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1、Airship1The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentBASICSEXECUTINGACCELERATINGLEADINGAirship2The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentMastering MAXTM is a step-by-step progression,from implementing basic elements to developing advanced app expe
2、riences.Taking Airships Mobile App Maturity Assessment is your first step.Its how you can measure&understand your current state of maturity and learn how to deliver world-class experiences.Many marketers have been trained to think about mobile apps the same way they approached email marketing as a p
3、romotional channel.But mobile isnt a channel.Its a distinct business environment,with a unique ethos of respect and reward between brands and customers.Making the most of this environment requires mastering mobile app experience,also known as MAX.MAX is a disciplined way of engaging customers after
4、theyve taken the all-important step of down-loading your app.And its harder than you think.Airship3The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentOptimize The Customer App LifecycleAirship has been on the front lines of mobile apps from the beginning,working with thousands of
5、lead-ing brands and powering trillions of customer interactions.That foundation helped us create the Airship Experience Platform(AXP),the only enterprise-class SaaS platform thats designed and built to help brands optimize the entire customer app lifecycle.That lifecycle begins with discovery and ac
6、quisition delivered via our Gummicube App Store Optimization(ASO)solution.Then its all about life after download creating sustainable value through activation,engagement and loyalty.ACQUISITIONENGAGEMENTCustomer App LifecycleACTIVATIONLOYALTYAirship4The Way to Master Mobile App ExperienceIm Ready to
7、 Take The AssessmentMAX Pre-CheckAs eMarketer reports,app users produce 3.5x more revenue than other shoppers and are 3x more likely to make a repeat purchase.In this new world order where the app is the preferred destination brands have to learn to get app experiences right.That requires understand
8、ing the customer app lifecycle and whats at stake in each phase from discovery and acquisition when the customer downloads the app,to activation when the customer opens the app,to engagement when the customer uses the app,to loyalty when the customer comes back again and again.It also requires app t
9、eams that are empowered and enabled to make real-time improvements.With AXP,your app teams can learn what customers like and dont like over time by experimenting with alternate approaches.They can ask customers directly whats important and why.And they can discover whats needed to make life after do
10、wnload a rich and rewarding experience for everyone involved.Airship5The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentChasm of No ReturnMost brands have a long way to go to master MAX.Some are just starting out,and even leaders have room for improvement.The most challenging part
11、 of the MAX lifecycle is the chasm of no return.According to data from Apptopia and others,app downloads have increased every year for the last three years.But in that same period,app retention rates have barely budged.The pattern is probably familiar to you:customers depart after 7,14 and 30 days a
12、nd never come back.To keep customers engaged,brands need to implement a series of individually curated,timely and impactful experiences such as feature tours,VIP rewards and special access that deliver on the promise of the apps value proposition.The desired outcome is to drive customers to take hig
13、h-value,repeated actions beyond the initial download to move them closer to loyalty.Setting up the infrastructure to perform these functions requires a platform for experience management,such as Airships AXP.ACQUISITIONENGAGEMENTThe C H A S M of NO RETURNACTIVATIONLOYALTY71430Airship6The Way to Mast
14、er Mobile App ExperienceIm Ready to Take The Assessment6 MAX DimensionsTo cross the chasm and engage customers,you need to master six functional and operational dimen-sions of MAX.Youll see later how these dimensions help(1)assess where you are in your MAX maturity and(2)provide you with a framework
15、 for recommendations on logical next steps.Audience GrowthIn-App ExperiencesPersonalizationAutomationExperimentationOrchestrationHow healthy is your app audience and how much of a priority is growing that audience to your business?In-App Experiences-How organized is your engagement strategy?Are you
16、coordinating messages across the customer journey to facilitate in-app experiences?How do you collect,organize and leverage customer insights into curated,individualized experiences?Are all your experiences individualized to meet users in-moment?Or are you simply leveraging segmentation and automati
17、on to create experiences?How well are your current messages,app experiences and app UX are driving your desired outcome?Are you testing and optimizing to quantify the impact?To what extent have you established cross-channel collaboration and a single view of the customer to enhance the overall custo
18、mer experience?Airship7The Way to Master Mobile App ExperienceIm Ready to Take The Assessment4 Levels of MAX MaturityNo matter what level youre at or how good you are in any of the six MAX dimensions,there is always room for improvement.Continually.Thats the reality of a world thats operating at the
19、 speed of mobile apps.The four levels of MAX maturity are Basics,Executing,Accelerating and Leading.LEVEL 1 BASICSLEVEL 1 EXECUTINGLEVEL 1 ACCELERATINGLEVEL 1 LEADINGYour app has yet to become a business priority,but youre not alone!Youre in the early levels of mastering MAX.Its clear your app is a
