyalty app would help Pizza Hut drive more targeted offers and increase sales, while also serving up an intuitive mobile experience.
At each step of the journey, Pizza Hut ads trigger new offers, alerts and coupons in response to events like membership sign-up, pizza orders, points sharing, and interactions online. This decreases the chance the app will be deleted or turn into an unused icon on the home screen.
The result? The loyalty app has been downloaded by 350,000 customers since its introduction in June 2015, helping to boost sales by 28 per cent.
Connect your app to sales and marketing
Mckinsey research highlights the importance of seamless interactions after finding two-thirds of the decisions customers make are influenced by the quality of their experiences.
In our recent e-book, Mobilise the Customer Journey, Australia Post is profiled because of its focus on improving its customer journey by disrupting the way it communicates with customers over its mobile apps, email and social media channels.
By integrating its contact centre with its channels, Australia Post’s service team created a single view of the customer by matching social personas to known customers, ensuring all communications were more productive. This meant the team was better able to handle spikes in mobile and social enquiries, and could deliver a seamless customer experience across all channels.
Today’s consumers don’t see their interactions with a brand on different channels as separate experiences. Instead, each interaction is just a step within a single journey, whether it’s on mobile, online, or in-store.
Now’s the time to change
The good news is there’s never been a better time to change your mobile approach to enhance the customer journey. If you put the customer at the heart of your mobile journey, it’ll make their public transport commute much more enjoyable.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]