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voltmobi
Как мобильные технологии трансформируют бизнес-процессы
Антон Вдовиченко, Founder & CEO, VoltMobi
voltmobi
Антон Вдовиченко
— Основатель и CEO студии мобильной разработки VoltMobi.
— Со-основатель ServiceGuru.
— Преподаватель UX в Британке.
voltmobi
voltmobi
— Компания основана в 2011 году.
— Создаём программные решения для мировых компаний.
— Разрабатываем собственные продукты.
— Есть представительства в Москве и Лондоне.
voltmobi
Мобильные технологии сегодня
— 62М пользователей мобильного интернета.
— Среднее время использования смартфона — 2 часа в день.
— Для большинства — основной канал электронной коммуникации.
— Крупные игроки рынка предлагают мобильные приложения.
voltmobi
Мобильные приложения авиакомпаний
Авиакомпания
Пассажиропоток
(чел/мес)
Приложений
(шт/мес)
%
Aeroflot 2 500 000 90 000 3,60 %
S7 900 000 70 000 7,78 %
Ural Airlines 674 000 8 000 1,19 %
UTAir 451 000 13 000 2,88 %
Победа 360 000 30 000 8,33 %
voltmobi
Мобильные приложения аэропортов
Аэропорт
Пассажиропоток
(чел/мес)
Приложений
(шт/мес)
%
Шереметьево 2 835 000 10 000 0,35 %
Домодедово 2 375 000 8 000 0,34 %
Внуково 1 225 000 0 0,00 %
Changi 5 000 000 60 000 1,20 %
voltmobi
Путешествие как транзакция
— Для пассажира путешествие начинается дома.
— Неопределённость порождает стресс.
— Стресс снижает когнитивные способности.
voltmobi
Неопределённость
Я путешествую с
человеком с ОВ, куда
обратиться за помощью?
Что делать во время
ожидания?
И еще 100500 вопросов…
Как добраться до
аэропорта?
Какой номер
стойки
регистрации?
Задерживается ли
мой рейс?
?
voltmobi
Неопределённость
— Лечу в Минеральный Воды.
— Еду на Аэроэкспрессе.
— Куда мне идти?
voltmobi
CJM
Customer Journey Mapping — это
маркетинговая технология, которая
упрощает общение с клиентами
и делает коммуникативную стратегию
более эффективной и цельной.
EnterAnticipate Engage ReflectExit
EnrichedExperiencePoachedExperience
Touchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car
1.a Discussing
with team the
local places to
grab a coffee.
1.b Decid-
ing to go to
Starbucks and
work on de-
sign reports.
1.c Hoping
to find a close
parking spot.
1.d Hoping
Starbucks is
not overly
crowded and
will have avail-
able seating.
2.a Notice
that there are
a couple of
people in line.
2.b Notice the
narrow, con-
fined layout.
2.c Enjoy the
aroma of
roasted coffee
and mixed
sweet, robust
smells.
2.d The light-
ing is pleasant,
not overly
bright and not
too dim.
2.e The music
seems ethnic,
1.e Consider-
ing alternative
places just in
case..
3.a The wait-
ing line occu-
pies the main
traffic way.
3.b The
menus across
the counter
are hard to
read while in
line.
baseline
3.c The line
moves slow,
people who
just ordered
are still in the
same area.
Becomes
crowded.
3.d The order-
ing process
seems too
4.a The Barista
acknowledges
me with a
smile.
4.b I can see
the menu bet-
ter now, but I
feel rushed to
order a drink.
4.c I feel
forced to
make a quick
beverage se-
lection. I play it
safe by having
what I always
get.
4.d The baris-
ta confirms
my selection
and asks my
name to write
5.a The barista
tells me the
total and I pay
with my credit
card. He asks
me if I want
my receipt, I
decline.
5.b My inter-
action ends
with him say-
ing thank you.
He doesn’t use
my name.
