Third of brands neglecting multi-channel customer management

Published on 13 July 2012 by in Latest News

mcommerce customer Third of brands neglecting multi channel customer management

Nearly a third of brands aren’t currently using mCommerce, according to a study from CloudSense. The statistic, which fails to reflect the growing prevalence of the mobile consumer and the growth of multi-channel customer relationship management, found that 32 per cent of companies had no social or mobile commerce presence. Meanwhile, 13 per cent of respondents said they had no plans to implement either customer service management channels.

Speaking about the study, CloudSense managing director Richard Britton said:

“Our findings show that many businesses are already missing out on revenue because they do not have mobile and social commerce solutions in place and without action, the gap between them and their competitors is only going to grow.

“There is a perception in some businesses that these technologies are not yet mature, but the hard reality is that their competitors are already making profit from these channels. The barrier for many firms is that they still don’t have the right technology in place, so a multichannel sales approach remains a challenge rather than an opportunity – but these firms need to catch up very quickly if they don’t want to be left behind by their competitors.”

However, the study also investigated industry opinions towards a multichannel approach and its potential benefits. Overall, respondents agreed that a mobile and social CRM solution provided a better customer experience (40 per cent), an increase in sales (31 per cent) and improved customer intelligence (29 per cent).

In other news, a further study this week, as reported in industry publication The Drum, discovered that click-through rates for smartphones were double those on desktops. Smartphone devices enjoyed a 5.67 per cent click-through rate, compared to 2.65 per cent on desktops, according to research from Marin Software. The study found that, over July, mobile accounted for a 20 per cent share of clicks, compared to 13 per cent from desktop devices.

Both surveys demonstrate the continuing trend towards a multichannel customer service solution. Customer management needs to take place on several different channels: mobile, email, phone, social media. You can read more about our mobile and social CRM solutions here.

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