Are You Delivering the Right Mobile Engagement?
It’s no surprise that companies are engaging with their customers via mobile devices. Companies have seen an exponential growth in the number of mobile users and interactions from mobile devices across every industry, ranging from retail and e-commerce, to the financial services sector, to the travel and hospitality industry. In fact, according to recent studies, mobile transactions accounted for more than 30% of all transactions in 2015, while 61% of customers will leave a site if it is not mobile-friendly.
Customers expect their brands to be accessible in whatever platform suits them best, and delivering to the mobile customer has become the new normal. These consumers do not think in terms of channel, which is why it is important to remember that mobile is NOT a channel, but a series of devices the customer uses when engaging with your brand.
When communicating with mobile device users, there may sometimes be a need to divert the customer to a different channel to resolve their issue. For example, while interacting via SMS, it may be determined the issue cannot be resolved without a more direct line of communication and the customer is asked to call the customer service phone line. Companies that understand the urgency of the interaction train their front-line customer agents to know the difference between mobile engagement and traditional methods of engagement, which leads to a differentiated method of communication. Their success rate is much higher and provides real-time results and a much higher level of end-user satisfaction, and at times, increased revenue.
The way in which you interact with your customer using mobile devices is equally important. There is a clear difference between a mobile engagement and a more traditional delivery, such as voice or web chat. While all of these channels require swift resolution, the mobile customer has an expectation that their interaction will entail less detailed back-and-forth and a more straight-forward tone.
Mobile customers expect clear and succinct responses when interacting with their brands. Often times the customer is connecting with an organization based on a real-time event and are looking for real-time answers to their questions. They may be looking for information about a product, or may even be looking to purchase, so it is important to communicate via brief, concise responses, or at times, a more assumptive, direct approach to selling. The intent is to make the interaction brief and meet the expectations of the customer.
No matter what industry you are in, understanding the mobile interaction is the key to delivering an outstanding customer experience that will drive loyalty and engagement with your brand for years to come.