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Key Points - Harness transformative power of mobility

  • Establish a direction and start small
  • Think of mobile as a catalyst—it gives you the opportunity to completely reimagine your customer’s experience
  • Look at your customers journey holistically and identify moments where you can swoop in and meet their need or solve a problem right from their mobile device
    • Purchasing decision while they’re at a store
    • Timely instructional video upon their first use of your product
  • What are the stages of your customer’s life cycle, and how can mobile intersect with each of those stages?
  • But it’s not enough to think about your customer’s experience. Consider your entire organization.
    • How do you connect to your employees?
    • How do you connect to your partners? What’s their journey?
  • You may need to deliver multiple mobile solutions to meet these goals

Start with Apps for Employees

  1. Roll out an App like Salesforce App to Employees for CRM functions
  2. Build few Employee-specific Apps (like Idea-Share, Log-Ticket...)
  3. After mobility has proven to be beneficial, develop an App for your customers - like loyalty rewards app

Possible Obstacles to Mobile Transformation

  • No clear direction or strategy
  • Lack of analytics and research to inform mobile development
  • Not enough executive support or funding
  • Scarcity of mobile expertise and resources
  • Legacy systems and data silos that prevent integration
  • Concerns about security and compliance
  • Indecision about mobile technologies, tools, and platforms

Mobile Strategy

  • Must be aligned with your organization’s business objectives
  • Meet the goals of your users so you can design the right mobile solution
  • Various tools, technologies, resources, and processes necessary for the job
  • Market your new offering to users. Onboarding and training the users
  • Measure adoption and drive engagement

Mobile Usage Analytics

  • The interactions are micro-moments
  • Point in time when someone uses their phone in context to take a quick action or consume information
  • On average: these bursts of focused activity last about a minute

Micro Moments

  • Powerful: because they encourage a certain kind of interaction, one that is short, contextual, and useful
  • Short: The interaction is brief, simple, and focused
  • Contextual: The interaction happens in real time
  • Useful: The interaction is smart and relevant

Executive Team Support

  • Mobile must become part of your Company's DNA
  • Change starts at the top
  • Executive Team must recognize the value of mobile, formulate a vision, and pave the way for success
  • Without Executive Team support:
    • Not enough budget
    • Trouble in securing the right resources
    • Not possible to collaborate across departments or channels

Mobile Strategy - steering group - keep it small!

  • A small team of key stakeholders who are responsible for business outcomes and understand the holistic customer and employee experience
  • Executives serving customers - Chief marketing officer
  • Executives serving employees - Chief operations officer
  • IT leadership for technology resources and infrastructure - Chief information office

Evaluate Your Mobile Maturity

Mobile Strategy - Business Value

Mobile Strategy - Goals and Business Objectives

  • Dont rely solely on engagement metrics—like user logins or app downloads—to measure mobile succes
  • Focus on Overall-Value and ROI
  • Look for areas where mobility have the greatest impact
  • Example Business Objectives
    • Acquire new customers - increase new leads from existing customers
    • Retaining existing customers - increase customer satisfaction - Revenue gain
    • Improve service response times - Cost reduction
    • Reduce onboarding time for sales reps - Productivity gain

KPI - Measure the results of your mobile initiatives

  • Gauge the effectiveness of your mobile strategy to gain support for future mobile projects
  • For business objective - Customer retention :
    • % increase in revenue retention
    • % increase in the number of retained customers
    • % decrease in the number of callbacks
  • For business objective - deflecting customers to a self-service mobile app:
    • Total number of cases closed through the mobile app versus the call center

Mobile Strategy - User Value

User Value - Foucus on Micro-moments

  • Deliver solutions to users that are immediate, useful, and contextual
  • Key is looking at : Customer Journey :
    • How customers discover your products and services?
    • What makes them decide to buy, and what’s the purchasing process like?
    • What factors influence their decision to stay with your company? To buy again?
    • How do they seek help?
    • How do they engage with your brand?
  • At what points in the journey the customers most likely to reach for thier mobile phone, and what are they trying to accomplish?

Multiple Devices - Multi-Screen World

  • Phone, tablet, computer, and television
  • 90% of consumers jump from one screen to another during the day
  • 90% of users move between devices to accomplish a single goal
  • The device the users choose to use at a particular time is driven by the context

Right Research

  • The device the users choose to use at a particular time in the journey is driven by the context
  • Quantitative Research: Surveys and web analytics helps to get these metrics - fails to deliver your user’s needs and intentions in specific contexts
  • Ethnographic Studies: interviews and observation - discovering details about users goals and behaviors in specific contexts
  • Customer Journey: the steps the customers take when engaging with your company- get a holistic view of their life cycle

Sample - Customer Journey

Finding Mobile Opportunities - with results contextual research

  • User’s goals
  • Mobile fitting into the user life cycle
  • Areas where user’s mobile needs overlap with your organization’s mobile objectives

Finding Mobile Opportunities - Examples

Prioritize - Mobile Ideas - Start small & selective

  • Select which mobile solution to deliver, consider these factors:
    • Business value
    • Your organization’s mobile maturity
    • Market opportunity
    • Ease of implementation
    • Security requirements
    • Speed to market
    • Availability of resources
    • Ease of user adoption
    • Global requirements

Design and Development

  • People, processes, tools, and technologies
  • Assemble a Cross-Functional Team