5.c Now I
move to the
left of where
i paid. Once
again I feel
crowded and
out of place.
People are
6.a Grab my
drink and look
for a place to
sit.
6.b I need,
most im-
portantly, an
outlet and a
workspace.
6.c I notice
that there are
only a few
locations in
the seating ar-
eas that have
outlets. This is
discouraging.
6.d Most
places are
occupied. No
outlets are
7.a The cub is
hot, steaming,
but withstand-
ing in my
hand.
7.b Smells
roasty and
sweet.
7.c First sip is
too hot, but
flavorful. I’m
happy with
the taste and
my choice.
7.d The
continued
sips remain
satisfying.
8.a I place my
drink on the
table next me
and place my
bag on the
floor.
8.b I remove
my computer
and accesso-
ries and now
am shifting my
coffee to find
room for all of
my things on
this little cof-
fee table.
8.c The table
is too low to
work from
there, so I
place my
laptop in my
8.f I enjoy the
free wireless
and the unlim-
ited use. The
signal strength
is adequate.
8.g The music
is really both-
ering me. I put
my head-
phones on and
play my mp3
songs.
8.h The bat-
tery use on my
computer is a
concern now.
I will begin
looking for
another table
to work at.
9.a The barista
walks by me
and makes an
announce-
ment to the
tore that it
will be closing
shorty -10 pm.
9.b I would like
to continue
to work. I feel
10pm closing
time is much
too early,
especially in a
college town.
9.c I stand
up and walk
around until I
find a hidden
trash can to
throw my cup
10.a I pack my
things up and
head out the
door.
10.b The re-
maining staff
tell me to have
a good night.
11.a I head to
my car and
wish that I
could have
stayed longer
to work. I
know that
once I get
home, I will be
in the wrong
mind state
to continue
working.
11.b The cof-
fee was very
good, but I
was disap-
pointed in the
environment.
Distracting
music, small
workspace,
lack of power
Date: 3/22/10
Eric - Repeat Customer
Purpose: To work/drink coffee
Ambience
Aroma
Audible Sensations
Second guessing
Worrying
Cold, drafty
Slightly crowded
Greeting
Unwilling to try something new, risk
Feeling rushed
Lack of personal space
Unstructured
Fake
Factory line
Quick, convenient
Impersonal
Polite
Feedback
Confusing
Inconsistent
Loud
Lack of seating
Lack of outlets
Not large work spaces
Sofa chair is comfortable
Uncomfortable wooden chairs
Tasty drink
Flavorable
Appropriate temperature
Not large work spaces
Furniture not ideal for computer work
Crowd conversation noise
Loud music
Distracting
Repeating, not my taste
Blasting air conditioning
Free Wi-Fi
People watching
Closing time
Good byes
Annoyed about closing time
Good drink
Annoyed about where I sat
Back hurts
Starbucks Experience Map
voltmobi
— Четыре типа путешественников, транзитные пассажиры.
— Потребности каждой группы в условиях большого трафика.
— Компактное и удобное представление информации.
— Персонализация опыта.
CJM в путешествиях
voltmobi
CJM в аэропорту
voltmobi
Сервис в аэропорту
— Опыт Changi.
— Service Excellence Programme.
— Mobile-based Learning Management System.
voltmobi
— Новая технология обучения персонала.
— Автоматизация процессов обучения.
— Возможности для масштабных проектов.
— Оптимизация затрат на обучение.
— Повышение лояльности пассажиров.
ServiceGuru
voltmobi
Heathrow Rewards
— Старт программы лояльности в 1999 году (BAA WorldPoint).
— Включает в себя более 400 поставщиков услуг и 5 авиакомпаний.
— В 2013 перезапуск программы на мобильных устройствах.
— Количество участников удвоилось.
— Покупки пассажиров в аэропорту увеличились на 14% (£49).
voltmobi
Технологическая платформа
— Работа с агентствами.
— Влияние маркетинга / польза для пассажира.
