Customer Experience Featured Article

Mobile Solutions Complete the Customer Experience

July 16, 2014

Ever since about 2007 or so, the technology landscape has fundamentally changed to include a new breed of mobile device—as exemplified by the iPhone (News - Alert) and its various descendants. The smartphone kicked off a new revolution in mobile device use that came to include the tablet and a variety of wearable devices as well. But a new study from CMS Wire shows that the revolution in question has added up to one critical point: without mobile in the ranks, the customer experience is incomplete, and an incomplete customer experience could be costing businesses more than said businesses realize.

The CMS Wire report took a look at the differences in customers over just four years, starting with 2010 and jumping to 2014, and showed that, even in just four years, there were some major differences between what customers expected then and same expected now. In 2010, the study goes, customers commonly wanted an easy means to compare prices and get other information.

In 2014, meanwhile, the customer expects that systems anticipate desire and provide the information in question without prodding. Follow this up with a recent Forrester Research (News - Alert) study that said 42 percent of online adults in the United States expect companies to have a mobile app in order to really do business with said company, and tack on a couple more general points like over 60 billion downloads in the Apple (News - Alert) App Store alone as well as the total number of smartphone users worldwide to increase to over two billion just in the next three years, and a point becomes clear. The point in question: ignore the mobile experience at one's own peril.

The key point in all this, as the CMS Wire study shows, is called the “mobile moment.” Users can experience a variety of mobile moments throughout a day, and arrive when a customer turns to a mobile device to get something that's desired, be it information or an item or service. Those who can provide the desired something in the mobile moment have an opportunity to win loyalty, and those who continually provide said mobile moments tend to hold that loyalty.

For instance, USAA may have won the bank-related mobile moment by allowing users to photograph a check to deposit said check into a bank account. Banks were quick to introduce that feature as well, but it was USAA who did the job. Amazon allows users to take photos of book covers and buy said book for Amazon's frequently lower prices. Several other such moments exist, but these are some of the opportunities to win loyalty in question.

So how can a business seize that mobile moment loyalty? Just like the examples present, it's a simple process, if not an easy one. Figure out the moment in question that's desired and most relevant to what the business has to offer, and set up the means to take advantage of that moment. Build the necessary platforms and bring in the right people, then keep a constant watch on how the users react with an eye toward fixing any problems that appear.

It's not likely to work on the first try, but if a business can focus its efforts along these lines, chances are that particular mobile moment can be up for grabs. Not every company can have every mobile moment, but for the company that gets even one moment, the rewards can be astonishing. Failure to pursue these moments, meanwhile, means the potential for incredible loss.

Edited by Alisen Downey

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