Best Practices for Mobile Design

  • Invest in mobile design and bake it into the development process
    • Research - features that users actually need - use cases
      • Target users and tasks they like to accomplish
      • Most often performed tasks
      • Assumptions about users and how they’ll interact with the app
    • Design:
      • With help of designer team member with a solid understanding of mobile design principles and guidelines
    • Usability Testing
      • Validate the assumptions made via through testing
      • Provide feedback to the design team to tweak the design of the app, if required
      • Test a prototype before you spend resources on building a finished app

Development Plan - Evolving process

  • Infrastructure
    • Building APIs and Web Services
    • Integration with your back-end systems
  • Mobile expertise
    • In-house Mobile Developers
    • Budget for hiring external consultants, vendors, or agencies
  • Technology option
    • Mobile operating systems to support
      • iOS
      • Android
      • HTML5
    • Mobile application development platform
      • XCode
      • Android Studio
  • Security
    • Minimum standards for data security
    • Industry specific regulations
    • How to secure your employees’ devices
  • App Maintenance
    • Providing release app updates
    • Release management

Development Plan - Agile

  • Short development cycles
  • Frequent software releases
  • Incremental and continuous improvement
  • Agile benefits
    • Rapidly changing user needs, behaviors, and expectations
    • Constantly evolving business objectives
    • Fast-paced nature of the mobile market
    • Frequent mobile OS updates and upgrades
    • Ability to confidently experiment with new tools and frameworks
    • Short life span of mobile apps
    • Opportunity to apply lessons learned from previous releases

Partnering with Salesforce

June 2016 Magic Quadrant for Mobile App Development Platform - Gartner

  • Tap into your existing customer data inside Salesforce
  • Instantly make your Salesforce experience mobile with the Salesforce app
  • Get consistent app upgrades to the Salesforce mobile app
  • Build on top of an enterprise secure mobile platform
  • Combine the power of declarative and programmatic tools (clicks and code)
  • Reduce custom coding by using existing Lightning components
  • Achieve complete developer freedom through native, hybrid, and react native SDKs
  • Integrate seamlessly with Mobile Device Management solutions
  • Partner with system integrators from the Salesforce ecosystem
  • Ramp up employees to become mobile Trailblazers with Trailhead content

Mobile components from the Salesforce Platform

  • Salesforce mobile app - core of mobile app portfolio
    • Out-of-the-box: provides employees with instant access to your company’s CRM data and your customizations
    • Included for free with every Salesforce license
  • Extension apps developed by Salesforce or Salesforce partners - Evernote, Docusign, and more
    • Supplement and integrate with the Salesforce mobile app
    • Target specialized roles and functions within your company (like marketers or admins)

Salesfor Apps - 1

  • Quip
  • Field Service Lightning (iOS only)
  • Analytics
  • Salesforce Marketing Cloud (iOS only)
  • Social Studio
  • Desk.com
  • SalesforceA for Admins
  • Salesforce Authenticator

Salesfor Apps - 2

  • Quip
  • Field Service Lightning (iOS only)
  • Analytics
  • Salesforce Marketing Cloud (iOS only)
  • Social Studio
  • Desk.com
  • SalesforceA for Admins
  • Salesforce Authenticator

Salesfor Apps - 3

  • Quip
  • Field Service Lightning (iOS only)
  • Analytics
  • Salesforce Marketing Cloud (iOS only)
  • Social Studio
  • Desk.com
  • SalesforceA for Admins
  • Salesforce Authenticator

Salesfor Apps - 4

  • Quip
  • Field Service Lightning (iOS only)
  • Analytics
  • Salesforce Marketing Cloud (iOS only)
  • Social Studio
  • Desk.com
  • SalesforceA for Admins
  • Salesforce Authenticator

Salesfor Apps - 5

  • Quip
  • Field Service Lightning (iOS only)
  • Analytics
  • Salesforce Marketing Cloud (iOS only)
  • Social Studio
  • Desk.com
  • SalesforceA for Admins
  • Salesforce Authenticator

Mobile SDK - Build Custom Mobile Apps

  • SDK enables your organization to build new mobile apps with customized user experiences for employees, partners, and customers

Get the Word Out - marketing and communication

  • Create a marketing plan for the launch of the app - covering activies: before, during, and after the release
  • Market Your Customer Apps
  • Market Your Employee Apps

Adaption

  • Prevent users from abandoning the app
  • Drive Adoption and Engagement
  • 4 Stages of Ensuring Happy Users

Measure Success

  • Use analytics to monitor the effectiveness of your mobile initiatives to:
    • Prove mobile ROI and help build support for future mobile projects
    • Allow your steering group to evolve your overall mobile strategy
    • Inform and guide the efforts of your development and marketing teams
  • Business Metrics
  • Engagement Metrics
  • Gather

Business Metrics

  • Baseline measurements before launch
  • Target metrics
  • Acutals vs Goals
  • How to improve the results?
  • Missing any necessary for higher adoption?
  • Adusting mobile strategy needed?

Engagement Metrics - measuring user engagement

  • The number of daily active users (DAU)
  • The number of monthly active users (MAU)
  • Retention rates (daily, weekly, monthly, and quarterly)
  • Which features are the most and least popular
  • Where in their life cycle users tend to drop off and stop using the app

Gather Feedback

  • Surveys, polls, and focus groups
  • Interviews and usability testing
  • Online user forums and communities
  • Social media (or for internal apps, your enterprise collaboration tool)
  • In-app feedback forms
  • User ratings and comments in App Store and Google Pl

References