Return on mobile: Capturing the value beneath the surface

Mobile ROI is more than a cool app

Mobile has become pervasive in society, accounting for an ever-increasing number of both personal and commercial interactions. Yet, even for its meteoric growth – there are now more mobile devices in the world than people – the vast potential of mobile is mostly untapped. While the benefits of mobile are indisputable, organizations still struggle with capturing its full value. And even the most successful endeavors fall short of established goals more than half the time. However, by strategically aligning initiatives, securing C-suite support, managing certain components of the mobile portfolio internally and striking a balance between commercial-off-the-shelf (COTS) and custom applications, organizations can learn to tap into the vast unrealized value of mobile.

Executive summary

The return on investment (ROI) for mobile currently accounts for only a fraction of what is possible. Like an iceberg—the small, visible tip hiding a veritable mountain of ice below the waterline—mobile has as its potential untold millions of dollars of untapped value. Today, some progressive mobile organizations are beginning to recognize the opportunities available and are moving aggressively to launch new platforms, products and services to take advantage. However, even the most insightful companies often develop and release mobile offerings on an ad-hoc basis, instead of as part of highly coordinated strategic initiatives designed to foster consistent, long-term customer value and business growth.

This executive report, based on surveys of more than 1,000 Global C-suite and mobile executives from 18 industries, will explore the vast opportunities hidden from view—the mountain of the iceberg beneath the surface. Further, we will show how different groups of organizations—Growers, Opportunists and Experimenters—approach ROI. Finally, we will use the best practices of the most successful organizations in our study, as well as insights gained from analysis of responses to questions in our interviews, to provide a path forward for those organizations wishing to explore new opportunities for greater ROI on mobile.

Click here for the full report

Source: IBM Institute for Business Value; July 2016

The experience revolution: Mobilizing to win – are you ready?

Customer experience – an elite sport

Technology has always enabled companies to reinvent how they engage with customers. But now we are seeing a profound shift – the convergence of physical and digital customer interactions – which is fundamentally changing how customers will interact and transact with brands and businesses everywhere. To better understand these dynamics, the IBV is conducting a Customer Experience (CX) study, published as a series, with multiple reports organized by topic.

This second report in the series looks at how organizations are mobilizing to transform their CX. In today’s digital world, companies can maintain an intimate relationship with their customers and continually enhance experiences in ways that are affordable and immediate. We reveal how organizations approach CX ownership, strategy, cross-functional collaboration, use of data, use of Experience Design methods and customer feedback to enhance and measure CX. We also uncover the capability gaps that challenge some companies and provide a set of recommendations organizations can adopt to accelerate a CX-centric approach that is applicable today and can scale into the future.

Click here for the full report

Source: IBM Institute for Business Value; Aug 2016

The CEO Guide to Customer Experience

Companies that create exceptional customer experiences can set themselves apart from their competitors.

What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers.

This CEO guide taps the expertise of McKinsey and other experts to explore the fundamentals of customer interaction, as well as the steps necessary to redesign the business in a more customer-centric fashion and to organize it for optimal business outcomes. For a quick look at how to improve the customer experience, see the summary infographic on the following page.

Armed with advanced analytics, customer-experience leaders gain rapid insights to build customer loyalty, make employees happier, achieve revenue gains of 5 to 10 percent, and reduce costs by 15 to 25 percent within two or three years. But it takes patience and guts to train an organization to see the world through the customer’s eyes and to redesign functions to create value in a customer-centric way. The management task begins with considering the customer—not the organization—at the centre of the exercise.

Click here for the full document

Source: McKinsey Quarterly; Aug 2016

Creating content for Millennials: The VICE Playbook


This article provides advice from VICE Media, the digital and media publisher, on how brands can create content that engages millennials across digital, social media and television.

