CI Professionals: The Future Of Mobile Is Context

Consumers will adopt and use convenient services and products. On mobile phones, this means services that offer immediacy and simplicity through a highly contextual experience. Context — the sum total of what is known about an individual along with what he or she is currently experiencing — is a moving target that will pull consumer expectations of convenience with it. Customer Intelligence (CI) professionals will play an integral role in determining which contextual elements improve mobile services — in terms of both the user experience and corporate profitability. CI professionals must work with their eBusiness, interactive marketing, and product strategy colleagues early on to establish the baseline performance. CI professionals must adopt and promote a test-and-learn approach both for their own analytical and measurement tactics and for their mobile services.