 Mapping
success across space
by Fiona Mathieson
In this month’s newsletter, Michael Hulme challenges
us to think more deeply about how we approach CRM
and suggests that individual ‘spaces significantly
modify behaviours and emotional responses/receptability
to products or service’. As he goes on to argue,
this has profound implications for CRM as a whole,
but I would suggest that it has very specific implications
for designing services and how to target those that
will be best received. In particular, this thinking
becomes crucial when thinking about the mobile phone
industry, particularly considering the level of debate
about the cost of 3G, the concerns about acceptance
of new services and the issues related to location-based
services.
It is due to the nature of the
mobile phone as a device that it exists within a variety
of ‘spaces’ or situations. This gives
a unique opportunity to access potential customers
at any point, or within any situation throughout the
day. However, if the behaviours of the individual
alter according to each ‘space’, then
so must the interaction. Therefore understanding the
space in which mobile use takes place is essential
to predicting their likely reaction to any contact.
The overall effect of the space
in which a mobile phone is used is created by the
amalgamation of four dimensions; location/situation,
emotion, time and content. Each of the variables exerts
an influence on the behavioural or emotional response
of the individual. It is dependent on the exact combination
of these factors as to whether a particular ‘space’
is correct for contact with a potential customer.
The measurement of the effect that ‘space’
has would therefore enable the prediction of ideal
opportunities of contact, or the ideal space in which
uptake of a service is optimal.
Through our recent research into
Mobile Usage, ‘Me, My Mobile and I’ Teleconomy
have devised a method by which a series of variables
can be used to ‘map’ the emotions attributable
to the use of a mobile phone throughout various contexts,
for a multitude of contact modes. Combining this with
the knowledge of what time of day and day of week
mobiles are used for different services gives the
ability to pinpoint the ideal opportunity in which
to promote a particular service to a consumer group
via their mobile phone.
Using a simple text message as
an example, we can demonstrate how an individual’s
emotional reaction to mobile services varies greatly
depending upon their situation at a particular moment
in time. Graph 1 demonstrates this effect. The closer
to the ‘bulls eye’ ratings reach, the
closer the contact has come to the ‘optimum’
opportunity of interaction. It is at this point that
the mobile user is most open to contact, or most likely
to use the service.
Graph 1 – Receiving
a SMS message in different contexts
A prime example of an ideal ‘space’
in which to contact an individual would be to receive
a text message regarding a relevant topic while in
a pub on a Saturday evening. It is within contexts
such as that, i.e. within a public or social environment
where the highest potential for contact exists. However,
if a potential customer were to receive an unsolicited
text message on a Monday morning while in a meeting,
the emotions and receptivity would be far more negative,
and the likely uptake of any service would be greatly
reduced.
Yet it is not as simple as merely
finding one context and targeting the whole mobile
using population. Different groups of users have different
lifestyles and uses of their mobile phone. So not
only do companies have to be able to choose the optimum
space for contact, they must also be able to identify
which relationships with user groups are likely to
be positively or negatively affected within each ‘space’.
Complete understanding of a target
market is therefore essential in guaranteeing the
creation of a positive contact with the consumer.
Marketers must develop detailed knowledge in order
to be able to time their contact correctly and build
the most beneficial ‘experiences’ for
their brand and therefore promote the strongest CRM
strategy.
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