— Машинное обучение, персонализация опыта.
voltmobi
Резюме: как раскрыть потенциал
— Путешествие как транзакция.
— Дополнительные услуги, сервисы и награды.
— Контроль уровня неопределенности и стресса.
— Персональный опыт.
voltmobi
Как мобильные технологии трансформируют бизнес-процессы
Антон Вдовиченко, an@voltmobi.com, @codegeek
voltmobi
Маркетинг → Frankfurt Airport (FRA Airport)

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Как мобильные технологии трансформируют бизнес-процессы. Антон Вдовиченко, Founder & CEO VoltMobi

  • 1. voltmobi Как мобильные технологии трансформируют бизнес-процессы Антон Вдовиченко, Founder & CEO, VoltMobi
  • 2. voltmobi Антон Вдовиченко — Основатель и CEO студии мобильной разработки VoltMobi. — Со-основатель ServiceGuru. — Преподаватель UX в Британке.
  • 3. voltmobi voltmobi — Компания основана в 2011 году. — Создаём программные решения для мировых компаний. — Разрабатываем собственные продукты. — Есть представительства в Москве и Лондоне.
  • 4. voltmobi Мобильные технологии сегодня — 62М пользователей мобильного интернета. — Среднее время использования смартфона — 2 часа в день. — Для большинства — основной канал электронной коммуникации. — Крупные игроки рынка предлагают мобильные приложения.
  • 5. voltmobi Мобильные приложения авиакомпаний Авиакомпания Пассажиропоток (чел/мес) Приложений (шт/мес) % Aeroflot 2 500 000 90 000 3,60 % S7 900 000 70 000 7,78 % Ural Airlines 674 000 8 000 1,19 % UTAir 451 000 13 000 2,88 % Победа 360 000 30 000 8,33 %
  • 6. voltmobi Мобильные приложения аэропортов Аэропорт Пассажиропоток (чел/мес) Приложений (шт/мес) % Шереметьево 2 835 000 10 000 0,35 % Домодедово 2 375 000 8 000 0,34 % Внуково 1 225 000 0 0,00 % Changi 5 000 000 60 000 1,20 %
  • 7. voltmobi Путешествие как транзакция — Для пассажира путешествие начинается дома. — Неопределённость порождает стресс. — Стресс снижает когнитивные способности.
  • 8. voltmobi Неопределённость Я путешествую с человеком с ОВ, куда обратиться за помощью? Что делать во время ожидания? И еще 100500 вопросов… Как добраться до аэропорта? Какой номер стойки регистрации? Задерживается ли мой рейс? ?
  • 9. voltmobi Неопределённость — Лечу в Минеральный Воды. — Еду на Аэроэкспрессе. — Куда мне идти?
  • 10. voltmobi CJM Customer Journey Mapping — это маркетинговая технология, которая упрощает общение с клиентами и делает коммуникативную стратегию более эффективной и цельной.
