Great presentation by Tim Hayden (@TheTimHayden) author of The Mobile Commerce Revolution at yesterday's Triangle American Marketing Association's (#triama) monthly luncheon.
Tim's presentation on "Mobile Marketing: How B2B and B2C Marketers Can Stay Ahead" reiterated several points I have made in earlier blog posts about the power of SoLoMo (social/local/mobile) to drive revenue and relationships.
Mobile offers a very unique opportunity to establish a 1:1 relationship with customers and prospects -- the one that Peppers and Rogers starting promoting more than 20 years ago.
Mobile gives you the opportunity to be connected and personal.
I saw statistics at the Internet Summit (#isum14) that said we check out smart phones an average of 150 times a day. The person who presented that statistic admitted that she checked her phone more often than that.
According to Business Insider, 90% of 18 to 29 year olds, sleep with their smart phone. I know I use mine as an alarm clock -- what about you?
Tim showed how Dell has been placing a QR code on every server so that systems operators could access the "Quick Resource Locator" on their smart phone whenever there was an issue with that particular server. The Quick Resource Locator enables users to get immediate access to extensive system information and detailed how-to videos using their smartphone.
Unfortunately Dell did this in response to all of the "Dell Hell" feedback they were getting for their poor customer support. Imagine what Dell's reputation, and revenue, would be if they'd come up with the "Quick Resource Locator" as part of a proactive customer satisfaction and retention program in advance of all the hate on social media.
Sadly, most companies are more interested in making the near-term sale than ensuring they have a satisfied customer that will generate more revenue over the long term.
Starbucks has a mobile app that now accounts for 10% of their sales and is responsible for anywhere from 5 to 40% incremental revenue depending on the store.
If you remove friction to buy, people will buy more and more frequently.
If you save people time, if you make their lives simpler and easier, you're on your way to having a customer for life.
The opportunity to make people's lives simpler and easier with a smart phone is everywhere.
CVS Heath has expanded their digital marketing team from 6 to 200 in the last two years. They plan to expand from 200 to 400 in the next two years.
Do you think CVS Health can help address the chronic adoption and adherence problems with regards to people taking their medication thereby improving health outcomes and reducing medical expense? I sure do and I applaud them for taking the lead.
Sadly, most of the companies with whom I meet do not have CRM systems that provide a 360-degree view of the customer required to provide this level of service; however, the early adopters do and are taking advantage of it.
The more you show your customers and prospects you're committed to making their lives simpler and easier, the more likely you are to have that customer for life and not lose them to a competitor.
Chipotle, Healthtrax and Whole Foods are missing huge opportunities to connect with me and use the information they have about me to improve my customer experience.
It will be interesting to see if any of their competitors begin focusing on delivering an exceptional customer experience through smart CRM, beacons and mobile to get me to switch.
Have you thought about how you can use mobile to make an emotional connection with your customer and provide an outstanding customer experience?