Mobile-First Blueprint Webinar Guides Brands on How to Build Trust and Protect Customers

“Trust is the only lasting competitive advantage” was the compelling statement put forward by our guest speaker, Michael Becker, Co-Founder and Managing Partner of mobile advisory firm mCordis, during Syniverse’s latest webinar, “Understanding the Mobile-First Blueprint for Protecting and Engaging Customers.”

For today’s constantly connected customers, building trust is all about delivering great experiences through mobile that are contextually relevant and delivered when and on the preferred mobile channel the customer wants. During this webinar, with the help of Michael and Syniverse’s Senior Director of Mobile Engagement, Rob Hammond, we covered what it takes to deliver customer experiences that exceed expectations and generate real, immediate interest with mobile-first customers at every point of their journey.

Blueprint_GuideAs part of the discussion, Rob introduced the audience to a six-step blueprint for protecting and engaging mobile-first customers that, as outlined in his latest blog post, enables brands to implement a powerful mobile engagement strategy by delivering on their brand promise.

You can access the full webinar on demand at this link and learn more about the topics we covered. In particular, we focused on these key points:

  • Mobile is the bridge that connects brands to people.
  • Your brand is a combination of digital and physical experiences.
  • If you protect your customers, you’ll protect your brand.
  • Customer protection is about more than being compliant.
  • Contextual relevance is critical in building brand trust.

To add further to this discussion, in this post, I want to take some time to answer a couple of our attendees’ questions that we unfortunately ran out of time to address. If you have any further questions related to the webinar, please let me know in a comment, and we’ll make sure we address those as well.

What is the main compelling event for retailers? If you were a retailer, what do you think would be the key driver for investing in these solutions?
The main compelling event for building brand trust is that the aim of providing customers with contextually relevant experiences is the same in any industry: to increase loyalty for long-term competitive advantage and increased share of wallet. Mobile provides brands a better-than-ever opportunity to connect with customers in the “mobile moment.”

Google recently identified four new moments that every marketer should be aware of, since “It’s in these I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments that decisions are made and preferences are shaped.” For retailers specifically, the “I-want-to-buy” moment is a particularly compelling event. As Google research shows, 82 percent of smartphone users consult their phones while in a store deciding what to buy, and there has been a 29 percent increase in mobile conversion rates in the past year.

Additionally, mobile activities that have been of growing concern to retailers, such as “showrooming,” which is when a shopper examines a product in a store and then buys it online later for a lower price, can be turned into an immediate in-store opportunity. This potential sale can be converted by sending contextually relevant notifications to the customer in that moment. My colleague Gary Long spoke with MarketingProfs in detail about how retailers can do this in the article, “Harness the Power of Mobile to Capitalize on Showrooming,” and I encourage you to read it to get more insights.

Are there any comparisons available between traditional customer engagement strategies and mobile app customer engagement strategies, and the effectiveness of each advantage-wise?
Engaging today’s mobile-first customer is about delivering a seamless experience no matter how they choose to interact with your brand. You shouldn’t consider “traditional engagement” and “mobile app engagement” as two separate strategies. What’s more, you shouldn’t be implementing one without the other, unless you don’t have a branded app and instead use light apps, like Apple’s Passbook. Let me know in a comment if you’d like to know more about that topic.

We have a helpful infographic – Reach Your Customers in the Mobile Moment – that illustrates more on this point. The infographic details all the points along the customer journey at which brands can reach their customers with mobile communications using multiple channels, including apps (push notification), text messaging, email and voice calling in order to deliver an exceptional mobile experience, seamlessly. I invite you to take a look and see what’s possible.

What are some other questions or suggestions on to how to build brand trust and protect mobile-first customers? Would value any comments below.

 

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John Walker is former Vice President of Global Marketing Communications at Syniverse.

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