  • VICE’s millennial readers read the most content between 2pm and 6pm when they are supposed to be working, and spend more than 11 hours every day consuming content across multiple devices.
  • Authenticity and transparency are defining virtues of the millennial set when it comes to content – brands should have a genuine point of view that they can “own” for a long period of time.
  • The internet and social media has prompted an evolution in how young people define themselves, from “simple paradigms” to complex personas with a lot of different facets, and they expect the same multi-dimensionality from brands.
  • Marketers don’t necessarily think about whether consumers want to hear from brands on a particular topic at a particular moment, they focus on the ‘brand need’, insert their brand into conversations, and lose focus of ‘audience necessity’.

Click here for the full article

Source: Event Reports, Mumbrella360, June 2016

Shell showcases its heritage as part of new campaign

Limited Edition Shell Heritage Canisters

As a part of its new campaign and 125th anniversary, Shell, an oil and gas company, has launched a collection of limited edition Shell heritage canisters in Malaysia. This collection illustrates the various designs of Shell stations and pumps, from the 1920s until the 1980s. A limited edition Shell tanker and Helix car care kit with designs depicting vintage Shell motor oil canisters has also been launched.

In July, earlier this year, the company had launched a new web series called #StationStories. The campaign featured a series of stories celebrating the journeys of its customers, of which almost 10 million people visit its stations in Malaysia each week.

The web series was conceptualised to be a reflection of Shell’s three-year transformation programme to create ‘meaningful relationships’ between brands and customers and encourage people to participate with the organisation in ways that are valuable to them.

Source:; 20 Sep 2016

Shell: “Roofvertisements”

Looks like petrol prices is not the only thing hitting the roof


Commemorating its 125th anniversary in Malaysia, Shell unveiled two giant roof advertisements (“roofvertisements”), celebrating the people who have helped it become one of the country’s leading fuel retailers – its customers.

Roofvertisements are a unique form of advertising which relies on images being split into smaller pieces, which are then glued onto roof tiles to create a continuous image.

Located on rooftops of major toll plazas in the Klang Valley, they feature a collection of quotes and faces of Shell customers.

“For the last 125 years, Shell has grown from strength to strength, and our customers have been integral to our success. We are grateful for their support, and we are continuously learning, innovating, and improving to serve our customers better.”

“Our roofvertisements feature some of our customers who have made their journeys with us, and we hope their quotes and faces will inspire other Malaysians,” said Ben Mahmud, Head of Retail Marketing, Shell Malaysia Trading.

Last year, Shell embarked on a three-year transformational programme, Welcome to Shell, which aims to deliver a superior customer experience at all Shell sites. The programme is Shell’s ongoing promise to provide personalised customer service and enhanced facilities for its customers so that they can feel more at home when they visit Shell sites across the country.

Shell Malaysia debuted Malaysia’s first roofvertisement at the Duta toll plaza earlier this year. Shell’s new roofvertisements are installed at the Batu 3 and NKVE Subang toll plazas, and are made out of 4,400 tiles and 5,100 tiles respectively.

Source:; 11 Aug 2016

Shell Malaysia brings back #StationStories as part of transformation programme

Shell StationStories

As part of its celebrations to celebrate Shell’s 125 years in Malaysia, the multi-national oil company has launched a new web series called #StationStories.

The campaign features a series of stories celebrating the journeys of its customers, of which almost 10 million people visit its stations in Malaysia each week. #StationStories was a project that Shell had tested mid last year in Malaysia alongside the Netherlands market where it tapped on the potential to connect with its customers while they are pumping petrol. The original series produced in 2015 garnered close to six million views from the six videos produced.

This year the brand decided to bring the series back due to the positive response from the first installation. The videos from this year’s activation start with the question “Where are you going?” making a connection to stories from real people.

#Stationstories is said to be a reflection of Shell’s three-year transformation programme to create “meaningful relationships” between brands and customers and encourage people to participate with the organisation in ways that are valuable to them.

The brand worked with Edelman Malaysia to run a pre-selection strategy and production with Brandbase. The challenge was to deliver a process that identified unique customers without affecting the actual production and making the interviews seemed staged. The Edelman team spoke to more than 100 customers at seven Shell stations across Malaysia to search for special stories.

The campaign is set to run until November, where the last video in the series will be released and runs across Facebook and YouTube with Shell’s website as the main hosting page.