20、priority customer destination with a strong value proposition.Youre a mobile-first organization,MAX is a top business priority and the customer is at the center of everything you do.Your app has huge potential but is not currently treated as a priority destination or your customers.With only limited
21、 cross-channel promotion,App Store Optimization and knowledge of the effectiveness and value of the app and its users,theres a lot of room for improvement.Your app is becoming a priority customer destination within your business and youre already taking steps to grow your audience.However,you could
22、significantly improve your mobile app experience and attributable value with a little more focus.You continually test and optimize your growth strategy,from App Store Optimization(ASO)to cross-channel promotion and value analysis.Your mastery of MAX allows you to create curated,automated interaction
23、s based on customer-provided insights,driving predictable outcomes.Airship8The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentPlot Your PositionAirships Mobile App Maturity Assessment is a tool you and others on your team can use to determine your current level of competence in ea
24、ch of the dimensions of MAX.Thats a critical reality check for your mobile app business.Maturity AssessmentMobile App Experience Maturity AssessmentNow,tell us how the descriptions in the left column align with your brands mobile app performance,where 1=strongly disagree and 5 m=strongly agree.Stron
25、gly disagree12345Strongly agreeProfileresultsMaturity AssessmentNextBackApp GrowthIn-App ExperiencesAutomationExperimentationOrchestrationPersonalizationTo identify each customer,we use a persistent user-identifier that aligns with mobile and other channels across the enterprise.Our in-app preferenc
26、e center collects explicit user preference data for our mobile app and othercommunication channels.Our customer data is updated automatically.We regularly segment our audience for messaging and in-app experiences using a combination ofbehavioral and customer-provided data.We leverage a variety of cu
27、stomers data(demographic,preferences,behavioral,location,etc.)to deliver personalized in-app experiences and contextual messages.Airship9The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentYour Score/sYour maturity scores tell you exactly where you are on your way to mastering MAX.
28、Youll receive a score for each MAX dimension,plus an overall maturity score.The Four Levels of MAX Maturity:Basics/Executing /Accelerating /LeadingThere are 6 Dimensional Categories Used in this Assessment to Define MaturityYour Overall Maturity Level(Average Scoring of Dimensional Levels)Airship10T
29、he Way to Master Mobile App ExperienceIm Ready to Take The AssessmentRecomendationsOnce you have your scores in hand,youll have a starting point for mastering MAX.Which means youll be able to think about how youre going to advance to the next level.Airship can help you make that happen.Well deliver
30、a set of recommendations based on your current state of maturity for each MAX dimension.These recommendations are the logical next steps that will help you advance forward and increase your capabilities.In-App ExperiencesApp GrowthPersonalizationAutomationExperimentationOrchestrationIn-App Experienc
31、esApp GrowthPersonalizationAutomationExperimentationOrchestrationAirship11The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentAirship Strategic ServicesWith our recommendations,youll have your work cut out for you.Airship Strategic Services can guide you by helping to develop an im
32、plementation checklist,following up with suggestions and tracking your progress.Airship12The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentEXPONENTIALPOTENTIALA mobile app can drive crazy growth if you get it right.Thats exactly what some of the worlds most successful brands are
33、doing mastering MAX to create exponential value for both customers and brands.How do they do that?Incremental improvements with MAX.Take the Mobile App Maturity Assessment to see where you are,and get tailored recommendations for your biggest opportunities for improvement.Were here to help.Airship13
34、The Way to Master Mobile App ExperienceIm Ready to Take The AssessmentAbout AirshipAt the dawn of mobile apps,Airship powered the first commercial messages and then expanded its data-led approach to all re-engagement channels(mobile wallet,SMS,email),app UX experimentation,no-code native app experie
35、nce creation and App Store Optimization(ASO).With the Airship App Experience Platform and Gummicubes ASO technology and expertise,brands now have a complete set of solutions to optimize the entire mobile app customer journey from the point of discovery to loyalty driving greater value for everyone i
36、nvolved.Having powered trillions of mobile app interactions for thousands of global brands,Airship is proud to be at the forefront of what has become the digital center of customer experience,loyalty and monetization mobile app experience(MAX).No one knows more,does more,or cares more than Airship w
37、hen it comes to helping brands master MAX.For more information,visit AXP(App Experience Platform),MAX(Mobile App Experience),and Also,read our blog or follow us on Twitter,LinkedIn and Facebook.FORTUNE50014Leading Brands Trust the Worlds LeadingApp Experience Platform FINANCE|ENTERTAINMENT|RETAIL|CONSUMER|TRAVEL|MEDIA|SPORTS|FOOD&BEVERAGE 2022 Airship Group,Inc.Airship,the Airship logo,and Gummicube are either registered trademarks or trademarks of Airship Group,Inc.in the United States and other countries.Airship-Mobile Maturity Assessment-eBook 2022-EN_111522