DuPont: Cultivating a Global Strategy for Mobile Apps

The annual Adobe Summit always brings in an impressive array of guest speakers. One of my favorite panels at the 2016 Summit was about cultivating a global strategy for mobile apps. Joanne Hewitson, global digital-marketing lead for DuPont’s Crop Protection Division, talked in depth about the global tools and standards she’s helped her division implement for mobile apps over the past year.

Hewitson began by providing some context on the challenge. Through a group of more than 10,000 sales professionals — both internal and external to the company — DuPont does business in more than 130 countries. This means that the company’s apps had to reach not only salespeople and customers, but also large-scale and small-scale farmers. The sheer range of these audiences posed a challenge — to say the least — in terms of mobile-app strategy.

As she developed DuPont’s mobile strategy, she hit on two main points that have a lot of relevance for global mobile strategists everywhere.

Empowering Customer Conversations
The first component — that Hewitson says is crucial — is to empower customers around the world to have the conversations they want to have. This means starting with typical use cases from each of the regions and markets in which you want to deploy and building customer experiences that are relevant to the conversations people in those areas want to have.

One component of this relevancy is the in-app content itself. Some content is best conveyed through text, some through video, and some through audio or other types of media — and content should always be fresh and personalized for individual users.

The second major component is the platform through which the content is aggregated and delivered. Hewitson and her team found that Adobe Experience Manager Mobile (AEM Mobile) integrated seamlessly with their existing content-management system (CMS), enabling them to push out a dynamic and engaging user experience for customers across dozens of countries around the world.

In DuPont’s case, this approach of dynamically delivered, relevant content empowered users to share information and to have discussions with experts around the world who could provide insights on farming and the environment.

Enhancing the Customer Journey
If you understand the moments that really matter in your customers’ journeys, Hewitson pointed out, you can use mobile to make your interactions with customers more enjoyable and convenient for them.

That understanding starts with capturing data on users’ preferences and behaviors within the app as well as information from surveys, opt-ins, and — in DuPont’s case — even data on the crops they’re growing and their farm operations. As Hewitson and her team integrated all this data and performed analytics on it, they began to build a clearer picture of where their customers’ frustrations were, what information they wanted, and what would make their lives easier.

The customer journey is much more than just a traditional sales funnel. It’s a unified experience, delivered across all touchpoints, and designed to make sure that customers see minimal irrelevant or repetitive information; furthermore, the journey also ensures that information customers have entered in one touchpoint — such as in a previous launch of the app — is preserved in future sessions and used to generate more relevant, personalized recommendations for that individual customer.

As Hewitson and her team became more adept at providing this kind of relevant information, they found that they could replace an enormous amount of printed materials with engaging in-app content such as videos, testimonials, and dialogues with sales reps and other experts.

These personalized data analytics and content packages also made things easier on DuPont’s local sales teams who no longer had to scramble to come up with relevant presentations and information for each customer. All those relationships could now be tracked and analyzed from one central platform, which pushed out relevant content to each customer.

Hewitson says that leveraging this content across all countries — as well as across Web and apps — has created a repeatable, adaptable process that empowers fast and efficient customer onboarding. With the help of AEM Mobile, she and her team have found these solutions very easy to implement, which has allowed them to drive business results and achieve measurable global impact throughout the DuPont organization.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/mobile/dupont-cultivating-global-strategy-mobile-apps/