The perils of poor mobile customer engagement

pre629 the perils of poor mobile customer engagement

Mobile devices – smartphones and tablets – are increasingly replacing desktop and laptop computers as consumers’ preferred means of access to the digital world. In recent years they’ve become cheaper and more powerful. Most importantly, data download costs have fallen and bandwidths have risen with widespread rollouts of LTE and LTE-Advanced mobile network technologies.

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This has important implications for all customer service organisations, because it means that their digital interactions with customers are increasingly mobile digital interactions, and that requires a different approach: one tailored to the characteristics of mobile devices and usage patterns.

In a survey undertaken by Vanson Bourne examining customer engagement with organisations via mobile devices,Effective Mobile Engagement Report 2016, 53 percent of respondents reported often or always using their mobile device to research products or services before buying them. Forty-four percent said they often or always used their mobile device to purchase these products or services.

And, following a bad mobile experience, 85 percent of respondents said they would be unlikely or only somewhat likely to do business with the same organisation again.  Seventy-two percent said that, following a good mobile experience, they would be likely to do business again with the same organisation.

Vanson Bourne concluded: “Organisations have until now merely viewed mobile engagement as an extension of their current customer engagement strategy; one more channel to bolt onto the rest. But mobile engagement is much more than this. The increasing connectivity of these devices has created a heightened sense of urgency in customers to have their needs met in that instant.”

It added: “The increasing power and connectivity of these devices allow consumers to change their focus easily and quickly, from one application or webpage to another.

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One of the most critical moments where this change can happen is when consumers have a query but cannot find the appropriate contact details to have the query answered. A large number of mobile engagements have broken at this point, and sales and good faith are likely to have been lost as a result.”

For the survey, Vanson Bourne conducted 8,000 interviews with consumers that had used a mobile device for communicating with a company regarding a purchase or a query. The interviewees were spread across Australia, France, Germany, India, New Zealand, the US, the UK.

Another study, undertaken by ContactBabel, reported: “A considerable amount of service functionality available to the mobile consumer is unsophisticated and often divorced from the rest of the customer experience. Put simply, if the customer tries to use a mobile app or website but cannot successfully do what they want to, in many cases they will be forced to initiate a service request via another channel, such as email or phone, which will be treated by the business as a separate request without any understanding of the history, activity or effort that the customer has already undertaken. No business where this occurs can describe itself as being truly ‘omnichannel’.”

Premier Technologies

Premier Contact Point provides a hosted contact solution that meets the needs of the modern contact centre. This cost effective solution provides a means of directing calls to the agent who is best suited to meet the needs of the customer, without having to be transferred multiple times. Businesses choose this hosted contact solution because there is no need to purchase and maintain costly hardware like there is with traditional PBX systems. This means the need for capital expenditure is minimal, all a contact centre agent needs is a phone, PC and an Internet connection.

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