Thursday, July 4, 2013
By Mark Helfen
By itself, mobile technology isn’t all that interesting.
But take data from applications, big data analytics, IT, the cloud, and social networks, and cross all the silo boundaries. Then mix with the unique capabilities of mobile devices - geographic knowledge and “at hand” immediacy – and you can delight customers and give employees the tools of efficiency.
In other words, you can create a right time experience.
Or so says Maribel Lopez, speaker at next Monday’s meeting of the SVForum Marketing and Social Media SIG. Her presentation is titled Right Experience, Right Results: Improve Profits, Engagement w/Mobile & Big Data.
We will be at our now usual place, the Citrix Startup Accelerator, at 6:30.
Lopez is Principal and Founder of Lopez Research and describes her role as an industry analyst. Her work is helping enterprises understand what technology changes mean for them, and providing guidance on deploying the changes and transforming their operations.
While she covers using technology to improve marketing, Lopez also has an operational focus on how the company’s internal function can be improved. She has the interesting view that you should “treat employees as customers,” so that new technology not only can improve the customer experience, but also improve the employee experience. The objective is always to increase efficiency and profits.
To look at mobile just as advertising is too limiting, not to mention that people will quickly tire of having ads on their phone. But by using all of the available data and context and making mobile interaction a right time experience, and you can delight customers.
As an example, a mobile app could know from your Google mail account that you have a flight leaving at a specific time, know your current location, check the traffic patterns on the route you usually use, know how long it takes to get through airport security at the time you will arrive, and remind you exactly when it’s time to leave for the airport.
Using location based real time information combined with data from multiple sources, the mobile device provides compelling, appropriate and relevant information – a right time experience.
That doesn’t exist, yet.
Another idea is to improve company operations. If your business uses Salesforce.com, by using the phones GPS location automatically show the appropriate Salesforce information by connecting to the cloud when the rep walks into the customer office. This makes the rep’s job easier and more efficient. After the rep leaves, ask for a call report.
The idea is that mobile technology has the potential of delivering “the holy grail” of insight, but only when the technology boundaries are crossed to get a right time experience.
So come by Monday, and learn how you use right time experience to delight customers, delight your own employees, and maybe delight your business bottom line.
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Mark Helfen is a freelance writer, journalist, and marketing consultant.
He can be reached at: email@example.com
Follow me on Twitter: twitter.com/mark_helfen