Mobile Isn't Just Another Channel--Don't Treat it That Way
| Published: March 05, 2014 | Comments
It’s no secret that your customers are completely tied to their mobile devices - the numbers back it up. Mobile engagement is at the forefront of everyone’s mind in the enterprise today, and it should be. Consumers now demand instant access and control across all touch points. They are in the midst of a total mind shift. As a result of their perpetual mobile connections, expectations have changed. They want utility, and they want it now.
No doubt your business is innovating to meet these new mobile needs – transforming the purchasing journey and payments experience. You are building mobile solutions that help customers discover products and services, explore, buy, and engage with the brand. But, just having mobile-on-the-mind isn’t enough. You need to ask yourself these three questions:
- Are my customers getting what they want from their mobile interactions with my company?
- Are my customers able to access service immediately when they want it?
- Are my customers able to access service how they want it?
Because of mobility, your customers’ expectations have shifted. Mobile consumers expect to get what they want, immediately when they want it, and in the way they prefer. Just because customer care processes are not built that way today does not mean that mobile consumers will accept anything less.
Consider this: According to data from Contact Solutions, 90 percent of escalations from current mobile customer service interactions create a fractured brand experience. That is, they must drop out of the mobile app to dial a toll-free number, then repeat their entire interaction once an agent answers the call. Instead of an integrated brand experience, it’s service-as-usual through another channel bolted on to the traditional contact center experience. The customer’s smartphone might as well be an old feature phone from the 1990’s when they call that toll free number. In this scenario, the mobile app just creates a new way for customers to be frustrated anytime, anywhere with the same old disjointed customer service.
As more and more consumers migrate to smartphones and mobile apps, it’s imperative to drive mobile engagement with your brand. Mobile applications are crucial in this world, as they allow you to create relationships with customers who are outside the reach of traditional marketing. A mobile app is a partial solution that can frustrate your customers if it’s not truly integrated to mobile customer care.
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