  • 11. EnterAnticipate Engage ReflectExit EnrichedExperiencePoachedExperience Touchpoints CarOffice Walk-In Line Order Pay Sit WorkDrink Pack Up Walk Out Car 1.a Discussing with team the local places to grab a coffee. 1.b Decid- ing to go to Starbucks and work on de- sign reports. 1.c Hoping to find a close parking spot. 1.d Hoping Starbucks is not overly crowded and will have avail- able seating. 2.a Notice that there are a couple of people in line. 2.b Notice the narrow, con- fined layout. 2.c Enjoy the aroma of roasted coffee and mixed sweet, robust smells. 2.d The light- ing is pleasant, not overly bright and not too dim. 2.e The music seems ethnic, 1.e Consider- ing alternative places just in case.. 3.a The wait- ing line occu- pies the main traffic way. 3.b The menus across the counter are hard to read while in line. baseline 3.c The line moves slow, people who just ordered are still in the same area. Becomes crowded. 3.d The order- ing process seems too 4.a The Barista acknowledges me with a smile. 4.b I can see the menu bet- ter now, but I feel rushed to order a drink. 4.c I feel forced to make a quick beverage se- lection. I play it safe by having what I always get. 4.d The baris- ta confirms my selection and asks my name to write 5.a The barista tells me the total and I pay with my credit card. He asks me if I want my receipt, I decline. 5.b My inter- action ends with him say- ing thank you. He doesn’t use my name. 5.c Now I move to the left of where i paid. Once again I feel crowded and out of place. People are 6.a Grab my drink and look for a place to sit. 6.b I need, most im- portantly, an outlet and a workspace. 6.c I notice that there are only a few locations in the seating ar- eas that have outlets. This is discouraging. 6.d Most places are occupied. No outlets are 7.a The cub is hot, steaming, but withstand- ing in my hand. 7.b Smells roasty and sweet. 7.c First sip is too hot, but flavorful. I’m happy with the taste and my choice. 7.d The continued sips remain satisfying. 8.a I place my drink on the table next me and place my bag on the floor. 8.b I remove my computer and accesso- ries and now am shifting my coffee to find room for all of my things on this little cof- fee table. 8.c The table is too low to work from there, so I place my laptop in my 8.f I enjoy the free wireless and the unlim- ited use. The signal strength is adequate. 8.g The music is really both- ering me. I put my head- phones on and play my mp3 songs. 8.h The bat- tery use on my computer is a concern now. I will begin looking for another table to work at. 9.a The barista walks by me and makes an announce- ment to the tore that it will be closing shorty -10 pm. 9.b I would like to continue to work. I feel 10pm closing time is much too early, especially in a college town. 9.c I stand up and walk around until I find a hidden trash can to throw my cup 10.a I pack my things up and head out the door. 10.b The re- maining staff tell me to have a good night. 11.a I head to my car and wish that I could have stayed longer to work. I know that once I get home, I will be in the wrong mind state to continue working. 11.b The cof- fee was very good, but I was disap- pointed in the environment. Distracting music, small workspace, lack of power Date: 3/22/10 Eric - Repeat Customer Purpose: To work/drink coffee Ambience Aroma Audible Sensations Second guessing Worrying Cold, drafty Slightly crowded Greeting Unwilling to try something new, risk Feeling rushed Lack of personal space Unstructured Fake Factory line Quick, convenient Impersonal Polite Feedback Confusing Inconsistent Loud Lack of seating Lack of outlets Not large work spaces Sofa chair is comfortable Uncomfortable wooden chairs Tasty drink Flavorable Appropriate temperature Not large work spaces Furniture not ideal for computer work Crowd conversation noise Loud music Distracting Repeating, not my taste Blasting air conditioning Free Wi-Fi People watching Closing time Good byes Annoyed about closing time Good drink Annoyed about where I sat Back hurts Starbucks Experience Map
  • 12. voltmobi — Четыре типа путешественников, транзитные пассажиры. — Потребности каждой группы в условиях большого трафика. — Компактное и удобное представление информации. — Персонализация опыта. CJM в путешествиях
  • 14. voltmobi Сервис в аэропорту — Опыт Changi. — Service Excellence Programme. — Mobile-based Learning Management System.
  • 15. voltmobi — Новая технология обучения персонала. — Автоматизация процессов обучения. — Возможности для масштабных проектов. — Оптимизация затрат на обучение. — Повышение лояльности пассажиров. ServiceGuru
  • 16. voltmobi Heathrow Rewards — Старт программы лояльности в 1999 году (BAA WorldPoint). — Включает в себя более 400 поставщиков услуг и 5 авиакомпаний. — В 2013 перезапуск программы на мобильных устройствах. — Количество участников удвоилось. — Покупки пассажиров в аэропорту увеличились на 14% (£49).
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  • 19. voltmobi Как мобильные технологии трансформируют бизнес-процессы Антон Вдовиченко, an@voltmobi.com, @codegeek