Digital Touchpoints More than Apps and HTML5

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1 Digital Touchpoints More than Apps and HTML5 Thomas Stüttgen Senior Manager Live Reply WI Transfer Forum April 2013

2 What does Reply Living Network mean? A Network of highly specialized Business Units IT Governance Security Selective Outsourcing Widgeting Social Networking Government Security Operation Center Click Reply Information & Knowledge Workplace Business Intelligence SAP Discovery Reply Regulatory & Compliance Application Suites Telco & Media Mobile & Wireless Java Web 2.0 Google Utilities Healthcare Open Source Microsoft TamTamy Financial Services SCM SOA CRM Multichannel Applications Cloud Computing Mashup SaaS Process Integration Oracle Enterprise Architecture & SOA Digital Media Definio Manufacturing Strategy M2M Business Process Management Gaia Reply 2

3 Some Apps made by Reply 3

4 Some Statistics Germany has around 81.7 Mio Citizens There are Mio Mobile Subscriptions in Germany The mobile penetration in Germany is 139.7% There are 53.2 Mio 3G/4G subscriptions in Germany The mobile broadband penetration in Germany is 65% These numbers include new-born and the very old 4 Informa WCIS

5 5 Mobile is Everywhere! What does that mean to an Enterprise? Customers have information at hand. At any time in any place! Customer engagement happens in the customer s very moment and context. The number of customers that only can be reached on digital channels is growing Customers have unlimited choice and limited time. Customers experiences spread around immediately. Even faster if they are bad.

6 are those encounters where the organization and its customers engage to exchange information, provide services or handle transactions. are those where this encounter happens through means of electronic devices and media. 6

7 From a Traditional Customer Relationship Management approach Traditional CRM processes need to be redesigned to cope with the new, ever-connected Digital Customer. Customer experience can no longer be driven by macroprocess workflows implementing a linear model. Digital Traditional Touchpoints Advertising & Campaign Sales Customer DB 7 Caring Post-Sales, Up & Cross-Sell

8 to a customer-driven, pervasive relationship model Innovative CRM processes will reuse and leverage existing core process modules allowing the customer to nonlinearly access them across different macroprocesses and touchpoints, preferably digital ones. Company Strategy 8

9 Customer Lifecycle & Digital Touchpoints Let customers share thoughts, ideas and experiences in public and premium communities Advocacy Awareness Knowledge Make products known and transparent with interactive showcases Loyalty Consideration Convince the customer with relevant, efficient and individual product and support clients and interaction channels 9 Satisfaction Purchase Selection Support Sales and Ordering with interactive catalogues, consultancy tools and product configurators

10 10 The Appeal of Digital Touchpoints

11 The Power of Digital Touchpoints Innovation In Customer Engagement Reach To an ever-growing base of customers in the digital world Efficiency In time and cost for the provider AND the customer High Value Through relevant features in the customer s context Intention In User Experience and Brand Awareness 11

12 Consumer & Touchpoints - Acknowledge the Difference Consumer Apps Serve the need of an individual alone or in the community Are short-lived Cause no damage Are mostly self contained Have simple and direct business models Touchpoints Serve the need of a company Must provide longterm value Can harm the business Often require complex backend integration Have multidimensional business cases 12

13 Apps are Not Cheap! Native App vs. HTML5 Development Backend Integration Device Updates Lifecycle Device Penetration 13 Be sure where to spend the money!

14 14 More Statistics

15 Typical iphone Users? 15

16 What about Usability? How would YOU find your restaurant? 16

17 5 Standard Risks Missed Target Group Low penetration of App s supported devices in target group Missed User Expectation From Techies For Techies, No Added Value, Too Complex Missed Business Value App does not match to the Business Strategy and Objectives Development and Lifecycle Cost Device Evolution, OS Upgrades, Content Management not taken into account Wrong Technology Decision Decisions taken based on trends and public without considering the own context 17

18 Steps towards a successful Apps Portfolio Strategic Direction Why do we need an App at all Core Purpose of the App What shall be achieved with the App and how does it fit to the strategy Target Customers Who shall use the App and on which devices Use Case Definition Which Use Cases must be supported, which should be supported and which are only distracting Technology Selection Which is the right technology to implement the App 18

19 Steps towards a successful Apps Portfolio Strategic Direction Why do we need an App at all Core Purpose of the App What shall be achieved with the App and how does it fit to the strategy Target Customers Who shall use the App and on which devices Use Case Definition And only here Which Use Cases must be supported, which should be supported and which are only distracting comes the question Native, Hybrid or HTML5? Technology Selection Which is the right technology to implement the App 19

20 thankfulness appreciativeness Click to edit Master title style gratitude gratefulness Grazie thanking thanks credit recognition blessing benediction