The first spot features married couple Khayrul and Rosneh who tell the story of how they first met and what it takes for their marriage to work. The cheeky exchange garnered around 218,000 views on YouTube. Take a look at the spot:

The second spot features a man called Awi and his three children who visits the station often to get fruit juice for his children.  He reflects on his journey as a single father, its difficulties and the thoughts from his children about his struggle as a father trying to raise three children. One of the children eventually starts crying after being moved by what her father struggles.

The unlisted video garnered around 323,000 views on YouTube. Watch it here:

Source:; 13 July 2016

Latest IBM Global CMO Study unveiled

The IBM BusinessConnect2016 event in March this year at One World Hotel saw the launch of the latest version of the IBM Global CMO Study.

Presented by IBM Malaysia Marketing Director Eric Wong at a special luncheon for CMOs, IBM BusinessConnect2016 drew over 200 high-powered C-suite executives and featured more than 20 speakers and panellists.

This year’s theme, ‘A New Era of Thinking’ built upon the insights gained from conversations with 5247 C-level leaders who participated in IBM’s Global C-Suite Study.

A total of 723 CMOs in more than 50 countries took part in CMO Study.

Apart from the CMO Study findings, IBM also discussed the market realities impacting marketers, cognitive commerce, engaging customers with powerful mobile app experiences, brand experiences across all channels and the API Economy.

In an earlier presentation, Brett Nulf from IBM Mobile First Platform/Cloud Asia Pacific listed some interesting data on mobile usage in Malaysia:

– 1.4 phones per person
– 50% are Smartphones
– 67% use Mobile Internet
– 35% access Internet purely from mobile phone
– 3.1 hours a day spent online
– 42% made purchases from phone

Eric also shared his vision about the future CMO’s team which he declared will consist of new skill-set players like Customer Data Analysts, Customer Experience Managers, Customer Experience Designers, Channel Owners, Creative Managers, Marketing Operations Managers.

Click here to view copy of the study

Source:; 24 Mar 2016

Achieving a digital state of mind

Digital isn’t merely an add-on; it’s a way to think differently about business models, customer journeys, and organizational agility.

Companies that successfully adopt digital technology don’t view it as an extra; digitization becomes central to what they are because they transform their value propositions and evolve every level of the organization so that it becomes data driven, customer obsessed, and highly agile. In this episode of the McKinsey Podcast, recorded in November 2015, principals Karel Dorner and David Edelman talk with Barr Seitz about why, decades into the digital revolution, companies are still trying to define what digital really is and struggling to make the most of it. An edited transcript of their conversation follows.

Podcast transcript

Barr Seitz: Hello and welcome to the McKinsey Podcast. I’m Barr Seitz, global publishing lead for McKinsey’s Marketing & Sales and Digital practices. I’m very happy to introduce my two guests, Karel Dorner, a partner in McKinsey’s Munich office and a leader of the McKinsey Digital Practice, and Dave Edelman, a partner in our Boston office and global leader of our Digital Marketing Group. Karel and Dave are also the authors of “What ‘digital’ really means,” one of the top articles published this year on I’ll be talking to Dave and Karel about the meaning of digital, why knowing the meaning is important, and how leaders can use that understanding to help transform a business at its core rather than at the edges.

Click here for the full transcript

Source:; Feb 2016

A billion-dollar digital opportunity for oil companies

Making better use of existing technology can deliver serious returns—by increasing production, streamlining the supply chain, or reducing engineering time.

The computers in the offices of the average big oil company can find an additional $1 billion in value, if you let them.

Modern advanced-analytics programs are able to diagnose, sort, compare, and identify cost savings, or opportunities for increased production, in a manner beyond the capabilities of the average employee. The tools that allow you to do this have been available for several years, but adoption by the oil and gas industry has been slow. This is partly the result of the recent crash in oil prices, but competing internal IT projects and organizational reluctance to put in the effort required are also factors.

In this article, three stories are told. In each story, the average big oil company (AB Oil Co.) could realize $1 billion in cost savings or production increases by deploying technologies that exist today.

Click here for the full article

Source:; March 2016