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如何创造完美的手机用户体验?

发布时间:2013-06-22 15:42:37 Tags:,,,,

作者:Jeff Tseng

考虑一下最好的用户互动体验是怎么样的。什么能使那些体验达到最佳?是一致性吗?或是商家在不询问你的情况下知道你需要什么?或是他们让你觉得被欣赏了?还是以上都是?

可能是最后一个。可以说,你所想到的用户互动活动不是关于你在笔记本上完成的在线订购单,而是一个活生生的人。

在Kontagent Konnect 2013上,我介绍了与商业和消费者有关的技术的未来发展。有一件事是肯定的:手机和数据将引导用户体验。对于所有行业——银行、零售、旅行和甚至医疗,手机将成为其商业的重要部分。

Customer-Experience(from codezqr.com)

Customer-Experience(from codezqr.com)

用户体验的三个元素

听起来可能有一点儿奇怪,但汽车服务公司Uber、HotelTonight等都表示,手机能够创造与真人互动一样好的用户体验。不像行业的其他数字接触点,手机设备可以传递无处不在的相关的亲密的用户体验——这是理想的用户体验的三个关键元素。

这些公司能做到这一点是因为,用户数据。

数据在开拓市场中的作用

本质上说,你的手机设备就好像一种极其复杂的传感器,时刻在收集着与你的偏好有关的数据。

另外,不像台式电脑,因为你的手机设备总是跟着你,所以你乐意把私人生活细节放在里面,如你的通讯录和日志等。并且你还乐意把这些信息共享给你信任的手机公司,以交换他们的服务使用权。

这就是导致手机变成如此强大的平台的原因。因为公司能够挖掘这些数据,他们就能够了解他们的客户到底想要什么。你不必通过调查报告来计划你的下一个产品或更新,因为借助你正在收集的数据,你就能够生产出你的客户渴望的产品。更重要的是,你还能够通过测试假设,验证你是否提供了他们想要的东西。

但这个过程并不容易,错误再所难免。毕竟,按你的指标分离和提取可执行的信息,你还需要数据科学专家。在这个手机普及的时代,用户创造的数据比公司在过去任何时期处理的都要多。单靠收集数据,还不足以构建深刻的、吸引人的、个性化的手机用户体验。

底线是,如果你想攻破市场,成为市场的主导者,那么你就要创造一种无处不在的、相关的和亲密的手机用户体验。

数据是关键,但有一个捕捉和可视化所有用户指标的平台只是这个策略的一部分。数据的复杂度和量意味着,你要有分析数据的专家,另一方面又要让你的整个团队保证使用数据指导方方面面的决策。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

Creating the perfect customer experience starts and ends with mobile

by Jeff Tseng

Think about your best interactions as a customer. What made those experiences so great? Was it the consistency? The way the business knew what you needed without asking? The fact that they made you feel appreciated? Or a combination of all the above?

Chances are it’s probably the last one. And it’s also probably safe to assume that the customer interaction you had in mind wasn’t regarding an online purchase order you completed on your laptop but rather was with an actual person.

In my Kontagent Konnect 2013 keynote, I examined the future of technology as it relates to business and consumers. And one thing is certain: Mobile and data will be what drives the customer experience. For everything sector – banks, retailers, travel companies, and even the health care industry – mobile will become essential to doing business.

The three elements of a meaningful customer experience

It might sound a little outlandish, but as mobile car service company Uber, HotelTonight, and others like it show, mobile is capable of creating customer experiences that are as good as interacting with a real person. Unlike any other digital touchpoint in history, mobile devices can deliver a customer experience that’s omnipresent, relevant, and intimate—the three elements of an ideal customer experience.

And the reason these companies are able to do this is because of customer data.

The role of data in disrupting the market

Your mobile device is essentially an extremely sophisticated sensor that’s constantly collecting data about your preferences.

Moreover, unlike with a desktop computer, because your mobile device is always with you, you are more willing to not only include personal details about your life in it, such as your contact list and daily calendar. But you’re also more willing to share that information with mobile companies you trust in exchange for using the services they provide.

And this is what makes mobile such a powerful platform. Because companies are able to tap into this level of data, they’ll be able to learn what their customers truly want. You won’t need focus groups or research reports to craft your next product release or upgrade, because with all the data you’re collecting, you’ll be able to create exactly what your customers desire. And even more importantly, you’ll be able to find out whether you actually delivered what they wanted by testing hypotheses.

But make no mistake, the process isn’t simple. After all, separating and extracting actionable information from your metrics requires data science expertise. The customer data sets in the age of mobile are bigger than anything companies have dealt with in the past. Using data science to to build deep, engaging, and personalized mobile customer experiences require more than just being able to collect data.

The bottom line is that if you want to disrupt your market and become (or stay) its leader, crafting a mobile customer experience that’s omnipresent, relevant, and intimate is key.

Data is vital to doing it, but having a platform built to capture and visualize all your customer metrics is just one part of the formula. The sheer complexity and volume of data today means that having a data scientist on hand to make sense of it all is essential, along with having your entire organization committed to using data to guide every decision.(source:venturebeat)


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