Nokia: Agility in a Multi-Channel, Multi-Device World
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Tuomas Manninen, Nokia's head of online experience and a speaker at the Customer 360 World Forum, recently spoke about his organization's commitment to multi-channel and multi-device agility.
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How has Nokia been able to remain agile in a highly mobile, multiple-device happy consumer world?
We have selected a "responsive design" approach to serve best possible experience on any device. We realised that keeping separate mobile site and desktop site was not sustainable and future proof. With responsive design we can easily optimise the experience in any screens and any device.
We develop our site in an agile way; it means that we can bring new features to the consumer every three weeks. That allows us to react very quickly on the changing demand from our consumers. We also think "content first." We start the experience design from content, which is led by our content strategy.
What are some keys to success in anticipating a consumer’s move to conversion when they jump from one media channel and/or device to another?
We serve features which are most natural on the channel or device. For example in desktop break point we give first the possibility to buy online, where in mobile device, we serve first "click-to-call."
How has Nokia been able to sustain competitive differentiation and a strong MROI with consumers in such a crowded field?
We do three things systematically: 1.) we look at the site performance against our KPI targets, 2). we ask from the consumers what they like and don't like and 3) we innovate by benchmarking and with our own expertise.
How do you measure the success of your chosen channels, especially with how they relate back to your objectives?
We have established four KPI's which cover all our digital channels. Each KPI has a business value and a set quarterly target. We follow the progress on a weekly basis and react when needed.
What is one of the main challenges Nokia has faced in the ever-changing consumer world and how were you able to find the solution?
Content. How do we create world-class content fast? How do we create content that consumers want to consume and share? What is the best way of delivering the content and in which channel? We have not found a silver bullet for this but we constantly improve our editorial practices.
