Mobility has become an important aspect of the customer experience, and customer care leaders must craft a specific mobile customer experience (CX) if they want to keep pace with customer needs and expectations. That means understanding the mobile customer, defining a mobile CX strategy, and putting that plan into place.
This year the number of mobile devices will exceed the world’s population and global mobile data traffic will increase 18-fold between 2011 and 2016, according to a recent Cisco report. This means a growing percentage of the time customers engage with a company will be through a mobile device.
When crafting a mobile CX strategy, one of the most important steps is defining how the business’s actual customers use mobile devices in relation to the company, according to Angel, a customer engagement solutions provider that blogs on the topic.
“For example, customer care teams should examine how the customer base usually interacts with the business throughout the entire lifecycle – and what characteristics are specific to the mobile customer,” Angel noted in a recent blog post.
Questions that customer care leaders should ask when defining their mobile users, according to Angel, include whether there are core questions customers usually ask; whether there are certain services, products or content that are accessed more on mobile devices; what usual customer issues can be solved through automation; what issues consistently require a customer service representative; whether customers need support at the beginning of after a few months of using the company’s product; and whether there is a certain stage in the customer lifecycle when support is usually needed.
Answering these questions helps the company better understand the needs of their mobile customers.
Angel noted that the answers to these questions should be combined with analytics and past customer data to help the company better understand the needs of its mobile customers. One solution that helps utilize past customer data is a CX dashboard such as Angel’s Caller First Analytics solution.
Next, businesses will want to create a mobile CX strategy around these insights.
Mobile CX should not be a carbon copy of CX strategy from other channels, however. It requires additional capabilities. Angel outlined a few that companies might consider: branded mobile apps, interactive self-service tools, location-based capabilities, text message support, proactive mobile alerts, and interactions tailored to customers so as not to invade their personal device.
“Regardless of the specific features, a mobile CX is only as successful as its availability,” Angel wrote in a blog post earlier this year. “If customers experience any downtime with a company’s mobile features, they will lose trust in the channel and the business risks losing that customer for good.”
Once a mobile CX strategy is developed, customer care leaders still need to implement. They should look to integrating mobile CX with interactive voice response (IVR), according to Angel. IVR helps alleviate staffing problems normally, but in a mobile CX environment it also can aid live customer reps by providing them business intelligence and giving them a way to interact with the mobile customer using the graphics, photos and texts mobile users are able to submit on a mobile platform.
“Imagine the possibilities that can result from combining a powerful IVR with all the benefits of mobility,” wrote Angel. Pointing to its Caller FirstSM approach, it says the marriage of IVR with mobile CX “combines customer data with business intelligence to enable you to know who your customers are, cater to their preferences, anticipate their needs, respect their time and enable you to make real-time changes to fast changing business requirements.”
Mobility is here to stay, so companies need to make sure they have a mobile CX channel in place and properly defined.
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