How Mobile Impacts Customer Engagement
Increasingly, when customers need something, anything, they turn to their mobile device and ask for help. Mobile is becoming their problem-solver, and a shift of this magnitude has dramatically transformed customer expectations.
A recent eConsultancy report stated that with the rising adoption of mobile; consumers are intolerant of brands’ online faults. If they do encounter problems, 16% admit they would be more likely to buy from a competitor, while 13% would abandon the transaction altogether and try a competitor instead.
This surge in customer expectations creates an opportunity for brands to transform customer perceptions. And as mobile has such a big impact on customer engagement, this should be at the forefront.
Mobile like social media can help customers learn more about you and engage with your brand. In fact, an EPiServer study found that 46% of brands already have a mobile strategy in place and of those 74% are already using mobile primarily to increase customer loyalty and provide a more personalized experience for customers.
The increase in mobile adoption only further increases their expectations for customer service. As more customers access the internet, social media, and email from wherever they are – your brand should be focused on crafting a mobile-friendly experience in order to remain competitive.
Vision Critical recently pointed out that while many companies think they are customer-centric, they might be making some critical errors. They point out that companies that use mobile tools and strategies that improve customer engagement win with 84% of CMO’s focusing on the mobile experience.
Here are a few areas where mobile can enrich and strengthen interactions with your consumers:
Consumers are interacting with brands through many different communication channels: Mobile, social, and desktop – so it is more important than ever that the brand message remains consistent across all channels. Most consumers will engage with your brand with the use of a mobile device – so it is imperative the mobile experience is seamless for your consumer.
A personalized experience is still important for customers even when interacting with a brand through a mobile device. 34% of users will conduct research on a product or service via their mobile device – so mobile friendly options are paramount. Brands that ensure customer service communications are streamlined for mobile interaction will win more customers.
Mobile has given consumers the ability to search for items nearby, giving them a level of convenience not previously available. Up-to-date location information is essential across all your brand’s online properties, review sites and social media. It enables companies to deliver services and offers to a customer at the most relevant moment.
Mobile devices are now entrenched in today’s society, and it’s important that brands ensure your customer engagements are optimized for mobile. By ensuring websites are responsive and customers can easily access all information they need; brands will be well positioned to improve their customer engagements.