Cisco Connected Mobile Experiences Make Customer Visits Personal and Profitable
Solution Overview
Cisco Connected Mobile Experiences Make
Customer Visits Personal and Profitable
BENEFITS
Keep customers and guests in your venue longer
Reduce the loss of business to competitors
Increase your brand awareness and customer loyalty
Create new revenue with third-party targeted mobile advertising
Learn foot-traffic flows to better position products and services
Collect and analyze information on how customers use your venue
Use real-time data to improve customer experiences
With Cisco CMX, you can give patrons and guests the convenience of Wi-Fi connectivity while you learn how, where, and when they move through your facility. That opens up unlimited opportunities for you to target consumers with deals and ads based on their preferences and location and to build customer loyalty by providing personal engagements in your venue.
Cisco
®
Connected Mobile Experiences (CMX) is a smart Wi-Fi solution that uses the Cisco wireless infrastructure to detect and locate consumers’ mobile devices. With it, your organization can directly deliver content to smartphones and tablets that’s personalized to your visitors’ preferences and pertinent to their real-time indoor locations.
Cisco CMX is a software solution that integrates with other components, such as the Cisco Mobility Services
Engine (MSE) for location identification and the Cisco Enterprise Mobility Services Platform (EMSP) for mobile app development, distribution, and management.
This Solution Overview discusses the following:
● Trends behind CMX
● The CMX components, what they do, and how they work together
● Ways you can use the solution
● The benefits your organization might expect from it
● Services available to get you started and see you through all the way to support
● Next steps to finding out more
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Mobile Access and Personal Touch: A Golden Opportunity
A 2012 survey found that 75 percent of shoppers would like more personalized experiences and that they would be likely to buy more if they got them.
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Most people have come to expect Wi-Fi connectivity in the venues they visit, and that has big implications for mobile commerce. In fact, mobile commerce is expected to be the fastest-growing consumer mobile service between 2012 and 2017, with a 36 percent growth rate. And location-based services are projected to be the second-fastest-growing business mobile service from 2012 to 2017.
While mobile applications deliver tremendous value, developing an enterprise-grade mobile app that is both secure and useful to customers, visitors, students, or patients can be time-intensive and expensive. The average company spends more than $150,000 and six to eight months developing a comprehensive mobile app that fits both a busin ess’s needs and those of its customers.
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CMX, however, gives you a far more direct, quicker, and less costly path to your mobile apps.
CMX Components, Features, and Benefits
The CMX solution is already designed to engage customers and help you understand their behavior. Four components take care of the fundamentals of locating visitors, communicating with them, and securing and managing the setup:
● The Cisco Unified Access
™
infrastructure extends common management, security, and usage policies to your wired, wireless, and virtual private networks (VPNs).
● Cisco MSE includes a comprehensive set of real-time location services (RTLS). It contains the open
Mobility Services API that you can integrate into your applications to deliver Wi-Fi and location data. The
MSE also captures and consolidates information about the radio-frequency (RF) spectrum, sources of RF interference, and devices and users on the network. For example, a Cisco MSE-enabled network infrastructure can locate and analyze rogue Wi-Fi access points, interference sources, and zone of impact.
● Cisco Hyperlocation Module provides state-of-the-art RF, Wi-Fi, and Bluetooth Low Energy (BLE) technologies that help accurately locate customers’ mobile devices. For example, retailers can accurately locate customers within an aisle and push content based on nearby products.
● Cisco CMX FastLocate technology provides additional data points that give you a more detailed view into how customers move through your venue.
But Cisco CMX goes beyond the fundamentals. It gives you granular, easily displayed analytics on visitor behavior.
It also makes it easy for visitors to get onto your Wi-Fi network, and it gives you ways to engage customers through a broad variety of commercially available or custom apps. Four platforms enable this high degree of analytics and engagement:
● Cisco CMX Analytics.
A browser-based platform built into Cisco MSE translates customer and guest location data into a format that’s easily displayed on charts. These charts might show how visitors move through your venue, average time spent, new visitors versus repeat visitors, and more. The information helps you determine where to position products or services based on historic and dynamic dwell time, adjust floor layouts to better serve customers given device density, and staff service locations according to traffic and time of day. Figure 1 shows the Cisco CMX Analytics dashboard with a sample report.
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Cisco IBSG Retail Research, 2012.
2 http://www.formotus.com/14018/blog-mobility/figuring-the-costs-of-custom-mobile-business-app-development
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Figure 1. Cisco CMX Analytics Report Showing Detailed Traffic Patterns, Visitor Data, and Dwell Times
● Cisco CMX Connect: This simple platform built into the Cisco MSE brings visitors onto the guest Wi-Fi network, as shown in Figure 2. With this capability, which scales to thousands of users, you can customize your login page with graphics and ads. Use CMX Connect to deliver welcoming experiences keyed to where customers are in your venue. In addition, you can collect information about customers by asking them to fill out a registration form or use social credentials such as Facebook, Twitter, LinkedIn, or Google+. You can also integrate advertising from third parties to help monetize your Wi-Fi infrastructure.
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Figure 2. CMX Connect Onboards Customers and Visitors onto the Local Wi-Fi Network
● Cisco CMX Engage.
This platform lets you build new apps that incorporate the data you gain through Cisco
CMX. If you have this capability in-house, you can use either an API or an SDK:
◦
Mobility Services API: This open API, which supports representational state transfer (REST), provides you with location-based and Wi-Fi network data to build a broad range of applications.
