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Almost a decade ago, the first iPhone was released resulting in the biggest change to consumer behavior since the industrial revolution, TV and  Pokemon Go.


Where a phone used to be exclusively for phone calls, over time it has become one of the primary means of connection for people.

Progressive brands know this and have embraced mobile making it easier and easier for people to interact with them.

The main driver is how a mobile phone can *shorten* the customer journey, and enable consumers to achieve their goals faster.

Doing this simply creates a positive emotional connection with the customer and in turn, an improved customer experience for the brand.

Understanding the *what* and *when*’ to deliver value through mobile is the key. A point purely technology driven projects often miss. Focus on your customers needs first, technology is merely the conduit.

  • Deliver value when people need it most;
  • Be there when it counts;
  • Show that you care.

In addition with the introduction of IoT, AI and messenger services, mobile phones are now an indispensable part of the total customer experience brands need to deliver.

Given the many ways to connect with consumers via a mobile device, it’s useful to have a mobile framework that helps you think through your mobile customer experience.


Mobile Strategy Framework Diagram


The diagram helps a planner work through the need state of the end user, and which features of the mobile device to help create excitement, satisfaction or action.

Comment below if you find it useful (or not), we’re always looking to improve our tools.

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