◦
Cisco CMX Software Developer Kit (SDK): You can add Wi-Fi-based indoor navigation with push notification and auto-launch capabilities to mobile apps.
● Cisco Enterprise Mobility Services Platform (EMSP).
You can enrich customer experiences further by combining CMX Engage with EMSP. This mobile app development and integration environment lets you deliver mobile experiences across hundreds of device types. It allows you to:
◦
Create mobile apps that are tightly integrated with your network infrastructure and back-end systems.
◦
Enable mobile experiences with a cloud-based, drag-and-drop interface using prebuilt modules.
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Protect your investments in your existing mobile apps.
◦
Use ready-to-go solutions, specific to your industry, to create engaging mobile experiences in minutes.
◦
Tap into your strong network security and compliance services to securely manage mobile devices and apps.
“A 2012 survey found that 75 percent of shoppers would like more personalized experiences and that they would be likely to buy more if they got them.”
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Cisco EMSP delivers the Cisco CMX Engage experience via native, web, or hybrid mobile applications. As a result you can deliver dynamic notifications and content upgrades in real time.
Cisco offers the Mobility Services API, CMX SDK, or the EMSP so ecosystem partners can customize the CMX
Engage experience to fit your specific business needs.
Ways to Capitalize on CMX
The ways you can use Cisco CMX are limited only by your imagination. But Table 1 lists some common ones in retail, healthcare, hospitality, transportation, and education.
Table 1.
Retail
Healthcare
Hospitality
Education
CMX Cross-Industry Use Cases
Transportation
●
Greet customers, on their mobile devices, as they enter the store
● Provide coupons of the day, week, or month
●
Push location-sensitive coupons as a customer walks past a specific area
● Understand where customers come from and where they go so you can prioritize advertising and pricing and optimize merchandising displays
● Greet patients on their mobile devices as they walk in
●
Trigger automated check-in to help reduce wait times
● Notify extended care teams when a patient arrives for more efficient care management
●
Deliver reminders and prescription-ready notifications to patients as they depart
● Provide a superior patient experience with indoor navigation from the parking lot to the doctor’s office
● Offer automatic check-in upon entering the property
●
Deliver special offers to the club, lounge, or restaurant
● Provide directions to the room
●
Understand patron foot traffic for optimal planning
●
Push information about delays and platform or gate changes
● Display navigation to the next gate, platform, or terminal
●
Advertise store, restaurant, and other facilities along the way to the next gate, platform, or terminal
● List wait times for security checks, boarding, and ticketing lines
● Make campus tours easy for parents and students
●
Let students use location-enabled class schedules and directions to get to class
● Understand student foot traffic for class assignment planning
●
Determine student congregation points to assess wireless access point coverage
Shopping Mall Uses Cisco CMX to Build Positive Customer Connections
Challenge: intu Shopping Centres, a chain of retail properties located in the United Kingdom, wanted to provide a multichannel shopping experience to its customers. It sought to allow shoppers to connect to each store via social media networks, stream video content, and opt in to personalized deals. intu also wanted to maintain direct ownership of its retail technology and customer data.
Solution: intu installed 2500 Cisco Aironet
®
Wi-Fi access points across its 20 malls to track customer movement and behaviors. It deployed Cisco CMX for location-based analytics and services to gather and discover insights into customer actions. Once deployed, the entire system was centrally managed using Cisco Prime
™
Infrastructure .
Results:
● intu grew its customer database to approximately 1 million unique registrations and to more than a 50 percent opt-in rate for promotions.
● The company gained detailed views into foot traffic to measure the popularity of events and locations.
● intu is using location-based technologies to help improve customer experiences
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Services for Cisco CMX
To help you get the most out of CMX, Cisco offers Mobility Application Services that take you through the plan, build, and manage services lifecycle. They are described below.
● Plan services:
We’ll help you address your near-term and long-term needs and develop a path for growth.
We or a certified partner will develop your business and technical use cases as well as assess your current workflows, business and technical requirements, and metrics to track your business outcomes. We will then help you plan and design your Cisco CMX implementation, addressing factors such as:
◦
WLAN infrastructure
◦
Access point placement and mapping against venue size
◦
Location service functionality
◦
Enterprise systems, platforms, and mobile applications integration
◦
Security and compliance concerns
● Build services: Cisco Services or a certified partner will develop and deploy your Cisco CMX solution. Both delivery models:
◦
Are built on proven Cisco methodologies
◦
Include advanced technology expertise
◦
Use Cisco Smart Services technology and intellectual capital
● Manage services: After your Cisco CMX solution is in place, you can let Cisco Services or one of our partners manage day-to-day operations to enhance:
◦
Peak performance
◦
Solution optimization
◦
Solution support
◦
Return on investment through lower operational costs
When all is said and done, the best interactions between you and your customers happen when you can find out directly what they want and satisfy that interest or desire directly. With Cisco CMX, you can.
“To transform Wi-Fi into a business opportunity, you need to be able to use it to detect, connect, and engage customers as they move through your premises.”
Why Cisco?
There is no comparable solution in the market today that provides all the capabilities and the partner ecosystem advantages that Cisco CMX offers. Cisco is an industry-leading innovator of networking products and services with more than 30 years of experience.
Next Steps
Learn more about how to engage customers and gain insight into their behaviors using Cisco CMX by visiting http://www.cisco.com/go/cmx .
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